Click Tactics Buys Britemoon

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NEW ORLEANS -- Online DM application services provider Click Tactics Inc. acquired Britemoon Inc., Woburn, MA, a developer of software that creates, manages and measures profile-based e-mail marketing and multichannel campaigns.


Click Tactics, Waltham, MA, announced the deal yesterday at the DMA's show. Terms were not disclosed.


With the Britemoon acquisition, Click Tactics said it now offers the only automated direct marketing solution that lets marketers produce, integrate and synchronize direct mail and e-mail communications to achieve higher response rates and improve ROI.


Britemoon has more than 60 corporate customers worldwide, including FedEx, General Motors, D&B and Atkins Nutritionals. It partners with database and loyalty marketers like Epsilon and BeNOW as well as some of the nation's top agencies including Draft and Digitas. The company's 23-person staff will join Click Tactics' offices in Waltham effective immediately.


"Our customers are telling us that combining direct mail and e-mail into a single communication stream dramatically improves the campaign's performance, but the complexity of setting up and executing across those channels often prohibits their use," said Andrew Frawley, Click Tactics CEO. "Britemoon offers a proven e-mail marketing technology that offers a perfect complement to the Click Tactics direct mail solution. Now our customers can execute highly targeted and profitable direct marketing campaigns by whatever mix and sequence of channels they choose."


Click Tactics also announced securing another $7.75 million in funding from TH Lee Putnam Ventures, New York, and Wakefield Group, Charlotte, NC. It will use the funding to complete the Britemoon acquisition and for working capital to continue to expand sales and marketing efforts.


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