HTML email service provider Constant Contact acquired
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Web hosting services firm Endurance International Group paid $1.1 billion this week to acquire Boston HTML Email marketing service Constant Contact, paying 21% more than the company’s stock price before the acquisition announcement. The purchase emphasizes the growing importance being placed in HTML Email marketing services, and the belief by many that HTML Email marketing will continue to grow.
Organizations and companies use HTML Email marketing messages to share information or sell products to customers or group members that have granted permission to receive the messages. The emails include pictures, formatted text, and designs all contained within an email. HTML email is a cost effective way to reach a large audience with information about products, services, or news. HTML email is commonly used for company newsletters that are sent to customers, requests for donations from non-profits or political causes. Because HTML email messages often reach thousands or tens of thousands of readers, service providers make it easier to prepare, send, track, and report on each message. Most HTML email service providers offer basic analytics about each message, making it possible to see if messages were opened, and if any links within the message were clicked.
The HTML used in an email message is different from what is used in a website, which is why many marketing and communications professionals take HTML email classes to learn the correct way to create and format these messages. Constant Contact has more than 650,000 customers currently using their service to send and monitor HTML emails.
Endurance, the company that acquired Constant Contact, has been providing web hosting services, operating small business websites on their servers for the past 18 years. Over the years they have acquired several other firms that also host websites including the well-known brands of HostGator and BlueHost. Before offering to buy Constant Contact, Endurance had a resale agreement in which they sold the HTML email marketing services offered by the firm. With the agreement they will now be promoting their new acquired HTML email services to companies for whom that they provide web hosting services.
About the author
Christopher Smith is president of American Graphics Institute. He is the co-author of Adobe Creative Cloud for Dummies and more than 10 other books on design and digital publishing. He served as publisher and editor of the Digital Classroom book series, which has sold more than one million books on topics relating to InDesign, Photoshop, Illustrator, After Effects, Premiere Pro and other Creative Cloud apps. At American Graphics Institute, he provides strategic technology consulting to marketing professionals, publishers designers, and large technology companies including Google, Apple, Microsoft, and HP. An expert on web analytics and digital marketing, he also delivers Google Analytics classes along with workshops on digital marketing topics. Christopher did his undergraduate studies the at the University of Minnesota, and then worked for Quark, Inc. prior to joining American Graphics Institute where he has worked for more than 20 years.