• by Ray Schultz , December 15, 2021

Validity is collaborating with Adobe to provide the latter’s customers with new email analytics and deliverability data.

The arrangement -- part of the Adobe Exchange Partner program -- builds on synergies that exist between Validity’s Everest platform and Adobe Campaign, a tool used for personalized cross-channel marketing campaigns. 

The partnership equips Adobe customers with analytics and a unified view of email marketing data, the purpose being to improve performance. 

“The past nearly two years have shown us that inboxes are more crowded than ever, and reaching the right customer with the right message at the right time is crucial to the success of every business,” said Nik Shroff, Senior Director of Global Technology Partners at Adobe.

The Everest is an email platform providing crucial insights and deliverability guidance so marketers can reach more people, increase engagement, and improve the effectiveness of their email programs. Soon, 

Validity will also introduce a deep integration that brings Adobe Campaign data directly within Everest, providing a complete picture of email campaigns, the firm claims. 

Pharmacy chain Walgreens works with both vendors. 

“As the email landscape becomes more challenging to measure, Adobe and Validity’s solutions have provided us with actionable insights to make the most of each customer engagement,” states Alyssa Raine, Group Vice President of Customer Marketing Platforms, Walgreens.