Sailthru Acquires Seamless Receipts, Advances in Personalized Marketing
About a month after its acquisition of Frame, Sailthru co-founder and CEO Neil Capel announced on the company’s blog yesterday that the email optimization provider has acquired Seamless Receipts. The financial terms of the deal are not yet available.
The acquisition comes as Sailthru, which works with more than 200 publishers and e-commerce sites ranging from The Huffington Post, Business Insider, The Daily Beast and Newsweek, Thrillist, Group Commerce, Tippr, and Fab, continues to expand as a personalized email, online and in-app communication and recommendations provider.
With Seamless Receipts and its client list that includes retailers such as Oakley, Burton and Tumi now on board, Sailthru can offer its e-commerce clients — currently about 35 percent of Sailthru’s customer base — and their shoppers paperless receipts. But more importantly, merchants can deliver consumers targeted messages, coupons and additional loyalty offers to keep them coming back for more.
Michael Hershfield, vice president of strategic partnerships and legal affairs at Sailthru, told Street Fight that the acquisition could help the company facilitate a new client base in traditional, brick-and-mortar merchants. These outlets can blend in-person and online communication with customers, building up knowledge about individual preferences and even leveraging e-receipts with targeted offers to drive follow-up business to their online stores.
“Obviously the traditional brands that have bricks-and-mortars need to go online, but on the converse, there needs to be the technology to really merge those channels,” Hershfield said. “In the end, it’s about the user, and I may search online as a store, but in the end, I may buy it at a traditional, brick-and-mortar location.”
The company also announced separately that it will charge its clients a fixed price per user as opposed to email volume sent in an attempt to incentivize relevant, well-targeted messaging with consumers.
Patrick Duprey is an intern at Street Fight.