From SAP Emarsys to SAP Engagement Cloud: Bridging the Gap Between Marketing and the Back Office
The transition from SAP Emarsys to SAP Engagement Cloud marks the move from “marketing automation” to “enterprise engagement.”
For years, Emarsys was the gold standard for marketers wanting to send the right email at the right time. And it was great at what it did. But as any executive knows, a customer’s experience doesn’t end when they click “buy.” It continues through fulfillment, delivery, and service.
The “Engagement Cloud” difference boils down to three things:
- Connecting Enterprise Data with Customer Insights: By connecting directly to your ERP and data foundation, the system knows what’s happening in the warehouse. Imagine a customer browsing for shoes. Before, you might send them a “Buy Now” email for a product that just went out of stock ten minutes ago. With SAP Engagement Cloud, the solution sees that inventory dip and automatically changes the message to a similar item or a restock notification.
- AI That Actually Works (Joule): We’ve all seen “AI” that just generates generic subject lines. The new SAP Engagement Cloud integrates Joule, SAP’s co-pilot, to help orchestrate the customer journey based on real-time business signals and improve conversion, efficiency, and experiences.
- Enterprise Capability: For global brands managing dozens of regions and sub-brands, the SAP Engagement Cloud’s enterprise capability is a lifesaver. It allows a central team to set global brand and compliance standards while giving local teams the freedom to run their own “on-the-ground” campaigns. It’s the “think global, act local” dream, finally digitized.
Florian Zolda, our Customer Data Solutions Architect and resident Emarsys expert, had the opportunity to be a part of this process. Here’s what he said about the new solution: “Taking part in testing the beta already showed me the true power of an AI-driven, cloud-first platform built on SAP BTP. SAP Engagement Cloud doesn’t just connect to the CX suite; it integrates natively, making it the most reliable, scalable MarTech for any growing business.”
Why this Matters for your Customers
Most customers are tired of “disorganized” brands. You know the feeling: you buy something, and two hours later you get an ad for the exact same thing. Or worse, you’re waiting for a delayed package and the brand sends you a cheerful “Are you enjoying your purchase?” email.
SAP Engagement Cloud aims to kill those awkward moments. By connecting marketing with back-office operations, the brand starts to feel like a single, intelligent entity rather than a collection of silos that don’t speak the same language.
Want to See the New Features in Action?
The Q1 2026 release is already rolling out, featuring everything from conversational messaging to advanced predictive modeling. If you’re curious about how this fits into your specific technology stack, reach out to us and we would be happy to organise a demo for you.
