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Email has always held a special place in my heart, perhaps because it seems so taken for granted in the digital marketing world. It’s been around too long to benefit from “shiny new object” syndrome, yet its true believers are fully appreciative of its power. What else delivers an ROI of $ 36 for every $ 1 spent, after all?
We hope you’ll take this opportunity to download this free buyers’ guide that looks at today’s email marketing technology and walks you through what you should consider before adopting a new platform or making the switch from your current provider.
Email marketing platforms and financial activity
The big marketing cloud providers, Adobe, Oracle, Salesforce as well as Acoustic and Zeta made investments in email by acquiring standalone players – some more recently than others.
Though the email category is well established, there are still plenty of investors who believe marketers are looking for innovations. In the last few years, many players in the space have attracted venture funding, while mergers and acquisition activity shows how email increasingly works together with other marketing technologies.
In May of 2021, Klayvio closed $ 320 million in Series D financing at a $ 9.5 billion valuation, just six months after its Series C of $ 200 million, according to Techcrunch, which says the next-gen email provider has taken in $ 675 million in all.
ActiveCampaign has received $ 360 million in VC funding through three rounds, Techcrunch says, with the most recent round of $ 240 million (at an over $ 3 billion valuation) coming in April 2021.
Iterable’s latest funding round occurred in June of 2021, which was reported to be $ 200 million. In total, Techcrunch reports the company has attracted $ 342.2 million in financing.
Meanwhile, Sendinblue’s latest funding round, a reported $ 160 million, occurred in September 2020.
Prior to that, the latest period of significant activity in the email space was 2018, when Braze brought in $ 80 million in October and Cordial took in $ 15 million in June.
Mergers and acquisitions
Consolidation activity has been even higher in the past few years. The biggest blockbuster deal was Intuit’s acquisition of Mailchimp for $ 12 billion, announced in September of 2021, though Mailchimp is more focused on small and medium-sized businesses than enterprise customers.
In the same space, and also that month, Constant Contact finalized a deal to acquire email automation provider SharpSpring, following that up in January of 2022 with an agreement to acquire Australian SMS and email platform Vision6, a deal expected to close later in 2022.
Other recent big news involves the CM Group’s merger with Cheetah Digital, announced in October of 2021 and finalized in February of 2022. CM Group is also the parent of Campaign Monitor and Emma, among other related marketing technology brands like Sailthru. CM Group is majority-owned by Insight Partners.
For its part, Zeta Global acquired surveying tool Appness in October 2021. In 2019, the company purchased AI and content classification company Temnos in January, data management platform (DMP) and demand-side platform (DSP) Sizmek in April. It snapped up location data company PlaceIQ in July.
Validity acquired email analytics and deliverability provider 250ok in February 2020, cementing its deliverability and data quality capabilities. The company has previously acquired Return Path (2019), BriteVerify (2018), CRMfusion (2019) and AppBuddy (2019).
Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.