Salesforce Winter ’25 Release – Our favorites in Marketing Cloud!

Salesforce continues to deliver exciting new features with every release, and Winter ’25 is no exception. In this article, we’ll focus on the latest updates to Marketing Cloud Engagement that will help our customers work more efficiently and achieve their goals faster. Here are some of our favorite features!

AI-generated content in multiple languages

Generative AI has become one of Salesforce’s greatest strengths, and it received a lot of attention at Dreamforce. Rumor has it that several upcoming tools will also be based on this technology. You can already create AI-generated content in languages such as French, German, Italian, Japanese, Portuguese, and Spanish.

Depending on the user's language settings (Culture Code) in Setup > Users > User, Einstein Copy Insights can provide AI-powered suggestions for subject lines and content. Here is an example where we set the language to Portuguese.

Real-time data in DataViews

Previously, activity data in Marketing Cloud Engagement was at least 24 hours old, but now you can access DataViews data in real time via Automation Studio. For example, we’ve built an automation that retrieves all email opens from the past three hours. This allows reports and dashboards to be updated with the latest data, making them even more effective.

Another useful improvement is that the DataView Automation Activity Instance (_AutomationActivityInstance) now includes a JobID. This makes it easier to track email activities, as the JobID links all relevant data together. If your automation includes an email campaign, you will now also see a JobID in your DataViews, making it easier to monitor the health of your automation.

SMS URL shortening in MobileConnect and JourneyBuilder

A simple yet valuable new feature is the ability to shorten SMS links using the Marketing Cloud Engagement link shortener. This can reduce SMS size and lower costs. The feature is now available to everyone. If you aren’t already using a URL shortening service like Bitly, you can ask your administrator to enable the Marketing Cloud Engagement Shortener.

In-depth insights from TikTok Ads

No update is complete without new social media features. For Marketing Cloud Intelligence users targeting Gen Z audiences, support for Shop Metrics, Purchases, and Page Events is now available via the TikTok Ads API connection. It may not be the flashiest update, but it provides deeper insights for those looking to maximize their presence on TikTok.

Reminder about Social Studio

Finally, a quick reminder: Social Studio is being phased out, and Salesforce will discontinue the service on November 18. Customer data will be deleted after 90 days, so if you need an alternative, please contact your account manager to discuss the next steps.

With these updates, Salesforce continues to develop and improve its ecosystem to meet the needs of businesses. If you’d like to learn more about how these features can support your business, please don’t hesitate to contact us!