The news: Validity acquired email optimization service Litmus to build a full-lifecycle marketing platform. The terms of the purchase were not disclosed.

Validity inherits over 700,000 Litmus users—including 80% of the Fortune 100—positioning it to grow its enterprise footprint in email marketing.

Consolidation in marketing solutions: Validity is merging tools like BriteVerify and Everest with Litmus’ testing and personalization features to offer marketers a one-stop shop—from email list validation to post-send analytics.