Salesforce’s Spring ’25 release brings a host of enhancements to Marketing Cloud designed to streamline workflows, boost engagement, and deliver data-driven insights. In this release, marketers can leverage new communication channels, automated AI tools, and advanced personalisation features that not only reduce manual work but also improve campaign effectiveness. Whether you’re a marketing director, campaign manager, or content creator, Salesforce has crafted these updates to address everyday challenges and help your team connect more meaningfully with customers.
Expand Global Outreach with WhatsApp Integration
Reaching customers on their preferred channels is essential in today’s business. Salesforce Marketing Cloud now supports WhatsApp, enabling you to expand your global communication strategy. Once WhatsApp is configured in your org, you can launch campaigns using the new “Blank WhatsApp campaign” option—an ideal solution for engaging customers with rich media such as audio and video. This integration not only helps you overcome communication barriers but also provides a multichannel experience that appeals to a diverse, worldwide audience.
Boost Productivity with AI-Powered Campaign and Content Automation
Time is money in marketing, and the Spring ’25 release puts powerful AI tools at your fingertips. With the enhanced Agentforce (Default) agent, you can generate compelling campaign content for emails and landing pages effortlessly. The new campaign brief prompt in Prompt Builder guides you through creating a brief name, key message, audience description, and detailed campaign goals—eliminating hours of brainstorming and manual drafting. This AI-driven approach ensures that your campaigns are both consistent and tailored, enabling your team to focus more on strategy and less on routine content creation.
Simplify Campaign Strategy with Agentforce Campaign Designer (Beta)
Planning multi-channel campaigns is no small feat, but Salesforce’s new Agentforce Campaign Designer (Beta) streamlines the process. Now, you can edit and refine your campaign strategy, manage multi-channel flows, and adjust content all from a single, intuitive interface. This consolidated approach makes it easier for marketing professionals to build targeted campaigns that resonate with audiences, reducing the risk of fragmented messaging and ensuring a seamless customer journey.
Enhance Email Relevance with Consistent Personalisation Settings
Personalisation remains the cornerstone of effective email marketing. With the new reusable personalisation settings and expressions in Salesforce Marketing Cloud, you can now craft consistent, personalised emails without reinventing the wheel every time. Marketers can save their personalisation configurations as “personalisation points” that can be cloned across different email components—even between separate emails. Additionally, reusable expressions allow you to quickly define merge fields (for example, to retrieve a product name or the most recent opportunity) so that your content remains both timely and accurate. This unified approach to personalisation not only saves time but also enhances customer engagement by delivering relevant, individualised messages.
Target the Right Audience with Advanced Segmentation and Scoring Tools
Effective marketing relies on reaching the right people at the right time. The Spring ’25 release introduces enhanced audience tools that make segment creation and previewing simpler than ever. Marketers can now apply common attribute filters directly from the campaign record to quickly generate segments—without having to leave the campaign canvas. With the ability to preview up to 1,000 segment members and search for specific contacts before activating a campaign, you can ensure your message reaches a well-defined audience. Additionally, new account scoring rules help prioritise ready-to-purchase accounts, so sales efforts are concentrated on those accounts that truly matter.
Integrate Seamlessly with Embedded Forms and Web Engagement Tracking
Bridging your digital presence with Salesforce is now even easier. With the new embedded forms feature, you can grab a form’s code block after configuring it in Salesforce and embed it directly into your own website’s HTML. This integration is perfect for capturing leads or customer feedback directly on your site, provided it supports secure iframes and HTTPS. Moreover, by relating external web engagement to your Marketing Cloud campaigns—thanks to an updated external tracking data kit—you can capture and analyse website activity with enhanced precision, translating online interactions into actionable campaign insights.
Optimise Global Messaging with Enhanced SMS and WhatsApp Tools
Messaging continues to be a vital channel for customer engagement. Salesforce Marketing Cloud now supports SMS messaging in over 50 countries, allowing you to reach a broader audience while adhering to local compliance guidelines. Alongside this, the introduction of brand vetting during SMS setup improves your sending reputation and accelerates the approval process for both long and short codes. Additionally, the new blockout windows feature helps you schedule noncritical messages at optimal times, ensuring that your SMS and WhatsApp notifications are not only timely but also welcomed by recipients. And with improved consent source tracking in Data Cloud, you’re better equipped to comply with marketing regulations and manage subscriber data responsibly.
