Top 4 Must-Use SFMC Einstein Features To Refine Your Marketing Campaign
How to use Salesforce Marketing Cloud Einstein for engagement & conversions in the space of Marketing Automation. We will learn the potential features considering the Einstein capabilities with business usage and examples
There’s been a ton of buzz about Salesforce Marketing Cloud Einstein, but what is it exactly?
Einstein is an AI-Enabled Smart CRM Assistant of Salesforce Marketing Cloud. It is developed with the aim of harnessing the true potential of artificial intelligence (AI) in your B2C or B2B functions to boost customer engagement
SFMC Einstein is the first choice to leverage AI with data-driven tactics
Einstein allows all Salesforce users to:
- Discover hidden insights and patterns in their data
- Predict business outcomes
- Recommend the best action, offer, or engagement
- Automate business processes and workflows
Facts & Figures: With the help of AI, automated insights are generated based on the historical data of the past 90 days. Salesforce Einstein now delivers more than 80 billion AI-powered predictions every day. AI is now an imperative.
In the arena of Digital Marketing, Einstein helps marketers send the right content, to the right customer, at the right time, on the right channel, thus increasing customer engagement.
You can use Einstein AI to prioritize work and win the marketing automation game with a data-driven strategy for your sales and marketing teams. The main role of SFMC Einstein is to provide actionable data on your most engaged prospects and effective campaigns.
For Digital Marketers, The most prevailing use cases for using SFMC Einstein are:
- Improving customer segmentation
- Personalizing channel experiences and customer journeys
- Sending real-time next best offers
- Crafting dynamic landing pages and websites
- Optimize customer experience with insights
To solve the above use cases and challenges, SFMC introduced EINSTEIN to avoid guesswork and get actionable insights based on marketing campaigns. The core incremental features of Einstein have simplified the marketing task right from segmentation to engagement.
Let’s explore the top 4 features of SFMC Einstein to enhance your marketing ROI and leverage AI for the marketing cloud.
Einstein Engagement Scoring
Capabilities:
- Assign scores for subscribers’ likelihood to stay subscribed, open, click & convert on the website.
- Know the categories of predictive factors influencing subscribers to take action on email
- Segment Data Extension-DE based on their predicted likelihood to engage with your campaigns
- Access Audience Builder-Create segmented list based on Einstein predictive scores.
- Target subscribers through Email Studio, Journey Builder, Advertising Studio, or Audience Builder
In addition to each subscriber score, Einstein groups customers in more recognizable personas:
- Loyalists: Engage often
- Selective subscribers: Open infrequently, but might click
- Window shoppers: Open regularly, but hardly clicks
- Dormant/Winbacks: Unlikely to engage at all
Usage: You can use the Einstein Scoring Split activity with the features of SFMC Journey Builder to segment customers into splits based on Einstein personas
Example of Einstein Engagement Scoring:
The most powerful features are AI prediction based on metrics for the next 14 days:
- Avg. likelihood to open, click
- Avg. likelihood to subscribe
- Avg. likelihood to convert
You will be able to monitor the health of your engaged subscriber list and able to create an audience similar to best-performing subscribers
Einstein Messaging Insights
Capabilities:
- Messaging insights alerts on email or journey sends performance
- Monitors the email send metrics (Open, Clicks, unsubs etc)
- Insights based on high or low result compared to the historical performance
Usage- You will be able to get the hidden insights without comparing the metrics with the previous campaign in a traditional manner. Here comes the power of AI.
Example of Einstein Messaging Insights:
The marketer can also click the quick badge with notifications as soon as he is logged into the SFMC dashboard. Please see the above screenshot for reference
Let's see the detailed message when we click any of the notifications:
- Open Rate for Journey “Weekly Deals Email”
On July 12, 2021, the open rate of this journey’s emails was 35.71%, which is higher than expected
- Click Rate for Campaign “Daily Women Clothing Email”
On July 16, 2021, the click rate of this journey’s emails was 1.23%, which is higher than expected
(Viola! Brownie points for the successful campaign)
Now the digital marketer is aware of over or under-performing emails, Marketers can then calibrate their journeys or send them to make sure that they perform at their peak.
Einstein Send Time Optimization
Capabilities:
- Sends an email when that subscriber is most likely to open
- Displays analytics that predicts future message engagement
- Visualize optimal predicted send times by the day or hour
Usage:
Einstein Send Time Optimization (STO) uses machine learning and 90 days of email engagement data to determine the best time within the next 24 hours to send a message to each contact.
Example of Einstein Send Time Optimization in Journey Builder:
We can get the optimal send times by day and hour.
We can directly implement STO in the journey builder. The email will be sent to the subscriber when there is a high chance of opens
Einstein Copy Insights
Capabilities:
- Evaluate best subject lines based on Average Open Rate
- Discover the words and phrases that elicit a positive response
- Insights on the language factors used in the email subject line
We can get quick insights based on subject lines Analytics, when we click on the tab of Einstein Copy Insights . Please see the screenshot for reference.
Usage:
This feature allows any business to “Write better subject lines”. You would have lots of insights on different elements of subject lines that were used in the past. The optimization of the subject line is pretty easy based on AI, as it examines the composition of language factors and emotional tone used in the subject line.
Example of Einstein Copy Insights:
Know the Subject line that works for you: You will be able to identify whether CTA (Learn More), Brand Name (Amazon) or Exclamation (!?) drives more clicks in the subject line.
SFMC Einstein also has advanced features such as email, web recommendations & behavioral triggers that power the delivery of relevant content and messages based on prior user behavior. There are certain configurations, custom attributes, code implementation required to enable the personalized email and web recommendation built by AI.
Closing Thoughts:
A digital marketer’s work isn’t finished after campaigns have launched and events have ended. It is important to measure the performance and use insights to finetune the strategy in real-time. An expert marketer is bound to use artificial intelligence and automation to make data-backed decisions.
SFMC Einstein features help enterprise companies transform their customer data into actionable business insights for better customer engagement.
The ultimate goal of Salesforce Marketing Cloud Einstein is to build a segmented customer list, optimize journey builder effectively and refine the overall marketing campaign to improve open rate, click rate & conversion.
Stay tuned for more such articles.
