SAP Emarsys 2024 update boosts AI-driven, omnichannel campaigns

SAP Emarsys has announced new product enhancements to provide marketers with an advanced toolkit for building, launching, and scaling personalised, omnichannel customer engagement. This February 2024 product update aims to help marketers create and manage successful AI-driven campaigns by offering greater functionality, seamless integration, and unrivalled performance.

The update centres around three primary areas: Omnichannel Excellence, Marketer Intelligence, and a Composable, Extensible Platform.

Broadening its category of Omnichannel Excellence, SAP Emarsys is testing a promising integration with LinkedIn. This initiative will provide brands access to LinkedIn's massive network of over one billion users. Marketers can reach new audiences with personalised ads, simplified lead acquisition, and real-time contact import.

In addition, SAP Emarsys has introduced custom URLs into its SMS platform, enabling the use of branded domains in SMS campaigns to boost customer recognition and engagement. Further building on this, post-launch modifications and the inclusion of an expiry date feature are now available in the Mobile Wallet feature released last year, thereby giving marketers greater control and inducing a sense of urgency for customers.

The update is not solely focused on customer reach and engagement. Through the AI Subject Line Generator, Emarsys also enhances its Marketer Intelligence resources by arming users with generative AI capabilities. This feature, currently in an open pilot phase, allows marketers to automate the inclusion of unique, moment-focused subjects in their communications.

Complementing this, the robust Event Monitoring tool delivers an in-depth breakdown of customer events, helping marketers better comprehend customer behaviour and directly delve into contact-level events to troubleshoot issues such as deliverability.

Lastly, the update includes an expanded and increasingly flexible platform. New Tactics specified for the utility industry have been introduced, allowing for automatic, personalised communications and processes at scale. The Emarsys platform has also integrated additional Tactics for the Customer Advocacy Intelligence Platform, 'Mention Me'. These new measures aim to re-engage existing customers and cultivate potential brand advocates, driving acquisition and revenue without bumping up advertising costs.

Beyond this, SAP Emarsys has considerably bolstered its cloud infrastructure, offering six times faster processing speeds for cloud-based contact segments, 90% faster customer data matching in Emarsys' Relational Data System, and secure asset distribution for clients with multiple business units.

Silvana Tagand, Regional Vice President of Revenue for APJ at SAP Emarsys, highlighted the significance of the latest update to the Emarsys platform. She emphasised that the platform provides marketers with a comprehensive array of tools and functionalities, enabling them to thrive in today's fast-paced market.

Tagand said, "The Emarsys platform offers an extensive suite of tools and features designed to empower marketers, enabling them to compete in today's dynamic marketplace. Making artificial intelligence transparent, accessible, and easy to use ensures marketers can leverage AI effectively and responsibly. It is the foundation of impactful campaigns that not only resonate with customers but also deliver predictable, profitable business results."