January 13, 2010, 12:00 AM

Unica buys e-mail deliverability specialist Pivotal Veracity

Unica, a provider of marketing and personalization applications, has acquired Pivotal Veracity for about $17.8 million. Pivotal Veracity’s technology is designed to ensure that marketing e-mails are delivered to the intended recipients’ inboxes.

Unica Corp., a provider of marketing and personalization applications, has acquired Pivotal Veracity for about $17.8 million. Pivotal Veracity’s technology is designed to ensure that marketing e-mails are delivered to the intended recipients’ inboxes.

“The addition of Pivotal Veracity’s market-leading technology will further our objective to provide the most comprehensive best-of-breed software-as-a-service and enterprise software suite to marketers and marketing services partners,” Unica CEO Yuchun Lee says.

Pivotal Veracity’s technology is designed to let marketers test how their e-mail marketing messages will render across web browers and e-mail management systems before sending the e-mail. Prior to the acquisition, Unica had integrated Pivotal Veracity’s technology into its on-demand and licensed enterprise software offerings.

Pivotal Veracity’s customers include Sears Holdings Corp., Cabela’s Inc., Cisco Systems Inc., Classmates Online Inc., Nestle USA and interactive marketing firm Digitas. Unica’s client base also includes major retailers such as Urban Outfitters Inc., Crate & Barrel and Lands’ End.

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