E-Dialog Joins E-Mail Merger Fray

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In the latest e-mail marketing industry merger, e-mail firm e-Dialog, Lexington, MA, is buying Adinfonitum Inc., a Bellevue, WA-based full-service interactive marketing agency.


The acquisition follows a flurry of consolidation in the industry over the past six months. Most recently, Alliance Data bought DoubleClick Email Solutions and officially rolled it into its Epsilon Interactive unit earlier this month.


John Rizzi, president/CEO of e-Dialog, said the industry is experiencing a rash of consolidation because, "the e-mail industry is maturing."


"It has stabilized," he said. "It is a solid part of companies' marketing campaigns today."


E-Dialog now grows its operations to 150 employees and expands its presence to the West Coast. It now has offices in Boston, Bellevue, and London.


With its acquisition of Adinfonitum, e-Dialog's advertiser base grows to about 80 clients representing more than 200 brands, including Alaska Airlines and the American Red Cross. E-Dialog focuses on the retail, travel and publishing sectors.


"We love the travel vertical," Rizzi said. "One thing that was very attractive was that we would be able to bring some of that expertise to major clients such as Alaska Airlines."


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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