US-based sales and marketing software company ActiveCampaign has acquired transactional email provider Postmark for an undisclosed sum, as the company continues its rapid growth.
The acquisition comes following a $240 million (€228 million) funding round in 2021.
ActiveCampaign, which opened its European headquarters in Ireland in 2019, said the deal would allow non-technical users by allowing them to send transactional emails with automation.
Transactional emails are functional, one-to-one unique messages that the recipient is expecting to receive quickly, for example order confirmations or password resets.
Almost 30 per cent of Postmark's customers are in the Europe, Middle East and Africa region.
Following the acquisition, ActiveCampaign said it would streamline the experience for users of both the current ActiveCampaign service offerings and Postmark, eliminating fragmented messages and separate conversations coming from marketing, sales, and transactional events.
Automation
Instead it will offer a single stream of communication powered by ActiveCampaign’s automation.
The deal also includes email authentication and monitoring service DMARC Digests, which gives users some protection in fighting against email spoofing.
Chief executive of ActiveCampaign Jason VandeBoom said the deal would be a game changer for the market, and would help ActiveCampaign will help retain, attract and grow usage.
“Our commitment to our customers has been to help them grow by maximising customer experience with automation and today, we continue to deliver on this commitment,” he said. “It’s important to note, transactional communications have historically been limited to those with coding knowledge and API experience. In integrating the ActiveCampaign and Postmark platforms, we’ll be opening up the power of transactional email to non-technical users by allowing them to send transactional emails with automation, rather than custom coding and APIs.”
