As we start 2025, SAP Emarsys is focused on continuing to innovate and enhance our customers’ experience. The SAP Emarsys Q1 2025 Product Release delivers powerful new features designed to help you refine your marketing strategy, streamline operations, and drive engagement with your customers.
Before we dig into the product updates, we also want to share some exciting news from earlier this year. Emarsys has now rebranded to SAP Emarsys to better reflect our relationship with our parent company. SAP Emarsys has been a proud part of the SAP family since 2020 and becoming a part of the SAP family extended our reach and gave us additional tools to help marketers build deeper, more meaningful connections with customers. We’re delighted at this new step in our brand evolution and its reflection of our ongoing commitment to delivering innovation and value.
Without further ado, let’s explore what’s new in the SAP Emarsys Q1 2025 Product Release.
Stay Connected with Omnichannel Excellence
Omnichannel is at the heart of what we do, which is reflected in many of the updates in this release around enhancing marketers’ capacity to execute strategies that speak to customers how and where they prefer to interact.
Omnichannel Content Blocks
Announced in previous releases, Omnichannel Content Blocks represents the new standard for building content for omnichannel campaigns within SAP Emarsys. Marketers, and the content teams that support them can create and manage reusable assets as the single content source for any campaigns. In this release, we’re excited to announce additional content editor capabilities and support across more channels.
Brand Center (Pilot)
Our new Brand Center, currently in pilot phase, introduces themes that apply to any Content Blocks you create. Efficiently manage variables and styles, ensuring a consistent and unified branding experience. For customers that use Web Channel and Mobile In-app, this pilot program gives you an opportunity to shape this exciting innovation!
Support for Mobile In-App Channel
Enjoy the power of content blocks and the more intuitive editing process, now generally available in the Mobile In-app channel. Keep campaign creation more flexible and scalable with just a few simple strokes.
Mobile Messaging Updates
Let’s take a look at some of the latest enhancements we’ve made to SAP Emarsys’ mobile messaging capabilities:
Enhanced Segmentation for Mobile App & SMS
For Mobile Engage segmentation we introduced a new logical operator, “containing”, that customers can use to more flexibly segment their audiences for Mobile Engage campaigns.
SMS segmentation also boasts additional metrics such as ‘not clicked’, ‘sent’, or ‘received’ which allows marketers to be more precise in SMS campaign targeting for optimized results.
Multiple (SMS) Short Codes in a Single Account
As of this release, SMS customers have the ability to use multiple SMS Short Codes within a single account. This allows marketers to manage communications to multiple brands and split marketing and transactional communication across short codes targeting the same country, all from within the same account. Set the inbound numbers on the SMS Settings page. Then simply add them to your SMS campaigns. As a highly requested feature we’re delighted to make this available.
Mobile Wallet Enhancements
Next up, some key enhancements to help you get more out of your Mobile Wallet campaigns:
Copy Campaign
Mobile Wallet campaigns can now be copied with a single click. Save time building mobile wallet messages with an effortless way to duplicate and make adjustments based off of existing campaigns.
Segmentation (Pilot)
Mobile Wallet Segmentation functionality, currently in pilot, opens new possibilities for smarter audience targeting. By combining Mobile Wallet data with other channels and customer data for segmentation, you can target specific groups of users at precise times, such as customers who haven’t interacted with Mobile Wallet campaigns after a certain number of days.
Notifications (Pilot)
Mobile Wallet Notifications, also in pilot, enable marketers to push an alert to all pass holders or specific customer segments about campaign updates. Loyalty pass holders can be reminded about ongoing sales and discounts through a highly visible lock screen notification.
Get in touch to learn more about mobile wallet or join one of our pilot programs!
Conversational Channel Updates
We’ve also made several key changes to conversational channels to help you connect with your customers:
Conversational Channel support for Mobile Wallet
Continuing with the theme of Mobile Wallet, campaigns can now be distributed through Conversational Channels, such as WhatsApp. This further boosts campaign impact and enhances connection with customers on an already popular and still growing channel.
Additional Language Support via IETF field
We’ve also improved our Conversational Channel offering to support more language variations using the IETF language field. This matches the same functionality in email campaigns, creating more consistent multilingual communication across platforms.
CTA Buttons for WhatsApp
In this update, we’ve introduced support for Call-to-Action (CTA) buttons in WhatsApp templates. With this functionality, customers can choose from two options: to add a ‘Call’ button, enabling users to dial a predefined phone number, or a ‘Link’ button, directing users to a specific web page. Both options can be easily configured in Sinch during template creation for a more interactive customer experience.
Conversational Messaging (Pilot)
Currently in pilot, Conversational Messaging is designed to offer more personalized and interactive communication through WhatsApp. This feature enables brands to have dynamic, real-time dialogues with their customers through quick response buttons or structured keyword responses.
Reach out to learn more about this pilot and how you could utilize conversational marketing for your brand.
Stay Insightful with Marketer Intelligence
AI-Assisted Product Finder (Pilot)
We’re continuing the next phase of piloting for the AI-Assisted Product Finder. For brands that have an extensive catalog, this tool offers an intuitive product selection experience utilizing natural language search to return products based on specific queries and criteria, then quickly add to campaigns with a single click.
