Digital River Buys BlueHornet

E-commerce outsourcing firm Digital River Inc. bought e-mail marketing services firm BlueHornet Networks Inc. for an undisclosed sum.

The deal lets Digital River, Minneapolis, offer online marketers and retailers a broader tool set for survey and e-mail creation, database and campaign management, loyalty measures, revenue tracking and statistical analysis.

BlueHornet's service will be included in Digital River's e-commerce platform. It also will be integrated with Digital River's Fireclick online analytics engine. The goal is to deliver for clients a better data-driven approach to building their e-commerce businesses.

Marketers also will be able to buy BlueHornet's services on a standalone basis. The company has conducted e-mail campaigns for MBNA, Brinker International, 3M, Sprint, World Wildlife Fund, House of Blue Entertainment Inc., Red Lobster and Kyocera Wireless.

More than 100 resellers use private-label versions of BlueHornet's e-mail marketing offering.

BlueHornet will continue to work out of its San Diego office while becoming a wholly owned subsidiary of Digital River.

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