Optimove Acquires Graphyte, Gains New Intelligent Email Capability

CRM platform Optimove has acquired Graphyte, a cloud-based personalization platform that it says can deliver intelligent recommendations across all channels and touchpoints, including email. The terms were not disclosed. 

The goal is to help marketers “transform their customer data into personalized customer-led journeys at scale,” says Pini Yakuel, CEO and founder of Optimove.

The news follows Optimove’s recent purchase of a Kumulos, a personalized messaging platform for mobile applications. With that move, Optimove bolstered its journey orchestration engine to allow brands to conduct campaigns across email, the web and mobile channels, the firm says. 

London-based Graphyte provides a real-time, cloud-based personalization platform for customer relationship programs and campaigns.

According to Optimove, Gala Bingo achieved a 35% turnover uplift using Graphyte's web personalization models and has driven a 300% increase in site visits when providing intelligent recommendations in emails instead of traditional static emails.

Optimove adds that the combined tools deliver: 

  • Symmetric multichannel journeys, ending ends cross-firing messages that can confuse or alienate a brand's customers.
  • Geolocation-triggered personalized recommendations
  • 1-to-1 personalization, meaning the ability to overlay AI-based models with historical customer data, including loyalty tiers and RFM attributes.


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