Gain End-to-End Control Over Campaign Flows and Performance Tracking
Visibility and control are key to a successful marketing campaign. The Spring ’25 release gives you unprecedented insight into your campaign flows with new tools that allow you to manage flows directly from the campaign record. A new marketing calendar, integrated with Sales Calendar, offers a unified view of your planned and active campaigns, while custom fields on campaign briefs provide added context. With enhanced features like the Flow Version Occurrence related list and the Campaign Stage field, you can quickly identify and resolve issues in your automation flows and even measure campaign ROI through Opportunity Influence metrics.
Accelerate Content Creation and Maintain Consistent Branding
Efficiency in content creation is critical for maintaining momentum. Salesforce now offers enhanced cloning capabilities for content—enabling users to duplicate branded content across different workspaces and save it in a specified folder. A new “Content Processing Status” helps you track when content is in the midst of publishing or unpublishing, ensuring that changes are made only when it’s safe to do so. Furthermore, setting a default brand for your marketing workspace ensures that every email, landing page, or form adheres to your brand guidelines, reinforcing consistency across all customer communications.
Simplify Onboarding with Streamlined Setup Enhancements
Getting started in Marketing Cloud has never been easier. The new setup assistant home page provides clear shortcuts to both required and recommended settings, complete with progress-tracking checkboxes. Now, installing or updating the Sales Data Kit is just a click away, and setting up an authenticated domain for branding or email sending has been simplified with a guided experience. Additionally, Salesforce now enables one-click creation of an identity resolution ruleset—using Normalised Email as the match criteria—to help consolidate your customer data quickly. And with an updated Email Engagement Dashboard that tracks multiple performance metrics, you gain a comprehensive view of your email marketing outcomes at a glance.
Improve Productivity with Intuitive UI Enhancements
User experience improvements in the Marketing Cloud interface mean that your everyday tasks become faster and more intuitive. New undo and restore functionality is now available for emails, allowing you to quickly correct mistakes with simple keyboard commands or on-screen buttons. The improved drag-and-drop feature for adding or moving sections in emails and landing pages, along with streamlined column layout adjustments, means that designing visually appealing content is less of a chore and more of a creative process.
Transform Account Engagement with AI-Powered Multilingual Content and Enhanced Email Reporting
For organisations using Marketing Cloud Account Engagement, the Spring ’25 release offers powerful updates. A new Optimiser page called “Enable Marketing Cloud” guides you through accessing additional marketing functionalities, while automated data stream creation in Data Cloud saves you the hassle of manual setup. New API capabilities now expedite the copying of emails, files, forms, and landing pages to Salesforce CMS. Additionally, enhanced email send reporting provides clearer insights into why emails fail—displaying prospect names, companies, and specific failure reasons—while generative AI now supports content creation in multiple languages, including French, German, Japanese, Portuguese (Brazil), and Spanish.
Elevate Customer Experiences with Advanced Personalisation Tools
Personalisation is evolving with the Spring ’25 release. Einstein Personalisation has been rebranded simply as “Personalisation,” yet its robust capabilities remain intact. The updated Web Personalisation Manager lets you save, preview, and publish changes in a controlled environment. Marketers can now define custom recommender objectives and use scheduling rules for decision targeting, ensuring that personalised experiences are delivered exactly when they matter. Additionally, by requiring authenticated endpoints for Data Cloud interactions and providing tools to view recommender training status and refresh history, Salesforce has fortified the security and reliability of personalisation decisions.
Unlock Deeper Insights with Integrated Marketing Intelligence Solutions
Salesforce is also pushing the envelope on marketing analytics. New data pipelines and API connectors allow you to integrate data from multiple ad platforms—such as Google, LinkedIn, and TikTok—directly into Marketing Intelligence dashboards. This unified view of your marketing performance lets you monitor cross-channel campaign success, set and track measurable goals (currently in Beta), and attribute campaigns to conversions more accurately. AI-powered data enrichment and pattern recognition further ensure that your data is clean, consistent, and actionable, enabling smarter marketing decisions.
Plan Ahead: Prepare for Upcoming Support Changes
Finally, as you take full advantage of these innovations, it’s important to note that Salesforce will be phasing out support for the Enhanced Email Experience in Account Engagement beginning Winter ’25. This change means that while the current email builder will still function, Salesforce is committing to future improvements on the new experiences—so planning for the transition now will ensure a smooth upgrade later.
Salesforce’s Spring ’25 updates empower marketing professionals to execute campaigns more efficiently and effectively. With powerful new tools designed to streamline workflows, enhance personalisation, and deliver deeper insights, these updates drive innovation and customer success for your business. Explore these features, reimagine your marketing strategy, and position your organisation for success in an ever-evolving digital landscape.
For more detailed guides, best practices, or personalised consulting on implementing these features, be sure to check Salesforce’s official release notes for everything marketing or contact Dogma for a consultation today.
