Validity announced yesterday its purchase of Litmus, an email optimization and testing solutions provider. The acquisition goals to create a more all-encompassing platform for marketers to administer all the lifecycle of their email campaigns.
Validity’s existing suite of products, including DemandTools, BriteVerify, Everest, Sender Certification and GridBuddy Connect, focuses on CRM data management, email address verification, inbox deliverability and avoiding spam filters. By integrating Litmus, Validity can offer an end-to-end system for email marketing. This unified platform will cover areas from contact data validation and enrichment to design, personalization, deliverability optimization and continuous campaign monitoring.
The combined platform will provide marketers with:
- Pre-send optimization and personalization: Leveraging Litmus’s expertise will ensure emails are visually appealing and tailored for individual recipients.
- Improved deliverability: Building upon Validity’s existing strengths in inbox placement and spam prevention, the platform will help ensure emails reach their intended audience.
- Streamlined workflow: The integration goals to supply a seamless experience by working with marketers’ current marketing systems and email service providers.
- Comprehensive campaign management: Marketers could have a platform to create and send emails and repeatedly monitor their performance.
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Mark Briggs, founder, chairman and CEO of Validity, said in a press release that the acquisition will immediately bring a “comprehensive and unified platform that ensures emails are visually compelling, appropriately optimized and positioned for next-generation personalization to make sure maximum engagement” to their customers. The goal is to assist sales and marketing professionals “boost engagement, improve inbox placement and ensure every email delivers maximum ROI.”
Litmus, founded in 2005, has a major user base, including 80% of the Fortune 100 and over 700,000 users across various industries. This acquisition broadens Validity’s reach throughout the enterprise market.
The terms of the acquisition weren’t disclosed.
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