SAP Emarsys

What Spadoom delivers

Emarsys is a powerful platform. Most teams use 20% of it. We close that gap. Our implementations cover the full channel mix — email, SMS, push notifications, web personalisation — and the automation flows that generate revenue without manual campaign management.

We have implemented Emarsys for retail brands, pet supply companies, pharmaceutical distributors, and luxury e-commerce businesses across Switzerland, Germany, Austria, and Italy. As an SAP Gold Partner based in the DACH region, we bring local presence and hands-on delivery — no offshore handoffs, no consultants who disappear after go-live.

The use cases differ but the approach is the same: start with what moves revenue (cart abandonment, re-engagement, loyalty), then expand as the team’s confidence grows. We scope every project so the first automated campaigns are live within weeks, not months.

Our delivery follows SAP Activate methodology — five phases from discovery through hyper-care, adapted for SAP Emarsys projects. We have mapped out what each phase looks like in practice. For a full overview of the platform and when it makes sense, read our SAP Emarsys guide.

ROI you can measure

Marketing automation only matters if it drives numbers your CFO cares about. SAP and Emarsys benchmark data shows concrete results from well-implemented deployments:

• 20% increase in email revenue — triggered lifecycle campaigns consistently outperform batch-and-blast because they reach the right person at the right moment with the right offer
• 15% improvement in customer retention — automated win-back, loyalty, and post-purchase flows keep customers active longer and reduce churn across cohorts
• 3x faster campaign deployment — pre-built tactics and drag-and-drop automation mean your team launches campaigns in hours, not weeks of developer back-and-forth

These are not aspirational targets. They are the baseline we plan around. The gap between “installed Emarsys” and “Emarsys generating revenue” is execution — choosing the right automations, feeding them clean data, and iterating based on results. Calculate your projected ROI based on your audience size and average order value.

60+ pre-built tactical programmes

This is the single biggest reason Emarsys wins against HubSpot, Mailchimp, and Klaviyo for e-commerce and retail. Instead of building every automation from scratch, Emarsys ships with 60+ pre-built tactical programmes — complete automation workflows based on industry best practices that your team activates, configures, and launches.

Acquisition — Welcome series for new subscribers, first-purchase nurture, referral programme triggers, and lead-to-customer conversion flows. Each tactic is designed to move contacts from anonymous to known to purchasing as efficiently as possible.

Engagement — Browse abandonment (the customer looked but did not buy), wishlist price-drop alerts, personalised product recommendations based on purchase and browse history, and category affinity campaigns. These are the campaigns that turn casual browsers into repeat buyers.

Retention — Lifecycle automations that detect when a customer is slipping away. Includes post-purchase follow-ups, replenishment reminders, loyalty tier upgrade nudges, win-back campaigns for lapsed customers, and churn prevention flows triggered by predictive scoring. For a deeper look at how loyalty and Emarsys work together, see our guide on moving beyond points-based loyalty.

Seasonal and event-driven — Holiday campaigns, flash sale countdowns, birthday and anniversary messages, and back-in-stock notifications. Pre-built logic handles the timing and segmentation; your team focuses on creative and offers.

The value here is speed-to-revenue. A marketing team that would spend three months building automations from scratch in a generic tool can have the same programmes live in Emarsys within weeks. We cover the full campaign-building process in our guide to effective marketing campaigns with SAP Emarsys.

AI-powered marketing

Emarsys does not just automate what you tell it to do — it learns from your data and makes your campaigns smarter over time. The AI and machine learning capabilities are built into the platform, not sold as add-ons:

• Predictive segmentation — machine learning models score every contact for purchase probability, churn risk, and product affinity. Segments update automatically as customer behaviour changes.
• Send-time optimisation — Emarsys calculates the optimal send time for each individual contact based on their engagement history. Not just “Tuesday at 10 am for everyone” — per-contact timing that lifts open rates.
• Product affinity scoring — the platform identifies which products each customer is most likely to buy next, based on purchase history, browse behaviour, and similar-customer patterns. Feed this into recommendations and you get relevance without manual merchandising rules.
• Revenue attribution — clear reporting on which campaigns, automations, and channels actually drive revenue. Not vanity metrics — attributed revenue per programme, so you know where to invest.
• Churn prediction — models flag customers likely to lapse before they do, giving your retention automations time to act.

