The company expects to benefit by providing e-mail marketing services to GSI’s e-commerce clients including Bath & Body Works, Toys ‘R’ Us, and Major League Baseball. By better targeting e-mail messages based on consumer behavior, e-Dialog expects to help GSI-powered e-commerce sites increase revenue. In explaining the attraction of e-mail, Conn cited research from the Direct Marketing Association finding that e-mail offered marketers the highest ROI of any online marketing channel. Rather than contemplate cutbacks, Rizzi said e-Dialog intends to stick with plans to add 130 employees this year, which would bring the company up to 400 total. The deal culminates efforts by e-Dialog to find a buyer since last year when it hired Jefferies Broadview, the tech banking arm of Jefferies & Co. Separately, GSI said Thursday it was lowering its outlook for fiscal year 2007, reducing expected revenue to $748 million to $750 million, from $737 million to $757 million. read more

Technorati Tags: company, edialog, email, gsi, marketing, million, internet marketing