Validity Acquires Email Optimization Leader Litmus

Yesterday, Validity declared its acquisition of Litmus, which specializes in email optimization and testing solutions. This buyout intends to develop a comprehensive platform for marketers to oversee every stage of their email campaign process.

Validity’s current lineup of tools, such as DemandTools, BriteVerify, Everest, Sender Certification, and GridBuddy Connect, centers around managing CRM data, verifying email addresses, ensuring successful delivery into inboxes, and preventing emails from landing in spam folders. With the addition of Litmos, Validity will provide a comprehensive solution for email marketing. This integrated platform will span all aspects starting from validating and enriching contact data through designing personalized content, optimizing message delivery, and continuously tracking campaigns.

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The merged platform will offer marketers:

Pre-send optimization and personalization: Using Litmus’s knowledge will guarantee that emails are aesthetically pleasing and personalized for each recipient.
Improved deliverability: Leveraging Validity’s current capabilities in inbox delivery and spam avoidance, the platform aims to guarantee that messages arrive at their designated recipients.
Streamlined workflow: The aim of this integration is to offer a smooth experience by collaborating with marketers' existing marketing tools and email service providers.
Comprehensive campaign management: Marketers will get a space to develop and dispatch email campaigns while consistently tracking their effectiveness.

Dig deeper: Apple and Gmail are making it more difficult for email marketing campaigns to reach user inboxes.

Mark Briggs, who founded, chairs, and leads Validity as CEO, stated in an official release that this purchase will provide clients with "a complete and integrated solution designed to make sure emails stand out visually, perform optimally, and cater effectively to advanced personalization needs." This aims at maximizing interaction levels among sales and marketing teams. Their objective is to assist these professionals in enhancing communication effectiveness, improving email delivery rates into recipients' inboxes, and guaranteeing each message achieves the highest possible return on investment (ROI).

Founded in 2005, Litmus boasts an extensive user base comprising 80% of the Fortune 100 companies and more than 700,000 individuals spanning multiple sectors. This purchase expands Validity’s presence in the corporate sector significantly.

The specifics of the purchase have not been revealed.

Dig deeper: Restrictions for mass emails from Google, Yahoo, and Microsoft: Key points to understand

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