SAP Emarsys Customer Engagement has launched its latest product release with a range of new features and enhancements that aim to leverage artificial intelligence (AI) to boost marketing strategies. This update comes alongside a study commissioned by SAP Emarsys revealing the increasing significance of AI in marketing efforts.
The recent research surveyed over 250 marketers and 2,000 consumers in Australia. Results indicate that 74% of marketers now view AI as crucial for enhancing customer engagement in 2024. Additionally, 43% of consumers are in favour of more extensive AI integration into retail experiences. Moreover, 72% of marketers have reported an improvement in customer loyalty following the adoption of AI, and 77% plan to increase their AI investment accordingly.
The new product updates aim to address marketers' growing urgency to utilise AI for creating more personalised campaigns. Key features in this release include several AI-driven tools such as the AI Subject Line Generator, AI Preheader Generator, AI Product Finder, and AI Segment Generator. These tools are designed to improve efficiency and enhance the effectiveness of marketing campaigns.
The AI Subject Line Generator, powered by OpenAI's ChatGPT-4, will be available from July. It allows marketers to create unique, context-specific subject lines tailored to user preferences and creativity levels directly within an email editor. According to SAP Emarsys, 63% of marketers have found that AI-generated subject lines achieve higher open rates.
Similarly, the AI Preheader Generator, which complements the Subject Line Generator, will also be generally available from July. This tool helps marketers craft engaging preheader text that works in conjunction with subject lines to capture readers’ attention and increase email open rates.
Another notable feature is the AI Product Finder. Initially piloted in March, this tool enables marketers to quickly locate and insert specific products into marketing campaigns. By using keywords and heuristics, it reduces the time required from hours or days to seconds. The tool is set to include functionality for natural language prompts to optimise product selections.
The AI Segment Generator, entering its pilot phase this summer, will provide human-readable descriptions of existing segments. It aims to simplify the complexity of segment criteria and logic, aiding in comprehension and searchability. This tool can also create new segments from natural language prompts.
SAP Emarsys’ existing customers, such as Nike and Puma, have already been utilising AI tools like AI Segments, Product Recommendations, and Send Time Optimisation. Tanja Beeler, Digital Marketing Specialist at Betty Bossi, part of Coop Group, shared her positive experience, stating, "It was very easy to integrate the Subject Line Generator (SLG) into the newsletter production workflow. The subject lines generated were always helpful and could be used straight away or with minimal tweaking. We now use SLG for almost all of our campaigns and wouldn't want to be without it."
Silvana Tagand, Regional Vice President of Revenue for APJ at SAP Emarsys, emphasised the company’s commitment to AI innovation: "Responsible, relevant, and reliable AI innovation has been a cornerstone of SAP Emarsys AI heritage for over a decade. We are committed to being a data-driven platform that boosts marketer intelligence to ensure the brands we work with stay ahead of the competition.”
Beyond AI, the update includes enhancements such as WhatsApp conversational messaging, LinkedIn Ads integration, a unified enterprise reporting dashboard, and several new connectors and integrations. These updates aim to expand the platform's capabilities, further integrating data sources and enhancing collaboration with technology partners.
