Unica Acquires Pivotal Veracity

Marketing software firm Unica announced earlier this week it has acquired e-mail optimization and deliverability firm Pivotal Veracity for $17.8 million in cash.

Founded in 2003 by entrepreneurs Deirdre Baird and Michelle Eichner, Pivotal Veracity specializes in helping marketers make sure their e-mail messages get delivered into recipients’ inboxes and render correctly on all the various reading devices.

Pivotal Veracity is one of three companies specializing e-mail deliverability, including Return Path and Goodmail Systems. The e-mail deliverability market also includes smaller consultancies, such as Word to the Wise and The Institute for Social Internet Public Policy.

Pivotal Veracity has 10 employees spread out across the country, including Baird and Eichner, all of whom will reportedly stay with the company and remain in their respective locations.

“Our customers can continue to expect the high level of service to which they have become accustomed,” said Baird, CEO of Pivotal Veracity, in a statement. “Unica is also highly differentiated in its ability to optimize cross-channel marketing activities, and has a growing leadership position in online marketing.”

According to Unica, the firm has already integrated Pivotal Veracity’s offerings into its enterprise and on-demand software.

“We believe that e-mail deliverability, which encompasses analysis and management of inbox placement, content rendering, and reputation management, is a mission critical technology for marketers and the entire email technology industry,” said Yuchun Lee, CEO of Unica, in a statement. “Deliverability management, tightly coupled with technology that enables marketers to create the most relevant email possible, is the heart of email marketing. Acquiring Pivotal Veracity and integrating its technology into Unica’s leading marketing suite is a logical extension of our offerings.”