• by Ray Schultz , Columnist, July 18, 2025

Customer engagement platform Twilio has combined email, data and AI in a set of tools designed to help marketers “respond to customer behavior and earn their trust in real-time, scale globally, and enjoy a simplified, more productive builder experience,” says Inbal Shani, chief product officer and head of R&D at Twilio.  

The offerings include Data Residency for Email (EU), Event Triggered Journeys in Twilio Engage and WhatsApp Business Calling.

Data Residency for Email (EU) is an important tool, given email’s continued dominance. Twilio SendGrid sent an average of more than 190 billion emails per month in 2024. But global emailers need regionalized infrastructure, the company notes. 

The new solution ensures that communications and recipient data remain within regional borders and are compliant with EU laws, Twilio says.  

Email sending and data are mostly managed within the region. Recipient PII data is also stored there. 

This helps brands localize their email programs and minimize the risk of cross-border data transfers, while building consumer trust, the firm says.  

One user of Data Residency for Email (EU) is HireData. Jeroen Sakkers, founder and CEO, says that in the EU, storing email data "isn’t just about compliance, it’s essential to maintaining trust with our predominantly European user base.” The addition of the tool was a timely and strategic move, he said adding that it helped the company make a seamless transition from a Global to EU IP address.

Also being offered as part of this package is Twilio Segment’s Event-Triggered Journeys, which helps marketers dynamically respond to customer intent signals based on warehouse data.  

This tool also helps brands deal with cart abandonment, ad suppression, onboarding flows and trial-to-paid account journeys. Brands can also use it to dynamically manage simultaneous journeys. 

Julie Sabor, senior martech engineer at Hard Rock Digital, says the tool "makes it easier to respond to customers in real-time -- with important context."

Twilio will also provide WhatsApp Business Calling via Twilio Programmable Voice. "Customers prefer to contact us through a channel like WhatsApp because the conversation never ends," said Juliano Skrzyszowski, CTO of da Nova Gestões, adding that the WhatsApp tool allows the company to have voice conversations with customers when needed with an easy transition back to messaging.