• by Ray Schultz , June 10, 2020

Validity has signed a deal with Verizon Media to deploy View Time Optimization (VTO), a tool that helps brands deliver emails when the recipient logs in to their inbox and is most likely to be engaged. 

The arrangement is bound to be seen as a big win for Verizon.

VTO technology is available to users of Validity’s deliverability tools, Return Path and 250ok, for emails being sent to Yahoo, AOL, Verizon and Netscape.

Return Path and 250ok customers can access VTO as an additional paid option to their current plan, Validity says.

“The fact of the matter is, not everyone logs in to look at email at the same time, so why should you send all your emails at once?” Validity states on its site. “VTO delivers your emails to recipients at the time they actually sign in.”  

The company add that no additional templates or coding are needed.

Verizon Media announced VTO in April. At that time, it revealed that Mailgun Technologies was a VTO user at launch.

VTO allows Verizon’s email providers to “deliver an email when users are actively engaging with their inbox,” Marcel Becker, director product for Verizon Media, said in April.

The tool “ensures emails appear close to the top of the inbox and thus it’s improving the sender’s open rates, click-through rates, and overall ROI of their email marketing campaign,” Becker added.

“We believe that tracking our customers is wrong. But we also believe in the idea that they should be able to discover what is the most relevant to them," Becker said.