Home  › Social › Social Media
4sqagain

Silverpop Marries Foursquare to Email

  |  October 5, 2011   |  Comments

Email industry warhorse buys out a geo-social marketing startup.

Silverpop, a marketing services provider that has traditionally focused on email, is getting into the location-based services game. The 12-year-old company today announced the purchase of PlacePunch for an undisclosed sum.

The move allows Silverpop to offer marketing services related to Foursquare and Facebook Places for the first time. The Atlanta-based firm told ClickZ News that email and check-ins can go hand in hand, helping grow opt-in lists and Foursquare followers simultaneously.

Bill Nussey, Silverpop CEO, said PlacePunch's technology and talent will enable his retail clients to cross-promote between the two channels. Emails can push check-in specials, he said, and "a customer who frequently checks in at a retail store can receive a reward via email as a thank you."

Nussey added, "With customers and prospects always on their smartphones reading emails in between checking out the latest photos on Facebook, tweets and checking in on Foursquare, highly relevant and targeted emails are necessary to be a successful marketer. By incorporating PlacePunch's capabilities, marketers can create personalized messages related to check-ins."

PlacePunch, a 17-month-old start-up also based in Atlanta, will be eventually folded into Silverpop's "Engage" platform while sending its employees to work in the latter's nearby offices. PlacePunch CEO Adam Steinberg will take the position of segment marketing director for social media; his fellow exec Chris Glace will serve as product innovation architect at Silverpop.

Their company also brings a loyalty platform and social media data tools to Nussey's firm.

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social 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.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...