Twitter has acquired the employees and technology behind RestEngine, a system that sends out personalized emails.
The deal, finalized last week, may be a clue that Twitter hopes to send out “best of” tweets to its users.
RestEngine, which assisted Facebook’s game businesses in sending out personalized score emails, will work to help Twitter increase its engagement rates in emails, writes TechCrunch‘s Josh Constine. He says that this deal is in line with Twitter’s recent purchase of Summify, a company focused on producing personalized news digests.
Twitter’s moves seem to be in line with recent reports that show email marketing and newsletters continue to be effective ways to reach customers. Combining social media and email marketing campaigns only increases the chances of customer engagement.