by Sarah Kessler
Twitter has hired the team behind personalized email marketing provider RestEngine.
The startup runs re-activation, merchandising, cross-promotion and viral acquisition email campaigns that it personalizes using social graph data.
Here is the statement RestEngine posted on its website:
We’re very excited to announce that the RestEngine team is joining the Twitter flock! Just over two and half years ago we founded RestEngine to help social app publishers send targeted one-to-one emails based on a subscriber’s social graph. It’s been an incredible journey where we had the opportunity to work with some of the leading social app publishers.
With our customers, we’ve iterated on our social marketing automation platform while defining a new set of best practices for this brand new world of outbound social marketing. We’re thrilled to now focus our email skills and marketing automation know-how on a much larger scale at Twitter.
Three of four employees at the company will join Twitter, according to TechCrunch.
Twitter recently acquired Summify, a startup that sent users daily emails with five stories they should read, based on what their friends were talking about on social networks.
Though a Twitter spokesperson declined to comment on why the company bought RestEngine’s personalized email marketing team, some have speculated that it could be working on an email digest of “great tweets you missed.”