Carolyn Gardner

Local e-mail marketing services firm Cardcommunications has been acquired by Sitebrand of Gatineau.

Sitebrand, which offers software-based interactive marketing services, bought Cardcommunications to help provide its primary retail market with a solution for quickly converting web visitors into buyers.

"The acquisition of Cardcommunications is part of our commitment to offer our retail customers leading-edge e-marketing and professional services capabilities," said Sitebrand chief executive Justin Shimoon in a statement. "Cardcommunications enables us to offer a more comprehensive solution to better address their top online challenges while giving us the potential to extend our solution to new markets in the near future."

According to online market research firm e-Marketer, the average conversion rate for online retailers is two to three per cent, and has been for the past three years. Sitebrand's solution aims to help retailers convert web visitors to buyers by automatically creating a unique and personal experience for every web visitor which changes in real-time while they are on the site.

"This is an exciting opportunity," said Cardcommunications president and founder Carolyn Gardner, who will now take on the role of director of e-marketing services for Sitebrand. "Our customers will be able to launch highly integrated web and e-mail campaigns that optimize conversion."

Ms. Gardner said the takeover meant Cardcommunications would be able to expand its portfolio and have access to Sitebrand's innovative technology, thus increasing its service offerings to clients.

Previously, Cardcommunications had partnered with technology companies in order to offer its services to clients, but as Sitebrand's subsidiary it is now operating as part of that technology, she explained.

"As a company, we drive traffic for our clients, but now we can go a step further and show clients what happens when visitors get the site, and show them the different conversions," said Ms. Gardner about the significance of the takeover for Cardcommunications.

"For retailers, the focus is obviously on conversions (from web visitors to buyers) and increasing sales, as well as reducing shopping cart abandonment and increasing the average conversion rate."

It will be business as usual for Cardcommunications's customers, with clients continuing to enjoy the same services, Ms. Gardner stressed, although they will eventually be able to explore new options and technology through the Sitebrand connection.

Meanwhile, Cardcommunications will benefit from increased access to large e-commerce customers through its affiliation with Sitebrand, including Zip.ca and a number of large retailers in the United States, Ms. Gardner said. She added that Sitebrand would gain Cardcommunications's expertise in e-marketing.

The Cardcommunications team will move to Gatineau to join Sitebrand at its corporate headquarters. The company will continue to operate under the Cardcommunications name in the short term.

Ms. Gardner said Sitebrand would likely be doubling its workforce within the next year, and noted that the company was actively recruiting to add to its 25 staff.

"It's an interesting time for both companies," she said. "It's a decision that made sense, the timing's right, and the companies and their cultures fit together well."