AI-Assisted Report Builder (Pilot)
With our deep roots using AI in marketing, we continue to bring insightful and productivity boosting tools to marketers. Our most recent addition to pilot is the AI-Assisted Report Builder. Leveraging the power of GenAI, it allows users to generate custom reports addressing their ad-hoc queries, empowering deeper data investigations and enhancing standard reporting.
Analytics & Reporting
Rounding out our analytics upgrades are two important updates to reporting and attribution.
Conversational Channels in Revenue Attribution
Our Conversational Channel offering has now been integrated into our Revenue Attribution service. This means Early Adopter customers using WhatsApp can now see the revenue impact of this channel across analytic applications, such as Campaign Analytics. Users can understand and measure how this channel is specifically contributing to marketing effectiveness, allowing them to optimize their investments.
Enhanced Email Domain Reporting
And finally, we’ve refreshed our Email Domain Reporting. The update includes an improved user experience, export functionality, an additional ‘Complained’ metric, and a configurable table, allowing users to get a clear window into domain performance and potential deliverability issues. Use this tool to improve campaign deliverability and success rates.
Note: If you are interested in joining one of the active pilots or early adopter programs, please reach out to your customer success manager.
Stay Adaptive with Our Extensible, Composable Platform
Digital Ads: Criteo
We’ve expanded our Digital Ads capabilities through Criteo, empowering users to create highly targeted ad audiences from SAP Emarsys segments or automation workflows. Utilize rich contact and behavioral data to refine your ad targeting across commerce platforms and content publisher websites, ensuring more precise audience engagement.
Mercaux: In-Store Tactics
As online and offline coordination becomes increasingly important, the integration with Mercaux unlocks a critical opportunity to bridge this gap. New In-store Tactics, powered by Mercaux, are a set of predefined automation programs designed to activate store associates as an engagement channel. Notify store associates about key customer events via email or through their in-store clienteling app to take action, such as re-engaging inactive contacts with a personal invitation to visit the store.
Batch Sales Data API (Pilot): Self-Service Configuration & Load Monitoring
We’re continuing development of our Batch Sales Data API, currently in pilot. Users can now self-configure the API through an improved product UI and set up connections in just a few clicks. Once established, they can also access the load and data quality monitoring screens to track sales data loads, identify issues, and troubleshoot more efficiently.
Engagement Events (Pilot)
Continuing in the pilot phase, our Engagement Events service enables marketers to act on external events, from any source. Self-configure and import events from external systems like commerce, support or other customer-facing applications, at scale, to trigger marketing interactions, enhance segmentation and drive personalization.
Account Engagement:
We have two improvements to our Account Engagement solution for B2B marketers.
Account Factsheet
The Account Factsheet offers an overview of corporate account details in an organized, easy-to-navigate layout, aiding account management and troubleshooting of your corporate account data.
Account-Based Segmentation
Meanwhile, Account-Based Segmentation enables users to create targeted segments based off of this account and contact data, such as name, industry, country or ABC classification, to improve your B2B marketing strategies and campaigns.
Technology That’s Trusted and Enterprise-Grade
Consent Management Tool
To ensure safe and responsible use of new and future innovations, especially when dealing with AI, the Consent Management Tool allows for acceptance of product terms and conditions directly in the platform. While any user may view the terms, role-based enablement means only admins can accept them and receive alerts about required actions, enforcing proper governance.
AI-Assisted Subject Line Generator
As a result of the new Consent Management tool, we’re pleased to announce that the Subject Line Generator, a favorite new AI feature, is now generally available to all customers and at no cost! Save time on email creation and improve engagement with AI-generated subject lines and preheader copy based on the email content and simple user prompts.
Asset Tagging
Categorize and organize assets simply and flexibly with the rollout of our Asset Tagging framework. Use customizable tags across automation programs and content to group related marketing assets together. Create and save filter views using your own logic like geographies, brands, product lines, campaign status, etc. for faster search and execution.
Embedded SAP Support Ticketing
For customers using other SAP products, we are now making it easier to request help through SAP support. Embedded SAP Support Ticketing enables users to open and manage support tickets directly in the SAP Emarsys application. Check for case updates, troubleshoot with SAP Help knowledge articles and follow up on open issues from anywhere within SAP Emarsys. This minimizes workflow disruption and increases overall efficiency, creating an even smoother experience.
Accelerated Adoption Services Package
And last but certainly not least, for users looking for an accelerated time to value, our Accelerated Adoption Services Package for SAP Emarsys is now available as of SAP Emarsys Q1 2025 Product Release. Get access to a team of dedicated experts ready to assist you with training, best practices, technical guidance, and enhanced support at every step of your growth journey.
Ready to unlock the full potential of your platform investment? Talk to your Customer Success Manager to learn more.
Thank you for exploring the SAP Emarsys Q1 2025 Product Release with us. We are continually on a quest to bring you best-in-market tools and updates that help you reach your goals efficiently. Be sure to tune into our SAP Emarsys Customer Engagement Q1 2025 Release Recap to get your questions answered, as well as to see some of these new features in action.
Stay tuned for more powerful features in upcoming releases! Here’s to a great 2025!
About the author
With a PhD in Business Information Systems, Stefan has 18 years of experience in the software industry – 10 of which have been focused on advertising and marketing technology. With prior experience as Head of Product for SAP Marketing Cloud, Stefan joined SAP Emarsys as CPO in 2021, where he shape technology solutions that drive business outcomes. Stefan lives with his family in Heidelberg, Germany.
