Boost Your Marketing Campaigns with Einstein
Learning Objectives
After completing this unit, you’ll be able to:
- Learn about the different Einstein features available in Marketing Cloud Next.
- Identify which Einstein features can help you with which tasks.
Explore Einstein Features in Marketing Cloud Next
Einstein AI in Marketing Cloud Next offers a suite of AI features that helps you optimize your marketing campaigns. Agentforce is a more comprehensive generative AI tool that generates content and campaigns. The good news is that they team up perfectly! Use Einstein and Agentforce together to create highly effective marketing strategies. Einstein’s AI can enhance Agentforce’s content generation capabilities by providing data-driven insights. Enable the Einstein features in the messaging channels in Setup for Marketing Cloud Next.
Discover What Einstein Can Do for You
Einstein offers several features to enhance email marketing effectiveness. Einstein Send Time Optimization (ESTO) optimizes send times for maximum engagement, while Einstein Metrics Guard (EMG) filters out bot activity from engagement metrics. Additionally, Einstein Engagement Frequency (EEF) predicts the optimal engagement frequency to prevent fatigue, and Einstein Engagement Scoring (EES) assigns contact-level scores using historical data to optimize messaging and increase engagement.
Optimize Campaign Engagement
By combining Einstein's predictive AI features with Agentforce, you can create highly effective marketing campaigns that drive engagement and conversions. Let’s look at how Northern Trail Outfitters (NTO), a fictional sporting goods company, uses Einstein predictive AI to enhance its campaigns.
Isabelle Givens is a marketing director at NTO, preparing a campaign initiative that targets long-time customers with a history of outdoor gear purchases. NTO wants to offer a coupon in an email message to promote its new line of lightweight fleece jackets to existing customers. Isabelle ensures that all the Einstein features are enabled in Marketing Cloud Next Setup. Using Agentforce, Isabelle creates the campaign brief and uses it to generate the campaign draft. Segment creation ensures the target audience is accurate and ready to go. Isabelle launches the campaign.
So how does Einstein help Isabelle’s fleece jacket campaign? Let’s break it down. When Isabelle launched the campaign, Einstein jumped into action. Einstein Engagement Scoring assigned each individual a score based on historical message interaction to predict the likelihood that they’ll engage with the message. Einstein Engagement Frequency ensures individuals get the right number of messages so they don’t have message fatigue from too many messages. Einstein Send Time Optimization determines the best time to send messages to each individual so that they’re most likely to engage with the message. And last but not least, Einstein Metrics Guard filters bot opens from customer opens so Isabelle is assured that campaign open metrics that she retrieves when she requests a campaign summary in Agentforce are accurate.
Einstein Send Time Optimization (ESTO) | Optimizes send times for maximum engagement |
|---|---|
Einstein Metrics Guard (EMG) | Filters out bot activity from engagement metrics, removing fake clicks and opens |
Einstein Engagement Frequency (EEF) | Predicts optimal engagement frequency to prevent message fatigue |
Einstein Engagement Scoring (EES) | Assigns contact-level scores using historical data to optimize messaging and increase engagement |
Now that you have a deeper understanding of the Einstein features available for you to use in Marketing Cloud Next, let’s take a closer look at how to create a campaign using the power of Agentforce.