Silverpop Acquires Vtrenz

Customer Experience Matrix

Last Tuesday, email marketer Silverpop announced it was acquiring Vtrenz , which provides an integrated email / Web marketing suite. This is the third recent acquisition by a email service provider—the others being Kefta by Actiom Impact and Loyalty Matrix by Responsys. I think it’s the most intriguing of the three, because the other two primarily added analytical capabilities, while Vtrenz adds a strong Web marketing component.

Vtrenz 120

Online Marketing Systems Are Still Very Fragmented

Customer Experience Matrix

The traffic generation side includes: - email campaign systems like Responsys and Silverpop ; - search engine marketing like Efficient Frontier and Did-It ; - online advertising like Doubleclick and Tacoda ; - search engine optimization like Apex Pacific and SEO Elite ; and - mobile advertising like Knotice and Enpocket (There are many more vendors in each category; these are just top-of-mind examples, and not necessarily the market leaders.