New updates to SAP Emarsys enhance the system’s capabilities in the areas of communication channels, analytics and reporting, and focus on improving the overall user experience. Back in October, SAP Emarsys Customer Engagement received a package of enhancements and new functionality.

Tik Tok integration

The new channel from the ‘Digital Ads’ category allows the TikTok app to reach more than one billion users. The new connection enables the use of all the marketing functions previously available for the Meta and Google channels. It is available to create new leads and add them to the Emarsys database, to add or remove contacts from the audience on the digital platform, to create new campaigns on it and to display their results directly in the Emarsys system.

Content blocks for web channels

The addition of the ability to use content blocks for web channels will make it even easier to create and execute multi-channel campaigns. The user can now use HTML, CSS and Javascript to create blocks that will later be displayed on the web page.

SMS segmentation

The new type of segmentation is based on customer interactions with SMS messages sent to them. We can now create segments with contacts who have or have not clicked on a particular message. In addition, it is possible to limit the period to be taken into account by entering the number of days during which the interaction should have taken place. This allows us to detect which customers are more and which are less engaged with our campaigns.

Personalisation of the email subject

The latest update also adds the ability to personalise the subject line of emails. This allows us to send an even more personalised message to our customers, and our messages will stand out in their email inboxes. And this will translate directly into an email open rate.

Target group reports

Thanks to the new analytical capabilities available in the target groups, we can better engage with our customers. For the target groups, functionality has been added to export data to a CSV file and a flexible 3-month time frame from which to select the data of interest.

Campaign analytics

With the new campaign analytics features, we can see multi-dimensional customer engagement reports broken down by channel. All of this is contained on one clear screen. This greatly facilitates the evaluation of campaign effectiveness and thus better tailoring of marketing content to specific customer groups.

Dark mode

A night display mode has been added that emits less light, making it much easier to work in dark conditions. By reducing the amount of light emitted by our screen, we take care of the well-being of our eyes.

Summary

The new SAP Emarsys updates allow you to reach a wider and more diverse audience. Integration with TikTok opens up new opportunities for promotion and interaction with customers, which can translate into increased reach and campaign effectiveness.

Improvements in the areas of data analytics and personalisation will allow companies to better understand customer behaviour and preferences and enable more targeted and effective marketing efforts. The ability to segment audiences based on SMS interactions or personalise email subject lines will translate into more personalised and engaging experiences for recipients.

With more detailed reporting and analysis, marketers can react faster to changing trends and customer preferences, adapting their strategies to the changing market reality.

As a result, updates in Emarsys not only streamline marketers’ day-to-day work, but also contribute to building lasting and valuable customer relationships, which in the long run can translate into increased sales and customer loyalty.

Sources:

https://emarsys.com/learn/blog/emarsys-october-product-release-2023/

https://roadmaps.sap.com/board?PRODUCT=73554900100800003661&range=2023Q4-2024Q1#Q1%202024