Email marketing and data company Validity has acquired e-commerce platform MailCharts and will integrate the competitive data it provides into Validity’s Everest email platform.
What it does. MailCharts curates historical and competitive data on brands, informing marketers about how competitors, and their own campaigns, run into trouble with sender reputation, deliverability, inbox placement and clicks. The MailCharts will plug into Validity’s integrated Everest platform.
Read next: Validity for Good critical messages program
Why we care. Activation of data is crucial in the email channel for personalization, improved service and overall CX. The data has to be integrated, along with the tools that activate it. Adding competitive insights can make marketers more confident in their own campaigns. And for e-commerce brands in a digital-first environment, the right time means the time to buy now online.
In 2019, Validity acquired email deliverability company Return Path and completed a similar integration of services. With MailCharts, now they’re even more one-stop for email marketing capabilities.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.