Validity announced that it has entered into a definitive agreement to acquire email analytics and deliverability provider 250ok. Since 2011, 250ok has developed email management software and innovative tools used by businesses of every size. With this acquisition, Validity broadens its optimization capabilities across the global ecosystem of email service providers.
Email remains a critical channel for marketers to attract and engage customers. However, keeping messages out of the spam folder and delighting recipients continues to be a challenge. Mailbox providers work hard to protect users from spam and threats, and inboxes are crowded with unoptimized, spray-and-pray approaches to marketing. Without the right data, tools and guidance, even the best emailers can struggle to reach the inbox and have impact. For online retailers, staying out of the spam folder has a dramatic impact on revenue opportunities and conversion. 250ok enables marketers to get more email delivered, the right way to targeted recipients, and enjoy greater conversion and return on investment as a result.
250ok began innovating in the analytics and deliverability software market in 2011. The company was started by former ExactTarget email deliverability expert Greg Kraios. Today 250ok revolutionizes email management software by creating innovative tools for modern email senders, including Marketo, CDW, National Geographic, Crutchfield, Furniture Row, and PETA. With this acquisition, Validity brings together some of the top talent in the email industry to help ensure messages stay out of the spam folder.