April 24, 2013, 4:27 PM

E-mail marketing firm Silverpop raises $25 million

The vendor says it may go public when the timing is right.

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Silverpop Systems Inc., which provides e-mail and other digital marketing services, will announce tomorrow that it has raised $25 million.

Private equity firm Escalate Capital Partners and Silicon Valley Bank led the funding round.

A spokeswoman for the vendor says Silverpop may go public in the future, but that it plans to “wait until the timing is right.”

Silverpop offers tools that tie together retailers’ e-mail, web, mobile and social marketing efforts to present consumers personalized messages across channels, the company says.

The vendor says it has more than 1,800 customers, representing roughly 5,000 brands worldwide—including 380 customers it added last year. The vendor’s revenue grew 40% compared to 2011, Silverpop says. Those gains are from marketers seeking to adapt to the rapidly evolving ways consumers navigate the web, says Bill Nussey, CEO of Silverpop.

“The world of marketing is undergoing a fundamental shift with customers now more discerning, more educated and more selective than ever before and no longer willing to be part of an audience or locked into a single channel,” he says. “Our solution uniquely lets marketers engage each customer or prospect as an individual resulting in a customer experience that is unmatched in today’s world of audiences and segments.”

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