The Business
Creality is a global leader in 3D printing, known for making advanced technology accessible to both everyday creators and professionals. The company’s portfolio spans multiple brands and product lines, from entry-level printers to professional models and laser accessories, supported by a passionate community of more than 3 million users worldwide.
As the ecosystem grew, so did customer expectations. Shoppers wanted seamless communication, relevant recommendations, and consistent experiences across every touchpoint. Meeting those expectations at scale required a unified, data-driven approach to engagement.
The Challenge
Creality’s marketing team faced three key hurdles on their journey to true omnichannel engagement:
Customer data sat in disconnected systems, limiting visibility and slowing down campaigns. Without a unified view, it was difficult to recognize intent signals or personalize communications across the full journey.
Creality had a strong foundation in email, but engagement often stopped there. High-intent moments on-site, in-app, and through ads weren’t consistently connected, leaving revenue on the table and reducing the impact of their marketing efforts.
Growth targets added urgency. The team needed to move faster, automate more journeys, and coordinate messages across every channel — all while maintaining quality and performance.
“Customer data was spread across different systems, which made it difficult to understand intent or deliver timely, relevant campaigns. We had a strong email program, but without a unified view of the customer, we couldn’t easily recognize behaviors across channels or personalize at the moments that mattered most.”
The Solution
With SAP Emarsys, Creality unified customer data, expanded automation, and brought true omnichannel orchestration to life.
Unifying data and channels
All customer, product, and event data was consolidated into a single profile, giving the team one connected view across email, SMS, on-site, ads, and the mobile app. Consent and preferences carried across brands, so customers received consistent, relevant messages no matter where they engaged.
Automating the lifecycle at speed
In just 90 days, the team grew from 19 to 53 automated journeys, working in weekly sprints with clear approvals. These programs now cover the full lifecycle — from welcome and education to cart recovery, repurchase, and win-back — helping Creality stay connected at every stage.
Personalization that follows intent
Segments are based on real behaviors and product interests rather than static lists. A visitor researching a specific printer receives tailored content and comparison guides, while existing owners see setup tips and accessory recommendations. Dynamic content allows one campaign to deliver brand, language, and offer variations automatically, giving each customer a relevant experience without adding complexity.
“Expanding from 19 to 53 automated journeys in just three months completely changed how we think about lifecycle marketing. We moved beyond email to orchestrate programs across SMS, ads, and on-site experiences, which lets us meet customers with the right message in the right channel.”
The Impact
With unified data and over 50 automated journeys live, Creality quickly saw measurable improvements in engagement, revenue, and customer retention.
Engagement that turns into revenue
Triggered programs now drive more than half of total email revenue. Average open rates reached 52.7 % (compared to 35.2 % overall) and click-through rates climbed to 11.2 % (from 4.7 %).
Faster scale, wider reach
A connected data foundation enables Creality to engage 1.4 million active contacts across multiple brands, supported by a 3 million-strong community. Automation allowed the team to scale effortlessly, maintaining quality without increasing headcount.
Year-over-year lift
Between March and June 2025, revenue rose 70.8 %, active customers grew 47.8 %, and reactivated customers increased 36.4 %. Order growth swung from –1.6 % to +23.5 %.
“SAP Emarsys gave us the platform to unify channels, act on real behaviors, and scale automation reliably. The ability to consolidate data into actionable profiles, automate journeys across multiple brands, and deliver consistently strong performance has made it the foundation of our customer engagement strategy and a key driver of long-term growth."
Creality is now using SAP Emarsys to take personalization even further. By mapping high-intent audiences and deepening repurchase and cross-sell journeys, the team aims to increase lifetime value and strengthen loyalty across all brands.
They’re also exploring how AI-driven recommendations can bring even more relevance to every interaction – turning data into the next chapter of customer growth.