Salesforce Marketing Cloud Summer ’25 brings a cohesive suite of new and updated features that address today’s most pressing marketing challenges. These updates equip teams with sharper data controls, expanded messaging channels, and AI-driven automation—all in one streamlined release. Whether you aim to improve data reliability, reach prospects on preferred messaging channels, automate intelligent workflows, or simplify governance and setup, this release delivers the tools you need.
1. Accelerate Insights with No-Code AI Reporting & Automation
Salesforce now provides Email Engagement Frequency and Email Engagement Score objects in Data Cloud, powering out‐of‐the‐box predictive reports on Einstein features without any data‐model setup. In Flow Builder, the Einstein Decision element uses real‐time engagement scores to route contacts intelligently, preventing over‐messaging and boosting re‐engagement. Einstein Send Time Optimisation (STO) can be integrated into your custom Data Graph. Simply toggle STO off and on in setup to start using send‐time predictions based on your own data sources.
And inside Agent Studio, the Get Score for Record ID action retrieves engagement and intent scores for leads, contacts, and prospects in one step, arming sales reps with instant insights for smarter outreach.
By embedding these features directly into reporting and automation, Summer ’25 lets non-technical marketers leverage advanced analytics and orchestration with minimal IT involvement.
2. Accelerate Email Delivery Fixes
Operations and deliverability teams often waste hours investigating why emails bounce or error out. Summer ’25 introduces a Failed Email Sends report in the Account Engagement Optimiser now surfaces every delivery failure, complete with reasons—such as missing content, invalid addresses, or sender‐domain issues—alongside timestamps and prospect details. This allows your team to pinpoint and resolve issues immediately rather than digging through logs. Real‐time failed send alerts appear directly in Optimiser, consequently giving a centralised view to correct data or configuration in minutes. This preserves your campaign schedules and engagement momentum, minimising wasted sends and safeguarding campaign ROI.
3. Prevent Bot-Traffic Noise to Preserve Data Quality
Previously, Marketing Cloud merely paused activity tracking for prospects exhibiting bot-like behaviour, leaving ghost records that skew analytics. Now, in Summer ’25, Account Engagement can automatically delete excessive visitor records when a prospect’s activity spikes—often indicating bot traffic. So your analytics stay focused on genuine human interactions rather than artificial noise. If you need to reverse or refine that behaviour, a manual delete option lets you remove bot‐like visitor data on demand, and you can restore any paused prospects by triggering the same cleanup process. As a result, you have lists and segments that contain genuine contacts, and you can optimise campaigns on reliable engagement metrics.
4. Unlock Nuanced Segmentation with Custom URL Engagement Data
To move beyond surface-level demographics, Summer ’25 ingests custom URL engagement events from Data Cloud into Account Engagement for more intelligent segmentation. You can now examine exactly which links prospects click—be it product pages, whitepaper downloads, or webinar sign-ups—and then build up to 100 dynamic lists per business unit (up from 25) based on that behaviour. Therefore, you see clearer ROI on digital assets, allowing you to deliver precisely targeted messages that resonate with demonstrated interests.
5. Engage Where Audiences Converse: WhatsApp Integration
Modern customers favour messaging apps for timely notifications and personalised dialogues. Accordingly, Summer ’25 enables a direct connection between a WhatsApp Business account and Account Engagement. With this integration, you unlock WhatsApp as a first‐class channel in Account Engagement, allowing text, media, and template messages to flow alongside email and SMS from the same campaign canvas. Moreover, this omnichannel orchestration taps into the high open and response rates typical of WhatsApp, empowering you to send transactional alerts, promo codes, or event reminders in a channel prospects already trust or prefer to engage.
6. Design Campaigns from Scratch with Complete Flexibility
Summer ’25 introduces the Build Your Own campaign option that removes reliance on predefined templates entirely. From the campaign record: select a flow type, add message or wait elements, and construct fully bespoke customer journeys—without switching to Flow Builder. For smaller campaigns (five elements or fewer), in-record flow editing lets you configure messages, Einstein STO, and tracking settings without ever leaving the campaign page. And from any lead or contact list view in the Marketing app, clicking Send Email automatically creates the campaign, flow, and audience segment—so launches happen in minutes, not hours.
