Validity To Acquire Email Analytics Firm 250ok

Validity is extending its reach in the email service market by acquiring email analytics provider 250ok, the company has announced. Terms were not disclosed.

This follows Validity’s purchase of Return Path, an email deliverability firm, last year.

250ok was founded in 2011 by Greg Kraios, a former email deliverability expert at ExactTarget. Its services include: 

  • Deliverability and reputation
  • Engagement analytics
  • DMARC deployment
  • Design previews
  • List validation

Validity says many of its largest customers use both 250ok and Validity. 

Mark Briggs, chairman and CEO of Validity, says the 250ok team is "a perfect fit within the Validity family.” Clients will benefit from a “combined analytics platform, email expertise, and reach across the broadest set of email service providers,” Briggs adds. 

There was no word of any executive changes or a closing date at deadline.

In the last two years, Validity has also acquired BriteVerify, a global platform for email verification; CRMfusion, an application for enterprise CRM data quality’ and AppBuddy, a grid app for Salesforce and other platforms. 

Formed through a partnership with Silversmith Capital Partners, Boston-based Validity assists tens of thousands of clients with CRM data management, email address verification, inbox deliverability and grid CRM applications.

250ok provides email management software for Marketo, CDW, National Geographic, Crutchfield, Furniture Row, PETA and other email senders. 

Last year 250ok announced that it had integrated with Google Postmaster Tools, enabling users to analyze their Gmail performance.

The integration, gathering Google postmaster data from IP addresses and domains, allows users to view all Gmail deliverability signals in one report, the company claims.


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