Dive Brief:

• GoDaddy has announced its acquisition of MailChimp competitor Mad Mimi for an undisclosed amount. 
• The domain service plans to replace its outdated Easy Email Marketing tool with Mad Mimi's email marketing technology. 
• Mad Mimi will continue on as a stand-along tool next year when GoDaddy plans to build a next-gen product. 

Dive Insight: 

Email marketing is such a critical part of most campaigns, so it's fair to guess GoDaddy's outdated email marketing tools were losing business from marketers going elsewhere. Mad Mimi's easy-to-use technology will hopefully plug the leak.