7. Empower Your Creatives with Deeper Personalisation Tools
Summer ’25 enhances Content Builder to streamline customisation. You can now toggle into HTML code view on any email to fine-tune structure and styles for responsive, brand-accurate designs. The updated Data Sources panel in Content Builder displays all available feeds—Data Cloud graphs, unified individual profiles, and event streams—so merge fields always resolve correctly before you publish. Repeater components let you dynamically pull products, purchases, or content cards into emails in list or custom layouts with full merge-field support. While dynamic images URLs and buttons let each recipient see tailored visuals and calls-to-action based on merge fields without extra coding.
Consequently, your creative teams achieve high-impact personalisation at scale without sacrificing design precision.
8. Automate Consent Management and Support Regional Compliance
To strengthen privacy governance, Summer ’25 expands the Create Consent flow action to both event-triggered and Data Cloud-triggered automations. So, now you can automatically update a unified individual’s opt-out status when they click a specific link. Additionally, SMS and WhatsApp consent imports now accept a country-code column, ensuring accurate regional records for GDPR, ePrivacy, and global privacy regulations. These capabilities reduce legal risk and simplify audit reporting.
9. Attribute Every Click and View with Upgraded Analytics
By upgrading your Behavioural Events data stream, you can map external link clicks back to specific campaigns, providing a complete view of which ads or emails drive website visits. The first-touch page view feature captures the initial page view immediately after visitors opt into cookie tracking, guaranteeing that early engagement isn’t lost. Marketing Performance adds a Deliverability dashboard tab that ranks top and bottom campaigns, surfaces failure diagnostics, and embeds these insights on individual campaign records for in-context troubleshooting. Simultaneously, content records host a Performance dashboard consolidating metrics for email, SMS, WhatsApp, tracked links, and landing pages, enabling quick comparison of creative variations and data-driven optimisations. Thus, analysts and executives access a single pane for cross-channel performance monitoring.
10. Streamline Administration with Dedicated Data Spaces and Identity Licences
The Summer ’25 Data Kit installation and update process is more streamlined, so setting up SMS and WhatsApp channels takes just a few clicks. Unified Messaging Setup now includes step-by-step, country-specific guidance and lists any request rejections for quick fixes, speeding approvals. New customers can choose a dedicated Data Space in Data Cloud to isolate marketing data by brand, department, or region—improving security, performance, and governance.
Additionally, with Identity Licences, you can onboard team members without full Salesforce licences—assign the Marketing Cloud Manager permission set for campaign, flow, and analytics access. You can also add two identity resolution rules to ensure accurate lead-to-contact matching and reliable visitor identification on external sites. Consequently, these your IT and security teams spend less time on setup, licensing costs are lowered, and you get tighter control over data access and compliance.
Additional Growth-Edition Enhancements
- The Brand Identity section in Content Builder now supports up to 1,000 characters, so you can richly describe your company’s style. Agentforce will draft copy that more closely matches your brand voice.
- Streamline your sales hand-off by converting qualified prospects into contacts—either manually or via automated flows—and associate them with accounts for personalised follow-up.
- Clean up unused marketing workspaces by removing sharing relationships and unpublishing content, then deleting the CMS workspace. The default workspace remains protected.
Drive Smarter Decisions with Marketing Intelligence
- Multiple Data Spaces: Segment your marketing data across distinct Data Spaces (by brand, region, or department) so each team sees only its own reports and dashboards.
- Automated Data Retrieval: Schedule Amazon S3 ingestion jobs to pull in updated campaign data from Meta Ads, Google Ads, and other sources—keeping your insights fresh without manual work.
- Segment Performance Dashboard: Combine first- and third-party data in the Segment Performance dashboard to spot high- and low-performing audiences at a glance and reallocate budget or refine targeting in real time.
- Custom Campaign Summaries & New Connector Thresholds: Tailor your Campaign Summary views by channel, selecting the metrics that matter most. Now supports thresholds for Google DV360, Outbrain, Taboola, and others.
- New Connector Dashboards & API Integrations: Access eight new channel dashboards (including Amazon, Apple Search Ads, Criteo) and bring in Amazon Ads and Google DV360 data via API connectors to visualise cross-channel performance in one place.
- Deployment Monitor: Track every stage of your Marketing Intelligence pipeline—data streams, transformations, mappings—with real-time status updates, so you can quickly troubleshoot any errors.
Conclusion
With Summer ’25, Salesforce Marketing Cloud unifies advanced analytics, channel flexibility, and simplified operations. These concise yet powerful enhancements help you focus on crafting creative and impactful campaigns, enabling you to optimise ROI, maintain data integrity, and scale personalised engagement at speed.
