Boosting Email ROI With Analytics: Validity Announces New Solution

Validity Launches New Email Analytics Solutions to Improve Deliverability

Validity, the customer data management company, today announced the launch of Everest – a new platform for email optimization, analytics, and delivery. The new platform builds on the capabilities of Validity’s recent acquisitions of 250ok, Return Path, and BriteVerify.

As marketers double down on digital channels to reach customers better, email marketing has become more critical than ever. However, marketers have been fighting a losing battle with mailbox provider algorithms designed to filter suspected phishing, spam, and ransomware. To cut through the noise and to engage customers in their inboxes, marketers need additional technology to design, execute and optimize email campaigns.

Also read: 7 Tips to Reach Gen Z Through Email Marketing

“Everest aids email marketers across their entire marketing workflow, including list hygiene, program strategy, email creative, delivery optimization, and post-delivery analytics,” said Scott Ziegler, Validity’s senior vice president, product. “Bringing together the best pieces of Validity – which includes 250ok, Return Path, and BriteVerify – allows us to deliver the most complete email product in market. Seeing the whole picture is key to maximizing ROI from your email program.”

Validity is positioning Everest as an end-to-end email analytics platform that offers marketers a complete set of tools to prepare, test, optimize, and measure their email campaigns. Everest also offers fully configurable dashboards, a highly intuitive user interface, and seamless integration with major email service providers.  It also features a rich set of reports to track overall performance, with customizable alerts to proactively warn when action is needed.

With Everest, brands will also be able to see how their campaigns perform compared to other global senders as well as against their top competitors. These unique capabilities offer marketers the most complete analysis of their email marketing channels, enabling them to get more email delivered and more customers engaged than ever before.

Also read: How to Optimize Email Marketing Campaigns to Increase Customer Engagement

Everest offers email marketers the following key benefits:

• More deliveries: Everest helps marketers increase inbox placement rates by maintaining a high sender reputation and decreasing the risk of being filtered into spam folders.
• Drives engagement: Gives digital marketers a seamless experience by pre-testing email designs, and analyzing how customers read their content, and placing brand emails at the top of consumer inboxes.
• Maintain a healthy marketing database. Keeps contact databases clean by verifying email lists and practicing good email hygiene.
• Gain competitive intelligence: Enables marketers to see their email campaigns’ performance in the context of the broader market, or side-by-side with industry competitors.
• Embrace best practices: Incorporates best practices for sending. Helps marketers react quickly to emerging issues. Preserves campaign performance through an ever-changing email ecosystem of technologies, filtering strategies, and standards.

Meeting the Challenges of Email Deliverability in a Post COVID World

Despite the popularity of newer communications platforms like texting, mobile apps and social media, email remains the gold standard for brands for building relationships with consumers.

There’s just one problem: No matter how brilliant your subject line or how tempting your offer, your email campaign won’t convert anybody if they don’t see it.

Also read: How to Optimize Email Marketing Campaigns to Increase Customer Engagement

As brands increase their investment in email, tracking deliverability will become more important  particularly at a time when consumers are making most of their purchases online.

However, major mailbox providers such as Gmail, Outlook, AOL, and Yahoo are constantly tightening their spam filters to protect users from unwanted spam. Additionally, privacy regulations such as GDPR and CCPA create more email delivery barriers.

To that end, Validity’s Everest offers email marketers a robust new alternative to navigate smart spam filters and improve email ROI. At a time when marketing budgets are under the scanner, analytics solutions like Everest can provide brands much needed transparency in the way they allocate their marketing dollars and drive growth.