Email service providers for sale on stockmarket

This week Eloqua Limited, a provider of on-demand Revenue Performance Management (RPM) solutions, announced that it had filed a registration statement with the U.S. Securities and Exchange Commission. They want to go public and offer their common stock to the public in an initial public Offering (IPO).

The IPO would be up to an estimated $100 million to help repay debt and apply the money to working capital and other general corporate purposes. The number of shares and price range are not yet determined. But if all goes well, you could buy a piece of Eloqua soon.

Eloqua isn’t the first company to go public with a fair share of email marketing in its portfolio. Responsys has been a part of the NASDAQ Global Select Market since its IPO earlier in 2011.

A list of Email Service providers that are on the public stock market*

Acxiom Digital (includes the old Digital Impact) as ACXM on NASDAQ
Blue Hornet (as part of Digital River) as DRIV on NASDAQ
CheetahMail (as part of Experian) since October 2006 as EXPN on London stock exchange LSE
Campaigner (as a part of J2 Global as JCOM on NASDAQ
Constant Contact since October 2007 as CTCT on NASDAQ
E-Dialog (as part of GSI/eBay) as EBAY on NASDAQ
Eloqua as ELOQ on NASDAQ
Emailvision as ALEMV on Paris Exchange PA
Epsilon (as part of Alliance Data) as ADS on NYSE
Exact Target as ET on NYSE
dotMailer (as Part of the dotDigitalgroup) as DOTD on LSE
iContact (as a part of Vocus) as VOCS on Nasdaq
Lyris as LYRI on OTCBB
Responsys as MKTG on NASDAQ

YesMail (as part of Infogroup) was listed as IUSA on NASDAQ but was taken private again after a buyout by CCMP Capital Partners in March 2010.

For most emarketers their decision to choose an Email Service Provider wouldn’t be influenced by the difference between a publicly or privately owned company. Publicly traded companies are certainly subject to additional regulations and have additional revenue reporting obligations. The fact that a company is publicly owned will influence some of the “bigger boardroom” decisions, but that could be either way though.

Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. Eloqua is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America.

* Thanks to Loren McDonald and Tink Taylor for help with compiling that list

About Jordie van Rijn

Jordie van Rijn is an independent email marketing consultant and analyst. He is the founder of Email Vendor Selection and specializes in smart email marketing, online marketing strategy, software selection, campaign management, optimisation and RFP / vendor selection. He tested, reviewed, and wrote about 100+ business software including email marketing services, CRMs, ecommerce platforms, and online course creators. Published in-depth email marketing guides for financial service, ecommerce, travel, restaurant, and fashion industries.
Named one of "50 Online Marketing Influencers to Watch" by Entrepreneur magazine. Companies like Scania, KLM, Unilever, AEGON, CZ, FNV, NRC Media have asked me for advice.

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