A brief history of email service provider mergers and acquisitions
It seems to be harder and harder these days to keep track of who owns who in the email service provider space. Some ESPs such as e-Dialog, Bluehornet and eCircle have changed hands at least 3 times in the last 10 years! 2013 / 2014 was arguably the biggest year for ESP acquisitions with Salesforce, Oracle, Adobe and IBM all buying up the biggest enterprise ESPs. The latest trend seems to be for private equity firms to buy an ESP or two with the aim of merging them with other marketing technologies that can compete with the larger marketing cloud. Strongview merging with Selligent or Bluehornet joining forces with Teradata are both great examples of recent mergers. So, here is a brief history of ESP acquisitions and mergers. I will add to this list as more acquisitions happen so that we can keep track of who owns who.
Experian acquires Conversen for undisclosed amount — This product formed the basis of Experian’s new Omnichannel product
Zeta Interactive acquires Acxiom Impact for $50 million — Zeta now owns a few different email marketing platforms
Oracle acquires Netsuite (Including Bronto) for $9.3 billion — Oracle now owns Eloqua, Responsys and Bronto