September 13, 2012, 3:18 PM

Emailvision buys PredictiveIntent for behavioral targeting

The two U.K. companies are building their exposure in the U.S. market.

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Emailvision Holdings Ltd., a London-based e-mail services provider with clients including Staples Inc. and Ikea, has acquired U.K.-based analytics and behavioral targeting company PredictiveIntent Ltd. Emailvision did not disclose the purchase price.

PredictiveIntent offers Internet-hosted software that uses software tags placed on e-commerce sites to compile information about visitor shopping behavior, which retailers can then use to build online merchandising and marketing campaigns based on what shoppers are likely to buy. Its technology complements Emailvision, which started selling its services in the United States around  two years ago, and has recently begun to offer more personalization in targeted e-mail marketing campaigns. In May, Emailvision launched a new version of its Campaign Commander e-mail management system that supports e-mail content in 16 languages and is designed to target e-mail recipients based on information such as their geographic location and demographics.

Emailvision founder and CEO Nick Heys says clients of PredictiveIntent have used its technology to produce double-digit percentage increases in conversion rates and sales. One such client, British jewelry retailer Astley Clarke, reports that it has used PredictiveIntent to boost its conversion rate by 35%.

Susan Aldrich, an e-commerce analyst at Patricia Seybold Group, says integrated marketing and analytics applications from Emailvision and PredictiveIntent should make it easier for marketers to use analytics data to produce more effective e-mail marketing campaigns with more targeted product offers, instead of having to work with separate applications for analytics and e-mail systems. “The Emailvision-PredictiveIntent combination makes sense on several levels,” she says. “It broadens Emailvision’s offering, making it more attractive; it will reduce the complexity of the marketer’s work environment; and it will enable better results from e-mail marketing campaigns.”

PredictiveIntent’s client base includes U.K.-based online bedding retailer Dreams PLC and U.S.-based retailers Ten Thousand Villages and Family Christian Stores Inc. PredictiveIntent, its senior management and employees will continue operating out of its offices in Poole, England, and New York, a spokesman says. "We’re delighted to be part of a truly global marketing software company and look forward to expanding our technology offering and reach,” says PredictiveIntent co-founder and CEO Neil Hamilton.

Emailvision, which says it has some 3,300 clients worldwide and maintains offices across the globe, is backed financially by San Francisco-based venture capitalists Francisco Partners, which acquired a majority share of the company two years ago.  Francisco Partners did not immediately return a request for comment. Emailvision has six clients in the Internet Retailer Top 400 Europe, two in the Internet Retailer Top 500 and four in the Second 500.

Staples is No. 2 in the Internet Retailer Top 500 and No. 4 in the Top 400 Europe; Ikea is No. 243 in the Top 500 and No. 126 in the Top 400 Europe.

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