SAP Emarsys: AI-Driven Omnichannel Platform for Customer Engagement

SAP Emarsys is an omnichannel platform for marketing automation and customer engagement. It helps you deliver personalized, real-time engagements and eventually increase customer retention and loyalty. The solution combines customer data, industry-specific best practices, omnichannel automation, AI-driven personalization, and predictive analytics. Since it has prebuilt integration capabilities with SAP products and 3rd party applications, your marketing, sales, and service teams can deliver consistent, personalized experiences throughout the customer journey.

What is SAP Emarsys, and how does it enhance customer engagement?

SAP Emarsys is a solution that helps you automate your marketing efforts. It gives you tools to create a 360-degree view of your customers based on all the information that you have about your customers from different sources (e-commerce platforms, CRM and ERP systems, mobile and web analytics, social media and ads, loyalty programs, customer support chats, feedback forms, and more) – all for a perfectly personalized approach. With this solution, you’ll be able to appeal to your customers (existing or new) at the right place at the right time and with exactly the right offer they could appreciate. And don’t forget about prebuilt AI capabilities designed to help you analyze your data and find insights to boost your growth.

For example, in e-commerce, SAP Emarsys can help you engage customers across multiple channels (email, web, SMS, mobile apps, digital ads, and more). Then, you can unify data on customer behavior, purchase history, and sales and, based on that data, create dynamic segments to deliver personalized marketing campaigns. With this personalized approach, you will boost conversion rates and drive online and mobile sales.
In B2B sales and services, SAP Emarsys helps create consumer-grade buying experiences by integrating with platforms like SAP Customer Data Platform (CDP), SAP Commerce Cloud, and SAP Sales/Service Cloud. These integrations allow businesses to create that personal touch in their communication with the customers – all by unifying customer, product, and sales data. Eventually, it helps businesses build long-term customer relationships – leading to an increase in revenue, of course! 

In retail, SAP Emarsys helps integrate customer engagement across email, web, mobile, ads, direct mail, and even in-store interactions. This omnichannel approach enables effective transactional campaigns, personalized customer interactions, and the agility to respond to supply chain dependencies.

The areas where you could benefit from using this powerful solution include, literally, every field where you have interactions with customers and need to improve the quality and impact of those interactions: think of consumer product manufacturing, travel and hospitality, sports and entertainment – and many more!.. And don’t forget that SAP Emarsys can help at every stage of your customer interaction, be it acquisition, retention, or strengthening their loyalty – you have tools to work with!

Why choose SAP Emarsys: key benefits for your business growth

Align customer engagement strategies with business goals to increase revenue

• Unified view of customer data. Combine transactional, behavioral, and real-time data for better targeting and smarter decision-making.
• Delivering the right message at the right time.AI-driven segmentation ensures personalized offers and campaigns reach customers when they are most likely to convert.
• Optimizing marketing spend. Businesses reduce wasted ad spend by focusing efforts on high-value customers with higher purchase intent.
• Increasing conversion rates. Prebuilt, automated journeys guide customers from awareness to purchase faster, shortening the sales cycle.

Deliver personalized omnichannel communication to build trust and customer loyalty

Modern customers expect seamless, personalized experiences across multiple channels. This is what SAP Emarsys helps you achieve, all by:

• Ensuring consistent messaging across all touchpoints. Customers receive a unified experience whether they engage via email, social media, SMS, mobile apps, or in-store.
• Using AI-powered personalization. Every interaction is tailored to individual preferences, past behavior, and purchase history.
• Creating automated loyalty programs. Reward returning customers and increase repeat purchases through personalized incentives.
• Strengthening customer relationships. By making communication more relevant, companies improve retention rates and build long-term loyalty.

Gain business insights to increase customer lifetime value and drive business growth

• Providing AI-powered analytics. Identify high-value customers and predict which buyers are most likely to convert.
• Improving customer segmentation. Businesses can group customers based on their purchasing habits, engagement levels, and preferences to deliver more relevant experiences.
• Reducing customer churn. Predictive analytics alerts businesses to customers at risk of leaving, allowing proactive engagement.
• Boosting repeat purchases.Insightful AI-powered recommendations ensure businesses deliver targeted campaigns that keep customers coming back.

Easily launch marketing, retention, and loyalty campaigns with industry-specific best practices

One of the biggest challenges businesses face is executing marketing campaigns quickly and efficiently. SAP Emarsys effectively decreases complexity and helps companies launch effective campaigns with significantly lower effort by offering:

• Prebuilt industry-specific templates. Businesses can launch retention, loyalty, and upsell campaigns without building them from scratch.
• Automation for faster execution. Marketing teams save time with AI-driven workflows that personalize and execute campaigns automatically.
• A simple, user-friendly interface. No need for coding or complex configurations—marketers can create and deploy campaigns effortlessly.
• Scalable campaign strategies. Businesses can start with essential campaigns and gradually expand their marketing efforts as they grow.

