Introduction to SAP Emarsys Customer Engagement Platform
SAP Emarsys is a comprehensive, omnichannel customer engagement platform designed to empower marketers in building, launching, and scaling personalized, cross-channel campaigns. As part of the SAP Customer Experience portfolio, Emarsys is tailored to help businesses deliver profitable marketing outcomes by providing personalized experiences across multiple touchpoints, both online and offline.
Key Features and Functionality
Data Integration and Personalization
Emarsys consolidates data from various sources, including e-commerce platforms, customer interactions, and other contact channels. This consolidated data is used for segmentation, personalization, marketing automation, AI-driven insights, and analytics. This capability enables marketers to target their audience precisely, acquire and retain customers, and build loyalty through highly personalized messages.
Campaign Creation and Management
The platform offers an intuitive and easy-to-use interface for designing email marketing campaigns using the Visual Content Editor (VCE) and prebuilt templates. Marketers can create multi-language campaigns and share templates across different accounts, making campaign management efficient and scalable. The use of placeholders or “tokens” allows for personalizing content with contact-specific data across multiple channels.
Marketing Automation
Emarsys features a robust Automation Center that enables the creation of automated marketing programs and interactions. These programs include prebuilt tactics and strategies powered by artificial intelligence, which help in achieving business goals faster. Marketers can configure channels such as email, web channels, and digital ads to target contacts via various social and advertising networks like Facebook and Google ads.
Analytics and Reporting
The platform provides built-in analytics and AI-powered insights to help marketers understand customer needs better, increase conversion rates, and generate more revenue. The customizable Emarsys Home dashboard allows for monitoring campaign results and accessing detailed reports. Key reporting features include Revenue Analytics, Event Attribution, and Conversion reports, which help in measuring the impact of marketing activities on business outcomes.
Integration Capabilities
Emarsys can be easily integrated with a wide range of business software, e-commerce platforms, and applications. This includes integrations with SAP products such as SAP Sales Cloud, SAP Commerce Cloud, and SAP Customer Data Cloud, as well as external tools like Magento, Shopify Plus, and Salesforce Commerce Cloud. Additionally, data can be synced with Google Analytics to monitor the effectiveness of advertising operations.
AI and Predictive Capabilities
The platform leverages artificial intelligence to predict future customer behavior, helping marketers to anticipate and respond to customer needs more effectively. The AI-driven deliverability advisor, for instance, helps in creating the best email designs by providing engagement scores as benchmarks.
Business Benefits
- Independence from IT: Emarsys provides marketers with complete independence from IT departments and data analysts, allowing them to plan and execute campaigns without additional support.
- Unified Customer View: The platform consolidates demographic data, purchase history, and interaction information to create a unified customer profile, facilitating personalized messaging and product recommendations.
- Revenue Growth: By identifying revenue growth opportunities and predicting customer behavior, Emarsys helps businesses increase conversion rates and generate more revenue.
In summary, SAP Emarsys Customer Engagement Platform is a powerful tool for marketers to create and manage personalized, omnichannel campaigns, leveraging advanced data integration, marketing automation, and AI-driven insights to drive profitable business outcomes.