---
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id: 07b85d357861fdeab2ebb4985b8e6ac5f8ed9c003d34a41b8cb898ae1cff942a
title: Activate Einstein Send Time Optimization
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_jb_activate_einstein_sto.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_jb_activate_einstein_sto.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 23121ef372bbafc12686d31456a804d43cc1eb4ae0ed6821f000b754eac015ed
description: To find out how sending works for subscribers with low data, turn on Einstein Send Time Optimization (STO) in Marketing Cloud Engagement Setup.
products:
  - Marketing
  - Marketing Cloud Intelligence
release: "264"
---
# Activate Einstein Send Time Optimization

To find out how sending works for subscribers with low data, turn on Einstein Send Time Optimization (STO) in Marketing Cloud Engagement Setup.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available to customers with Marketing Cloud Engagement Einstein terms for <strong class="uicontrol">Corporate</strong>, <strong class="uicontrol">Enterprise</strong>, or <strong class="uicontrol">Pro-edition</strong> accounts with the Journey Builder add-on.</td></tr></tbody></table>

To use this activity, activate Einstein Send Time Optimization for your business unit. In Setup, click **Send Time Optimization**. On the Email tab, click **Activate**. Allow up to 72 hours after activation to complete the data transfer and analysis required to optimize sends through Journey Builder or Automation Studio.

**Insufficient Data Option**

Einstein can only predict an optimal send time when there’s sufficient engagement data about a contact. When there isn’t enough data, it’s because a contact is new or hasn’t engaged. So, STO sends messages according to a general model it creates for sending within your Enterprise.

![Tip](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_data_management_and_analytics-264-0-0-production-enus/7988f60d-cd94-4b42-8836-dc11773564b5/images/icon_tip.png)

Tip Except in special circumstances, use this option’s default Enterprise setting.

Complete these steps for each business unit where you plan to use the feature. You need at least one push notification app before you turn on STO for push notification.

1. In the Setup app, expand Einstein, and click **Send Time Optimization**.
2. To choose a message channel, click a tab.
3. Click **Activate**.
4. Select the send time that the Einstein STO activity uses when there isn’t enough information about a subscriber to determine the optimal send time.
5. Click **Update**.
6. Click **Settings**.
7. Select the time zone that STO presents results in.

![Example](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_data_management_and_analytics-264-0-0-production-enus/7988f60d-cd94-4b42-8836-dc11773564b5/images/icon_example.png)

Example

For example, you’re part of a small B2B business unit in an Enterprise that also has a large B2C business unit. The larger B2C business unit’s contacts have different optimal send times than B2B customers. The B2C business unit has thousands of contacts. So analyzing all contacts in the Enterprise could potentially skew the Enterprise-level model heavily towards times that are unsuitable for the B2B business unit’s contacts. As a solution, the B2B business unit uses the Insufficient Data Option. This option decouples their send times from the personalized send times that the B2C business unit uses.