What to expect from eDataSource after the SparkPost acquisition?
Michael Ko
Co-founder & CEO, Suped
Published 18 May 2025
Updated 18 Aug 2025
6 min read
The news of SparkPost acquiring eDataSource was a significant development in the email deliverability space. For those of us deeply involved in ensuring emails reach their intended inboxes, such mergers often bring a mix of anticipation and uncertainty. Companies planning to contract with eDataSource, or existing customers, naturally had questions about what this meant for their services and the future of inbox performance insights. After seeing how dramatically previous acquisitions have altered service levels in this industry, it is understandable to approach these changes with caution.
The acquisition, announced in late 2019, brought together two major players. SparkPost was widely known for its email sending platform, while eDataSource specialized in competitive intelligence, inbox placement, and email performance analytics. The stated goal was to create the industry's first fully integrated email sending and analytics platform.
This integration aimed to provide senders with a more holistic view of their email programs, from creation and sending to detailed performance measurement. The combined entity sought to offer enhanced predictive inbox performance insights, improved email engagement, and better conversion rates.
Key acquisition announcement
SparkPost announced its acquisition of eDataSource to integrate email sending and analytics.
This move was intended to offer a comprehensive suite for email marketers to manage and optimize campaigns.
Synergy and expanded capabilities
The core expectation from this acquisition was the synergy between SparkPost's robust sending infrastructure and eDataSource's advanced analytics. Prior to the merger, eDataSource offered tools like Inbox Tracker, which provided valuable insights into inbox placement and competitive intelligence. SparkPost's strength, on the other hand, lay in its high-volume email delivery capabilities.
The combination aimed to offer a more seamless experience where customers could not only send emails efficiently but also gain immediate, actionable insights into how those emails were performing across various mailbox providers. This included understanding factors that influence inboxing, such as reputation metrics and engagement data.
From a strategic perspective, this meant moving towards a more comprehensive email ecosystem where sending and analysis were tightly integrated. This would allow for a feedback loop that could theoretically help optimize campaigns faster and more effectively, reducing instances of emails landing in the spam folder or being blocked entirely. Understanding how SparkPost obtains inbox placement data became even more critical after this merger.
Before acquisition
eDataSource focus: Specialized in email competitive intelligence and inbox placement monitoring, offering insights into how emails perform across different mailbox providers.
SparkPost focus: Primarily an email sending service, known for its scalable infrastructure and developer-friendly APIs for transactional and marketing emails.
Customer experience (prior)
Separate tools: Users often had to combine data from separate sending and monitoring platforms, requiring manual correlation for complete insights.
Limited integration: Optimizing email performance based on deliverability data could be reactive rather than proactive due to data silos.
After acquisition
Combined capabilities: The acquisition aimed to create a single platform offering both high-volume email sending and advanced deliverability analytics (including inbox and competitive intelligence).
Holistic view: Enables users to design, send, and analyze email performance within one ecosystem, providing a complete picture of their email marketing health.
Customer experience (post-acquisition)
Streamlined workflow: Reduced need for multiple vendors and manual data integration, leading to a more efficient workflow for email teams.
Proactive optimization: Real-time insights could empower senders to make quicker adjustments, improving deliverability and engagement.
Impact on existing customers
For existing eDataSource customers, the main concern was often whether the level of service and support would be maintained or even improved. Acquisitions can sometimes lead to disruptions, but in this case, SparkPost's commitment was to retain and integrate the eDataSource team. This suggests a desire to leverage the existing expertise in deliverability and analytics.
Customers could expect a transition period as the two platforms integrated, but the stated aim was to enhance the overall offering. This typically means access to new features and a more comprehensive set of tools under one roof. The potential for more robust data insights, especially concerning email authentication and deliverability insights, was a significant benefit.
On the SparkPost side, existing users gained access to more granular inbox placement data and competitive intelligence without needing a separate vendor. This integration aimed to simplify the email marketing tech stack for many businesses. It also meant that insights from eDataSource's competitive tracking tools could directly inform sending strategies, creating a more proactive approach to email optimization.
