SAP Emarsys Q2 2025 Product Release

We kicked off the year strong with product innovation and aren’t stopping anytime soon. SAP Emarsys is focused on continuing to innovate and enhance our customers’ experience. Our latest product release delivers powerful new features designed to help you unleash smarter customer engagement with new data and channel integrations, AI-powered analytics, and enterprise features. 

Without further ado, let’s explore what’s new.

Omnichannel continues to be a key element to creating connected customer experiences, which is reflected in many of the updates in this release.

Mobile Wallet Enhancements

Segmentation (GA)

Mobile Wallet Segmentation functionality, now generally available, 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 with greater precision, such as customers who haven’t interacted with Mobile Wallet campaigns after a certain number of days. 

Enhanced Campaign Distribution (GA)

More great news for Mobile Wallet, you can distribute wallet campaigns via Mobile Push and Mobile Inbox, giving you even more ways to reach customers. This enhanced distribution is perfect for timely offers, like a coupon sent right before a store visit. 

Pass Notifications (GA)

Mobile Wallet Notifications are now live! These messages enable marketers to push an alert to all pass holders or specific customer segments about campaign updates using Automation Center. 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:​​

WhatsApp: Template Messaging (GA)

To take advantage of this new feature, you’ll need a connected Sinch account to create templates. Then, you can create and automate one-way communications, such as promotional offers or order status updates, using the rich content, personalization and multi-language capabilities in SAP Emarsys. 

Conversational Messaging for WhatsApp (EA)

We’ve moved this feature to the early adopter phase, opening access to more customers. This lets you hold real-time, conversations with your contacts. For example, deliver a WhatsApp template message asking for contacts’ preferences, then based on their responses (whether predefined or keyword-based) split them into different paths and follow up with tailored session messages.

Mobile App Engagement Updates:​​

There are also notable enhancements for our customers using Mobile Apps. We’re introducing the MAUI Binding for SAP Emarsys SDK in pilot. This update enables the smoother integration of Mobile Engage into apps built with the .NET MAUI framework, providing IT greater flexibility and accelerating time-to-market. 

Digital Ads Updates:​​

Microsoft Ads (Pilot)

We’ve expanded our Digital Ads offering to include Microsoft Ads, now in the pilot phase. Leverage SAP Emarsys contact and behavioral data to build targeted ad audiences through segments or automations and extend your reach across Microsoft Search Network properties like Bing or Yahoo. 

Content Creation Updates:​​

Campaign List Page Unification (GA)

For Email, we’ve launched a unified Campaign List page, combining the Email Campaigns and Triggered Email pages into one. This streamlines navigation, offering a single interface to manage both batch and triggered campaigns with enhanced search, filtering and multi-selection for bulk actions. 

Predict Logic for Repeatable Blocks (Pilot)

We’ve also introduced Predict logics in repeatable VCE blocks for Email as a first step in the evolution of our unified recommendation solution. Pilot customers can now select Predict-based logics in the Product Source to create personalized emails, streamlining the content creation process and helping maintain visual consistency across campaigns.

Brand Center (EA)

Brand Center for Omnichannel Content Blocks has entered the early adopter phase for Web Channel and Mobile In-app users with improved functionalities including:

• A default variable list managed at the account level 
• Reusable centralized stylesheets across multiple templates 
• Theme-based Content Blocks combining styles, variables, and channel flags 

We’re empowering marketers with AI-powered tools to find, analyze, and act on data faster than ever.

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. Use natural language search to quickly return products based on specific queries, then layer on filters to further refine the list and add the resulting products 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. With the AI-assisted Report Builder, leverage the power of GenAI to generate custom reports addressing ad-hoc queries, empowering deeper data investigations and enhancing standard reporting. Customers in this pilot will benefit from new functionalities like CSV export, time-based comparison and Consent Management integration. It generates custom reports for deeper insights in seconds. 

Analytics & Reporting

Rounding out our analytics upgrades are two important updates to reporting and attribution. 

Integrated Custom Reports (GA)

With the Integrated Custom Reports, you can view external dashboards and reports from third-party platforms, such as SAP Analytics Cloud and Google Looker Studio within the SAP Emarsys UI. This update streamlines your workflow, eliminating app switching, and centralizes your data for analysis. 

Enhanced Contact Search (Pilot)

New to pilot, Enhanced Contact Search, enables partial matches for all fields, for example, searching “ric” in the first name field will return Richard, Patricia, and Cedric. A new phone number search also covers the Phone, Phone (office), and Mobile fields. The results show the contact’s name, email, and opt-in status, and you can click “edit” to view more details. 

Data & Activity Summary (Pilot)

Data & Activity Summary pilot users will benefit from an updated view of a contact that includes both Mobile Engage and Email engagement data. This page helps you better understand customer behaviors with both individual and aggregate performance data at your fingertips. 

