TL;DR
In a significant move for the digital marketing industry, iContact Marketing Corp. acquired SEO software leader Moz in June 2021. The acquisition was driven by a strategy to combine Moz's powerful search engine optimization tools with iContact's established email marketing platform. This fusion aims to create a comprehensive, all-in-one digital marketing suite tailored for small and mid-sized businesses (SMBs), allowing them to leverage both search and email channels more effectively.
The Acquisition: Moz Joins the iContact Family
On June 4, 2021, the SEO community took note as Moz, a pioneer in search engine optimization technology, announced it had been acquired by iContact. iContact, an email marketing firm, is a subsidiary of the larger tech company J2 Global, which has since rebranded to Ziff Davis. This strategic purchase brought one of the most respected names in SEO into a portfolio of digital marketing brands that includes Campaigner, SMTP, and Kickbox.
While the initial announcement from some outlets did not disclose financial terms, subsequent reports and data confirmed the acquisition price was $67 million. This figure reflects the value placed on Moz's established brand, extensive data sets, and loyal community built over 17 years. The deal was not just a simple buyout but a strategic alignment of two core marketing disciplines.
A key message emphasized in the announcements was the preservation of the Moz brand, team, and culture. In a statement, Moz CEO Sarah Bird affirmed the company's mission would remain the same, with the new ownership structure intended to help Moz innovate faster. This assurance was crucial for the dedicated community of marketers and SEO professionals who have long relied on Moz for tools and educational resources.
Meet the Players: Understanding Moz and iContact
To appreciate the significance of the acquisition, it's essential to understand the distinct but complementary roles Moz and iContact have played in the digital marketing landscape. Each company carved out a leadership position in its respective field by focusing on the needs of growing businesses.
Moz, founded in 2004 as SEOMoz, evolved from a consulting blog into a leading software-as-a-service (SaaS) provider for SEO. It is known for its comprehensive toolset, including Moz Pro for campaign management and Moz Local for managing business listings. Beyond its software, Moz built a reputation for its commitment to education through resources like the Beginner's Guide to SEO and its TAGFEE values (Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional).
iContact, established in 2003, became a major player in the email marketing space by offering user-friendly tools for SMBs to create, send, and track email campaigns. Prior to the acquisition, the company and its sibling brands were responsible for delivering over 68 billion emails in a single year, demonstrating its scale and reach. As part of J2 Global's portfolio, iContact was already part of a larger strategy to provide a suite of digital services.
Though operating in different channels, their functions are highly synergistic:
- Moz (SEO): Focuses on attracting new audiences and driving organic traffic by improving visibility on search engine results pages (SERPs).
- iContact (Email Marketing): Concentrates on nurturing existing leads and retaining customers through direct, personalized communication.
The Strategic Rationale: Combining SEO and Email Marketing
The core driver behind the iContact Moz acquisition was the clear and growing demand from SMBs for integrated marketing solutions. Businesses no longer view marketing channels in isolation; they need tools that work together to create a cohesive customer journey. Michael Pepe, then President of iContact, stated that when customers were asked what tool they needed most beyond email, the answer was "undoubtedly SEO." This direct customer feedback was a primary catalyst for the deal.
Combining SEO and email marketing unlocks powerful strategic advantages. Insights from SEO keyword research can directly inform the content of email newsletters and the phrasing of subject lines, making them more relevant and engaging. Conversely, the engagement data from email campaigns—what topics resonate most with an audience—can provide valuable clues for new content to create for SEO purposes. This synergy allows marketers to move from keyword discovery to content creation seamlessly. To further scale this process, many teams now use AI-powered tools. For instance, platforms like BlogSpark can help generate SEO-optimized articles based on keyword insights, bridging the gap between strategy and execution.
The merger positioned the combined entity to offer a more holistic marketing platform, competing against larger, all-in-one marketing clouds. For an SMB, the ability to manage visibility on Google and communication in the inbox from a more unified source is a compelling value proposition. The table below highlights the key benefits of this integrated approach.
| Benefit | Description |
|---|---|
| Shared Audience Insights | SEO data reveals what potential customers are searching for, while email analytics show what existing customers engage with, providing a 360-degree view of audience interests. |
| Content Amplification | New blog posts optimized for SEO can be immediately promoted to an engaged email list, driving initial traffic and social signals that can boost search rankings. |
| Consistent Messaging | Ensures the language and topics used to attract users via search are consistent with the messaging used to nurture them through email, creating a seamless brand experience. |
| Improved Lead Nurturing | Organic traffic generated via SEO provides a steady stream of new leads for email lists, which can then be nurtured into loyal customers through targeted campaigns. |
The Aftermath and Future Outlook
Since the 2021 acquisition, the vision of an integrated marketing powerhouse has continued to take shape. The combined assets of Moz, iContact, and other sister brands now operate under the umbrella of the "Moz Group" within Ziff Davis. This structure allows the individual brands to maintain their focus while benefiting from shared resources and a unified strategic direction.
The promise that the Moz brand would remain intact has held true. The company has continued to operate, innovate, and serve its customer base, benefiting from the increased investment and stability provided by its new parent company. This move is indicative of a broader trend in the marketing technology (martech) industry, where specialized point solutions are increasingly being consolidated into larger, multi-functional platforms.
For customers and the wider market, this consolidation offers several potential advantages. By bringing best-in-class tools for different channels under one roof, companies like Ziff Davis aim to provide greater value and convenience. For a small business owner or marketer, this can mean a more streamlined workflow and better data integration. The potential benefits for customers of the combined entity include:
- Access to bundled services at a competitive price point.
- More holistic data and analytics that connect search performance with customer engagement.
- A simplified vendor management process with a single point of contact for multiple marketing needs.
- Future product innovations that more deeply integrate SEO and email marketing functionalities.
Frequently Asked Questions
1. Who acquired Moz?
Moz was acquired by iContact Marketing Corp. in a deal announced on June 4, 2021. iContact is part of a portfolio of digital marketing brands owned by J2 Global, which is now known as Ziff Davis. The reported acquisition price was $67 million.
2. What is Moz known for?
Moz is a globally recognized leader in the search engine optimization (SEO) industry. The company is known for its powerful suite of SEO software, including Moz Pro and Moz Local, which help businesses with keyword research, site audits, rank tracking, and backlink analysis. It is also highly regarded for its educational content, extensive online community, and pioneering work in developing metrics like Domain Authority.
3. What is the Moz platform?
The Moz platform is an all-in-one set of SEO tools designed to help marketers and businesses improve their visibility in search engine results. It provides functionalities for all major aspects of an SEO campaign, including on-page optimization, link building, local SEO, and performance tracking. The platform is built on a massive index of web data, including trillions of links and hundreds of millions of keywords, to provide users with actionable insights.
