BtoB

YesMail says yes to Post Communications

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Chicago--YesMail.com Inc. has entered into a deal to buy San Francisco-based Post Communications, a subsidiary of Netcentive’s Email Marketing Group. The deal advances YesMail’s strategy of taking a leadership position in marketing services that obtain and retain e-mail dialogues with customers. Terms of YesMail’s acquisition were not disclosed, but YesMail will likely buy the 75-employee Post Communications for a figure that reflects the decline in value of dot-com businesses. Key to the acquisition for YesMail is Post Communications’ client base. It counts such customers as Hewlett-Packard and 3Com among more than 20 existing clients. With the deal, YesMail, a unit of venture capital firm CMGI Inc., Andover, Mass., emerges as an even stronger player in e-mail marketing. So far, business-to-consumer marketers have dominated the e-mail marketing field. However, b-to-b marketers are increasingly using tried-and-true techniques in consumer e-mail marketing to attract and retain business customers.

--John Evan Frook

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