Intellipost Corp. of San Francisco, creator of the e-mail direct marketing program BonusMail, has bought MyPoints and other e-commerce assets of Experian, the $1.6 billion global provider of database marketing and credit information. The acquisition is part of a multilevel agreement between Intellipost and Experian, which will take a 19.9% stake in the combined company and become Intellipost’s global strategic partner in Internet direct marketing. Experian is a subsidiary of Britain’s Great Universal Stores plc. In addition to MyPoints, Intellipost is acquiring Chicago-based MotivationNet LLC and a related online venture, DirectValue.com. Experian will provide Intellipost with database management technologies and worldwide sales support for the BonusMail and MyPoints programs. No other terms of the agreement were disclosed. Intellipost will combine the MyPoints online rewards program with its own BonusMail and rewards offerings, giving online marketers and Web merchants access to more than 1.7 million members who have signed up to receive advertising by e-mail or to earn rewards by shopping via the Internet. MotivationNet chief executive officer Bob Hoyler, a former senior executive at Keebler Foods, will assume the president and chief operating officer position at Intellipost and also will become a member of the board.
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