SAP Emarsys is now SAP Engagement Cloud: what does this mean for you?

What exactly changes?

SAP Emarsys becomes SAP Engagement Cloud. First and foremost, a name change, but the shift goes further than that.

Under the umbrella name SAP Engagement Cloud, SAP is introducing two separate editions of the platform:

• The Emarsys Edition is the platform as you know it today. The features and interface retain their familiar form. Existing customers simply continue on this edition.
• The Enterprise Edition is a new option for organisations that want to go further. If you're currently using Emarsys as a standalone marketing platform while also working with SAP Commerce Cloud, SAP Sales Cloud, or S/4HANA, this edition allows you to weave engagement into the rest of the SAP stack, making it function as one connected whole. The Enterprise Edition is available now.

At Elision, we help customers choose between the two and support them in implementing the right edition within their SAP CX environment.

Why is SAP making this move?

SAP acquired Emarsys in 2020. In the years since, SAP has been working towards an integrated CX strategy in which all customer-facing systems work together. A standalone product called "Emarsys", now the Emarsys Edition, no longer fits that vision.

The thinking behind the name change is also substantive: customer engagement has long stopped being a marketing-only question. It touches commerce, service, sales, and operations simultaneously. SAP Engagement Cloud, and the Enterprise Edition in particular, is built to cover that full breadth, not as a separate tool, but as an enterprise platform.

What is the impact for you as an Emarsys user?

In the short term, there's no need to worry about platform continuity. Campaigns, segmentations, and automations will continue to function as before. The Emarsys Edition, the platform you're currently using, remains available and will continue to be developed.

A few things worth keeping in mind:

• Communications, documentation, and support now run through SAP Engagement Cloud channels. If you're used to searching for "Emarsys" in SAP portals or help documentation, you'll need to adjust to the new terminology.
• The roadmap is broadening. SAP is investing in innovations that further integrate the platform into the SAP CX suite. This creates opportunities, especially if your organisation also uses SAP Commerce Cloud or S/4HANA.
• The Enterprise Edition is a new option for organisations with more complex needs.

What should you do now?

No immediate action is required. That said, we encourage you to take a critical look at your current Emarsys setup and your organisation's goals.

Three concrete actions worth considering:

• Map out how your current Emarsys environment is configured and which integrations you use.
• Consider whether the Enterprise Edition is relevant for your organisation.
• Keep following the SAP Engagement Cloud roadmap, as more innovation is coming in the quarters ahead.

Want to stay informed about SAP Engagement Cloud developments? Follow us on LinkedIn, where we regularly share insights on updates, best practices, and real-world experience.

Other product releases

It's also worth noting that these announcements coincide with a product release. Here's what's new:

• LINE is now available as a conversational channel via partner Sinch, relevant for organisations with customers in the Asia-Pacific region. Both WhatsApp and LINE are now generally available for real-time, interactive conversations within automations.
• The AI-assisted Report Builder now works for SMS campaigns. Ask your question and the system shows you how it interprets it before generating the report, so you know you're getting exactly what you asked for.
• The Standard Product Catalog API has been expanded with monitoring, deletion functionality, and Open Data access, making real-time product data more reliable and easier to manage.