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 Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


COMMENTSCommenting policy

comments powered by Disqus

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



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...