USA’s cloud computing company Salesforce has reportedly acquired Rebel, a startup that develops interactive email services for businesses to enhance their direct marketing services.
The startup has claimed that it will be joining Salesforce’s Marketing Cloud operation, which will integrate Rebel’s API-based services into its platform.
“With Rebel’s Mail and API solutions, brands, including Dollar Shave Club, L’Oreal and HelloFresh, turn emails into an extension of their website or app – collecting data, removing friction from the conversion process, and enhancing the customer experience. Rebel will enhance the power of Salesforce Marketing Clod and fundamentally change the way people interact with email,” said the founder.
Saleforce’s list of acquisitions has been long it competes with Adobe and others. It also had acquired ExactTarget, one of its biggest-ever acquisitions, for $2.5 billion in 2013. Competition has been heating up between the two companies since a long time.
The financial details of the deal have not been disclosed yet. Rebel has been co-founded by Joe Teplow and Trever Faden and had raised only about $3 million, with investors including Lerer Hippeau, Sinai Ventures, David Tisch, Gary Vaynerchuk, and others.
What will be interesting to see is whether Rebel continues to integrate with the plethora of email service providers it currently works with, or if Salesforce will keep the functionality for itself.