Leading omnichannel customer engagement company, Emarsys has launched new features to its platform, designed to help brands deliver one-to-one personalised experiences on any channel.

The new updates enhance the platform’s personalisation capabilities, making it easier for marketers to capitalise on real-time customer behavior data, while improving omnichannel execution agility by providing enhanced visibility into granular actions that drive revenue.

The platform now enables marketers to make use of real-time contextual customer experience data from within the omnichannel automation solution of the platform itself. Previously, marketers had to use two separate modules for omnichannel automation — one for lifecycle and product-driven campaigns and another for real-time customer data-driven campaigns.

Now, with both features accessible within the automation centre, marketers can respond to customer behavior in real time more easily and automate personalised omnichannel campaigns from a single place with a consistent editing experience, ensuring customers receive the right message on the right channel at the right time.

Emarsys has also introduced new features to directly address a growing trend of consumers opting out of email marketing or mobile push notifications. The first is a “mobile inbox” feature, which embeds directly within a brand’s app, and ensures that marketers can still send one-to-one personalised offers, promotions and messages to customers.

The second is a feature that the Emarsys customers have specifically asked for — web push notifications. Web push notifications work via a consumer’s desktop browser to deliver personalised notifications on a one-to-one basis, unlocking more revenue and to amplify omnichannel retention programs.

Specific features aside, Emarsys has enhanced the platform’s ability to provide audience and campaign insights, which can help marketers prioritise actions that will deliver the best business outcomes. With the new audience filtering and revenue impact feature, marketers can see in specific detail how different customer lifecycle segments respond to different campaigns delivered on different channels — and which campaigns and channels deliver the most revenue for each audience segment.

Emarsys senior vice president for verticals, Alex Timlin said, “A brand’s customers will often leave after just one bad experience, and so at Emarsys we understand the importance of delivering an experience that works for each and every customer. The key to that great experience is omnichannel personalisation one a one-to-one basis at speed and at scale.

“But brands also need to know what specific marketing activities are making the biggest impact for the business. This is where Emarsys stands out. Not only can we improve the experience for our customers’ customers, but we can also link how that experience improves revenue, which has been a challenge in the marketing world for years.”