Naviant to Acquire Loyalty Marketer Sweepsclub.com

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Database marketing firm Naviant's acquisition binge apparently is not over, as the company is expected today to announce it will acquire Deerfield Beach, FL-based loyalty marketer Sweepsclub.com.


Financial terms of the deal, which is expected to close within 30 days, were not disclosed.


Naviant on Feb. 20 bought Data One Marketing, a fellow Boca Raton, FL-based marketing company. The acquisition arose through a previous partnership between Naviant and the list brokerage and management firm. Aside from list brokerage and management, services provided by Data One Marketing include data enhancement, postal processing, national change of address and merge/purge.


Michael Brauser, president/CEO of Naviant, said the Sweepsclub.com acquisition complements Naviant's existing database marketing efforts and will give it one of the largest permission-based databases in the industry.


Naviant, which merged with opt-in e-mail firm eDirect.com in November, has a database of more than 60 million e-mail names with postal addresses attached. The company handles hi-tech product registrations for companies like Hewlett-Packard. Since the registrations are done online, Naviant's database includes e-mail addresses and corresponding postal addresses, a combination that lets marketers know better who they are reaching.


Brauser said Sweepsclub.com will become a division of Naviant. Richard Kaufman, CEO of Sweepsclub.com, will remain as head of the division. Sweepsclub.com claims to have more than 1.5 million active members.


EDirect.com gathers e-mail names and physical addresses mainly from sweepstakes and contest participants on a network of Web sites. It also collects self-reported interests during registration.


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