Alterian Buys E-Mail Marketing Software Company Dynamics Direct

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Alterian, a database marketing and customer insight solutions provider, has acquired Dynamics Direct, an e-mail and online marketing technology innovator.

Terms were not disclosed. The deal was announced May 25.

Dynamics Direct, Los Angeles, recently was ranked as one of the world's leading e-mail marketing software providers by Jupiter Research. Its partner and customer base includes clients such as Princess Cruises, Countrywide Financial Services and Marsh Affinity Insurance as well as marketing services providers Euro RSCG Worldwide and Vertis.

Alterian, Chicago, whose partner list includes eight of the top 10 database marketing services providers in North America, also said May 25 that it has introduced Dynamic Messenger, a product that adds e-mail and online marketing execution capabilities to its Alterian Marketing Suite.

The acquisition follows the trend of database marketing firms investing in e-mail services firms. In the past few years, Merkle, Acxiom, Donnelley, Epsilon, Experian and Harte-Hanks have acquired e-mail marketing firms to let their customers integrate their offline and online marketing databases to get a 360-degree view of their customers.

Indeed, Alterian said the acquisition took place because the company seeks to meet a critical marketing need: the integration of online and database marketing. Alterian said it now can offer a marketing services platform that merges permission-based e-mail and online marketing with database marketing operations such as modeling, campaign management, list management, data visualization, analytics and reporting.

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