What’s New in the Salesforce Marketing Cloud Summer ’25 Release: Key Updates Every Marketer Should Know
The Salesforce Marketing Cloud Engagement Summer ’25 release is scheduled to roll out between June 6 and June 27, 2025, and it promises a host of innovative updates designed to enhance how marketers connect with their audiences. From improved personalization and AI-powered automation to stronger compliance tools and multi-channel capabilities, this release is packed with features that enable marketing teams to create more targeted, engaging, and effective campaigns than ever before.
At Brinkview LLP, we understand that staying on top of Salesforce updates can be overwhelming, especially when you’re focused on day-to-day marketing operations. That’s why our team of Salesforce Marketing Cloud consultants has reviewed the latest enhancements in detail to ensure you’re informed and ready to make the most of the new features. Whether you’re a digital marketing strategist, CRM administrator, or CMO, this release offers valuable tools to elevate your engagement strategies and drive better ROI.
Here’s a closer look at what’s included in the Summer ’25 release—and how these changes can empower your marketing efforts.
Journey Builder: Greater Flexibility and Smarter Goal Tracking
No More Mandatory Final Waits
Salesforce has removed the requirement to add a “Wait by Duration” activity at the end of every journey. This means: Newly created journeys won’t automatically include a final wait step. Marketers now have the freedom to end journeys when it makes strategic sense—no more unnecessary pauses.
Strategic Use of Optional Wait Activities
You can still add a final wait step when needed.
Use case: Prevent message fatigue by spacing out communications when contacts move between journeys.
Reevaluating Journey Goals More Intelligently
Adding a final wait now allows for real-time goal reevaluation before a contact exits the journey. This enhancement helps ensure your campaign performance aligns with user behavior and intent.
Transactional Sends: Guaranteed Status & Better Tracking
Confirmed Delivery Status for SMS and Emails
Salesforce now offers guaranteed delivery reporting for transactional messages, providing clearer performance metrics.
New Data Extension Template
Track delivery status using a built-in data extension with a 7-day retention period.
Customizable Status Timeframe
Marketers can configure how long Salesforce waits (up to 72 hours) to determine a message’s final status.
Integrated Event Notifications
With Event Notification Service, marketers receive real-time status updates, ensuring visibility into message success or failure.
MobilePush: Smarter, More Interactive Mobile Messaging
Improved Testing
Carousel push notifications and enhanced standard push formats can now be tested before launch, reducing errors and optimizing performance.
SDK 9.0+ Unlocks New Capabilities
Upgrading to the latest MobilePush SDK gives access to:
Carousel templates
Interactive buttons and custom icons
Notification sounds
Inbox 2.0 support for failed deliveries
Enhanced Analytics
Track mobile app usage, delivery status, and user interaction using MobilePush events for deeper insight and targeting.
MobileConnect: New Tools for Regulatory Compliance in India
DLT Template Support
To comply with India’s TRAI regulations, MobileConnect and Journey Builder now support DLT message templates. This:
Reduces SMS spam
Improves deliverability
Ensures brand alignment
TRAI-Compliant URL Shortener
New link shorteners now support DLT-approved headers and both custom and generic domains—improving click-throughs while staying compliant.
WhatsApp: Better Monitoring & Richer Interactions
Real-Time Monitoring
View approval status for WhatsApp templates and check your phone number connection status in real time, ensuring campaign readiness.
Enhanced Message Formats
Now you can send dynamic messages with:
Personalized variables
Images
Location sharing
Product catalog views
Interactive carousel cards
Availability
These features are rolling out to Enterprise and Unlimited Editions with Unified Messaging phone numbers throughout summer.
Data Retention Policy Update: Act Now
Extended Retention Period
Salesforce will now retain raw send and engagement data for 2 years (effective June 16, 2025), up from the originally planned 180 days.
Action Required
Export any data older than 2 years before the cutoff to avoid permanent loss. This update supports better historical insights and reporting flexibility.
Package Manager: Now Supports Triggered Sends
More Send Options
You can now deploy triggered send definitions and user-initiated sends directly from Package Manager—making campaign deployment easier and more modular.
Improved File Transfer Error Handling
File transfer processes are more transparent, helping troubleshoot faster with clearer messaging.
Final Thoughts from Brinkview LLP
The Summer ’25 Marketing Cloud release reflects Salesforce’s ongoing investment in smarter automation, richer mobile engagement, better compliance tools, and real-time campaign intelligence. As a trusted Salesforce Marketing Cloud consultant, Brinkview LLP can help your organization implement these features to maximize ROI and elevate your customer engagement strategies.
Need support with implementation or integration? Get in touch with our team of certified Salesforce experts.
