Salesforce Marketing Cloud - Einstein Send Time Optimization
The Salesforce Marketing Cloud October 2020 release also brought an innovation to Einstein Send Time Optimization in Journey Builder: The activity is now available not only in Multi-Step Journeys, but also in Single Send Journeys. We would like to use today's Feature Friday to briefly present the activity once again.
The Einstein Send Time Optimization (STO) Activity is used to optimal shipping time for an email or push notification using artificial intelligence fFor every single journey contact to determine. Using the previously collected engagement data, Einstein STO calculates at what point in time it is most likely that a recipient will open the email or push message and then sends the messages at that time.
In this way, Einstein STO helps marketers who Engagement rate to improve.
The configuration in the journey is done with just a few clicks: In Journey Builder, the activity is simply drag-and-drop directly in front of the email or push activity. With Multi-Step Journeys, the activity determines the best time to send each recipient within the next 24 hours from the moment the contact reaches the activity.
Since the October release, the activity can also be used in single send journeys. There, the configuration works in a similar way to Multi-Step Journeys, but the marketer can determine the period of time over which shipping should be optimized. This can be between 4 hours and 7 days.
We think the expansion of the STO functionality to single send journeys in Salesforce Marketing Cloud is very encouraging, as it makes it possible to define an optimal sending time for each individual recipient, even with batch shipments. This means that engagement can also be improved during mass shipments without setting up complex manual test strategies!
Here you can find the Release notes to expand functionality.
