Cloud communications platform Twilio has announced the beta launch of Twilio SendGrid Ads, a capability within its Marketing Campaigns platform that enables marketers to create cohesive, multichannel engagements. Ads enables marketers to extend their existing email campaigns to a broader set of channels by building highly targeted display and social ad campaigns within the same platform.

The new feature enables advertisers to invite prospects to sign up for emails from within a lead ad on Facebook and/or Instagram and feed it into an email automation list. They can also target consumers on an existing email contact list who may have shown interest in a product or offer promoted in an email campaign, with display ads on Facebook and/or Instagram.

They can target new prospects by creating a lookalike ad campaign targeting people who have similar characteristics to an email contact list. Or retarget visitors to a website using Facebook, Instagram and Google Display Ads.

“Twilio SendGrid Ads makes the multichannel marketing process simpler, faster and more effective for marketers by using their email intelligence, website data, creative assets and reporting to engage and retarget customers across channels like Facebook, Instagram and Google Display Ads,” said Twilio SendGrid CEO, Sameer Dholakia. “Now, customers can use ads to get more out of email, and use email to get more out of ads. Our goal is to not only add new channels, but help our customers orchestrate outreach across channels, and to use data from one channel to enrich the customer experience in another.”

Twilio SendGrid Ads is available now in beta. Pricing for the Ads beta is media cost plus $50 a month plus 5 per cent of any media cost over $500. For more information, visit.