---
schema_version: "1"
id: 709f74acd956397b66ed5d691f1e2ba4a549bf31f666816f6ebfaa68956f0bdb
title: Ongoing Optimization
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_apps_email_reporting_tools.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_apps_email_reporting_tools.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: a9bb2a693302536c2d11be5ae2e9e5682f75ee434fe8d6cccb735653bfec2ddb
description: Establish a routine for key maintenance tasks. To ensure your messages reach and engage your audience, set up processes to maintain data hygiene, monitor feedback and performance, and run tests to refine your strategy. Separately, evaluate the advanced features in your Salesforce Marketing app.
products:
  - Marketing
release: "264"
---
# Ongoing Optimization

Establish a routine for key maintenance tasks. To ensure your messages reach and engage your audience, set up processes to maintain data hygiene, monitor feedback and performance, and run tests to refine your strategy. Separately, evaluate the advanced features in your Salesforce Marketing app.

AI and automated testing tools can help you fine-tune your strategies without guesswork. Some of these features require a certain edition or add-on, so be sure to review the related Help topics to confirm prerequisites.

- AI Send Time Optimization: Predictive AI schedules messages at times that individual recipients are most likely to open and engage with them. This feature is available in Marketing Cloud Next, Account Engagement, and Engagement.
- AI Engagement Frequency: Prevent subscriber fatigue by predicting and managing the optimal number of messages to send to your audience. This feature is available in Account Engagement and Engagement.
- A/B testing and Path Experiments: Test different message variables against one another to identify the highest-performing content before deploying it to your entire segment. A/B testing is available in Account Engagement and Engagement. In Marketing Cloud Next, this functionality is called Path Experiments.

## Further Reading

- Marketing Cloud Next:
    - [AI Model Cards and Considerations for Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_einstein_considerations_modelcards_overview.htm&type=5&language=en_US)
- Marketing Cloud Account Engagement:
    - [Einstein Send Time Optimization](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_sto_app.htm&type=5&language=en_US)[Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_eef.htm&type=5&language=en_US)[A/B Testing for Classic Emails](https://help.salesforce.com/s/articleView?id=mktg.pardot_emails_ab_parent.htm&type=5&language=en_US)
- Marketing Cloud Engagement:
    - [Einstein Send Time Optimization](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_sto_app.htm&type=5&language=en_US),
    - [Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_eef.htm&type=5&language=en_US), [Einstein Content Testing](https://help.salesforce.com/s/articleView?id=mktg.mc_pb_einstein_content_testing.htm&type=5&language=en_US)