At least one brand’s e-mail prank caused some social media backlash among consumers.
Acquires RestEngine, which helps social application publishers send targeted e-mails.
Twitter has acquired the team behind RestEngine, an e-mail marketing service that sends personalized messages to consumers based on their actions in social media. Terms of the deal were not disclosed.
RestEngine, which was founded two and a half years ago, will shut down once the deal is complete.
“It’s been an incredible journey where we had the opportunity to work with some of the leading social app publishers,” wrote the company’s founders Josh Aberant, Soren Berg, Mike Lin and Joe Waltman in a note posted on RestEngine.com. “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.”
The deal is the latest in a series of acquisitions by the microblogging service. Twitter this year has acquired the talent behind Summify, which produces personalized news digests based on a consumer’s various news feeds, social media analytics vendor HotSpots.io and web security firm Dasient.
Twitter could not be reached for immediate comment.
At the Internet Retailer Conference & Exhibition, Timothy Peterson, chief marketing officer and cofounder of LocFree.com, will speak in a session entitled “Attracting and retaining talent in a competitive marketplace.”