Broader market implications
The acquisition represented a trend towards consolidation in the email deliverability and marketing technology space. Similar acquisitions, such as Validity acquiring Return Path and 250ok, also reshaped the landscape. These mergers aim to provide more comprehensive solutions, reducing the need for multiple vendors and fragmented data. However, they also raise questions about competition and specialized offerings.
For email marketers, this consolidation often translates to a more unified platform for managing their entire email program. This includes everything from initial setup and authentication, like SPF, DKIM, and DMARC, to real-time monitoring and competitive analysis. It also impacts how blacklist monitoring (or blocklist monitoring) is integrated into broader deliverability strategies.
The long-term impact on the market generally points towards a more integrated and automated approach to email deliverability. Companies like SparkPost, through acquisitions like eDataSource, aim to provide a single source of truth for email performance, which can be particularly beneficial for senders looking to scale and optimize their programs without managing numerous disparate tools. Understanding how these tools compare remains important for businesses to make informed decisions.
Feature
Pre-Acquisition (eDataSource)
Post-Acquisition (SparkPost + eDataSource)
Core Functionality
Email analytics and competitive intelligence
Integrated email sending, deliverability, and analytics
Inbox Placement
Detailed reports via Inbox Tracker
Real-time inbox placement integrated with sending data
Competitive Insights
Analysis of competitor email programs
Competitive data informing sending strategies directly
Support & Services
Dedicated eDataSource support
Combined support team with broader expertise
Views from the trenches
Best practices
Maintain an open dialogue with your ESP's account manager to understand integration timelines and new feature rollouts.
Review your existing contracts for any clauses related to service changes post-acquisition, such as no-fault termination options.
Actively participate in webinars or communications from the combined entity to stay informed about product roadmaps and support structures.
Common pitfalls
Assuming service levels will remain identical without proactive inquiry; acquisitions can shift priorities.
Failing to communicate internal concerns or specific requirements to the new, combined support and product teams.
Not exploring new features or integrated dashboards, thereby missing out on the potential benefits of the merger.
Expert tips
Customer due diligence: Before committing to a contract with a company post-acquisition, it's wise to speak with both existing and newly acquired customers to gauge their satisfaction with service and support.
Product roadmap clarity: Inquire about the combined product roadmap. Understand how the acquired product's features will be integrated and what new capabilities are planned.
Support team integration: Clarify how the support teams are merging and whether the expertise of the acquired company's support staff will be retained and accessible.
Marketer view
Marketer from Email Geeks says that all acquisitions differ, depending on the terms, whether it's an independent subsidiary or full integration, and the vision of both parties. It is difficult to predict the outcome without more information.
2019-10-29 - Email Geeks
Marketer view
Marketer from Email Geeks suggests talking to existing SparkPost customers to assess their satisfaction with the service and support.
2019-10-29 - Email Geeks
Final thoughts
The SparkPost acquisition of eDataSource marked a significant step towards creating a more unified and powerful email deliverability and analytics platform. For customers, this typically means access to a broader suite of tools and a more streamlined workflow for managing email campaigns.
While any acquisition involves a period of transition, the stated goal was to enhance the value proposition for both existing eDataSource and SparkPost users. The emphasis was on combining strengths to offer a comprehensive solution, providing better insights into inbox placement, competitive landscapes, and overall email performance.
Ultimately, the success of such a merger is measured by the tangible benefits it delivers to customers, including improved service, innovative features, and a more robust platform. The integration of competitive intelligence with email sending capabilities aimed to provide a powerful tool for marketers to optimize their strategies and ensure their messages consistently reach the inbox.
SparkPost announced its acquisition of eDataSource to integrate email sending and analytics.
eDataSource focus: Specialized in email competitive intelligence and inbox placement monitoring, offering insights into how emails perform across different mailbox providers.
