August 24, 2014

madmimiGoDaddy, the biggest domain name registrar and the world’s largest technology provider, has acquired MailChimp competitor Mad Mimi.

American-Israeli Gary Levitt, founder and CEO of Mad Mimi, writes on the company’s blog: “The original team behind the magic of Mad Mimi is still going to be making that magic — and possibly even across the broader spectrum of GoDaddy. GoDaddy was a startup itself (started out of a garage), and it’s a culture and ethos they seek to maintain internally. Mad Mimi will be able to stay flexible, and we’ll still be making improvements based on customer feedback. We’ll never stop listening!”

Financial terms of the deal have not been disclosed but Calcalist says the deal is worth between $30-$50 million. The Israeli business daily also reports that GoDaddy is considering opening an R&D center in Israel.

“We built Mad Mimi with a vision to delight our customers, and GoDaddy’s vision to champion small businesses matches Mad Mimi’s,” Jerusalem-based Levitt said in a statement. “Together with GoDaddy, we’re incredibly excited to put simple and lovely email marketing in front of a whole new audience and help that audience discover the beauty and efficiency of marketing this way to customers.”

Mad Mimi’s email marketing product helps small businesses create, send, share and track customized email newsletters. Reports show the company had 250,000 users before its acquisition.

The Mad Mimi service will continue to be available as a standalone application. GoDaddy and Mad Mimi intend to build a next generation product utilizing the Mad Mimi platform, with availability scheduled for 2015.

“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,” Steven Aldrich, GoDaddy’s senior vice president of business applications, said in a statement.



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