What time is my contacts most likely to open my emails?
Can I learn more about my subscribers and their interactions with my brand?
What will be the optimal level of sending for each of my subscribers?
Is there anything else I can do to reduce my unsubscribe rate or my emails being reported as spam?
These are questions that any marketing manager has asked himself many times.
Einstein's set of functionalities provides us with valuable knowledge of our customers both as a whole and on an individual level, knowledge that we can also apply efficiently and quickly to create much more personalized customer experiences across all communication channels.
As we will see, some of Einstein's features and its interactions with Journey Builder, the great "jewel in the crown" (option B - an already very complete and powerful tool) within Marketing Cloud, end up "rounding out" even more if possible the already excellent tool that is Journey Builder.
Let's briefly explain the main Einstein functionalities available in Journey Builder:
Send Time Optimization
What time is my contacts most likely to open my email?
Simple and effective. This Einstein feature becomes a valuable aid to answer the question that all those responsible for digital communications ask themselves every time they send an email. Einstein STO allows us to add an activity in Journey Builder prior to the email activity that will decide for each contact, within the time interval that we indicate, the best time to send the email.
Einstein Send Time Optimization model:
Input: The model performs calculations using up to 90 days of engagement and behavioral data from your contacts, including when messages are sent and opened.
Output : Each hour is assigned a score for each contact. Contacts malaysia phone number library are more likely to open a message if it is sent during an hour with a high score.
Model : The model analyzes each contact's best send times and engagement data. Send times that have a higher open rate are more likely to have a higher score. When historical send times don't provide enough information, recommendations are based on engagement data to generate the analysis.
einstein-send-time-optimization
Einstein Engagement Scoring
Can I learn more about my subscribers and their interactions with my brand?
Einstein Engagement Scoring is a predictive segmentation tool for SFMC that predicts subscriber engagement with your email campaigns over the next 14 days.
Another great feature that reinforces Journey Builder allows us to add a Split Scoring based on our subscriber's engagement with the email or our apps.
Einstein categorizes our subscribers into the following groups:
Loyalists: High openness and high click engagement.
Window Shoppers: High open rates and low click engagement.
Selective Subscribers: Low opening and high click engagement.
Winback/Dormant: Low open and low click share.
In this way, we can create different branches in the journeys using the drag & drop system and consequently further personalize the customer experience.
In addition, in the email channel, we can also choose to create different communication flows based on the propensity for certain actions: probability of opening the email, clicking, converting on the website or even remaining subscribed.
Einstein Engagement Frequency
What is the optimal sending rate for each of my subscribers? Is there anything else I can do to reduce my unsubscribe rate or to prevent my emails from being reported as spam?
To help us find that elusive balance point, Einstein Engagement Frequency provides an optimal range of how many emails to send over a given period of time, comparing the sending frequency and the level of interaction our client has had (opens, clicks…). The combination of these two factors will allow us to determine the optimal number of emails to send for each person.
This feature will allow us to identify those subscribers who are already oversaturated and also the opposite case, those subscribers to whom we are “under-communicating”.
The Split Frequency available in Journey Builder, which like the previous ones works through the drag & drop option, allows us to establish different routes for customers based on four categories:
