Litmus, the email marketing platform which provides optimization and collaboration tools, has acquired U.K.-based Kickdynamics, an AI-powered content automation and product recommendation solution. The move will enable Litmus customers to create personalized email content at scale. The acquisition reflects the belief that more personalized email content with drive more opens, clicks and ultimately revenue.

Kickdynamics connects with content sources such as catalogs to create dynamic content templates that embed in the email code, enabling marketers to automatically send personalized content without manual coding. Content is personalized by tracking on-site behavior.

Why we care. Email marketing shows no signs of slowing down, but inboxes are overwhelmed. Rising above the noise means not just talking at potential customers but addressing their individual needs. The route Litmus is taking here looks customer-centric — and in 2021 that’s the right route.

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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