Positive Group (formerly Sarbacane), the provider of email and SMS marketing campaign automation solutions Mailify and Rapid mail, raised EUR 110 million (~USD 110 million) in a private equity round led by EMZ partners. This brings the total funds raised to USD 137 million. 

The funding was primarily used to execute the acquisition of Marketing 1BY1, a French startup providing a customer data platform (CDP). The firm's platform provides a 360-degree view of customers and supports omnichannel marketing activation enabling users to create personalized marketing experiences. The firm's customers include Electro Depot, WWF, and Mr. Bricolage. This was the 4th acquisition of the group. 

The firm also stated that the Positive group has a turnover of ~USD 30 million a year with a customer base of 25,000 users which includes SMEs and mid-market companies. The firm expects to achieve an annual turnover of more than USD 100 million by 2026. 

Analyst QuickTake: The addition of the CDP solution is likely to further strengthen the firm’s email and SMS marketing solutions by adding greater personalization and campaign measurement solutions. This also better positions the firm solutions as an all-in-one digital experience solutions provider where it also provides a landing page and website survey creation, automated chatbots, as well as a customer relationship management (CRM) system.