Margo Wickersham:

Proof that new media is always going to get a lot of buzz and that the media that is most effective at marketing will always thrive.

Originally posted on Gigaom:

Even as social media firms get all the hype, email remains big business. The latest proof of this is a major new investment in Sailthru, a start-up that helps media and e-commerce firms offer personalized email to their subscribers.

On Monday, New York-based Sailthru announced $19 million in Series B funding  from Benchmark Capital, the venture capital giant that backed firms like Twitter, Dropbox, Uber and Yelp(s yelp).

Sailthru, which will use the new money to expand staff and infrastructure, built its business by distributing customized emails for content and shopping offers. Sites like Fab and the Huffington Post(s aol), for instance, will produce different versions of a daily email and use Sailthru to select which subscribers receive which version.

Sailthru pitches its tools as “Smart Data” that let clients measure the effectiveness of their marketing messages; clients can rely on metrics like how many people open a given email or the amount…

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