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Last week, customer data solutions provider Validity announced plans to buy 250ok — its second acquisition in email marketing analytics and deliverability in less than a year. The company also acquired 250ok competitor Return Path in May 2019. But Validity isn’t the only company snapping up deliverability solutions — SparkPost bought eDataSource last October in a push to combine sending, measurement and inbox reporting capabilities under its own umbrella.
“Consolidation in the email optimization market has been notable, affecting agencies, technology tools and deliverability vendors,” said Ben Bloom, senior director analyst at Gartner for Marketing. “This most recent move, with Validity adding 250ok to a portfolio that already includes Return Path and BriteVerify, indicates the increasingly technical nature of email deliverability and the rising adoption of standards such as DMARC, DKIM, and SPF by mailbox providers.”
Email marketers need better insights – and vendors are acquiring products and talent to meet their growing demands. What do you make of all of this acquisition activity? Send me a message at jcannon@thirddoormedia.com — I’d love to hear your thoughts!
There’s much more below, including a Pro Tip on shifts that organizations can take to empower sales and marketing to hit company targets
Jennifer Cannon,
Senior Editor