ExactTarget acquires Keymail Marketing to expand into UK market

Share this article:

Indianapolis-based e-mail service provider ExactTarget is expanding into the UK market through the acquisition of Keymail Marketing. Terms of the deal were not disclosed.

 

The acquisition, announced September 8, comes four months after ExactTarget received $70 million in venture capital funding, which it  said it would use to expand its international presence. Keymail had been a reseller of ExactTarget in the UK.

 

ExactTarget's strategy is to use the acquisition to create closer relationships with its European clients, said Tim Kopp, the company's CMO.

 

“The whole move is about better serving our clients and having direct relationships with our clients in Europe,” he said. “We've noticed that increasingly a lot of blue chip clients and multinational companies that we have been working with want to be served directly by one vendor for their worldwide one-to-one marketing needs.”

 

ExactTarget's international client list includes Reed Exhibitions, Aurora Fashions, Aegon, Value Retail and Gulf Air.

 

London will serve as the company's headquarters for business outside of North America. Peter McCormick, cofounder of ExactTarget, will manage the division as GM of ExactTarget Global.

 

Kopp added that the company will retain Keymail staffers and hire more employees. To accommodate this growth, ExactTarget will search for a larger London office than the one Keymail occupied.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?

Is Reliance on Email Stifling Lead Nurturing?

Is Reliance on Email Stifling Lead Nurturing?

Pressure to drive revenue has some B2B marketers looking to take a more multichannel approach to lead nurturing.

Blame Canada? CASL Leads to SPAM in the Short-Term

Blame Canada? CASL Leads to SPAM in the ...

In the email world, silence does not consent—at least not in Canada, where much fretted over anti-spam legislation went into effect on July 1.