Co-op database marketing firm Abacus announced Tuesday it has teamed with e-mail service provider Silverpop to create a new service called Abacus E-mail.
The service will be offered as part of Abacus

Co-op database marketing firm Abacus announced today it has teamed with e-mail service provider Silverpop to create a new service called Abacus E-mail.

The service will be offered as part of Abacus’s ClearEDGE—technology aimed at mid-market catalogers to help them manage their marketing databases—and dbEDGE—custom database technology aimed at larger catalogers and retailers, and other companies that use direct marketing.

Previously, Abacus offered ClearEDGE and dbEDGE customers DoubleClick’s Dartmail technology. However, Dartmail was sold to e-mail service provider Epsilon Interactive earlier this year.

Some Abacus customers are reportedly still using Dartmail.

The new service using Silverpop will allow Abacus’s multichannel merchant customers to apply the same level of database segmentation to e-mail that they apply to direct mail campaigns, the company said in a release.

“With Silverpop providing our email technology platform, we enable the ever-increasing use of e-mail as an effective form of direct marketing and support our client’s needs to deliver relevant messages regardless of channel,” said Brian Rainey, CEO of Abacus, in a statement.