Home  › Email › Email Marketing

Emailvision Buys Social Marketing Startup

  |  January 19, 2011   |  Comments

ObjectiveMarketer provides social marketing tools to clients like Cisco WebEx and Answers.com.

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.

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...