Internet advertising agency DoubleClick Inc said Wednesday that it will acquire email marketing and list management company Opt- In Email.com Inc to bulk up its direct marketing capabilities. Financial terms of the all-stock deal were not disclosed. Boulder, Colorado-based Opt-In provides its clients with consent- based direct email marketing programs which DoubleClick will integrate with its own Dartmail offerings, announced earlier this week. The company is expected to post revenue of $2m to $5m next year, up from $1m this year.
DoubleClick, based in New York, is set to launch its Dartmail services in the first quarter of next year. The acquisition of privately-held Opt-In adds technology capable of sending 500,000 unique email messages per hour, as well as over 25 clients, including Microsoft Corp, Mail.com Inc and ShopNow.com Inc. DoubleClick said the deal bears out its prior claim that getting into email marketing was a high priority. Shares in DoubleClick jumped $10.375, or 6.5%, to close at $170.4375 after the announcement.
