Avari Blog

NEWS RELEASE: AVARI launches third-generation email personalization technology, seals partnership with Emma

[fa icon="calendar"] Feb 19, 2018 / by Sandy Hathaway


AVARI’s technology lets marketers send predictive, dynamic content, opening up millions of possibilities in a single campaign

PRESS RELEASE Berlin 19 February 2018: Predictive personalization technology provider AVARI has announced a new partnership with email service provider Emma as it brings its groundbreaking, third-generation technology to market.

AVARI’s technology allows marketers to send a single email campaign that could potentially result in millions of different outcomes, as every recipient will see a completely personalized message that is filled with dynamic content at the moment they open it.

With AVARI sharpening its focus on the email service provider (ESP) channel, it has sealed a new partnership with Nashville-based Emma, a company that works with almost 50,000 businesses in the small and mid-market, sending over 400 million emails every month. The partnership is the first between AVARI and an ESP.

AVARI’s technology is a great step forward for marketers wanting to intelligently gather and use more data to deliver personalized email content.  Our partnership means that Emma can immediately offer our customers more advanced dynamic and predictive content options alongside our powerful data-driven features.  We believe that AVARI will give us a really scalable advantage over our competitors as we continue our business growth,” said Simon O’Day, Vice President of Partnerships at Emma.

Designed to work alongside existing email marketing automation systems, AVARI’s new third-generation technology uses an ultra-lightweight integration that securely captures visitor journeys through a website. The information gathered from actions such as clicks, page views, dwell time, basket items, purchase items, form submits, downloads, and social actions is used to produce predictively personalized recommendations that are injected into the email campaign.

The content of the email is instantly generated at the time of open – injecting recommended products, lifecycle offers, live social feeds and other content – meaning the recipient sees content that is not only highly personalized, but completely up-to-date, dynamic content too. AVARI’s technology then monitors how recipients interact with the content of the email, so it is continually learning and refining its prediction engine. The result is a 73% overall lift in the CTOR (click-to-open rate) for brands using AVARI Dynamic Content.

Technology for email service providers has fallen far behind other forms of ad tech. AVARI has created a game-changing product because it is the first predictive analytics engine that works alongside whatever email system is being used and it’s so simple for marketers to take advantage of – it can be fully integrated via a simple, lightweight piece of code,” said AVARI CEO and co-founder Kevin Dykes.

Our partnership with Emma, a leading email service provider, is a real step forward for both companies – Emma’s customers will easily be able to deliver much more effective campaigns, while consumers will get the benefit of highly relevant, personalized and dynamic content. The partnership really is the dawn of a new age in email marketing,” he continued.

AVARI now serves more than 7,000 e-commerce businesses in 59 countries. AVARI’s customers serve 10 million consumers in 187 countries. New hires made in recent months include a VP of business development, VP of sales, a creative director and several senior developers on the engineering team, bringing the company’s headcount to 18, and there are plans to increase hiring in the next three months.

Founded in Berlin in 2013, AVARI has also announced that it has raised additional capital of €500,000 as it rebrands from the RetentionGrid name. AVARI has now raised €1,020,000 in two funding rounds, led by Connect Ventures and involving SoundCloud founders Eric Wahlforss and Alex Ljung; Christoph Maire, founder of txtr.com, gate5, Plazes, PhoneDeck.com, and EyeEm; and Felix Petersen, founder of Amen and Plazes.

For further information, please contact:

Sandy Hathaway

Co-founder / CMO, AVARI


Tel: 011-49-151-1727-3838 (Germany)

About AVARI: AVARI (www.avari.io) was founded in Berlin in 2013 by Kevin Dykes, Sandy Hathaway and Karsten Rieke. The company was previously known as the e-commerce-focused, predictive analytics and email marketing company RetentionGrid. It rebranded from RetentionGrid to AVARI in January 2018 to reflect its focus on being an enabling-technology company with predictive personalization solutions for email service providers. AVARI currently serves more than 7,000 businesses in 59 countries. These customers reach 10 million consumers in 187 countries.

About Emma: Emma helps over 50,000 businesses execute sophisticated automation, e-commerce and lifecycle programs, sending over 5 billion messages per year – all with Emma’s signature easy-to-use, intuitive interface.

Topics: Press Release

Sandy Hathaway

Written by Sandy Hathaway

As CMO of AVARI, I create conversations around the exciting new frontiers that all CMOs must now adventure into or be left behind: the use of data science, machine learning and behavioral insights to optimize and personalize human experiences.