SAP Emarsys is an omnichannel engagement platform that centralizes customer data and automates personalized, context-aware campaigns across email, SMS, mobile, web, and social.
During 2025, SAP Emarsys has introduced major changes and new features catering to diverse aspects of marketing operations:
| Component | Features |
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| Engagement Events and Segmentation | - Engagement Events: The Engagement Events service allows you to track specific user actions from external sources. This is a powerful way to capture detailed behavioral data and use it to personalize your marketing. You can now easily configure and import events, providing a comprehensive view of customer interactions.
- Engagement Event Segments: With Engagement Event segments, you can filter contacts based on the events they've triggered. This enables highly targeted campaigns based on specific user behaviors, such as product views, form submissions, or video plays.
- Engagement Event integration in SAP Commerce: This integration allows you to define business events from SAP Commerce Cloud and synchronize them to SAP Emarsys. These events can then be used for segmentation and automation, creating a seamless connection between your e-commerce platform and marketing efforts. .
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| AI-Powered Tools | - AI-assisted Report Builder: The AI-assisted Report Builder simplifies the process of creating individualized reports. Instead of relying on multiple dashboards and manual data handling, you can generate custom reports with ease. This feature saves time and provides deeper insights into your marketing performance.
- AI Product Finder: The AI Product Finder helps you efficiently search your product catalog to find the right products for your marketing campaigns. This tool streamlines the process of product selection, ensuring that your campaigns feature the most relevant items.
- AI Subject Line Generator in the Visual Content Editor: The AI Subject Line Generator helps you create compelling subject lines based on email content or simple text prompts. This feature can improve open rates and engagement by crafting subject lines that resonate with your audience.
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| Campaign Management and Analytics | - Email Campaign List page updates: The Email Campaign List page has been improved with a refurbished Campaign Launch Monitoring tab and a redesigned Results Summary page. The Triggered Email feature is now fully accessible from this unified page, streamlining your email campaign management.
- Campaign Analytics enhancements: Significant updates to Campaign Analytics include an intuitive redesign for easier access to campaign filters, broadened abilities to analyze and compare campaigns over a 13-month period, and an improved export function for detailed external analysis.
- Unified Campaign List Page: The new, Unified Email Campaign List page combines the Email Campaigns and Triggered Emails pages to streamline operations and provide a cohesive and improved experience.
- Email category and type filtering in Campaign Analytics: TNow you can also filter email campaigns by category and type in the campaign-level reporting within Campaign Analytics.
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| Conversational Channels | - Conversational Channel message deletion: You can now easily delete outdated or unwanted WhatsApp or LINE messages to keep your workspace organized. The system ensures only messages not in use are removed.
- Conversational Channel data views in Open Data: You can now access the Conversational Channel data views via Open Data.
- Conversational Channels: WhatsApp Template Messaging: Now, you can create templates for your personalized, timely interactions on conversational channels as WhatsApp.
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| Mobile Wallet Enhancements | - Mobile Wallet in Event-based Automation programs: The Mobile Wallet - Update Pass and Mobile Wallet - Pass Notification nodes are now available in Event-based Automation programs.
- Sending Mobile Wallet Pass Notifications: Using Mobile Wallet pass notifications, you can enhance engagement by sending notifications to Mobile Wallet pass holders at campaign level or targeting specific segments via Automation Center.
- Segmentation for Mobile Wallet: From now on, you can create segments based on data reported by Mobile Wallet.
- Distributing Mobile Wallet campaigns via Mobile Push and Inbox: This update enables you to add Mobile Wallet campaigns to Push and Inbox campaigns.
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| Data Integration | - Sales Data API endpoint: Send your sales data through a direct, API-based integration to SAP Emarsys, without the need to create CSV files.
- Sales Data segment: Create segments based on your sales transactions.
- OAuth support in the SAP Emarsys and SAP Customer Data Cloud integration: The SAP Emarsys integration with SAP Customer Data Cloud now supports OAuth.
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Summary
- The SAP Emarsys 2025 releases introduce features like Engagement Events and Sales Data API to enhance data integration and segmentation for personalized campaigns.
- AI-powered tools such as the AI-assisted Report Builder and AI Product Finder streamline reporting and product selection processes, improving efficiency.
- Improvements to the Email Campaign List page, Campaign Analytics, and the Unified Campaign List Page simplify campaign management and reporting workflows.