Halsey Goes Beyond E-mail With Two Acquisitions

  |  August 22, 2006   |  Comments

The firm aims to strengthen its ability to serve mid-market clients by purchasing Web analytics firm ClickTracks and Web content management software provider Hot Banana.

J.L. Halsey Corporation, a marketing services holding company best known for its e-mail brands, opened its checkbook once again to acquire two companies in order to augment its offerings beyond e-mail. The firm is also hoping to strengthen its ability to serve mid-market clients through the deals.

In an agreement that closed quietly Friday and was made public Monday, Halsey paid $7.7 million dollars in cash and $2.9 million dollars of its common stock, to buy CA-based Web analytics firm ClickTracks. Halsey also brokered a deal to acquire Canada's Web content management software provider Hot Banana for $1.9 million Canadian dollars in cash. Both deals could require additional payments by Halsey if specific targets are met.

Halsey CMO Loren McDonald told ClickZ, “These acquisitions are good for the strategy we see going forward...The greatest opportunity is in middle markets, down to the lower markets.” McDonald defined mid- to lower-market businesses primarily as companies with two to ten people in the marketing department. Most of those clients will be agencies that want to define their analytics, without putting a huge amount of resources behind that process.

“We see these smaller departments, and they really want these systems to be integrated. They want to be able to look at analytics and reports and have them make sense.”

Halsey’s strategy to serve these mid-level shops has been mainly through acquisitions. It bought e-mail marketing technology firms Lyris and Uptilt, owner of E-mailLabs, last year.

“We see agencies as the low hanging fruits," McDonald commented. However, over the long haul, the firm plans on targeting "key verticals for bigger players,” he continued.

McDonald promised there would be no layoffs and no restructuring as a result of the acquisitions. Like Halsey’s other acquisitions, ClickTracks and Hot Banana will remain independent subsidiaries of Halsey.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...