• by Ray Schultz , November 11, 2021

Email marketing specialist Litmus has acquired Kickdynamic, a firm that helps clients build and test large volumes of personalized email, Litmus announced on Thursday. Terms were not disclosed. 

The purchase combines Kickdynamic's dynamic content automation tool and Litmus' email marketing platform. Tools that merge data and dynamic content can help marketers “better predict what their buyers will want in specific scenarios," says Erik Nierenberg, CEO of Litmus.

The two brands will operate as standalone solutions that can refer business to each other for the time being. Later, they will evaluate "the opportunity and process to cross-sell to existing and new customers and the potential for future integration of its solutions," the company says. 

Kickdynamic CEO Matt Hayes will remain on board as general manager, Kickdynamic. The purchase brings the total Litmus headcount to 193. 

Kickdynamic helps marketers connect sources, including product feeds and catalogs. This enables them to create dynamic content templates that are embedded in an email’s code. 

Marketers can use a single tag of HTML to automate sending of content personalized for individual subscribers, the firm says.

Kickdynamic, founded in London in 2012, also provides AI-driven Lynx product recommendations.

Litmus reports that almost 60% of respondents to its 2021 State of Email study list boosting email personalization as a priority. 

"Customers are basing purchase decisions on brands that can provide them with a connected, customized experience whenever they want, wherever they want,” Nierenberg notes. 

Early this year, Litmus launched enhanced integrations with Salesforce Pardot and SparkPost. The Pardot link helps firms streamline their email production workflow and not have to switch between multiple applications, Litmus says.