The Salesforce Marketing Cloud has some amazing Einstein features that inform the “content and timing” of your marketing activities by providing “insights and data.” Using the powerful features of artificial intelligence (AI), managers can understand the engagement and actions of their customers so that each interaction can be customised.

Einstein features are included with Corporate and Business Edition by default or are also available as a Pro Edition add-on purchase. Learn how to enable and optimize its capabilities by using this post.

The Einstein features provided by Salesforce Marketing Cloud are:

  • Einstein Engagement Scoring
  • Einstein Messaging Insights
  • Einstein Send Time Optimization
  • Einstein Engagement Frequency
  • Einstein Copy Insights
  • Einstein Content Selection
  • Einstein Email & Web Recommendations
  • Einstein Content Tagging

All Einstein functionality can be accessed in the Marketing Cloud from the Einstein Tab in the Navigation bar. If any of these are missing in your Navigation bar, it means they are not available as per your license in your SFMC Version. In order to buy the add-ons, contact your Salesforce Account Executive.

1. Einstein Engagement Scoring

The Einstein Engagement Scoring function allows you to optimise engagement and conversions by targeting clients. It uses customer data and machine learning to create predictive models that allocate scores to the probability of each subscriber staying subscribed, opening an email, or clicking links. Depending on how likely they are to engage with your campaign, segment your subscription list to identify and target an audience.

Activation

To activate, go to the Einstein tab in the Navigation bar, select ‘Einstein Engagement Scoring’ and click ‘Activate’.

Einstein Engagement Scoring assigns one of four personas to each subscriber, based on their likelihood to open an email or click a link in an email.   Use these personas to refine customer engagement campaigns and journeys.  

  • Loyalists: Subscribers with high open and click engagement.
  • Window Shoppers: Subscribers with high open and low click engagement.
  • Selective Subscribers: Subscribers with low open and high click engagement.
  • Winback/Dormant: Subscribers with low open and click engagement.
Email Engagement Studio

Create Audience

Audience Builder offers pre-built Einstein Engagement Scoring dimensions to quickly and easily apply data science models to personalize your marketing campaigns and customer journeys.  In Audience Builder, click ‘Create Audience’, select ‘Einstein Engagement Scoring’ in the attribute library, and ‘Publish’ the audience to use the audience.  Use this audience, to run personalized campaigns with these customers.

Engagement Scoring in Journey Builder

The personas can be used in Journey Builder too within a customer journey.  Use the ‘Einstein Split’ activity in Journey Builder to segment customers into logical customer journeys based on Einstein Engagement Scoring data.  Just drag and drop the Einstein Split activity onto Journey canvas.

There are five Einstein Split options. The first one ‘Persona Split’ is based on the results of Einstein Engagement Scoring:

After you select the Persona Split, the split will be based on the 4 Persona Types that are available. Customers follow the path based on their Persona. With this, you will be able to personalize the content and reach your customers through the right channel.

2. Einstein Messaging Insights

Einstein Messaging Insights alert you to any changes in your marketing performance. The Einstein notifications badge appears in the header, where it’s constantly accessible to let you know how your email sends and journeys perform. 

Einstein monitors the Open Rate, Click Rate, and Unsubscribe Rates of your email sends, including batch sends and journey sends. When it finds an anomalously high or low result compared to the expected values, it generates an insight.

When an anomaly occurs, the notifications badge alerts you.  The notification can be seen at the top right corner in your SFMC account.

Einstein Messaging Insights Dashboard

Clicking on the insight gives more details of the anomaly in the Einstein Messaging Insights Dashboard. The dashboard shows send-related information, such as Job ID, Email Name, Subject, Date Sent, and Total Delivered. It also clearly shows data about each send and the variable that was identified as an anomaly.

  • Einstein evaluates each journey and each email send once each day to produce insights.
  • Einstein uses the events collected for up to seven days after an email send to reassess whether the send is an anomaly or not.

