Litmus, the leading web-based email creation, testing, and analytics company, today announced its acquisition of Curated, a content curation tool that helps subject matter experts collect, curate, and publish highly engaging newsletters. The acquisition follows Litmus’ $49M investment from Spectrum Equity last October and is the company’s second acquisition following its purchase of PutsMail.
The acquisition furthers Litmus’ vision to help marketers all over the world make email better. Integrating Curated into the Litmus ecosystem will give email marketers a key tool for consistently delivering high-quality content to their subscribers, improving email engagement, and increasing lifetime value.
“Our entire focus is to give marketers the tools they need to create the next generation of amazing email,” said Paul Farnell, CEO of Litmus. “This acquisition is important because it gives us the ability to marry great design with great content—a critical combination to ensuring email is consistently engaging.”
A decade ago, marketing organizations began a revolution led by web analytics, but today, it is quality content that is emerging as the key driver of discovery and engagement. The challenge many organizations face is that content does not have an overarching strategy across the business. In fact, last year, research from the Content Marketing Institute revealed that only 32% of B2B marketers reported having a documented content strategy. Litmus’ acquisition of Curated works to bring the content workflow and email creation workflow closer together, breaking down barriers and ensuring a cohesive strategy for email subscriber engagement.
“Email subscribers are often a brand’s biggest advocates,” said David Verwer, founder of Curated. “This is a great opportunity to combine Curated’s content workflow and publishing tools with Litmus’ email marketing expertise. Together we can deliver more value to content creators, email marketers, and most importantly email subscribers.”
Curated users will continue to receive the same great experience and service they have come to expect, with no interruptions. Working together, Litmus and Curated will continue to enhance product features, including the planned ability to integrate Curated capabilities alongside Litmus’ email service provider partners, and enable Litmus users to more easily use Curated to make content consistently engaging.
The acquisition follows a major update to Litmus’ platform. Marketers can now view email compatibility in real-time with Instant Previews alongside interactive checklists to catch broken links, missing images, and spam issues.
Litmus helps more than 250,000 marketers make email better. The web-based email creation, testing and analytics platform empowers marketers, designers and agencies to confidently deliver a superior subscriber experience. Litmus provides instant email previews and quality assurance tools across all major inbox providers, browsers, and devices, and features comprehensive analytics to help users quickly and easily build, test, troubleshoot and optimize every campaign. Headquartered in Cambridge, Mass., with additional offices in London, Litmus has partnered with more than 250 major email service providers and agencies, including MailChimp, IBM Silverpop and BrightWave Marketing.
Founded in 2014 and headquartered in the north of England, Curated helps close to 3,000 companies and individuals send digest emails. Curated provides subject matter experts with easy-to-use tools that streamline the process of collecting and publishing relevant content, expand their influence, grow their audience, and increase email engagement.