A New York company called Movable Ink ^[1] is determined to keep email marketing alive and relevant. The company offers mass e-mailers a program that pulls information from a company’s web site and embeds it in an email. That way, the information contained in the email is up to date no matter when the recipient opens it.

“Email isn’t going away, but it should be as real-time as the web,” Vivek Sharma, co-founder and CEO of Movable Ink, told reporters. “We’re bringing email up to par with all the interesting stuff on the web.”

Sharma and Movable Ink co-founder Michael Nutt came up with the idea for their new company in the course of developing an e-commerce company. Email is the most important form of communication between e-commerce companies and their customers, Sharma said, but there is much about the technology that can be improved.

“It was just an a-ha moment because no one’s really innovating in the email space,” Sharma says. “It turns out real-time content delivery is a real problem, and we’re talking to some large email provides to make this a part of their products.”

Read more at GigaOM ^[2].