The partnership between Sinch, a leading provider of cloud communication services, and SAP Emarsys, an omnichannel customer engagement platform, aims to address the evolving needs of digital-era marketing. Businesses now have access to tools that bridge the gap between diverse customer preferences and technical limitations, particularly in regions like South Africa, where access to data and devices varies significantly.

The integration of Sinch’s communication infrastructure within the SAP Emarsys platform provides businesses with the flexibility to tailor interactions across SMS, MMS, WhatsApp, and other messaging channels. This allows marketers to design campaigns that resonate with customers on their preferred platforms while ensuring compliance with privacy standards and easy opt-out options.

Andre Odendaal, Senior Sales Engineering (EMEA) at Sinch, highlighted that markets like South Africa face unique challenges due to digital inequities. He pointed out that while many customers have limited access to advanced devices or high-speed data, text messaging remains a reliable and accessible communication method. The integration with SAP Emarsys helps businesses address these disparities by enabling tailored communication strategies that align with customers’ specific needs and technological capabilities.

Sinch’s global network of direct connections with telecom providers ensures swift and reliable message delivery, enhancing the efficiency of SMS campaigns. On platforms like WhatsApp and Instagram, the integration enables businesses to connect with users where they are most active, fostering stronger engagement. By incorporating these communication channels into SAP Emarsys’ data-driven platform, businesses can execute marketing strategies that are both personalized and far-reaching.

This collaboration also addresses the challenge of digital inequity by offering alternatives for customers with limited access to data. Text messaging, for instance, becomes a valuable tool for brands to ensure that no audience is left out of their outreach efforts.

Streamlined Marketing Operations with the SAP Emarsys Platform

Marketers benefit from the native integration of Sinch’s messaging services within the SAP Emarsys platform, which simplifies the creation of SMS campaigns and marketing automation flows. Using drag-and-drop personalization tools, they can craft dynamic messages that respond to real-time customer triggers. Additionally, SAP Emarsys’ analytics capabilities allow businesses to assess the impact of their SMS campaigns by tracking return on investment and revenue contribution.

This streamlined approach extends to omnichannel communication. Sinch’s Conversation API supports a unified messaging experience, enabling marketers to manage multiple channels through a single integration. This efficiency not only enhances operational workflows but also ensures consistent and effective customer interactions.

Lucas Bergström, VP, ISV Partnerships at SAP Emarsys, emphasized the growing dominance of mobile devices in consumer behavior. He noted that mobile platforms have transformed how people shop, interact with brands, and consume content. Bergström added that the integration between Sinch and SAP Emarsys allows businesses to engage customers through personalized messaging across SMS, MMS, and popular apps like WhatsApp. This capability ensures that brands can meet consumers where they are most active, fostering deeper connections and loyalty.

Meeting Modern Consumer Expectations with Sinch and SAP Emarsys

With mobile devices becoming central to consumer behavior, the partnership aims to help brands keep pace with shifting preferences. Recent studies highlight that over half of global consumers consider SMS and MMS among the most valuable communication channels. By leveraging Sinch’s robust infrastructure and SAP Emarsys’ strategic tools, brands can meet these expectations with personalized, conversational messaging.

This approach goes beyond standard marketing efforts by enabling interactive campaigns that incorporate text, images, and video. The integration equips marketers to deliver engaging experiences while reaching global audiences. Businesses can also access Sinch’s professional services to enhance their mobile marketing strategies, ensuring their campaigns remain impactful and relevant.

AI-Driven Customer Support

The addition of Sinch’s AI-powered chatbots within SAP Emarsys enhances customer support capabilities. Businesses can offer round-the-clock assistance, automating responses to common queries while ensuring a seamless transition to human agents for more complex issues. This balance between automation and personal interaction fosters customer satisfaction and trust.

The collaboration addresses concerns around security and fraud in digital communication. Sinch’s AIT (Artificially Inflated Traffic) protection and fraud detection features safeguard campaigns from spam and unauthorized traffic. By incorporating these protections, businesses can execute campaigns with greater confidence, ensuring that customer communications remain secure and effective.

As Sinch and SAP Emarsys deepen their integration, they provide businesses with innovative tools to enhance customer engagement across multiple channels. This partnership not only simplifies marketing operations but also equips brands to thrive in an increasingly digital-first world.

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SAP, a global leader in enterprise software, has long been at the forefront of business technology solutions. Its acquisition of Emarsys, an omnichannel customer engagement platform, marked a significant enhancement in its ability to offer advanced marketing automation, real-time personalization, and sophisticated campaign management. Emarsys’s Smart Insight module stands out as a revolutionary tool in customer intelligence, designed to automate retention marketing and maximize revenue from customer interactions.

Integrating Diverse Operations with SAP Emarsys

The Miramar Group, headquartered in Hong Kong, is a conglomerate with an expansive portfolio, including hotels, serviced apartments, property rentals, restaurants, and travel services across Hong Kong and mainland China. The complexity and diversity of its operations presented unique challenges in managing customer data and delivering a cohesive experience across all touchpoints. The Group’s decision to adopt SAP Emarsys was driven by a need to unify multiple IT systems and enhance data analysis capabilities, thereby creating a more structured and efficient approach to customer data management.

