Email is one of the rare marketing channels where you don’t pay to play every time. Once someone opts in, you own the relationship. Every message costs basically nothing to send, and it compounds growth.
But ownership alone isn’t enough; what you do with it is what drives impact. Marketers have always wanted to personalize every customer touchpoint, but doing it manually doesn’t scale. Now, AI Decisioning makes it possible to deliver those one-to-one moments automatically and on a massive scale. In this article, we'll explore what Movable Ink can achieve and how it can transform your customer personalization and experience.
What is Movable Ink?
Movable Ink is an AI-driven decision-making platform that helps you personalize content for every customer, right when they engage. Instead of sending batch-and-blast emails, you can use your data to deliver tailored messages that drive better results and create more meaningful experiences.
Founded in 2010 by Vivek Sharma and Michael Knott, Movable Ink is based in New York City. Vivek Sharma, a former software engineer with experience at Cisco and British Telecom, brings valuable insights to the company. Co-founder Michael Knott, also an experienced engineer, possesses deep technical expertise that enables him to lead product strategy, development, and implementation effectively.
The company started out by embedding code into email HTML, enabling real-time content updates even after the emails were sent. From there, Movable Ink expanded beyond email updates to become a comprehensive personalization platform. Movable Ink’s AI Decisioning platform helps you extract greater value from your data and experiment with personalized customer experiences on a scale that drives measurable outcomes beyond human capacity.
How does Movable Ink work?
Movable Ink personalizes your email marketing in two ways. First, it generates real-time personalized content the moment an email is opened. This happens through a code snippet embedded in each message via Movable Ink Studio. When the email is opened, the snippet pings Movable Ink’s servers, instantly delivering content tailored to that person in real time.
Second, Movable Ink uses an AI-based personalization engine. It leverages technologies like generative AI and reinforcement Learning to automatically determine what content performs best for each customer. It can personalize subject lines, send times, and frequency, aligning with your goals, whether boosting clicks, increasing conversions, or driving revenue. This approach outperforms traditional AI or A/B testing.
To power this personalization, Movable Ink needs your customer data, such as profiles, behavior history, and preferences. You ingest this data into the platform where you also upload a library of approved assets, images, copy blocks, and offers, so the AI has material to test and personalize. You can then use its no-code visual editor to drag and drop dynamic elements like personalized images, countdown timers, and more. You can also set campaign goals and define brand guidelines, for example, avoiding sends on specific days or during certain hours.
One of Movable Ink’s key advantages is its always-on AI that continuously learns and improves. Every customer interaction refines future content decisions, helping the AI grow smarter and more aligned with your business goals.
A breakdown of Moveable Ink's features
Movable Ink offers two major solutions: Studio and Da Vinci. Each product solves a different part of the personalization puzzle.
Studio
Studio is a no-code platform that enables one-to-one content personalization. The platform allows you to create multiple unique content variations from a single campaign deployment. With its no-code editor, you can build content elements without technical expertise, easily changing background imagery, text, and visual assets. Studio also provides a Tactics Gallery to streamline content creation, offering pre-built frameworks and templates so you don’t have to start from scratch.
Studio stands out by letting users edit content even after sending an email, giving them the power to change or remove information post-send. The actual content is revealed only when the email is opened, enabling adjustments based on real-time customer preferences or shifting market conditions, even days after the send. Additionally, Studio offers insights into campaign performance, showcasing how critical metrics are affected and illustrating its overall effectiveness.
Da Vinci
Da Vinci is an AI platform that turns mass emails into personalized content for each recipient. It uses customer data and past campaign results to figure out the best approach for achieving specific goals with every customer. The platform learns from past successes and mistakes to improve future decisions. This ensures that each customer receives content tailored to their needs, leading to higher engagement and a better experience. Generative AI is also used to create elements like subject lines.
Da Vinci is organized into three components: Creative IQ, Messaging IQ, and Performance IQ:
- Creative IQ selects the best content for each customer
- Messaging IQ determines the optimal send time
- Performance IQ analyzes customer responses to uncover which content generates the best results.
Movable Ink use cases
Your company already has a rich dataset, from product catalogs and customer behaviors to loyalty statuses and purchase history. Movable Ink helps you unlock its full potential by using that data to power personalized, real-time content across your email marketing.
- Personalized product recommendations: Movable Ink personalizes each email at the moment it’s opened. Every recommendation is current, tailored, and aligned with what each customer is most likely to care about, driving stronger engagement and conversions.
