ActiveCampaign has acquired Postmark, the email delivery service, to help clients streamline their digital communications.
The CRM provider will also welcome DMARC Digests – Postmark’s email authentication and monitoring service – to its ever-expanding portfolio as part of the agreement.
Despite the deal, Postmark will stay as a standalone product while receiving additional support and resources from ActiveCampaign.
However, native integration to the ActiveCampaign platform is available. Discussing this, Jason Vandeboom, Founder and CEO of ActiveCampaign, stated:
In integrating our platforms, we’ll be opening up the power of transactional email to non-technical users by allowing them to send transactional emails with automation rather than custom coding and APIs. This is a true game-changer for the market.
Unlike promotional email, which typically involves sending bulk distributions of the same content simultaneously to numerous recipients, transactional emails are unique messages to individuals.
Customer actions trigger these emails. For instance, companies can automate order confirmations when a customer makes an online purchase.
Other possible examples include account alerts, user verification, and billing management tasks such as subscription renewals. These are often critical communications that help to foster cohesive customer journeys.
Sharing further details of how the companies will work as one to offer next-generation digital journeys, Natalie Nagele, CEO and Co-Founder of Postmark, added:
