Silverpop Marries Foursquare to Email

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.