Marketing Cloud Einstein Features
Einstein capabilities in Salesforce Marketing Cloud give “insights and data” to inform the “content and timing” of your marketing initiatives. Businesses may understand their consumers’ engagement and behaviour using strong artificial intelligence (AI) features, allowing each contact to be tailored. Salesforce Marketing Cloud offers the following Einstein features:
- Einstein Engagement Scoring
- Einstein Messaging Insights
- Einstein Send Time Optimization
- Einstein Engagement Frequency
- Einstein Copy Insights
- Einstein Content Selection
- Einstein Email Recommendations
- Einstein Web Recommendations
- Einstein Content Tagging
All Einstein functionalities in Marketing Cloud may be accessible via the Einstein Tab in the Navigation bar.
Einstein Engagement Scoring
Each subscriber is assigned to one of four personas based on their likelihood to open an email or click a link in an email using Einstein Engagement Scoring. Personas can be used to improve consumer engagement initiatives and journeys.
- Loyalists: Subscribers who open and click frequently.
- Window Shoppers: Subscribers with a high open-rate but a low click rate.
- Selective Subscribers: Subscribers that have a low open rate but a high click rate.
- Winback/Dormant: Subscribers who have a low open and click rate.
Einstein Messaging Insights
Einstein Messaging Insights will notify you if your marketing performance has changed. The Einstein notifications logo shows in the header, where it is always visible, informing you of the status of your email sends and journeys.
Einstein Sent Time Optimization (STO)
Machine learning is used by Einstein Send Time Optimization (STO) to find the optimal time to send a message to your subscriber so that it is likely to be opened. For each subscriber/contact, the best time is determined.
Einstein Engagement Frequency
Einstein Engagement Frequency analyses your email actions and determines the most effective amount of emails to send. This tool also identifies users who have received an excessive number of an insufficient number of email messages. Follow these guidelines for sending the right quantity of email messages to your subscribers.
Einstein Copy Insights
The content of your Email Subject Lines is analysed by Einstein Copy Insights to give insights. Use the information in this article to write subject lines that will increase email engagement. Einstein examines these characteristics and forecasts how they affect the email message’s reach and engagement.
Einstein Content Selection
Send tailored information that is personalised for each consumer when they open your messages with Einstein’s aid. When you start sending, Einstein chooses the optimal asset from the assets and customer information you provide for each customer’s emails.
Einstein Email Recommendations
Einstein Email Recommendations, as the name implies, deliver the next-best content or product by allowing you to track client activity and create preference profiles. When a user opens an email, a pre-built picture and link pair are given, which is activated when the user clicks on it. The reasoning and situations are handled right before they receive the recommendation, which is referred to as open time recommendations.
Einstein Web Recommendations
The next-best personalised recommendation to each website visitor is sent via Einstein Web Recommendations, which are identical to Email recommendations in that they are delivered via the website. Create product or content recommendations to display on your website using Marketing Cloud Einstein Recommendations. Web Recommendations can be sent as a JSON answer or as HTML/JS code. The best practice delivery method is the JSON answer. The JSON technique is the most adaptable, allowing the website team to style and use the recommendation data however they see fit.
Einstein Content Tagging
Image files in your Marketing Cloud account are automatically tagged with “searchable tags” by Einstein Content Tagging. This makes it easier to find photos. Each Einstein tag has a prefix that you configure to distinguish it from tags provided by users.
The Einstein features are a fantastic way to learn more about your customers’ interactions and data. It’s also simple because activation only takes a few clicks, and Einstein takes care of the hard work and presents it to you.