Cloud software company Salesforce has signed a definitive agreement to acquire marketing tech company, Rebel, in an aim to expand its marketing and commerce cloud capabilities.
According to Salesforce, marketing has an average ROI of 3,800% while the statistics portal states that there are currently 3.7 billion global email users which "is set to grow to 4.3 billion users in 2022".
The integration of Rebel's technology will introduce elements of interactivity to Salesforce's marketing cloud by enabling consumers to make purchases or write reviews from within emails. This ability to perform in-mail transactions will reduce recipient bounce rate and enhance consumers' buying experience.
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Rebel has said that its mail and API solutions aim to turn emails "into an extension of their website or app - collecting data, removing friction from the conversion process, and enhancing the customer experience".
Rebel was founded in 2013 and works with companies such as Oracle, SendGrid, Adobe, IBM, Loreal and The Home Depot.
A Rebel case study uncovered that with the introduction of its technology to The Home Depot, the company saw a 55% boost in completed product reviews since it started using Rebel. "They’ve sent over 20M emails, seeing an average of 20,000 completed reviews a week," over the period of three months, Rebel stated.