The Salesforce Summer ’25 Release is right around the corner. Here are my top picks for Marketing Cloud Growth / Advanced edition.
UI
One of the great aspects of Marketing Cloud is the UI – it’s easy to navigate and things are in a sensible, convenient place. To further improve this, we will soon have:
- Free Users – Identity License Users will have full access to Campaigns, Segments and Flows. This means we can give access to Marketing Cloud using Permission Set Licenses and marketing users can get going, without needing to buy additional licences.
- Build Your Own Flow – in Campaigns, quickstart flows are surfaced to us such as Single Email, Signup Page, Message Series etc. Soon, we will be able to create our own flows from the campaign itself for bespoke requirements.
- Custom Data Space for Marketing Cloud – new Marketing Cloud customers can use their own custom data space to organise data in Data Cloud, instead of using the default data space.
Content
Arguably the most important part of a marketing automation tool is the ability to serve personalised, timely content to customers. Updates in this release will bring us:
- HTML Emails – Salesforce have listened to customers who want more flexibility with building emails in Marketing Cloud. We will be able to preview the HTML code of an existing email, and if we choose to convert an email to HTML. This is irreversible and once an email is fully HTML, it won’t be possible to use the drag and drop components on the email, additionally, dynamic content will be removed from the email. Tip: Make a clone of your drag and drop email before choosing to convert it!
- Repeater Components – improve how tailored your emails are for your recipients by showing recommended product/services or recently purchased items using a Repeater Component. This feature relies on a Data Graph being configured for Salesforce Personalization.
Consent
Okay, maybe this is the most important part of a marketing automation platform! Ensuring data processes are complaint with regional regulation and providing contacts with simple methods to manage consent keeps businesses on the right side of the law. In the Summer ’25 release, updates include:
- Tailored Consent Processes – previously, we could only update someone’s consent status from a form-triggered flow or directly on the Lead or Contact on the Privacy Consent Status related List. This meant that we couldn’t automate the opt in or opt out of our data from Salesforce. Soon we’ll be able to use the Update Consent Action in event-triggered and Data Cloud-triggered flows, meaning we have more options for our data management processes.
- Add Country Codes to Consent Imports – when importing consent files to Marketing Cloud, use the correct country code on the phone number column.
AI
Marketing Cloud gives customers the ability to get started with AI-powered campaigns from the offset. My top artificial intelligence features in this release are:
- Generate entire Campaigns – Campaign Designer is a beta Agentforce feature coming to Marketing Cloud Advanced customers. Provide a prompt to Agentforce, as always, the more context and details you provide then the more accurate the campaign will be. Agentforce will create a Campaign Brief, or reference an existing one, to create a campaign and related components such as an email. The time savings with this will be immense, and I can’t wait to test and refine this process.
- Tailor Customer Journey based on Einstein Data – create a Data Graph for Einstein Engagement Frequency / Einstein Engagement Scoring and then use this in a flow decision element.
Reporting
Being able to report on the success of marketing campaigns is crucial to understanding customers better. My top picks for reporting changes in this release are:
- Track Link Visits – In Account Engagement we can use Custom Redirects, now it looks like a similar capability is landing in Marketing Cloud. Track visits to your website using a Custom Tracked Link to see which ads or emails are performing best.
- Deliverability Dashboard – see successful and failed email delivery attempts to understand what may be causing low deliverability rate on emails sends.
To see the full release for Marketing Cloud, see here. Note that some of the items in this article, and on the release, may change.
Have you enabled Marketing Cloud yet? We can help you set it up and get using it for specific use cases sooner rather than later, so you can make the most of the new features. Get in touch to find out how.