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Mansell Group Continues Buying Spree

After taking on a strategic investor in The Riverside Group in Q210, Atlanta-based Mansell Group has pulled the trigger on another roll-up opportunity by acquiring Seattle-based email service provider (ESP) WhatCounts. The joining of the two privately held companies will double Mansell Group’s current client roster of over 600 customers – and have roughly the same effect on revenues and employee count.

WhatCounts, like Mansell Group, sports a diverse customer base including Alaska Airlines, Amazon, Costco, Fox News, REI and Ziff-Davis. Beyond traditional SaaS email delivery, WhatCounts also markets their Broadcaster appliance designed to install internally to keep transactional messaging costs down. The device can even be hosted in the company’s tier-one colocation facility if a firm doesn’t want to manage the bandwidth.

Clearly this move continues to pull Mansell up market towards the highest-volume ESP heavy hitters like Atlanta-based Silverpop, and away from SMB-targeted solutions like Atlanta’s other key player, MailChimp. I’d expect CEO Allen Nance and his expanded team to continue strong M&A work, with a earlier stated preference for more social media tools as well.

We’ll keep an eye on Mansell Group, and wait to hear they’ve snapped up every ESP from here to Wichita :-)

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