The Joule AI copilot, SAP’s cross-platform AI assistant, is now integrated into Emarsys for campaign insights, audience recommendations, and natural-language queries against your marketing data. For the broader picture of how AI agents are reshaping SAP CX, read what agentic AI means for sales and marketing teams.

Omnichannel execution

Emarsys is not an email marketing tool. It is an omnichannel customer engagement platform, and the distinction matters. Every automation and segment you build works across all channels from a single canvas:

• Email — the workhorse channel. Personalised content blocks, dynamic product recommendations, and A/B testing built in.
• SMS — transactional and promotional messages with the same segmentation and triggers as email. Ideal for time-sensitive offers and appointment reminders.
• Push notifications — mobile and web push for re-engagement when customers are not checking email.
• Web personalisation — on-site banners, product recommendations, and pop-ups that react to the same segments and lifecycle stages as your outbound campaigns.
• Paid ad audience sync — push Emarsys segments directly to Google Ads, Meta, and other paid channels for retargeting and lookalike audiences. No CSV exports, no stale lists.
• In-app messaging — reach customers inside your mobile app with contextual messages tied to their purchase journey.

The point is consistency. A customer who abandons a cart should not receive an email, an SMS, a push notification, and a retargeting ad all saying the same thing. Emarsys orchestrates across channels so each contact gets the right message on the right channel — and the others stay silent.

Data integration is everything

Emarsys is only as good as the data you feed it. A campaign triggered by stale or incomplete customer data is worse than no campaign. We treat the data integration as the most critical part of every project.

If you are on SAP Commerce Cloud, the native connector gives you real-time order and browse events — product views, cart additions, purchases, and returns flow into Emarsys within seconds. For third-party shop systems (Shopify, Magento, custom storefronts), we build the integration as part of the project using Emarsys APIs and middleware where needed.

The real power unlocks when you connect Emarsys to the rest of the SAP CX stack. SAP Customer Data Platform unifies customer profiles from every touchpoint — web, app, in-store, service — and feeds them into Emarsys for segmentation. SAP Loyalty Management syncs tier status, points balances, and reward eligibility so your campaigns reflect each customer’s loyalty standing in real time.

This native data flow is a key reason why Emarsys outperforms standalone marketing automation platforms that depend on batch syncs and fragile connectors. When your triggered campaign fires on a two-hour-old data sync instead of real-time events, you lose the moment — and the conversion. For more on how loyalty, Emarsys, and CDP work as an integrated stack, see building lasting customer relationships with SAP Emarsys.

Industry use cases

SAP Emarsys is built for B2C and e-commerce, but the use cases extend well beyond online retail. Here is how we deploy it across industries:

E-commerce and retail — The core use case. Abandoned cart recovery, post-purchase follow-ups, replenishment reminders, personalised product recommendations, and loyalty programme integration. Emarsys’s product catalogue and order data model means these automations work out of the box with minimal customisation.

Luxury and fashion — VIP loyalty programmes with tier-based communications, personalised styling recommendations, early access to collections, and event invitations. The segmentation engine handles high-value customer cohorts that need a different tone and cadence than mass-market campaigns.

Travel and hospitality — Booking abandonment flows, pre-arrival upsells, post-stay feedback and re-engagement, seasonal destination campaigns, and loyalty programme management. Send-time optimisation is especially valuable when your customers span multiple time zones.

B2B with e-commerce — Account-based nurture sequences, event marketing (webinar invites, trade show follow-ups), product launch announcements, and reorder reminders for consumables. While Emarsys is B2C-first, companies with B2B e-commerce storefronts get strong value from the product recommendation and lifecycle automation capabilities.

What good looks like

Twelve weeks after go-live, your marketing team should be running:

• Automated lifecycle flows covering at least 60% of your customer base
• Personalised product recommendations in email and web driven by real purchase and browse data
• A loyalty programme that integrates with your transactional communications and reflects tier status in every touchpoint
• Weekly A/B tests that the team can run without developer support
• Clear revenue attribution showing which automations generate the most value

Six months in, the platform should be self-sustaining — your team launches new campaigns without Spadoom’s help, iterates on what works, and retires what does not. We measure success by whether your marketing team can operate independently, not by how many consulting hours we bill after go-live.