Digital MarketingEmail MarketingSilverpop Marries Foursquare to Email

Silverpop Marries Foursquare to Email

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.

Related Articles

The X Factor of Excellent Email

Email The X Factor of Excellent Email

3y Catherine Magoffin
Email Marketing: The Best Is Yet To Be!

Email Email Marketing: The Best Is Yet To Be!

3y Catherine Magoffin
Why Location-Based Emails Are So Important for Your Brand

Email Why Location-Based Emails Are So Important for Your Brand

3y Mike O'Brien
Email Marketing’s Day in the Sun

Advanced Email Marketing Email Marketing’s Day in the Sun

4y Catherine Magoffin
Where Does Context Live?

Advanced Email Marketing Where Does Context Live?

4y Katrina Conn
The Problem With Mobile Marketing?

Email The Problem With Mobile Marketing?

5y Derek Harding
5 Quick Wins for Holiday Retail Email Campaigns

B2C Email Marketing 5 Quick Wins for Holiday Retail Email Campaigns

7y Simms Jenkins
B2C Success for the 2011 Holiday Season With Email and Social Media

Email B2C Success for the 2011 Holiday Season With Email and Social Media

7y Jeanne Jennings