Small-business hosting and cloud services provider GoDaddy has finalized a deal to acquire the email marketing startup Mad Mimi. Financial terms of the deal were not disclosed.
The deal fills a hole in GoDaddy's product lineup: While the company has offered its own email marketing service, the tool was showing its age and lacking in features. GoDaddy plans to replace its Easy Email Marketing tool with the platform and technology from Mad Mimi.
The gist of Mad Mimi's email marketing product is ease, with tools it says allows users to create, send, share and track customized email newsletters.
For now, the Mad Mimi service will continue to be available as a standalone application, and the companies said they plan to co-build a next-gen product for release sometime next year.
"Email marketing is critical. It helps small businesses connect to customers in a low-cost and easy to use way, effectively tapping into existing customer relationships, making the business of business easier," Steven Aldrich, SVP of business applications for GoDaddy, said in a statement. "Mad Mimi's email marketing application is a great solution to provide to our growing base of customers who will benefit from Mad Mimi’s high quality product and overall positive customer experience."