Harte-Hanks Buys E-Mail Marketer

DALLAS Direct-marketing specialist Harte-Hanks has acquired e-mail service provider Postfuture, the companies said. Terms were not disclosed.

The acquisition will provide Harte-Hanks’ clients additional tools for reaching their target audiences, said Richard Hochhauser, president and chief executive of the San Antonio-based company.

“We felt the timing was right to deepen our core competencies in the e-mail space,” Hochhauser said. “The acquisition of Postfuture offers many new opportunities to integrate e-mail more fully into true multichannel programs throughout our entire organization. We see this as another way to better meet our clients’ needs and to strengthen our leadership position in the direct marketing field.”

Postfuture, based in the Dallas suburb of Richardson, Texas, offers an enterprise technology platform that automates campaign and transactional e-mail delivery with secure print-at-home incentives, surveys and data management solutions, the company said. Its technology solutions typically integrate remotely with corporate databases to enable relationship e-marketing solutions for midsize and large distribution enterprises. The company distinguishes itself from other e-mail marketing, e-CRM (customer relationship management) and e-mail application service provider offerings by delivering an enterprise-wide technology platform that links centrally managed customer databases with locally managed marketing programs.

Harte-Hanks expects to integrate Postfuture’s technology and professional services group into several key strategic areas of the company, while committing to continue offering, developing and supporting Postfuture’s various e-marketing platform products, the company said.

“Our focus will continue to be permission-based, customer-focused marketing,” said Richard Merrick, president and chief executive officer of Postfuture, who will now serve as managing director of direct marketing at Harte-Hanks. “This acquisition strengthens our leadership position in the e-mail channel by adding a new vision, expanded sales reach and depth of resources we’ve not enjoyed before.”