{"id":21880,"date":"2020-08-25T19:17:32","date_gmt":"2020-08-25T13:47:32","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=21880"},"modified":"2022-05-18T17:18:06","modified_gmt":"2022-05-18T11:48:06","slug":"everything-you-ever-wanted-to-know-about-einstein-send-time-optimization-for-sfmc-journey-builder","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/everything-you-ever-wanted-to-know-about-einstein-send-time-optimization-for-sfmc-journey-builder\/","title":{"rendered":"Everything You Ever Wanted To Know About Einstein Send Time Optimization For SFMC Journey Builder"},"content":{"rendered":"\n\n\n\n

Einstein<\/em>: the very name conjures images of a wild-haired Professor type of person who spouts arcane, potentially world-changing theories about light, gravity and relativity.<\/p>\n\n\n\n

But this article is not about Einstein<\/em> the (real) scientist, but about Einstein<\/em> the (real) feature in Salesforce Marketing Cloud (SFMC). Specifically, it is about Einstein Send Time Optimization, one of the most exciting new additions to SFMC Journey Builder<\/a>.<\/p>\n\n\n\n

To ensure the success of an email marketing campaign, every email marketer must know that there is no one<\/em> best time <\/em>or <\/em>day <\/em>to <\/em>send emails to everyone<\/em>. Why? Because every subscriber engages with a brand\u2019s emails at different times or on different days. That\u2019s why, marketers need to find the best (or most optimal) time for each<\/em> subscriber. Only then can they increase their email eyeballs. But doing this manually is impossible. Here\u2019s where Einstein Send Time Optimization can be a true game-changer for email marketers.<\/p>\n\n\n\n

So if you<\/em> are an email developer<\/a> or email marketer looking for a powerful way to predict the best send times for your subscriber base, then this article is for you.<\/p>\n\n\n

\"Hire<\/a><\/div><\/div>\n\n\n\n

What is <\/strong>Einstein Send Time Optimization<\/strong>?<\/strong><\/h2>\n\n\n\n

In simplest terms, Einstein Send Time Optimization (STO) in SFMC Journey Builder is a way to automatically determine the best (i.e. optimal<\/em>) time to send an email to a subscriber. This automation, which is powered by Machine Learning, enables email marketing managers<\/a> to predict when each contact in the journey is most likely to engage with an email within the next 24 hours. By evaluating a number of different factors and criteria, plus each contact\u2019s latest weekly engagement data (\u2018individualized analysis\u2019), the Einstein STO Journey Builder activity helps marketers and email developers increase email and push notification engagement.<\/p>\n\n\n\n

One of the keys to Einstein STO\u2019s prediction success is modeling<\/em>. Based on its powerful data analysis capabilities, Einstein STO recreates a sending model for sends with the Commercial send classification<\/em> to predict optimal send times, so that the message is most likely to be opened.<\/p>\n\n\n\n

Einstein STO is available with SFMC Corporate, Enterprise or Pro editions with the Journey Builder add-on. To access Einstein STO (if it is available in your SFMC license), click on the Einstein Tab<\/em> in the Navigation bar.<\/em><\/p>\n\n\n\n

The Einstein STO Journey Builder activity is available in Flow Controls<\/em> in the SFMC customer Journey Builder<\/em>.  Drag and drop the \u2018Einstein STO\u2019 activity immediately before any Email Activity in the journey flow. For multiple emails in a customer journey builder flow, drag and drop the \u2018Einstein STO\u2019 activity before each email activity.<\/p>\n\n\n\n

How does <\/strong>Einstein Send Time Optimization<\/strong> work?<\/strong><\/h2>\n\n\n\n

Einstein STO uses 90 days of email engagement<\/a> data (history) within the Enterprise (top-level tenant in SFMC Email Studio) to determine the best time within the next 24 hours to email each contact. It gathers data for about 20 factors such as:<\/p>\n\n\n\n