What Emarsys does

Emarsys, founded in 2000 in Vienna, Austria, is an AI-powered omnichannel customer engagement platform that was acquired by SAP SE in 2020 and rebranded in 2026 as SAP Engagement Cloud. The platform unifies customer data management, AI-driven personalization, and cross-channel marketing automation across ten channel surfaces including email, SMS, web, mobile, WhatsApp conversational messaging, digital ads, mobile wallet, direct mail, in-store, and contact center. Its core technical architecture is a cloud-native composable platform built on native integrations with SAP Business Data Cloud, SAP Customer Data Platform, SAP Analytics Cloud, SAP Commerce Cloud, SAP Sales Cloud, and SAP Service Cloud, allowing marketing interactions to be tied directly to operational data such as orders, inventory, service tickets, and loyalty milestones.

The platform is sold via direct enterprise field sales with a "Request a Demo" motion, distributed through SAP's global sales infrastructure and a Partner Connect Ecosystem of technology and expert solutions partners. Pricing is quote-based and undisclosed, structured as annual enterprise subscriptions. The company serves thousands of marketers globally with a customer base concentrated in retail, consumer products, e-commerce, sports and entertainment, travel and hospitality, and media and communications, with named enterprise customers including Home Depot, PUMA, Levi's, Pizza Hut, Wella Company, FC Bayern Munich, Gibson, Huel, Aldo, Babbel, and the San Jose Sharks. Emarsys has been recognized as a Leader in the Gartner Magic Quadrant for Personalization Engines for seven consecutive years and is cited by IDC research as delivering 385% ROI to organizations using the platform.

The company employs 501-1,000 people across headquarters in Vienna, a North American office in Indianapolis, and a UK office in London, serving customers globally with multi-language support. Revenue figures are not publicly disclosed as the company is a wholly-owned subsidiary of SAP SE.

Name

Emarsys

Legal name

Emarsys eMarketing Systems GmbH

Website

https://emarsys.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Emarsys is an AI-powered omnichannel customer engagement platform, now operating as SAP Engagement Cloud after SAP's 2020 acquisition. It unifies customer data, personalization, and marketing automation across ten channels for global enterprise brands in retail, consumer products, e-commerce, and sports.

Ownership category

akta.pro rank

Product category

Marketing Automation Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Customer engagement platform
• Marketing automation software
• Omnichannel personalization
• AI marketing platform
• Customer data platform

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Platform: Cloud-based customer engagement platform delivered as a subscription service, providing AI-powered personalization, marketing automation, and omnichannel engagement capabilities to enterprise customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Emarsys (now SAP Engagement Cloud) is an AI-powered omnichannel customer engagement platform that unifies customer data through a built-in Customer Data Platform, enriches it via an AI-driven Personalization Engine, and activates personalized interactions across email, web, mobile, SMS, ads, mobile wallet, direct mail, in-store and contact center channels. The platform delivers SaaS-based marketing automation, product recommendations, and loyalty orchestration for enterprise marketers. It is sold primarily through enterprise direct sales and SAP's field sales organization to mid-to-large brands globally.

Product overview

SAP Engagement Cloud is a unified AI-powered omnichannel customer engagement platform (formerly SAP Emarsys). The core platform integrates customer data management through the Customer Data Platform, AI-driven personalization via the Personalization Engine, and cross-channel execution through Marketing Automation and Omnichannel Marketing. Key modules include AI Marketing for predictive personalization, Product Recommendation Engine for automated product suggestions, Customer Loyalty Solution for retention orchestration, Strategies and Tactics for pre-built automation, and Reporting and Analytics for performance measurement. The platform supports 10+ channels including Email, SMS, Web, Mobile App, Conversational Messaging (WhatsApp), Digital Ads, Mobile Wallet, Direct Mail, In-Store, and Contact Center. The platform is built natively with SAP products (SAP Business Data Cloud, SAP CDP, SAP Analytics Cloud, SAP Commerce Cloud, SAP Sales Cloud, SAP Service Cloud) and offers integrations through the Partner Connect Ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• SAP Engagement Cloud (Core Platform) AI-powered omnichannel customer engagement platform for enterprise marketers that unifies customer data, enables AI-driven personalization across email, web, mobile, SMS, ads, mobile wallet, direct mail, in-store and contact center, and drives measurable business outcomes through real-time AI-guided journeys.
• Marketing Automation Cross-channel marketing automation platform that lets marketers execute simple single-channel campaigns or sophisticated multi-channel journeys at scale with intelligent automated workflows triggered by real-time business events.
• Customer Data Platform Unified customer data management solution that brings together multiple data sources across the business and activates them across all channels, enabling personalization at every customer interaction.
• Personalization Engine AI-driven personalization engine that enriches customer data and segments with predictive insights and turns insights into action by personalizing content, offers, and experiences across all channels in real time.
• AI Marketing AI-powered marketing suite that includes agentic AI assistants for marketers, generative AI capabilities, predictive analytics, and pre-built automation tactics based on optimal time to send and optimal channel mix.
• Omnichannel Marketing Platform Omnichannel marketing platform that delivers consistent, relevant messaging across email, web, mobile, ads, SMS, mobile wallet, direct mail, in-store, and contact center, engaging customers wherever they are.
• Customer Loyalty Solution Native customer loyalty solution that actively engages customers and builds brand loyalty across every customer interaction with AI-powered retention orchestration.
• Strategies and Tactics Pre-built, strategy-driven automation programs (fully customizable journeys) that marketers can deploy instantly, reducing time-to-value for omnichannel campaigns while maintaining high impact.
• Reporting and Analytics AI-powered reporting and analytics solution that predicts campaign performance, measures customer outcomes, and optimizes marketing efforts to maximize engagement and ROI across channels.
• Product Recommendation Engine AI-powered product recommendation engine that surfaces personalized products based on Also Bought, Abandoned Cart, and behavior patterns, using real-time behavior, purchase history, and visual cues to increase conversions and customer loyalty.
• Partner Connect Ecosystem Partner ecosystem platform connecting Technology Partners and Expert Solutions Partners to deliver integrations, implementation services, and additional value including SAP, Google, and advertising integrations.

