The new group owns and manages more than 6m email addresses, delivers more than 500m permission-based emails and generates 30m visits to advertisers' sites each year.
Themutual.net operates the eponymous shopping portal among others, with 1.5m members able to earn cash or share rewards by shopping online with more than 500 retail partners.
EDR was established in 2000 and has more than 5m names across its managed and owned databases. It owns two databases, Select Your Mail and Offer Central, and brings clients including Emap and MBNA. Its turnover in the year to March 31 was 拢3.4m with pre-tax profit of 拢34,000.
Mark Smith, CEO at Themutual.net, said: "Consumers are buying more and spending more time online. Marketers are correspondingly investing more of their budgets to reach them directly over this channel. This deal allows email marketers to reach one of the largest volume, most responsive databases of permission-based email addresses on the planet."
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