HTML email service provider Constant Contact acquired

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.