Bluecore, a marketing automation company a little more than two years old, has raised $21 million in Series B financing to enhance its software that melds analytics and email automation. Georgian Partners led the round, with participation from previous investors including FirstMark Capital and Felicis Ventures.

The vendor accesses and analyzes a consumer’s behavioral data to automatically generate email messages. Bluecore’s services work with an online retailer’s existing email service provider and, the company says, allow the retailer to better track customers and automatically send them personalized, relevant messages about price drops on products they’re interested in, for example, or when they abandon their online shopping cart.

Bluecore was known as TriggerMail until January of this year, when it changed its name and raised a $6 million Series A funding round led by First Mark Capital, whose founder and managing director Amish Jani joined Bluecore’s board. The company has grown to 63 from 15 employees, and moved into new offices on Manhattan’s Lower East Side.

Bluecore’s customers now number about 160, up from 50 earlier this year, and represent about 180 e-commerce brands. The latest round of funding will be used to add product features and grow the company, according to Bluecore.

Clients include sports gear retailer evo, No. 432 in the Internet Retailer 2015 Top 500 Guide, Sur La Table Inc. (No. 295), jeweler Blue Nile Inc. (No. 85) and apparel retailer BCBG Max Azria Group LLC (No. 424).

Fayez Mohamood, CEO and co-founder, has said Bluecore charges retailers a flat monthly fee based on online traffic, similar to how vendors of analytics technology charge clients.