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Cometh the update, cometh the improvements! With the recent June ‘21 release, Marketing Cloud has seen a couple of key improvements made within the Einstein capabilities that exist.
For those of you who are potentially new to Salesforce and Einstein; Einstein is the AI assistant integrated throughout Salesforce. Aimed at making your life easier through its advanced analytics – it uses historical data created by your company to discover insights, make predictions and recommendations, and automate routine tasks to free time up for your team.
Well in Marketing Cloud’s most recent Summer Release, there have been some changes made that we’re quite excited to tell you about!
Einstein Content Tags
Einstein Content Selection has been around for a little while now and is all about helping you send personalised content for each customer. Once you provide Einstein with the content you want to show in your messages, Einstein then selects the best asset on a customer-by-customer basis given what information we have about them.
With the latest release though, we’re able to go further to understanding what content equates to the most clicks, and what content isn’t performing so well.
Einstein Content Tagging automatically finds the most prominent features of your content (such as a beach, a campfire, a fire engine), and then allows us to break down which tags are the most successful when sent to our customers, something that previously wasn’t available.
Preview Einstein’s Send Times for Specific Data Extensions
Another feature that’s seen updates arrive with the new June ‘21 release is the Einstein Send Times. Marketing Cloud Einstein Send Time Optimization (STO) determines when the best time is to send a message. Using its machine learning, Einstein analyses and predicts what time a message is most likely to be opened, meaning we can optimise our output and overall increase engagement.
Using the Einstein STO activity within Journey Builder ensures that messages are sent to each contact at the time when that contact is most likely to open the message.
With the latest release though, we are now able see what these “best send” times are for any set of contacts in a data extension, before you send!
Einstein will show timings for a journey that you’re planning, and the best times for customers that you plan to batch email; thus, allowing you to plan accordingly should you expect a large increase in website or call-centre activity following the message you are sending!
Promoting a big sale or some kind? Check when Einstein plans to send the message and let your web team know to expect a large increase in website volume!
Predict Subject Line Performance
The last feature we’re going to touch upon is the Predict Subject Line Performance. This new feature is again designed to increase the effectiveness of messages and increase customer engagement. Einstein analyses historical data to compare how a subject line is likely to perform against previous ones – again giving you the ability to improve the chances of a successful send and higher interested from customers.
To do this, locate the performance tester on the Einstein Copy Insights dashboard. Paste or build your subject line in the performance tester field and evaluate it, as easy as that!
And there we have it - three updates for Einstein in Marketing Cloud that are all aimed are helping marketers get insights into their work, and make recommendations to ensure that both our customers, and our business, come out happier.
Find out more about our Salesforce Marketing Cloud implementation.