Omnichannel Marketing with Emarsys: The Complete Guide to Automation and Personalisation

Today’s customers don’t think in channels — they expect a seamless experience whether they’re in their inbox, on a mobile app, via SMS, or in-store. Brands that can’t deliver that consistency don’t just lose revenue; they lose loyalty. Omnichannel marketing is no longer a trend. It’s the baseline for any serious digital strategy. 

In this guide, you’ll learn why Emarsys is a leading platform for omnichannel customer engagement, how to implement it across your processes, and how FrodX — as a certified partner — helps ensure your investment delivers measurable results. 

Omnichannel marketing is coordinated communication with each customer across all channels — email, SMS, push notifications, social media, online advertising, and physical points of sale. The key difference vs. a multichannel approach is context: messages connect to previous interactions, creating continuity instead of separate, one-off touchpoints. 

Research shows that customers who engage with a brand across three or more channels spend around 250% more than single-channel customers. At the same time, 73% of consumers expect companies to recognise them no matter where they interact. 

Higher retention: consistent experiences build trust over time. 
Higher CLV: personalisation increases lifetime value. 
Lower acquisition costs: retention is 5–7× cheaper than acquisition. 
Richer data: every touchpoint strengthens the 360° customer profile.

Emarsys (part of the SAP ecosystem) is an omnichannel customer engagement platform that helps businesses build, run, and measure personalised campaigns in real time. Unlike traditional email marketing tools, Emarsys works as a central hub — pulling data from every touchpoint and turning it into a coherent engagement strategy.

It supports the key channels you need to run omnichannel properly: email, SMS, push notifications, mobile, web personalisation, Facebook and Google Ads, plus integrations with POS systems. Everything runs off a unified customer profile, which is what makes cross-channel consistency possible.

360° customer view: a unified profile with real-time updates.
Pre-built tactics: customer journey templates that speed up time-to-value.
AI-driven segmentation: predictive insights and smarter audiences.
Advanced automation: lifecycle logic across campaigns.
Native integrations: SAP, Shopify, Salesforce, and more.

Despite the rise of new channels, email remains the most effective direct channel, with ROI commonly cited between 36:1 and 42:1. Emarsys improves email performance through dynamic personalisation: each message adapts automatically to the individual based on purchase history, browsing behaviour, and prior interactions.

With Smart Insight, you can automatically group your database into meaningful segments (for example, active customers, at-risk customers, loyal customers) without manual work. Each group gets the right message at the right time — which is the difference between “sending emails” and building revenue.

1. Set up triggered campaigns (welcome series, cart abandonment, win-back).
2. Define segments using Smart Insight plus a few core rules.
3. Build dynamic content blocks (offers, recommendations, personalised modules).
4. Run A/B tests and optimise iteratively.
5. Track: open rate, click rate, conversion, revenue per email.

Real personalisation depends on two things: a solid data model and intelligent segmentation. Emarsys provides both out of the box. It captures implicit signals (browsing, time on page, clicks) and explicit data (purchases, preferences, demographics), then turns them into high-relevance audiences.

The AI layer goes further by helping predict next-best product, optimal send time, and the message type most likely to drive action. The outcome is a set of campaigns that run automatically — and get better as they learn.

The Emarsys Automation Centre lets you design customer journeys visually — sequences of interactions that guide customers from first touch to purchase and into loyalty. Journeys trigger automatically on events such as sign-up, abandoned cart, category browsing, birthdays, or renewals.

A typical e-commerce journey includes a welcome series (3–5 messages), onboarding, first-purchase push, cross-sell, loyalty rewards, and win-back for lapsed customers. The key is branching: messaging adapts to behaviour instead of pushing everyone through the same flow.

Welcome series: up to +40% higher likelihood of a second purchase.
Cart abandonment: 10–15% average cart recovery rate.
Win-back campaigns: 8–12% reactivation of lapsed customers.
Birthday campaigns: often up to 3× higher open rates.

In omnichannel, clicks and opens aren’t the goal — revenue, repeat purchase, and lower churn are. Emarsys Revenue Analytics connects campaigns to transactions, showing which messages and segments drive real value.

Metrics worth tracking include deliverability (target: >97%), open rate (often 20–30% in retail), click-to-open rate, conversion rate, revenue per email, CLV by segment, and churn rate. With that in place, optimisation becomes a process — not guesswork.

FrodX is a certified Emarsys partner with offices in Slovenia and Croatia. We’ve implemented Emarsys for organisations of different sizes — from regional retailers to multinational brands. Most implementations follow three phases:

Discovery & setup (2–3 weeks): data audit, integration with your e-commerce platform or CRM, database migration.
Configuration & campaigns (3–4 weeks): 360° profile setup, first journeys, channel configuration and testing.
Optimisation & growth (ongoing): A/B testing, expansion to new channels, team coaching.

Companies that invest in omnichannel with Emarsys build durable competitive advantage. Technology is only part of the equation — real value comes from aligning marketing, sales, and data so the experience stays consistent across the full customer journey.

FrodX helps you turn Emarsys into an operating system for growth — not just another tool.

We’ll walk through your current funnel, review your existing setup (if any), and show you how Emarsys can support a high-performing, scalable marketing system.

You’ll receive a Microsoft Teams link and, if needed, a recording after the session.