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 demoed Signals, 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.