Quantifiable outcome

• 385% ROI for organizations using SAP Engagement Cloud
• +7 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core.

• SAPcoreStrategic or Co-development PartnerSAP acquired Emarsys and integrated it into the SAP cloud platform as SAP Engagement Cloud. The solution works natively with SAP Commerce Cloud, Sales Cloud, Service Cloud, and core SAP systems. Every interaction is tied directly to what's happening in the business through SAP Business Data Cloud, SAP CDP, and Analytics Cloud.
• DeloittecoreStrategic or Co-development PartnerSAP Engagement Cloud partnered with Deloitte to conduct extensive consumer and B2B research, surveying 14,000 general respondents and 750 senior decision makers for the Global Consumer Products Engagement Report 2025.
• SAP Commerce CloudcoreTechnology or IntegrationNative integration with SAP Commerce Cloud enabling seamless customer engagement across commerce touchpoints.
• SAP Sales CloudcoreTechnology or IntegrationNative integration with SAP Sales Cloud enabling alignment between marketing campaigns and sales activities.
• SAP Service CloudcoreTechnology or IntegrationNative integration with SAP Service Cloud enabling consistent customer engagement across service interactions.
• Technology Partner EcosystemcoreTechnology or IntegrationPartner Connect Ecosystem includes technology and expert solutions partners that unlock additional value, revenue streams, scalability, and innovation. Includes Omnichannel Integrations, SAP Integrations, and Google Integrations.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Klaviyo: Public B2C/D2C customer engagement platform with strong e-commerce personalization, email/SMS automation, and CDP capabilities. Direct overlap with SAP Engagement Cloud in retail, e-commerce, and consumer products verticals, though Klaviyo leads in mid-market and D2C while Emarsys leads in enterprise.
• Salesforce Marketing Cloud: Salesforce's marketing automation and customer engagement suite (Marketing Cloud Engagement, Account Engagement, and Data Cloud) competes head-to-head with SAP Engagement Cloud in enterprise omnichannel personalization and CDP. Both target large enterprise customers with quote-based sales motions and integrated data, journey orchestration, and AI personalization.
• Oracle Responsys / Oracle Marketing: Oracle's enterprise marketing automation and personalization platform (Responsys, Eloqua, CX Marketing) competes in the same omnichannel engagement and personalization category. Both target large enterprises with deep CRM/ERP integration (Oracle CX vs SAP CX) and AI-driven personalization.
• Iterable: Cross-channel customer engagement platform offering email, SMS, push, in-app, and web personalization with AI-driven optimization. Competes with SAP Engagement Cloud in mid-market and enterprise customer engagement, with particular strength in consumer-facing brands and subscription businesses.
• Adobe Marketo Engage: Adobe's B2B and cross-channel marketing automation platform competes directly in enterprise marketing automation, lead management, and account-based marketing. Both serve large enterprise customers and emphasize integration with broader CRM/data ecosystems (Adobe Experience Cloud vs SAP CX).
• HubSpot Marketing Hub: HubSpot's marketing automation, email, personalization, and CMS platform competes with SAP Engagement Cloud in marketing automation and customer engagement, though typically at mid-market and emerging enterprise tiers. Significant overlap in email, automation, and AI-driven personalization.
• Braze: Public customer engagement platform focused on real-time, cross-channel messaging (email, push, in-app, SMS, WhatsApp) with AI-driven personalization. Competes with SAP Engagement Cloud on omnichannel orchestration and is recognized alongside Emarsys in Gartner Personalization Engines MQ.
• Insider: AI-native omnichannel personalization and customer experience platform with strong CDP, journey orchestration, and personalization capabilities. Competes with SAP Engagement Cloud in retail, e-commerce, and consumer brands globally, with growth particularly strong in EMEA and APAC.
• Optimove: CRM and customer engagement platform built around AI-driven relationship marketing, journey orchestration, and personalization. Direct competitor to SAP Engagement Cloud in retail, gaming, and consumer verticals, with comparable emphasis on real-time personalization and customer journey optimization.

Broad incumbents

• SAP Customer Experience Suite: SAP's broader CX portfolio (Commerce Cloud, Sales Cloud, Service Cloud, CDP, Emarsys/Engagement Cloud) of which Emarsys is the engagement layer. Overlaps with SAP Engagement Cloud as part of an integrated suite, but extends across commerce, sales, and service rather than specializing in marketing-only.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/emarsys
• Facebookfacebook.com/emarsys
• LinkedInlinkedin.com/company/emarsys

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emarsys