A marketing campaign that only runs on one channel is leaving money on the table. Your customers check their email, glance at their phones, and scroll past ads — you need to reach them across all three, with messaging that's consistent but adapted to each channel. This recipe uses CRM data to build precise audience segments, then launches a coordinated campaign across email marketing, SMS, and paid advertising — all from a single conversation with your AI agent.
What You'll Need
- Salesforce with customer records and segmentation fields
- Klaviyo for email marketing automation
- Google Ads for paid advertising
- Twilio for SMS messaging
- SendGrid for transactional emails (confirmations, receipts)
- All five integrations connected in Pipeworks
The Workflow
Build audience segments from Salesforce
The agent queries Salesforce to build targeted audience segments based on your campaign criteria. For a product launch, this might be customers who purchased a related product in the last 6 months. For a win-back campaign, it's customers with no activity in 90+ days. The agent pulls email addresses, phone numbers, purchase history, lifetime value, and engagement scores. It creates three tiers: VIP (top 10% by value), engaged (active in last 30 days), and re-engage (inactive).
Sync segments to Klaviyo and create email campaigns
The agent syncs the audience segments to Klaviyo as lists or segments, creating or updating profiles with the Salesforce data. It then builds an email campaign for each tier — VIPs get an exclusive early-access email, engaged customers get the main announcement, and the re-engage segment gets a "we've missed you" angle with a special incentive. Each campaign is scheduled to send at the optimal time based on the segment's historical open-time patterns from Klaviyo.
Create a Google Ads customer match audience
The agent formats the audience data for Google Ads customer matching and checks campaign configuration. It identifies the right campaign type for your goal — search ads for high-intent keywords related to your campaign, display ads for awareness, or remarketing for re-engagement. Budget recommendations are calculated based on segment size and historical cost-per-click for your industry. The agent sets up ad groups targeting your campaign themes and ensures conversion tracking is configured.
Draft and schedule SMS messages via Twilio
For your VIP and high-engagement segments (who have opted into SMS), the agent crafts short, personalized text messages through Twilio. SMS messages are timed to arrive 2-4 hours after the email — enough delay that the SMS feels like a follow-up, not a duplicate. Messages reference the email ("Did you see our email about...") and include a direct link. The agent respects timezone data from Salesforce so no one gets a text at 3 AM.
Set up transactional email triggers via SendGrid
The agent configures SendGrid to handle the transactional side of the campaign: order confirmations for anyone who converts, welcome emails for new signups, and receipt emails for purchases. These are triggered by actions, not schedules — when someone responds to the campaign and completes a conversion, SendGrid handles the immediate follow-up. This separation keeps your marketing emails in Klaviyo and your transactional emails in SendGrid, which protects deliverability for both.
Launch and monitor across all channels
The agent coordinates the launch sequence: Klaviyo emails send first, Google Ads campaigns go live simultaneously, SMS messages follow 2-4 hours later, and SendGrid transactional triggers are armed. As responses come in, the agent monitors Klaviyo for email opens and clicks, checks Google Ads for impressions and click-through rates, and watches Twilio for SMS replies and opt-outs. Early results (first 4-6 hours) are analyzed to catch any issues — low open rates might mean subject line problems, high Google Ads spend with no conversions might mean landing page issues.
Measure unified results and update Salesforce
After the campaign window closes, the agent aggregates results from all channels into a unified performance report. It attributes conversions back to the channel that drove them: did the customer open the email, click the SMS link, or come through a Google Ad? Cross-channel attribution is tracked — customers who saw the ad AND received the email convert at a higher rate than single-channel contacts. All conversion data flows back into Salesforce, updating customer records with campaign engagement and purchase data for future segmentation.
What Happens
Instead of running three separate campaigns on three platforms and guessing which one worked, you launch a single coordinated effort that reaches customers wherever they are. The agent handles the segmentation, content adaptation, scheduling, launch coordination, and unified reporting. Your team defines the campaign goal and message — the agent handles the multi-channel execution.
Start with your highest-value segment for the first run. VIP customers are more forgiving of imperfect execution and their responses give you data to optimize before rolling out to larger segments.
Always verify SMS opt-in compliance before launching Twilio messages. The agent filters by phone number availability, but your Salesforce records should include a verified SMS consent field. Non-compliant SMS can result in carrier penalties and Twilio account restrictions.
Using Klaviyo for marketing emails and SendGrid for transactional emails is a best practice that improves deliverability for both. Marketing emails (promotions, newsletters) have different sending patterns than transactional emails (receipts, confirmations), and separating them prevents one from affecting the other's sender reputation.