Mabel Ho, Senior Marketing Manager at Miramar Group, emphasizes the importance of a comprehensive understanding of customers as the foundation of their customer experience operations. The implementation of SAP Emarsys has equipped the Group with the tools necessary to analyze customer data effectively, allowing for more personalized communication and tailored product offerings. This approach reflects a broader trend in the industry, where personalization is increasingly data-driven.

Esmond Tong, Managing Director of SAP Hong Kong, underscores this shift, highlighting the necessity for global brands to engage customers on their own terms. By utilizing SAP Emarsys, companies like Miramar Group are not only enhancing customer engagement across all channels but also ensuring positive experiences that resonate with the modern consumer.

Leveraging Emarsys Smart Insight for In-depth Customer Understanding

Looking ahead, Miramar Group plans to fully leverage the capabilities of SAP Emarsys’s Smart Insight. This module’s AI modeling and machine learning capabilities are crucial for developing an in-depth understanding of the customer lifecycle. The solution enables the Group to categorize customers into distinct groups – such as lead, first-time buyer, active customer, defecting customer, and inactive customer – facilitating highly personalized content delivery. This strategy represents a significant leap in the Group’s ability to not only understand but also anticipate customer needs and preferences.

The adoption of SAP Emarsys Smart Insight by Miramar Group is more than just an upgrade in technology; it signifies a paradigm shift in how customer data is utilized to enhance customer experiences. As more companies in Hong Kong and globally recognize the value of data-driven strategies in customer engagement, tools like SAP Emarsys will become indispensable in achieving business success.

Miramar Group’s integration of SAP Emarsys Smart Insight marks a significant milestone in the digital transformation journey of Hong Kong’s business sector. It exemplifies how innovative technology can be harnessed to create more meaningful and personalized customer experiences, setting a benchmark for other companies aiming to thrive in the digital age.

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As customer experience becomes an increasingly important focus for businesses globally, SAP is well-positioned to help organizations excel in this aspect. Last year, the German software giant acquired Emarsys, a provider of an omnichannel customer engagement platform that aims to help brands accelerate time to value and achieve faster business outcomes.

The SAP Emarsys Customer Engagement Platform is a part of the wider SAP Customer Experience portfolio, which also includes the SAP Service Cloud, SAP Commerce Cloud, SAP Marketing Cloud, SAP Customer Data Cloud, and SAP Sales Cloud solutions.

Personalization is still a top priority for digital marketing leaders, according to global research and advisory firm Gartner. Additionally, its recent report has noted that relevant and timely communication is critical for educating customers, reducing friction, and building brand loyalty in customers.

Highlighting Emarsys’ ranking in the latest Magic Quadrant for Personalization Engines, Gartner recognizes SAP for its industry-specific templates to ease user adoption as well as measurement, reporting, service, and support.

Sameer Patel, Chief Marketing and Solutions Officer at SAP Customer Experience, believes the company’s position as a Leader in the report reinforces the overall features of the SAP Customer Experience portfolio. He stressed:

“With the integration of Emarsys, SAP Customer Experience powers a foundation of omnichannel personalized engagement, meeting customers where and when they choose to engage, on their preferred channels and on their terms.”

Delivering Personalized Omnichannel Experience to Customers

Meanwhile, Sara Richter, Chief Marketing Officer at Emarsys, said:

“With 91{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} of consumers saying they are more likely to buy from brands that provide relevant offers and recommendations, personalization is an essential part of this approach. We believe that this report, and our Leader placement within it, validates our vision for personalized, customer-centric commerce and that we offer the right technologies to help brands connect the dots and produce a true 1:1 customer experience.”

Moreover, Emarsys has established its customer base in the Asia-Pacific (APAC) region by expanding its footprint with offices in various countries including Singapore, Hong Kong, and China.

Particularly in Singapore, online fashion retailer Love, Bonito selected the SAP Emarsys Customer Engagement platform to help the company remove organizational silos and create automated personalized customer experiences across email, paid, and on-site channels. As it was using disparate IT tools, the company initially struggled to personalize digital communications throughout each phase of the customer lifecycle.

Following a quick implementation after choosing the SAP Emarsys solution, Love, Bonito was able to achieve a 67{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} increase in lead to first-time buyer conversion, a five-fold increase in active customer expenditure, and a 32{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} rise in average order value.

SAP Japan Launches SAP Emarsys Customer Engagement Platform

Furthermore, SAP Japan has also begun to offer the SAP Emarsys Customer Engagement Platform, adding it to the company’s SAP Customer Experience product offerings.

Announcing that the company has started the domestic provision of the solution, Yasushi Tomita, Vice President and Head of SAP Customer Experience at SAP Japan, said he felt that it was necessary to provide more Business-to-Consumer (B2C) specific functions due to customer requests.

“Therefore, we strengthened SAP Customer Experience with Emarsys to deliver even more value as a whole. From the marketing stage to after the customer purchases the product, we provide the value of the customer journey that cannot be achieved by CRM (Customer Relationship Management) alone,” he emphasised.

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