Salesforce has taken over the startup Rebel. Rebel is a company that develops interactive email services for companies to improve their marketing services. Email recipients can write reviews, buy products and take other actions without leaving the message.

Rebel becomes part of the Marketing and Commerce Cloud department of Salesforce, the smallest department of the company. The department will integrate API-based Rebel services into its platform, reports TechCrunch. “With Rebels Mail and API solutions, brands can make emails an extension of their website or app, by collecting data, reducing friction in the process and improving the customer experience,” said the company’s founders.

“Rebel is going to improve the power of the Marketing Cloud and fundamentally change the way people deal with email. The terms of the agreement have not been disclosed. It is therefore not clear how much money is involved in the takeover.

Other purchases

Salesforce has made a number of acquisitions to build and expand its marketing services, hoping to be able to compete with, among others, Adobe. One of the acquisitions was ExactTarget, for $2.5 billion in 2013.

But as mentioned before, marketing is currently the smallest part of the company. In the past quarter, the division converted 452 million U.S. dollars, which is less than the sales of the Sales Cloud (1 billion U.S. dollars), Service Cloud (892 million U.S. dollars) and the Salesforce Platform (712 million U.S. dollars).

The addition of interactive mail alone is probably not enough to get the department further up that list. However, it does show that Salesforce is trying to improve its products with more functionalities for current and future customers.

The question is whether Rebel will continue to integrate the email providers it is currently working with, or whether Salesforce will keep the function to itself. Currently Rebel has collaborations with Oracle, SendGrid, Adobe, IBM, SailThru and Salesforce.

This news article was automatically translated from Dutch to give Techzine.eu a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.