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Upland Software of Austin announced recently that it has acquired PostUp, an Austin-based email marketing company for $35 million.

Upland, which makes cloud-based enterprise work management software, reported that PostUp “is an important addition to Upland’s Customer Experience Management solution suite.” And the acquisition will add approximately $11 million in annual revenue to Upland.

Joshua Baer, founder of Capital Factory, originally founded what has come to be known as PostUp in 1996. Back then, the company was known as Skylist, an email service provider. Then PulsePoint, a digital marketing agency, acquired it, according to CrunchBase.

“At the beginning of 2014, PulseConnect and UnsubCentral were acquired by Transition Capital Partners and branded under the new name PostUp,” according to CrunchBase. “The founder, Joshua Baer, rejoined the company as board member and investor. The rebrand positions PostUp as an email marketing solutions provider that is focused and innovating around the needs of our customers.”

“PostUp adds deep market expertise, sophisticated audience development solutions, and an established customer base in media and publishing to our CXM solution suite,” Jack McDonald, chairman and CEO of Upland Software, said in a news release.

Also, McDonald said Upland is “actively pursuing additional opportunities to build out our solution suites.”

PostUp offers companies in the media and publishing sector drive customer engagement, grow their audiences and monetize their communications by generating new advertising and subscription revenue streams. Is customers include AdWeek, HBO, Clear Channel, and Univision.

Upland expects revenue of between $202.4 million and $206.4 million for the year ending Dec. 31, 2019.

Upland Software, which is traded on the Nasdaq stock exchange under the symbol UPLD, has more than 9,000 customers and one million users of its software.