- Loyalty programs: With Movable Ink, emails can showcase dynamic dashboards with point balances, tier statuses, and progress bars, which are automatically updated at open. These personalized visuals create a sense of momentum, making customers more likely to stay engaged and keep earning.
- Winback campaigns: Movable Ink helps you reconnect with lapsed users through personalized value recaps that highlight past purchases, loyalty milestones, and recently viewed items. These messages are tailored in real time to reignite interest, reinforce brand value, and surface the most relevant reasons to return.
- Repeat purchases: Movable Ink uses behavioral and transactional data to dynamically populate emails with abandoned items, restock alerts, and “complete the look” recommendations. Post-purchase emails can also feature care tips or complementary products, automatically tailored to drive repeat sales and increase lifetime value.
Movable Ink benefits
- Improved Personalization & Relevance: Movable Ink uses real-time customer data and AI to personalize every message automatically. Each interaction feeds a reinforcement learning model, so your emails get smarter and more relevant. You show people what they actually care about, right when they’re most likely to act.
- Higher ROI Through Smarter Decisions: Movable Ink runs thousands of micro-experiments in real time, testing, learning, and optimizing continuously. You don’t have to guess what works. The platform finds winning strategies that boost conversions and revenue, faster than any manual testing ever could.
- Optimized Marketing Spend & Offer Efficiency: Movable Ink assembles and tests content automatically, so you can focus on the big picture. That means smarter use of offers, more efficient campaigns, and a higher return on every marketing dollar you spend.
- Better Cross-Channel Coordination: Movable Ink combines cross-channel insights so your email messaging reinforces what customers see elsewhere. You get more consistency, more impact, and a smoother journey for every customer.
Movable Ink alternatives
AI Decisioning is becoming a game-changer for personalization, and several platforms now offer powerful ways to optimize engagement. Below is a breakdown of top solutions.
Hightouch
Hightouch AI Decisioning is an AI-driven experimentation engine that helps marketers optimize customer engagement by autonomously delivering the best possible experience for each user. It leverages reinforcement learning and AI agents to continuously test and refine messaging, timing, channels, and offers, based on the full breadth of customer data in the warehouse. Marketers define goals (e.g., driving repeat purchases or increasing retention) and provide creative inputs, while AI Decisioning handles the tactical execution and reports back with rich insights. Unlike rule-based journeys or static segments, it scales 1:1 personalization across millions of customers, freeing marketers to focus on strategy and creativity. It’s modular, composable, and designed to integrate seamlessly with any existing marketing stack.
OfferFit
OfferFit is an AI Decisioning platform, a decision layer between your data systems and marketing automation tools. It leverages reinforcement learning to automate A/B testing at the individual customer level, eliminating the complexity and overhead of managing large-scale experiments manually. One major drawback of OfferFit is that it functions more like a managed service, and implementing or exploring new use cases requires significant engineering support, which can slow down experimentation, stifle agility, and make teams dependent on external timelines.
Aampe
Aampe is an AI infrastructure platform that automates and personalizes message delivery across channels like email, push notifications, and SMS. It tags content and uses AI agents to track how each individual customer interacts with different messages, clicks, opens, dismissals, and conversions.
Instead of relying on static segments or manual rules, Aampe uses reinforcement learning to continuously test and adjust when, how, and what messages to send to each user. This allows marketers to optimize individual engagement based on real-time behavioral data rather than assumptions or broad audience traits.
Closing thoughts
You already know that email is your most reliable channel for driving revenue and building customer relationships. However, if you're still relying on static flows and batch-blast calendar emails, you're leaving your outcomes to chance. In a market where real-time personalization is the new baseline, customers demand more, they expect emails that personally address them, not as part of a generic group. Static strategies no longer suffice.
That's why it's essential to have a solution that goes beyond just email. A tool that not only focuses on email but also empowers your team to create personalized, dynamic experiences while integrating directly with your existing data infrastructure. You can’t afford to rely on one-size-fits-all approaches in a world where precision and timing are everything.
Outcome-driven marketing starts with knowing exactly what each customer needs and delivering it at the perfect moment. That's where AI Decisioning comes in. It learns from your customer data and autonomously runs experiments, driving toward multiple business outcomes by creating 1:1 personalized experiences that improve over time. And with Hightouch, your data stays where it belongs, within your infrastructure, giving you full control. Personalize at scale, experiment without engineering, and own your entire lifecycle strategy from data to delivery. See how leading brands are supercharging their lifecycle marketing. Book a demo today.
