Seven retailers in the recently released Internet Retailer 2019 Top 1000 use Return Path’s services, which help marketers ensure that their emails reach consumers’ inboxes.

In selling to Validity, Return Path is part of a wide-ranging trend toward vendor consolidation that includes cloud commerce company Kibo Software Inc.‘s February purchase of omnichannel personalization platform provider Certona Corp. and Adobe Systems Inc.’s recent purchases of marketing automation company Marketo and ecommerce platform Magento Commerce. Return Path CEO Matt Blumberg says the deal will enable Validity and Return Path to offer retailers and marketers a broader suite of products and services.

Validity was formed last year when private equity firm Silversmith Capital Partners bought customer relationship management provider CRMfusion and email verification service BriteVerify and combined them under a common brand. Validity plans to add Return Path to its suite of tools to expand its customer data management capabilities and provide marketers with more tools to engage customers via email marketing.

Validity counts a number of large companies among its customers, including eBay Inc., which is No. 5 in the Internet Retailer Online Marketplaces.