In their latest announcement, the interactive email services start-up company Rebel has revealed that they are now being acquired by Salesforce. Though the terms of the deal have not been disclosed, we believe this is a strategic move by Salesforce to expand its marketing services. Marketing has been Salesforce’s smallest division posting $452 million revenue in the last quarter, this acquisition will certainly fuel their marketing services as Rebel will integrate their API-based services into Salesforce’s Marketing Cloud. Rebel’s interactive email services allow clients to enhance their direct marketing by allowing recipients to write reviews, shop and perform other activities within the email.
This acquisition will allow Salesforce to include new offerings to enable marketers to deliver highly personalized and interactive emails to their customers. Email is still an effective way to reach your target audience with relevant and informative content. Marketers consider email marketing as a powerful tool for customer engagement and increasing topline. With Rebel email services, Salesforce can now power marketers to engage and nurture their leads by delivering messages which can prompt them to take actions within the email. This will also increase web or app traffic and eventually ROI. Interactive emails will also help marketers meet growing customer expectations for a more personalized service.
This strategic move by Salesforce will allow them to compete with other service providers like Adobe, Google, and Microsoft. We have seen bigger companies strengthening their email services by making it more interactive and personalized in the recent past. Adobe recently acquired Marketo for $4.75 billion and Google and Microsoft have been frequently adding new features to their email services. Salesforce is well known for their customer-focused services and this interactive email service addition will certainly going to strengthen their Marketing Cloud offerings.