Validity Buys Email Testing Specialist Litmus

In the US, marketing and customer data solutions firm Validity, Inc. has completed the acquisition of Litmus, which provides email optimization and testing solutions.

Validity helps clients to target, contact, engage and retain customers, with a focus on data quality assurance, CRM data management and email address verification. Its products include DemandTools, BriteVerify, Everest, Sender Certification and GridBuddy Connect. The buy will help round out and strengthen its platform helping clients to create, optimize, deliver and monitor high-performing email campaigns at scale. Validity says its offer will now be end-to-end, from contact data validation and enrichment to design, personalization, deliverability optimization, and continuous campaign monitoring.

Mark Briggs (pictured), who is Validity's founder, Chairman and CEO, comments: 'I'm thrilled to welcome Litmus to the Validity family and immediately bring to our customers this industry-leading, comprehensive, and unified platform that ensures emails are visually compelling, appropriately optimized, and positioned for next-generation personalization to ensure maximum engagement.' Litmus CEO Erik Nierenberg adds 'Combining Litmus's leadership in pre-send optimization and personalization with the incredible Validity platform, capabilities, and terrific customer service culture is a big win for customers and the marketing community.'

Financial terms of the agreement were undisclosed. Web site: www.validity.com .