Einstein Send Time Optimization (STO) uses machine learning and 90 days of email or
push notification engagement data to determine the best time within the next 24 hours to
send a message to each contact. Include the Einstein STO activity in a journey immediately
before an email or push notification activity to reach contacts when they’re most likely to
engage. Or preview Einstein’s optimal send times for a data extension before you send. To
use this activity, activate Einstein Send Time Optimization for your business
unit.
Required Editions
| Available to customers with Marketing Cloud Engagement Einstein terms
for Corporate, Enterprise,
or Pro-edition accounts with the Journey Builder
add-on. |
Einstein Send Time Optimization helps marketers increase engagement with email or mobile
messages. The Einstein STO Journey Builder activity can send email or push notifications
to each contact at the time when that contact is most likely to engage with the
message.
How Send Time Optimization Works
Einstein gathers data for approximately 20 factors. Factors include engagement
metrics such as the number of messages sent to and opened by a contact and the day
of the week the message is opened. Then, using machine learning, Einstein assigns a
weight to each factor according to that factor’s influence on predicting future
engagement behavior. Einstein analyzes this data and assigns a likelihood score to
each of the 168 hours in a week for each contact. Send Time Optimization uses this
information to recommend the send times that lead to increased engagement.
With Einstein Send Time Optimization you can preview the best send times for a data
extension that you plan to use for sending. Einstein analyzes a sample of the total
number of contacts to identify the best send times for those contacts. To preview
send times for a data extension navigate to the Einstein Overview.
