Emailvision Buys Social Marketing Startup

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Emailvision, an 11-year-old provider of e-mail marketing software, has acquired ObjectiveMarketer, a start-up that offers social media marketing management tools. The deal illustrates how e-mail marketers are increasingly obliged to act as social marketing managers in addition to their traditional roles.

ObjectiveMarketer software is used by brands like Cisco WebEx, Answers.com, BMW Motorrad and MINI Colombia. Those clients rely on it to plan, automate, execute and measure campaigns on platforms including Twitter, Facebook, and LinkedIn. Those capabilities will join Emailvision's flagship product, Campaign Commander, which allows marketers to manage e-mail design, planning, delivery, A/B split testing and analytics. Its customers include Sony, Unilever, Sharp, Pfizer and Panasonic.

The Campaign Commander product previously had a "share-with-my-social-network" feature allowing clients to share e-mail promotions, offers and newsletters on Facebook, Twitter, and other communities.

"We have support in our core product, Campaign Commander, for integration of e-mail and mobile campaigns with social media channels," said Emailvision CEO Nick Heys. "Now we can offer online marketers the ability to actively manage their social campaigns in the same way they manage all other channels."

Emailvision says it is "committed to making immediate investments in ObjectiveMarketer's R&D to keep a very high rate of innovation in the fast moving world of social media marketing."

ObjectiveMarketer was founded in 2008 by Amita Paul. She joins Emailvision in a full-time role dedicated to Emailvision's social media product line. She will also open an office in Palo Alto, Calif. All ObjectiveMarketer employees will join Emailvision.