Twilio Debuts Tool Designed To Blend Ads And Email

Twilio unveiled a new omnichannel tool called Twilio SendGrid Ads on Tuesday at its SIGNAL developer conference.

The feature, now in beta, is designed to allow brands to extend their email campaigns to other channels, including display and social.

Marketers can “use ads to get more out of email, and use email to get more out of ads,” claims Sameer Dholakia, CEO of Twilio SendGrid.

According to Twilio, Ads allows users to:

  • Invite prospects to sign up for emails from directly within a lead ad on Facebook or Instagram and feed it into an email automation list.
  • Target people on an existing email contact list who have shown interest in a product or offer featured in an email campaign with display ads on Facebook and/or Instagram.
  • Find new customers by creating a lookalike ad campaign targeting people who have similar characteristics to an email contact list.
  • Retarget visitors to a website using Facebook, Instagram and Google Display Ads. 



Integrating email with ad insights can be a frustrating process, the company notes.

For instance, marketers now have to export a CVS of an email list, and upload it to every ad channel they want to use. They also have to create a consistent experience across channels.

Twilio hopes to help clients “orchestrate outreach across channels, and to use data from one channel to enrich the customer experience in another,” continues.


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