Optimize your send time with Einstein in Salesforce Marketing Cloud
Increase open rate with Einstein Send Time Optimization in Journey Builder
To increase the open rate of your email, you want to send it at the time your audience is most likely to engage. For some, it can be right after they wake up. For others, the best time would be during lunch break. Most of email tools will give you send time recommendations. This will be though based on your total number of audiences or list. The difference with Einstein Send Time Optimazation is that it will help you to send the message at the right time to each contact. That means you will be able to reach each to every individual at the time they reach out for their phones to check their inbox.
Let’s have a look how it works in real life. Einstein Send Time Optimization (STO) is a flow control activity in Journey Builder. You drag-and-drop it onto the canvas before the email. To highlight, you can add it before each of your email activity.
When your contacts reaches the point in their journey where they are ready to receive the email, Einstein will send it at the most optimal day and hour for each contact. How does it work? Einstein is analysing 90 days of email engagement data to understand the patterns of each known subscriber. In that way, it predicts the best hour window for engagement for each contact on a given day. This mean the time can differ between days. Einstein also take into consideration the different time zones.
Additionally, there is a way to set specific time frames, if you would like to send your email within certain period of time. You can then set the time frame from 12 hours to the next 7 days. To summarize, with Einstein STO you don’t have to create time consuming reports on when it is the best time to send your emails. Also, you will be able to optimize the send on each individual level and not just your audience or segment level. Easily integrate it in your journeys and optimise the engagement rate and increase the open rate of your emails.
Customer success story – AXA
AXA, an insurance company, based in Glasgow, is using Salesforce to deliver the right insurance to each customers and the right time. This personalized approach is reflected in the high rating they get from their customers, 4,8 out of 5 on Feefo, an online review platform.
How to build a flow in Journey Builder
Learn how to build a single email journey in Journey Builder. Also, get an explanation of the different flow controls in Journey Builder.