• by Ray Schultz , Columnist, April 14, 2025

Email marketers are witnessing a new piece of vendor consolidation: Validity -- a provider of email deliverability tools -- has acquired Litmus, another email service firm. The purchase was completed late last week.  

The terms of the transaction were not disclosed. 

The combined firms will offer data validation and enrichment, design, personalization, deliverability optimization, and campaign monitoring. working with existing marketing systems and email service providers.

The Litmus platform will ensure that “emails are visually compelling, appropriately optimized, and positioned for next-generation personalization to ensure maximum engagement," says Mark Briggs, founder and CEO of Validity. 

Both companies have been active in the new-product area. 

Last year, for example, Litmus debuted a gamification tool through which emails senders can hide discounts and offers behind peel-off layers. much as their colleagues do in direct mail, but in electronic form.

And during its Litmus Live event, it announced updates to its Litmus Email Guardian product while enhancing its animated video and image carousels. 

Another Litmus offering alerts users to deliverability issues while ensuring that their emails meet Google and Yahoo sender requirements.

Validity provides tools to help brands with CRM data management, email address verification, and deliverability, the company says son its website. 

Here are some other details pertaining to the merger: Shea & Company, LLC and Barclays Capital, Inc. acted as financial advisors to Validity and  Nixon Peabody LLP and Weil, Gotshal & Manges LLP as legal advisors. Evercore served as financial advisor to Litmus and Choate Hall & Stewart LLP as legal advisor. 

The impact on the staff and management was not known at deadline.