eDataSource, the Best-In-Class Email Delivery and Intelligence Platform, to be Acquired by SparkPost
The summary below includes excerpts from SparkPost’s press release in italics.
SparkPost, the world’s largest email sending platform, announced its intent to acquire eDataSource, the leading provider of email deliverability solutions and performance insights.
SparkPost powers the world’s largest email senders and delivers SparkPost Signals, an innovative, predictive email intelligence solution to market.
eDataSource’s inbox performance insights and reputation management will help SparkPost deliver the first fully integrated email sending and analytics platform.
According to SparkPost research, nearly one in five emails never reaches its intended recipient, often due to poor engagement management, sender reputation, and outdated email lists.
“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 Rich Harris, CEO of SparkPost. “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 blended offering delivers:
- Enhanced predictive inbox performance insights;
- Increased email engagement and conversion;
- Illustration of how emails are performing in the context of a larger marketing campaign; and
- The easiest solution, provided by a single vendor.
“We are tremendously excited to finally, and perfectly, close the loop on analytics from the sender-side and consumer-side to accurately identify and solve issues in a predictive and/or immediately responsive manner,” said G.B. Heidarsson, CEO of eDataSource. “Our customers will benefit from a very rich layer of data-driven intelligence as well as the most efficient sending platforms. This will allow us to offer best-in-class solutions to all of our clients. Our commitment to transparency and data-driven insights is very much in line with SparkPost’s strategy to transform email delivery through Email Intelligence.”
“The Company and its stakeholders are grateful for Madison Alley’s hard work and diligence during this process and very happy with the results,” said G.B. Heidarsson, CEO of eDataSource.
“It has been a privilege to work with the CEO, G.B. Heidarsson, and the Board of eDataSource on its sale to SparkPost,” commented Tom Crowley, Managing Director of Madison Alley Global Ventures.
“The transformative combination of these two marketing innovators has created the industry’s first fully integrated email sending and analytics platform, delivering a superior value proposition for B2C marketers that utilize email as the principal revenue-generating channel for their business. We are pleased for the eDataSource team that SparkPost has recognized the company for building the best in-class solution in inbox deliverability and email marketing intelligence,” added Tom Crowley.
Marketers will achieve significantly better results through SparkPost’s combination of sending and inbox placement analytics, enabling new insights and optimizations not currently possible with separate solutions. Existing customers will see significant benefits with SparkPost powering eDataSource’s Inbox Tracker, layering in a world-class email data footprint and sending platform.
The Madison Alley team, led by Managing Directors Boris Fridman and Tom Crowley, served as the exclusive strategic M&A advisor to eDataSource on its sale to SparkPost.
SparkPost enables the delivery of more than 37 percent of the world’s B2C email, more than five trillion messages, making it the #1 email sending platform. Companies such as Zillow, The New York Times, Booking.com, Ebates, and Zynga trust SparkPost to significantly increase email-marketing performance. SparkPost’s unmatched data footprint and email analytics help leading enterprises break through the email noise to drive top-line results. More information on the company can be found at www.sparkpost.com
eDataSource (www.edatasource.com), delivers the email intelligence that powers business success. eDataSource’s first and only behavior-based inbox monitoring solution is the gold-standard in accuracy, scale, and richness of data. eDataSource gives clients’ email programs a superior advantage through the ability to identify and resolve deliverability issues, a deep understanding of the competitive landscape, and actionable insights into consumer behaviors. The world’s most prominent brands, agencies, and marketing service providers rely on eDataSource’s leading-edge technology, accurate behavioral data, and passionate team of industry experts.
Madison Alley advises clients on strategic capital and M&A transactions, establishing market leaders and realizing premium value exclusively for digital marketing, advertising and media companies.
Madison Alley specializes in strategic landmark M&A transactions such as the following recent deals: advised eDataSource, the email intelligence platform, on its strategic exit to SparkPost; advised Mobilewalla, the leading mobile consumer data company, on its capital raise; advised Fluid on its strategic combination with Astound Commerce, forming the largest independent eCommerce agency; advised Heat on its M&A sale to Deloitte Digital, establishing the world’s first creative consultancy; and advised Cardinal Path, the leading digital analytics consultancy, on its strategic exit to Dentsu Aegis Network.