Sales database marketer Datran Media has acquired email service provider Skylist, reports ClickZ. Terms of the deal were not disclosed. The first joint product is called AdLoyalty, which combines Skylist's Stormpost delivery platform with Datran's marketing engine and analytics. Skylist will retain its brand and remain in Austin. Datran is based in New York.

"Skylist have been leaders on the retention side of the business, and Datran have been leaders on the acquisition side. We're stepping back and creating a new 'performance customer management' category that's about customer management across the entire lifetime sales cycle," Sean O'Neal, Datran's CMO, is quoted by ClickZ as saying.

Several similar acquisitions - large database companies' acquisition of email service providers to bring those capabilities in-house - have taken place in recent years.