Core features of SAP Emarsys: unlock the power of AI and automation

Centralized and optimized customer data

By utilizing customer data from product, sales, marketing, and service departments, SAP Emarsys provides a 360-degree view of each customer. With this comprehensive view, businesses can tailor their marketing campaigns more effectively, which eventually leads to increased sales and improved customer satisfaction.

AI-powered personalization

SAP Emarsys utilizes AI to deliver personalized content and offers based on based on customer behavior, preferences, purchase patterns, and predictive insights. With such an approach, you gain higher conversion rates and increased average order values.

Marketing optimization

SAP Emarsys automates marketing campaigns across channels such as email, web, SMS, mobile, PPC, and in-store, SAP Emarsys ensures consistent and timely messaging. Imagine a fashion brand automating its marketing efforts by sending personalized promotions (via email, SMS, or whatever channel of choice) based on customer preferences and past purchases. No doubt, this strategy will lead to higher engagement and repeat sales.

Sophisticated intelligence and analytics

With AI-powered tools, SAP Emarsys predicts campaign performance, allowing businesses to refine strategies for better outcomes. For example, you can leverage predictive analytics to identify which clients will most likely respond to a new service offering. This allows you to save money and ensure higher conversion.

Support for customer loyalty

Through omnichannel communication and smart customer segmentation, SAP Emarsys helps businesses deliver consistent messaging and personalized offers, increasing customer lifetime value. For instance, you can create subscription service segments based on customer engagement levels – and then tailor loyalty rewards accordingly, resulting in reduced churn and increased customer lifetime value.

Easy integration with SAP and non SAP apps for improved engagement

As mentioned above, SAP Emarsys collects data from different sources – and that means, that it has a wide integration capabilities thanks to built-in connectors within the SAP ecosystem. For SAP solutions with more complex architectures, tools like SAP Integration Suite (formerly known as SAP Cloud Platform Integration) or APIs can be utilized to ensure smooth connectivity.

For non-SAP systems, you can use API. For example, SAP Emarsys integrates with leading social media channels (Facebook, Instagram, Messenger, Google, TikTok, LinkedIn) allowing  marketers to create valuable custom and lookalike audiences, targeting customers who have engaged with content or visited their site through automated digital advertising campaigns.

Explore the SAP Emarsys interface: intuitive tools for seamless campaign management

The user-friendly interface of SAP Emarsys aims to help marketers efficiently manage campaigns without excessive technical barriers. You can effortlessly access tools and insights through an intuitive dashboard – saving time and energy to focus on strategy and creativity rather than grappling with complex systems.

1. Emarsys offers marketers a set of pre-configured tactics. In this tool, you can find marketing campaigns designed for different stages of the marketing funnel that you can activate in just a few clicks: Abandoned cart, Leads feedback, Hot leads conversion, and more.

2. SAP Emarsys enables the visualization of marketing campaigns. This makes it easier for analysts and marketers to understand the logic of the campaign and analyze its performance. Here’s how the welcome chain for the new customer looks like.

3. With Emarsys, you can create AI-based customer segments to increase the performance of marketing campaigns. AI will allow you to constantly improve the results since the algorithms train themselves by processing your customers' data and identifying and analyzing their behavior patterns.

4. A feature called an Automation center allows you to create an automated customer engagement journey tailored to your needs and goals. Each journey starts from a single entry point and then spreads out to multiple branches of a decision tree until eventually reaching the final destination. For example, in a behavior-focused journey, the client enters the path based on the preconfigured event (like an abandoned cart or a new transaction). The journey then continues according to the scenario that you can predefine. You can also use some filters that change the stages of the journey (e.g., the type of product that leads to different case branches).

5. SAP Emarsys also enables AI-based predictive recommendations. With this feature, you do not need to worry about the content of the recommendation block: AI will recommend as many products as you have defined – all based on customer behavior.

6. In Emarsys, you can also track the results of your marketing campaigns and find new ways to improve their performance.

7. Engagement report allows you to group your customers based on their engagement with your product/service, identify those who are about to churn, and re-engage them.

8. The software also allows you to track the performance of your email campaigns by tracking clicks on the links in your emails (unique and total clicks). In the top right corner, you can see the legend: best-performing links (green), medium (orange), and those that need your attention (red).

9. Emarsys provides you with a built-in solution enabling a loyalty program. With this tool, you can effectively increase LTV and ROI.

To experience firsthand how SAP Emarsys simplifies campaign management and drives results, consider exploring a demo or trial. This hands-on approach will showcase the platform's capabilities and demonstrate how it can elevate your marketing strategies.

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