Relationship marketing hub Optimove has taken a step further in helping brands build an emotional relationship with their customers. The New York-based company announced today it acquired DynamicMail from PowerInbox.

DynamicMail specializes in real-time email personalization and dynamic subscriber engagement and is expected to boost Optimove’s growth. Here’s how Optimove described the acquisition in its announcement: “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.”

The 3,000 brands that use Optimove can now email their subscribers that can be updated in real-time to keep the contents relevant at the time the consumer opens it. Brands can also include dynamic content such as countdown timers, videos, and information, such as weather, that is based on a reader’s current location.

As a part of the transition, eight of DynamicMail’s employees will join Optimove’s team. The financial details of the deal were not disclosed.

Optimove was founded in 2009 with a mission to “empower marketers with the emotional intelligence required to communicate with their customers most effectively at all times, via all available channels.” At FinovateFall 2017, the company’s CEO & Founder, Pini Yakuel, showcased the Science-first Relationship Marketing Hub. That same year, the company’s clients sent more than 3 billion personalized emails to their customers.