Mediaboss Marketing

Boomerang is a company offering email, social and event marketing. It provides a platform for organizations to handle all their email needs from simple email promotions through to personalized newsletter. It is in a similar space as well known vendors MailChimp and Campaign Monitor.

Unfortunately this competition, and the fact that larger vendors are sucking up much of the oxygen, makes it hard to grow to scale.So given the very limited opportunity for Boomerang to be something of real standalone value, it is unsurprising to see that email marketing software vendor Emma has acquired the company to both integrate the feature into their own solution, but also to leverage the skillset of the Boomerang team.

Emma is an email marketing solution that is targeted to the needs of agencies, franchises and in-house marketing teams. It is focused particularly closely on the Salesforce.com ecosystem but also has integrations into e-commerce platforms and various social networks. Emma covers the email automation area, but also helps with audience segmentations and email marketing. Emma claims 40,000 customers worldwide including Mario Batali and Bridgestone.

In announcing this deal, the terms of which were not disclosed, Emma CEO Clint Smith talks about the value that the Boomerang team brings to Emma. Emma has been in existence for 10 years and has 150 staff across four US cities and one international outpost in Australia. When Emma was created, this idea of cloud-based plugins was a very nascent one and Boomerang brings that understanding to the Emma mothership. If Emma wants to continue growing, it will need to embrace this way of doing business and so beyond Boomerangs existing market penetration, there is a real theme of skills acquisition in this announcement.

According to the announcement, Boomerangs existing customers will now have access to Emmas platform, including its deep Salesforce integration. For its part, Boomerang suggests that a large percentage of its customers rely on Boomerangs integration with Salesforce so this deal looks set to increase customer value from the combined offering.

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Emma Acquires Boomerang--An Email Marketing Rollup