Leading omnichannel customer engagement platform, SAP Emarsys recently announced its latest product update, featuring new features and improvements across web, email, and digital ads channels, designed to further enhance customer loyalty and brand advocacy.

These enhancements are complemented by additional reporting and analytics functionalities, enabling businesses to gain valuable insights into campaign profitability and deliver more personalised omnichannel experiences.

Three channel updates are set to showcase the power of scaling omnichannel personalisation:

  1. TikTok: New channel for digital ads

A significant update in this release is the integration of a new channel, TikTok, for digital ads. This new feature allows digital marketers to extend their social reach on a large scale, enabling the creation, synchronisation, and expansion of audiences across TikTok’s 1.06 billion active users.

2. Content blocks for web channel

This feature empowers marketers to efficiently create and customise content blocks, ensuring both time savings and brand consistency across channels. With a strategic focus on scaling content across campaigns, SAP Emarsys plans to extend these capabilities to other channels in the near future.

3. Customer segmentation via SMS

This release introduces the ability to create and filter customer segments based on SMS contacts. Marketers can leverage this feature to enhance and improve purchase frequency through personalised offers and points redemption.

Other updates in the SAP Emarsys product release include:

Marketing with Generative AI

The release introduces new generative AI capabilities to help marketers create content, such as subject lines, content block and semantic search and insertion of products that deliver the right message to the right audience. The new subject line and content block generation gives marketers the ability to leverage GenAI to create targeted, compelling and personalised email content. Additionally, SAP Sales Cloud and SAP Service Cloud will integrate two new generative AI capabilities: AI-Generated Summary and Email Response Generation.

Google Analytics integration

Set to be introduced in the coming months, this integration will enable marketers to seamlessly connect their Google Analytics account with the Emarsys platform. It will allow users to enhance their contact database and automation programs with web data and analytics, and create custom segments based on Google Analytics insights, such as website event and behavioural data.