Summer '25 reached general availability in June 2025 and it arrived with two announcements that mattered more than the notes: Salesforce named the product Marketing Cloud Next on 11 June 2025, and it opened the Sydney region for Growth and Advanced Editions with data residency for Australia and New Zealand.

Inside the release, the theme was Einstein. Engagement scores and frequency data became things you could report on and route on, consent capture moved into triggered flows, and the reporting caught up with the channels.

Engagement scoring you can route on

Einstein Engagement Frequency and Engagement Scoring became Data Cloud data model objects, so they appear in reports and, through Einstein decision elements in Flow, can steer a contact down one path or another and hold back a send when someone has already had enough. Send Time Optimization gained data graphs so the timing signal could be reused in segments and campaigns, and Agentforce prompts could pull a record's engagement and intent scores on demand.

Consent in triggered flows

Collect Consent actions became available in event-triggered and Data Cloud-triggered flows, where before they only ran on a form submission. A link click could now record consent. Consent import files gained a country code.

Campaigns and content: less template, more control

• Custom campaigns: build your own instead of starting from a quick-start template; short flows editable from the campaign record.
• Send to a list view: email a Lead or Contact list directly, with the campaign, flow and audience created behind the scenes.
• HTML code view: convert an email to HTML and edit the structure or stylesheet.
• Repeater components: related records rendered as cards or lists via merge fields, with Salesforce Personalization recommendations.
• Data Sources tab: every available source, including the default data graph and the unified individual, visible from the content builder.
• Campaign Designer in beta: briefs that reference past campaigns and their engagement.
• Convert prospects to contacts, manually or by flow.

The performance dashboard

A single view of engagement across email, SMS, WhatsApp, tracked links and landing pages from the content record, with dynamic content variation performance and a new Deliverability Dashboard tab. Expect filters and a deliverability health score to follow; this is the base they will build on.

The announcements around the release

On 11 June 2025 Salesforce announced Marketing Cloud Next, describing agentic capabilities including Agentforce Campaign Creation, Personalization Decisioning, Lead Generation and Lead Management as generally available, with Web Curation planned for October 2025 and expanded LinkedIn collaboration for November 2025, and stating that Marketing Cloud Next works alongside existing products.

On 26 June 2025 Salesforce recorded the launch of Growth and Advanced Editions in seven new regions with data residency, including Sydney for Australia and New Zealand, and WhatsApp as an add-on, with Unified Conversations for WhatsApp in Advanced Edition.

Account Engagement

Dynamic lists from Data Cloud segment members rose from 25 to 100, WhatsApp arrived as an Engagement Studio activity, and Optimizer gained a failed email sends report with reasons.

What we would have done that quarter

1. Turn on engagement scoring and frequency early and review the distributions before routing on them.
2. Move consent capture into triggered flows wherever leads arrive without a form.
3. Limit HTML code view to agency-supplied templates; build the rest from blocks.
4. Re-open the Australian hosting conversation with compliance now that Sydney existed.
5. Read the June announcement for what was GA and what was planned, and plan on the first list only.

One caveat on everything above

Release notes describe what shipped, not what is switched on in your org. Availability varies by edition, SKU and region, and the messaging channels consume add-on credits. Check your own entitlements in Setup before you plan around anything here, or ask us and we will check with you.

Sources

• Salesforce Summer '25 Release Notes (official)
• Summer '25: Einstein in Marketing Cloud
• Summer '25: Consent
• Summer '25: Content (HTML view, repeaters, data sources)
• Summer '25: Reporting (performance dashboard)
• Salesforce Newsroom: Salesforce Announces Marketing Cloud Next (11 June 2025)
• Salesforce blog: expanded availability of Marketing Cloud Growth and Advanced Editions (26 June 2025)