Pivotal Veracity Purchase Extends Unica’s Email Marketing Offerings
- Written by Demand Gen Report Team
- Published in DemandGen Reports
Enterprise marketing software solution provider Unica has acquired privately held Pivotal Veracity, known for its tools which help companies optimize the deliverability and reputation of their digital communications.
Pivotal Veracity’s tools are designed to enable its customers to maximize email delivery effectiveness and reduce the opportunity cost of sending emails that never reach intended recipients, including those that are filtered by ISP and third party spam filter services, or end up in personal spam folders.
“In a world where virtually all email is filtered, marketers must pay keen attention to how their digital communications are perceived and whether they reach the recipient’s inbox,” said Yuchun Lee, CEO of Unica. “We believe that email deliverability, which encompasses analysis and management of inbox placement, content rendering, and reputation management, is a mission critical technology for marketers and the entire email technology industry.”
Lee said the acquisition and integration of Pivotal Veracity’s technologies is a logical extension of Unica’s current offerings. “Deliverability management, tightly coupled with technology that enables marketers to create the most relevant email possible, is the heart of email marketing,” Lee said. “…The addition of Pivotal Veracity’s market-leading technology will further our objective to provide the most comprehensive best-of-breed SaaS and enterprise software suite to marketers and marketing services partners.”
Prior to the acquisition, Unica integrated Pivotal Veracity’s solutions into its enterprise and on-demand offerings. The company expects to deepen that integration across both companies’ product lines and continue to sell Pivotal Veracity’s solutions on a standalone basis as well.
In 2008, Pivotal Veracity’s email service provider (ESP) customers sent more than 15 billion marketing-related emails per month, representing a majority of emails sent by ESPs identified as market leaders in The Forrester Wave: Email Marketing Service Providers, Q4 2009. Pivotal Veracity’s customers include Cabela’s, Cisco, Classmates.com, Digitas, Nestle, Progressive Insurance, Rapp Collins and Sears, among others.
Pivotal Veracity’s co-founders Deirdre Baird and Michelle Eichner will join Unica and guide the company’s efforts in email marketing and deliverability.
“We expect sequential growth in perpetual license revenue to drive sequential growth in total revenue and a non-GAAP operating profit of over $1 million, which is better than our original expectation of a break-even non-GAAP operating performance in the first quarter,” Lee said. “With the macroeconomic environment starting to stabilize, we continue to be optimistic about the direction of our business and Unica’s expanding market leadership position.”