UK e-mail firms drive latest sector consolidation

A wave of consolidation has hit the e-mail marketing sector, with three acquisitions in the past week involving UK firms.

In the largest of the deals, Interactive Prospect Targeting (IPT) crossed the channel to buy French firm Directinet, an online direct marketing company, for up to â¬33m (&£23m).

It is IPT’s first acquisition in Europe, and it plans to develop synergies between the two businesses over the coming months, covering data collection, e-mail broadcasting, market research and profiling.

Among the other deals, Bristol-based software firm SmartFocus has bought Email Reaction for &£1.6m. The combined client list includes Associated Newspapers and The Labour Party.

Database marketing firm Alterian has bought Los Angeles-based Dynamics Direct, an e-mail and online marketing software provider, for up to $5.5m (&£2.9m).

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