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Predictive email intelligence firm SparkPostannounced plans to acquire eDatasource this week. Terms of the deal, which marks SparkPost’s second acquisition, were undisclosed.
SparkPost sought eDataSource, an email delivery solutions and insights company, for its inbox performance insights and reputation management tools in hopes to create a fully integrated email sending and analytics platform.
“The industry has long accepted a certain level of lost subscribers, however, those stakes are considerably higher based on some of the email provider changes over the last few years. Today, a miss at the sending layer will result in a significant hit to a marketer’s total acquisition costs, and can be avoided by making small adjustments,” said SparkPost CEO Rich Harris. “By combining forces, we can now integrate insights with your sending for direct action and measurement. Our two companies coming together solves this problem.”
The new offering from the combined companies will offer:
Enhanced predictive inbox performance insights
Increased email engagement and conversion
Illustration of how emails are performing in the context of a larger marketing campaign
SparkPost plans to ship new offerings in the “next few quarters.” On that list are an automatic seeding tool and a real-time blacklist alert that is weighted to actual sending patterns.
At FinovateSpring 2019, SparkPost demoedSignals, a tool that analyzes email sending and data from across the company’s email network to warn users about email issues. Founded in 2008, SparkPost powers the delivery of more than 37% of all B2C email across the globe.
This week marks the official launch of SparkPost Signals, the data-powered predictive email intelligence solution from Columbia, Maryland-based Finovate newcomer, SparkPost. The company announced earlier this week that its platform, which helps users gain 4x higher engagement while sending 70% less email, is now available via the SparkPost Cloud, as well as to customers using SparkPost’s Momentum and PowerMTA on-premises email delivery platforms.
“Current email analytics products sit outside the delivery process and don’t have access to ISP behavior and industry-wide sending data, two factors that are essential for finding delivery problems before they occur,” SparkPost CEO Rich Harris explained. In contrast, SparkPost’s technology is designed to predict email delivery problems and offer actionable remedies before the damage is done.
Signals leverages its massive email data footprint (the company sends 37% of the world’s business email) and machine learning to monitor dozens of key email engagement and delivery metrics and provide users with an email Health Score. The technology uses the Health Score to predict potential issues and problems with email engagement or delivery, and also provides peer analysis against other senders who match the user’s profile. Users can set up alerts to have the platform notify them in the event of changes to their Health Score.
In a blog post, the company teased “Health Score V2 (Coming Soon)” which they referred to as having “a wider set of features … for 50% greater accuracy.” The update is expected “over the next two months.”
Other platform features include Spam Tram Reporting, which uses visibility into the largest commercial and non-commercial spam trap networks to help senders identify and fix any issues before they cause major problems. Signals also includes Engagement Insights. This feature helps senders leverage data to better understand how different subgroups within a recipient pool are responding to specific email campaigns.
Founded in 2008, SparkPost made its Finovate debut at FinovateSpring 2019 earlier this month. Video of the company’s live demonstration at the event will be available soon.
SparkPost began the year with an announcement that it had forged a strategic partnership with cloud communications platform, MessageBird. With more than $93 million in funding, the company includes Hercules Capital, LLR Partners, and NewSpring Capital among its investors.