Richrelevence, a provider of personalized recommendations for e-commerce firms, has raised a $4.2 million second round led by Greylock Partners and Tugboat Ventures. It previously raised an unspecified amount from Draper Fisher Jurvetson, Draper Richards and certain angels. The SF-based company offers services that work in realtime, a la Amazon’s (NSDQ: AMZN) product recommendations, as well as via e-mail solicitations. CEO and Co-founder David Selinger was, in fact, at Amazon, where he worked on data mining and personalization R&D, so this is right up his ally. Release.