Validity has acquired MailCharts, an ecommerce campaign platform that it says will help brands track the success of their own and competitors’ email marketing campaigns, the firm announced on Thursday. Terms were not disclosed.
The goal is to provide marketers with “robust competitive insights into how their campaigns perform compared to those of competing brands while also delivering one of the world’s largest libraries of emails,” says Greg Kimball, senior vice president, global head of email solutions at Validity.
The MailCharts product will continue as a stand-alone offering, while its capabilities plug into Validity’s Everest platform.
MailCharts provides a curated index of brands. Email marketing teams can utilize this historical and competitive data and compile reports showing whether competitors are having problems with sender reputation, deliverability, inbox placements, and clicks, Validity says.
Brands face a challenge in getting noticed in cluttered inboxes, given the 14% increase in global email volume from 2020 to 2021, as shown in the State of Email 2022 report from Validity.
In addition, there is a greater danger of not getting noticed at all because of blocklists, spam traps, and receiver filtering, the company says.
MailCharts hopes to be “the foundation of campaign planning for email marketers,” says Tom Buchok, CEO and co-founder of MailCharts.