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BtoB

InfoUSA to acquire ClickAction

Published on .

Omaha, Neb.--InfoUSA, a provider of proprietary business and consumer databases for sales and marketing programs, signaled its move into the competitive e-mail marketing space Tuesday when it agreed to acquire ClickAction Inc, which provides e-mail marketing automation.

Under the terms of the agreement, infoUSA will acquire all of ClickAction's outstanding stock for up to $4.1 million in cash, of which $1.4 million will be paid to its preferred stockholders and the remaining balance, subject to adjustment, to common stockholders. The transaction is expected to close by the end of this year.

"What we're finding is direct marketing, telemarketing and e-mail marketing go hand in hand and work together," said Vin Gupta, infoUSA's CEO.

Gupta said infoUSA had been working on a deal with ClickAction for several months and that he had been interested in acquiring an e-mail marketing software company for some time.

"The prices [for acquiring e-mail marketing companies] were too high before," Gupta said. "Now, they're reasonable."

Gupta said ClickAction will continue to operate independently and keep its current management team.

The acquisition will allow the combined companies to cross-sell services, he said.

--Carol Krol and Matthew Schwartz

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