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Email Marketing · head to head

SAP Emarsys vs SendGrid

SAP Emarsys logo

SAP Emarsys

Email Marketing

Retail-focused engagement platform now sold and contracted through SAP

From
On request
Rated
-
Full reviewWebsite
SendGrid logo

SendGrid

Email Marketing

Email at scale, proven deliverability, and so much more

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only SendGrid has a free tier, so it costs nothing to try first.
  • Each has a real cost: SAP Emarsys core modules including analytics, recommendations and loyalty are licensed separately, so the platform fee in the first quote is rarely the number you eventually sign.; SendGrid free plan caps at 100 emails per day and expires after 60 days, per twilio.com/en-us/products/email-api/pricing (Aug 2026), after which sending requires a paid plan
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which SAP Emarsys and SendGrid actually diverge.

Attributes where SAP Emarsys and SendGrid differ
AttributeSAP EmarsysSendGrid
Starting priceOn requestFree
Pricing modelquotefreemium
Free tierNoYes
PlatformsWeb, iOS, Android, REST APIWeb

Identical on both: user rating (Not yet rated), category (Email Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in SAP Emarsys

  • Tactics library
  • Cross-channel campaigns
  • Smart Insight
  • Predict
  • Loyalty
  • SAP Commerce integration

Only in SendGrid

Nothing recorded that SAP Emarsys does not also cover.

What people use each for

The jobs each tool is most often brought in to do.

SAP Emarsys

  • A retailer that needs standard lifecycle programmes live in weeks rather than building them from scratchnot SendGrid
  • An SAP Commerce Cloud customer that wants engagement contracted on the same paper as the commerce platformnot SendGrid
  • Consolidating email, SMS, push and paid audience suppression for a catalogue retailernot SendGrid
  • Teams that want per-programme revenue reporting without building attribution logic themselvesnot SendGrid

SendGrid

  • Marketing email campaigns and transactional email deliverynot SAP Emarsys
  • Password reset and account confirmation emailsnot SAP Emarsys
  • Newsletter distribution and subscriber engagementnot SAP Emarsys
  • Automated email notifications for SaaS applicationsnot SAP Emarsys

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

SAP Emarsys

  • Core modules including analytics, recommendations and loyalty are licensed separately, so the platform fee in the first quote is rarely the number you eventually sign.
  • Licensing counts stored contacts, so a database retained for years costs money every month regardless of whether those contacts are still mailable.
  • Since the SAP acquisition, contracting and support escalation follow SAP processes, which lengthens procurement noticeably for buyers who are not already SAP customers.
  • The product is built around retail patterns, so B2B, media and subscription use cases sit awkwardly on a data model designed for orders and products.
  • Implementation normally involves a partner and runs to a quarter, so the speed advantage of the tactics library only applies after the integration work is finished.

SendGrid

  • Free plan caps at 100 emails per day and expires after 60 days, per twilio.com/en-us/products/email-api/pricing (Aug 2026), after which sending requires a paid plan
  • Dedicated IP addresses are only included from the Pro plan at $89.95 per month; Essentials at $19.95 per month lacks a dedicated IP, per Twilio's own pricing page

Pricing, plan by plan

SAP Emarsys

On request
  • SAP Emarsys Customer Engagement$undefined/year
    • Licensed on stored contact volume with send allowances
    • Smart Insight, Predict and Loyalty modules licensed separately
    • Annual contract through SAP procurement

SendGrid

Free

No published plan breakdown. See the SendGrid review.

Which should you pick?

Choose SAP Emarsys if

  • You need tactics library.
  • You work on Web, iOS, Android, REST API.
  • You also want cross-channel campaigns.
SAP Emarsys review

Choose SendGrid if

  • You want to start without paying.
SendGrid review

Questions people ask

Is SAP Emarsys or SendGrid better?
Neither clearly leads. SAP Emarsys starts at On request and SendGrid at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, SAP Emarsys or SendGrid?
SendGrid has a free tier; the other does not. Paid plans start at On request for SAP Emarsys and Free for SendGrid.
Does SAP Emarsys or SendGrid run on more platforms?
SAP Emarsys runs on Web, iOS, Android, REST API. SendGrid runs on Web.
Can I use SendGrid for free?
Yes. SendGrid has a free tier, so you can try it without paying. SAP Emarsys starts at On request.
What is SAP Emarsys best used for?
SAP Emarsys is most often used for a retailer that needs standard lifecycle programmes live in weeks rather than building them from scratch, an sap commerce cloud customer that wants engagement contracted on the same paper as the commerce platform, consolidating email, sms, push and paid audience suppression for a catalogue retailer, teams that want per-programme revenue reporting without building attribution logic themselves. Of those, a retailer that needs standard lifecycle programmes live in weeks rather than building them from scratch and an sap commerce cloud customer that wants engagement contracted on the same paper as the commerce platform are not what SendGrid is typically brought in for.
What can SAP Emarsys do that SendGrid cannot?
SAP Emarsys covers Tactics library, Cross-channel campaigns, Smart Insight, Predict.

Answered from the vendors’ own pages

SAP Emarsys: Do we need to be an SAP customer?

No, it is sold standalone. But the contracting, legal and support processes are SAP processes, which is a real cost for smaller buyers.

SendGrid: How much does SendGrid cost?

SendGrid email API pricing is usage-based. Twilio SendGrid offers a free tier for new users and scales with email volume. Customers should check the Twilio SendGrid pricing page for current rates and plan options.

Source
SAP Emarsys: What is actually included in the base licence?

Contacts, channels and the tactics library. Smart Insight, Predict and Loyalty are commonly assumed to be included and are not.

SendGrid: Is there a free tier for SendGrid?

Yes, SendGrid offers a free tier for new users to get started with email API delivery. The free plan includes limited monthly emails and is suitable for getting started with transactional email.

Source
SAP Emarsys: Is it suited to B2B?

Not really. The data model and the tactic library assume retail orders, products and repeat purchase behaviour.

SendGrid: What support is included with SendGrid?

SendGrid includes technical documentation and email support for users. Customers can access the help center, API documentation, and send emails to support for assistance with integration and troubleshooting.

Source
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