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GoDaddy Aims to Improve Email Marketing Product with Mad Mimi Acquisition

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In a move designed to give its small business customers more tools to get noticed online, GoDaddy announced on Wednesday that it has acquired email marketing platform Mad Mimi for an undisclosed amount.

According to GoDaddy, less than one-third of small businesses use email marketing applications to communicate or engage with customers or prospects, even though email marketing can be much more cost effective than traditional marketing.

Some email marketing platforms can be difficult for some less-technically inclined users, but providers like MailChimp have and others have tried to change that. Mad Mimi is a drag-and-drop solution for small businesses to send customized email newsletters. Earlier this year, DIY website builder Wix.com launched an integrated email newsletter solution aimed at SMBs.

GoDaddy tells TechCrunch that Mad Mimi will replace its older product called “Easy Email Marketing.” The team will also bring customer service expertise that GoDaddy has been building on through acquisitions, including the acquisition of Media Temple earlier this year. 

Mad Mimi will continue as a standalone product, but GoDaddy customers will be able to easily collect customer information and improve customer engagement, according to the release.

Based in Brooklyn, Mad Mimi has 36 employees, and GoDaddy and Mad Mimi will build a next-generation product based on the Mad Mimi platform. It is expected to be completed by next year. Mad Mimi’s plans start at $10/month for the individual user while its Pro plan (apparently its most popular) costs $42/month. At this point it is unclear what GoDaddy will offer the combined product for.

“Email marketing is critical. It helps small businesses connect to customers in a low-cost and easy to use way, effectively tapping into existing customer relationships, making the business of business easier,” Steven Aldrich, senior vice president of Business Applications, GoDaddy said. “Mad Mimi’s email marketing application is a great solution to provide to our growing base of customers who will benefit from Mad Mimi’s high quality product and overall positive customer experience.”

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