By Ann Grimes of The Wall Street Journal

XMPie Inc. announced the close of a $5.5 million round of funding from Jerusalem Venture Partners, an Israeli venture capital firm with offices in Jerusalem and New York.

XMPie is based in New York and makes software that customizes marketing materials to personalize messages based on likes, dislikes, demographics, even color preferences. The company says such personalization results in higher response rates. XMPie said it will use the cash to expand its sales, marketing and international activities.

In addition, the company announced the appointment of a new chief operating officer, Eyal Goldwerger. Most recently, Goldwerger served as executive vice president, consumer products and distribution, at WhenU.com. Inc, an online marketing company, also based in New York.