Salesforce acquisition of Rebel hints at larger play to reinvent email marketing

The rivalry between Salesforce and Adobe escalated Friday with the announcement that Salesforce is acquiring interactive email outfit Rebel, the latest encroachment of the cloud tycoons on each other’s turf.

Rebel provides consumers the ability to make purchases or write reviews within email rather than be directed to another landing page.That might not sound like much, but Home Depot, a Rebel customer, says it increased customer reviews by 55 percent after implementing its software, for example.

Although the move from Salesforce is a far cry from Adobe’s $4.75 billion acquisition of Marketo, it does hint that the companies are planning larger plays.

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Via AdAge

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.