Updated Link Tracking Report (GA)

We’ve updated the Individual Link Tracking report with a clean, table-based design and improved performance and consistency. Key additions include a new name, simplified UI, improved export, and usage tracking to guide future enhancements. 

Note: Interested in joining one of the active pilots or early adopter programs? Please reach out to your customer success manager.

This release enhances our integrations and API capabilities, making SAP Emarsys more scalable, flexible, and actionable than ever before.

SAP Customer Data Cloud Connector

Topic Field (GA)

We’ve added new field types for ‘Topics’ in the SAP Customer Data Cloud Connector, enabling more granular management of user subscriptions. For instance, if you have multiple newsletters, sync these user preferences and opt-ins in SAP Emarsys to improve segmentation and personalization. Schema management for existing integration is also improved: any unticked fields, including consents and subscriptions, are now automatically deleted during mapping for cleaner and more accurate data. 

SAP Customer Data Platform Connector

Emarsys Mobile Activities Sync (EA)

We’ve extended the SAP Customer Data Platform Connector to include the sync of SAP Emarsys Mobile Push and In-app activities. Now, early adopter customers can track mobile app open and click events to improve audience segmentation, engagement tracking, and cross-channel analytics. 

Standard Sales Data API 

Streaming Data (Pilot)

We now support streaming data ingestion, allowing pilot customers to send individual sales orders using JSON. This offers more flexibility than CSV-only uploads, while improving scalability and data quality. You can also easily monitor and troubleshoot your pending or failed requests on the Sales Data Loads page. 

Segmentation (Pilot)

With new Sales Data segmentation templates, pilot customers can build dynamic segments based on sales data using the intuitive, point-and-click segment editor. For example, target contacts who have been refunded at least 100 euros in the last 10 days, enabling timely win-back or retention campaigns. This update solves the need for flexible, currency-specific segmentation directly from sales data. 

Engagement Events

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, service, loyalty, referrals or other customer-facing applications, at scale, to trigger marketing interactions, enhance segmentation and drive personalization.​

Event Configuration Status (Pilot)

We’ve developed new statuses for the Event Configurations to give pilot customers more control and transparency during the setup process. It helps prevent incomplete or incorrect setups from going live.

• Use Draft to test and edit your configurations. 
• Switch to Active to start receiving engagement data. 
• Set to Inactive when troubleshooting without losing any data. 

Integration Monitor (Pilot)

The Integration Monitor is a powerful tool that provides detailed error analysis during event data imports. It flags issues like failed imports and confirms your event payloads are reaching the system, making troubleshooting faster and more efficient.

Segmentation (Pilot)

With new Engagement Events segmentation templates, you can easily segment based on imported engagement events. For example, target customers who submitted a negative product review for a specific product or brand within a set timeframe to reengage them.

Event Attribution (Pilot)

Event Attribution now includes Engagement Events. This allows marketers to better measure specific goals and attribute which marketing channels and activities influenced those conversions. For example, post-purchase, marketing delivers satisfaction surveys across multiple channels like email, in-app, or SMS. Now they can measure which of those campaigns were most effective in generating customer responses.

Product Catalog API

Streaming Data (Pilot)

The Product Catalog API pilot addresses the challenges of larger and frequent catalog updates. It removes the 255-column limit and lets enterprise customers upload only the changed data, instead of re-uploading the entire catalog. This streamlines management of large catalogs, improving efficiency and reducing manual work.  

 

Our platform continues to meet the needs of global enterprises with secure, flexible, and scalable administration features.

User Management via Identity Provider

Flexible Role-Assignment (GA)

Flexible role assignment allows SAP Emarsys account owners to pre-configure user permissions based on Identity Provider (IdP) group fields and email addresses. You can define which role is associated with which IdP group, then assign the group to a user on the IdP side. The correct role and permissions will automatically apply when the user logs in to SAP Emarsys. 

Improved First-Time Login (GA)

We’re also simplifying first-time SSO logins by automatically mapping users role and access based on their email address, eliminating manual setup. When someone without an existing SAP Emarsys user account logs in via SSO for the first time, a new user profile is created automatically with permissions assigned based on the roles linked to the email or IdP group. If the user already exists in SAP Emarsys prior to SSO enablement, their identity is linked and any permissions update after signing in.

Self-Serve Multi-Account Access Setup (GA)

Self-Serve Multi-Account Access Setup enables the connection of multiple SAP Emarsys accounts to a single Identity Provider using flexible SSO configurations. Now, with the Entity ID, each account can be uniquely configured with its own user base and connection settings. However, if you prefer not managing multiple setups, you can reuse the same Entity ID across accounts and manage access with one SSO configuration.

UI Languages

Traditional Chinese (GA)

To better serve our global audience, we’ve added Traditional Chinese language to the SAP Emarsys interface making the platform more accessible and inclusive. 

Thank you for exploring this 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 Q2 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!