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Optimove, a personalised CRM specialist for a number of sectors including gaming, is to acquire PowerInbox’s DynamicMail, a leader in real-time email personalisation and dynamic subscriber engagement, for an undisclosed sum.

Writing on the Optimove blog, head of marketing Amit Bivas said: “This acquisition is another turn of the flywheel, accelerating Optimove’s momentum of growth.

“After being built and developed as a ‘brain’, the company is now at a position to acquire muscle and give our clients a more holistic solution to their relationship marketing needs,” wrote Bivas.

“Last year, over 300 brands that use Optimove, sent over three billion personalised emails to their customers. Now, with PowerInbox’s dynamic email technology enhancing Optimail, these brands will be able to create dynamic content which changes in real time to be the most relevant at the time of opening.

“As the first digital marketing tool, more than 40 years old now, email is still one of the most effective platforms in relationship marketing,” said Bivas.

“But sometimes that exact approach towards email, as the older, respectable gent of the group, is what prevents it from enjoying the type of personalisation and interaction available on other channels.

“The acquisition of DynamicMail strengthens Optimove’s existing email capabilities and is another significant step towards the holy-grail of empowering brands to exhibit emotional intelligence when communicating with their customers.”

Eight DynamicMail employees are to join the Optimove team.