Activation

It is off by default.  To activate

  1. Navigate to Marketing Cloud Setup.
  2. Click Einstein.
  3. Click Einstein Messaging Insights.
  4. Activate Einstein Messaging Insights for your business unit

In the background, automation is created that moves data to the Marketing Cloud’s Einstein Platform to analyze the data. Einstein Messaging Insights analyze emails that are sent via journeys and batch sends too.

3. Einstein Sent Time Optimization (STO)

Einstein Send Time Optimization (STO) uses machine learning to determine the best time to send a message to your subscriber so that the message is likely to be opened.  The best time is determined for each subscriber/contact.

Activation

To activate, go to the Einstein tab in the Navigation bar, select ‘Einstein Engagement Scoring’ and click ‘Activate’.  There are 2 features provided by Salesforce as part of the Einstein Send Time Optimization (STO):

  1. Einstein STO Dashboard
  2. Einstein STO Journey Builder activity

4. Einstein Engagement Frequency

Probably the most important and useful insight that Einstein provides for medium to large scale companies that send hundreds of emails to their customers – are the customers oversaturated or undersaturated by the number of emails they receive from your brand?  This is a very key metric.

Einstein Engagement Frequency evaluates your email activities and identifies the optimum number of email messages to send. This feature also identifies subscribers who received too many or not enough email messages.   To engage your subscribers with the correct number of email messages, follow these frequency suggestions.

Activation

To activate the feature:

  1. Click Einstein.Click Einstein Engagement Frequency.
  2. Click Activate Einstein Engagement Frequency.

The activation process requires up to 72 hours to complete.

5. Einstein Copy Insights

Einstein Copy Insights analyzes the content from your Email Subject Lines to reveal insights. Use these copy insights to craft subject lines that drive stronger email engagement.  Einstein analyzes these features and predicts how they contribute to the email message’s reach and the engagement it sparks.

Note that Einstein Copy Insights analyzes English language subject lines only.

Activation

To activate

  1. Navigate to Marketing Cloud Setup.
  2. Click Einstein.
  3. Click Einstein Copy Insights.
  4. Activate Einstein Copy Insights for your business unit

In the background, automation is created that moves data to the Marketing Cloud’s Einstein Platform to analyze the data.

6. Einstein Content Selection

With Einstein’s help, send personalized content that is personalized for each customer when they open your messages.  When you begin sending, Einstein selects the best asset for each customer’s emails from the assets and customer information you supply.

Activation

  1. To begin, navigate to Setup in the Marketing Cloud.
  2. Click Einstein.
  3. Click Einstein Content Selection.
  4. Click Activate.
  5. Click the dropdown list. Choose Subscriber Key or Subscriber ID (choose based on the unique identifier in data extension)
  6. To upload an image that appears when your assets aren’t available and no fallback images exist, click Upload Image.
  7. Add the URL that users are directed to when they click your contingency image in a message.

7. Einstein Email & Web Recommendations

Einstein Email Recommendations and Web Recommendations have been part of the Salesforce Marketing Cloud product family for a while. They now have a new home in the Einstein product menu. Both are effective ways to personalize content for your audience if you have access to a developer to assist with setting up the Collect Tracking Code for Email Recommendations, and the API call for Web Recommendations.

8. Einstein Content Tagging

Einstein Content Tagging automatically applies “searchable tags” to image files in your Marketing Cloud account.  This helps in searching the images easy.  A prefix that you configure is added to each Einstein tag to distinguish them from tags added by users.

Setup

  1. In the Marketing Cloud Setup app, expand Einstein and click Einstein Content Tagging.
  2. Click Configure.
  3. Enter the number of tags per image (Max:25)
  4. Enter an alphanumeric prefix for the tag 
  5. Einstein tag is to distinguish them from tags added by users
  6. Select the confidence level between 0.5 (lowest) and 1.0 (highest).
  7. Use a higher confidence level to improve the accuracy of the tags applied to your images.
  8. Use a lower confidence level to broaden the scope of tags included.
  9. Select the language.Click Save.
  10. Turn on automatic tagging.
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