Twitter has just finalized a deal to acquire RestEngine, a developer of personalized email marketing services, which could help Twitter deliver email digests of great tweets you’ve missed. The acquisition fits well with Twitter’s recent talent acquisition of Summify, which creates these kinds of personal news digests. The boostrapped RestEngine had spent the last few years generating and distributing re-engagement emails for social game companies like Crowdstar. The emails often enticed users to start playing again by telling them what their friends had been accomplishing in the game.
Three of four founders will be joining the flock, and the company’s technology will come along with them. Co-founder Joe Waltman won’t be working at Twitter, as his entrepreneurial spirit is too strong and he’ll be working on new projects after a vacation. Waltman tells me RestEngine will shut down, and has already begun helping clients migrate to other email providers.
Here’s the full-statement RestEngine is showing on its homepage:
“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.”
As for details of the deal, Waltman tells me it was signed two weeks ago but RestEngine just got confirmation that everyone who wanted to join Twitter would be hired. He wouldn’t tell me what Twitter paid for the boostrapped company, but these deals are typically structured to give anyone joining the acquirer some cash but more equity in order to retain them, while paying out a mid-size lump of cash to founders who are going their own way.
I’d heard Twitter was interested in surfacing the best content from a user’s network, but didn’t want to move away from the unsorted firehose stream it’s known for. Summify and RestEngine could help it do just that, but through the email medium rather than cluttering Twitter’s clean interface. Those emails could show the most retweeted, @replied, or favorited tweets by people you follow.
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Twitter Acquires Personalized Email Marketing Provider RestEngine