SparkPost acquires eDataSource, adding inbox insights to its email platform

• acquires, SparkPost
sparkpost-acquires-edatasource,-adding-inbox-insights-to-its-email-platform

Email marketing platform SparkPost has announced plans to purchase reputation management, email deliverability and analytics provider eDataSource.

The acquisition is expected to provide SparkPost and eDataSource customers the combined abilities to create, send and measure email performance and inbox placement analytics. The announcement also included plans to launch new capabilities, including automatic seeding and real-time blacklist alerting.

Why we should care

Reaching the managed inbox continues to pose challenges for marketers. Deliverability is becoming increasingly complex, and email marketers often feel the negative impacts on their email marketing efforts every day. Many email service providers (ESPs) can give users insight into email performance based on metrics, but marketers often turn to third-party deliverability solutions to enhance placement and deliverability insights, and the upcoming merger seeks to address these challenges for its customers.

Integrating deliverability insights into the platform could have a strong impact on email marketers’ understanding of deliverability. With one in five emails never reaching the intended inbox, the integration between SparkPost and eDataSource could signal a coming change in how we can leverage martech and data to better understand and manage our relationships with subscribers.

“By better
understanding deliverability and inbox performance, customers will be able to
optimize their sending for improved engagement and business results from their
email,” said SparkPost CEO Rich Harris. “Deeply integrating sending
and analytics will provide richer insights and new capabilities like automatic
seeding, accurate weighting of inbox placement and blacklist impact based on
actual sending patterns.”

Deliverability and optimization are two of the most important factors for reaching the managed inbox, and gaining a holistic understanding of the science email marketing is critical for marketers who want to achieve better outcomes.

More on the news

  • According to SparkPost, 37% of B2C organizations use its technology to deliver email.
  • SparkPost plans to integrate eDataSource’s brand, employees and products in the coming months.
  • eDataSource customers will have the option to migrate their email services to SparkPost if they choose. It will continue to be offered for use with other providers.

More about the Managed Inbox


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



SparkPost updates email validation services to improve deliverability rates

• SparkPost, Updates
sparkpost-updates-email-validation-services-to-improve-deliverability-rates

Email delivery firm, SparkPost, has announced new enhancements to its validation service, SparkPost Recipient Validation. According to SparkPost, the enhancements include additional data which doubles the number of bad email address it is able to detect. The feature identifies the bad email addresses using historical bounce data and analyzes the sending behavior of other SparkPost customers to allow customers to filters the bad emails.

“SparkPost uses typo detection, DNS checks, and especially historical bounce data from thousands of other customers, based on its sending 37% of the world’s B2C and B2B email,” said Charlie Reverte, chief product officer at SparkPost. “That way customers can remove bad emails from their lists before sending so they don’t hurt your sender reputation with ISPs.”

MarTech East in Boston, September 16-18. I hope to see you there!

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