MeritDirect acquires Mail Marketing Incorporated

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MeritDirect announced on June 26 it will acquire list management company Mail Marketing Incorporated (MMI). Terms of the deal were not disclosed. Merit adds more than 350 list management properties to its business through the deal, which is effective July 1.

New Jersey-based MMI has built an extensive set of files in its 37-year history, notably in the agri-business, equine and religious categories. The acquisition enables MeritDirect to diversify its files and increase its presence in the consumer list space.

“MMI has a solid roster that expands our portfolio and gets us into the consumer list management area, where we are trying to grow,” said Rob Sanchez, president, list management and interactive services, MeritDirect. “They also have some quality, niche, specialized lists that will help us expand our consumer presence.”

MMI founder and owner Wayne Willerth said the economy made him uncomfortable with the idea of expanding MMI's sales staff on his own, thus leading to the search for a partner.

He said MeritDirect has “a very significant sales staff that will be able to pick up our various products and list owners and properties and enhance sales significantly.

“MeritDirect is excellent in terms of multimedia, and I think it's a great opportunity for the clients we have to be associated with them,” he added.

MMI will be absorbed by MeritDirect and will not retain its brand. Willerth will join the MeritDirect team, along with a few other employees, but most employees in the small business have decided not to stay on — “by choice,” he said.
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