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May 11, 2012

Twitter acquires personalised email provider RestEngine

Twitter has bought the team and technology of RestEngine, an email provider that helps social companies keep subscribers engaged.

By Cbr Rolling Blog

Rest Engine logoTwitter

The new acquisition complements Twitter’s January 2012 acquisition of Summify, the email service which sent users top stories of the day based on social network popularity.

Rest Engine specificialy has helped social application publishers keep subscribers engaged through personal emails. The start-up was founded two and half years ago.

The company created an automated social marketing platform and utilised new practices for successful outbound social marketing.

RestEngine announced the news on their homepage, saying: "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 It’s been an incredible journey where we had the opportunity to work with some of the leading social app publishers."

Three of the four founders of RestEngine will be moving over to Twitter. The fourth founder Joe Waltman, told TechCrunch he will not be joining the other founders at Twitter because his "entreprenural spirit is too strong."

Twitter’s acquisition of RestEngine’s technology and Summify means the service is likely to start sending email updates about trending news and tweets on the microblogging site.

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"We’re thrilled to now focus our email skills and marketing automation know-how on a much larger scale at Twitter," concluded RestEngine.

Please follow this author on Twitter @Tineka_S or comment below.

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