Avari (formerly known as RetentionGrid), a Berlin, Germany-based predictive personalization technology provider, raised €500k in additional funding.
The round was led by Connect Ventures with participation from Berlin investor Christoph Maire – the founder of txtr.com, gate5, Plazes, PhoneDeck.com, and EyeEm, Eric Wahlforss, co-founder and CTO of SoundCloud, and Felix Petersen, who is a founder of Amen and Plazes.
The company, which has now raised €1.02m in total, intends to use the funds to bring the third generation of its email marketing technology to market.
Co-founded by Kevin Dykes, Sandy Hathaway and Karsten Rieke, Avari offers technology that allows marketers to send a single email campaign – via any email service provider or marketing automation system – with personalized messages filled with dynamic content at the moment recipients open it.
The company’s 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 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. The platform then monitors how recipients interact with the content of the email.
Avari has also announced 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 company now serves more than 7,000 e-commerce businesses in 59 countries, which reach 10 million consumers in 187 countries.