The email marketing world continues to be shaken up by multiple mergers and acquisitions. What does this mean for the industry?
The first mergers and acquisitions wave of the relatively mature email marketing industry happened before, during, and immediately after the dot-com era, when we saw leading players like Bigfoot Interactive, FloNetwork, @Once, and CheetahMail get absorbed by bigger players.
The email tidal wave continued post-recession as the channel re-established itself as the hub of digital. The big three of ExactTarget, Responsys, and Silverpop were gobbled up by broader software giants wanting a piece of this action that resulted in Salesforce, Oracle, and IBM getting into the email business…
