Equifax Buys Naviant

NEW YORK — E-mail marketer Naviant was swooped up by Equifax in a $135 million deal Thursday, the companies said.

Through the purchase, Equifax, an Atlanta-based marketing data and technology company, stands to gain more than 3,000 clients, 100 million permission-based e-mail addresses and 38 million U.S. Postal Service files. Naviant CEO Michael Brauser will continue to oversee day-to-day operations.

The transaction is expected to be neutral to Equifax’s 2002 earnings and accretive in 2003.

Over the past year, Naviant, which projects 2002 revenue of about $60 million, has added to its offerings through acquisitions. Following its merger with e-mail marketer eDirect last fall [IQ Daily Briefing, Nov. 30, 2001], the Boca Raton, Fla.-based company snapped up postal direct mail marketer Data One Marketing in November, online loyalty marketer SweepsClub.com in December and a majority stake in 24/7 Real Media’s e-mail marketing business in May [IQ Daily Briefing, May 3].