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Einstein Engagement Frequency

Einstein Engagement Frequency

With customers receiving more messagesto their inbox than ever before, marketing cloud users need a way to manage their engagement strategy. Einstein Engagement Frequency helps them do this in three ways. It will help marketers reduce unsubscribes by identifying what subscribers in their contact base are oversaturated or have received too many emails. But it’ll also help them tap into additional sales opportunities by finding undersaturated ones. And it’ll give them that optimal range of how many emails they should be sending over a given time period. Alright so let’s assume you’re an email marketer and you just built the most amazing news letter complete with dynamic content that is personalized to each subscriber’s unique preferences. You’re sure it’s gonna outperform anything you’ve ever sent before, but when you look at the results you’re left scratching your head. Only a marginal increase in engagement and way too many unsubscribes. What’s going on here? Well it could be a number of things. But one of the most common challenges marketers face is what is the right amount of email to send so that they are actively engaging subscribers while not annoying them and chasing them off. In other words, what’s the sweet spot of email to send? Thanks to Einstein Engagement Frequency, marketers can now answer all of those questions and take action to ensure that they aren’t missing opportunities to engage with subscribers and also reduce the chance of email fatigues and unsubscribes. The premise is simple. Einstein uses data science to suggest the optimal range of emails to send over a given time span that will boost engagement. Here the marketer can choose which lookback period and what type of email; Commercial, like a sales promotion; Transactional, like a purchase receipt or password reset; Or both, to filter by, and see how that affects subscribers tolerance. Additionally, marketers can tune the frequency model by choosing to optimize for open rate, click rate, or even a blend in metric of open, click, and unsubscribe. Based on these settings, Einstein will suggest optimal email send frequency and even predict the improvement you should see in your chosen metric. And better yet, Einstein automatically surfaces what percent of your email subscribers are undersaturated, that is, receiving too few emails, or oversaturated and receiving too many. And as an interactive visual aid, Einstein Engagement Frequency also presents its information in an intuitive chart that shows email engagement as a function of email sends. Marketers can expand to clearly see the optimal range of emails represented as the blue middle bars, and where they’re over or under indexing in sends. Each bar in the histogram shows the count of subscribers that are being sent what number of emails. For example, almost 7000 people have been sent only 14 emails. Which in this case represents a missed opportunity for the brand. We’ve also plotted those optimization metrics open, click, and unsubscribe rate on the chart to help marketers clearly see how the email frequency is affecting those goals. Ultimately though, a marketer wants to us this information to adjust their email sending practices so that, as in the example I started with, we don’t end up wasting a great creative email on customers who might already be overwhelmed. Email marketers can use the Einstein suggested range or manually change the frequency threshold fields on the lower right of the screen if they have knowledge that the model might not be considering such as a seasonality to their business. And once they’re satisfied with those numbers they can create the data extensions for the under and oversaturated subscribers to either use as an exclusion audience or perhaps even run incremental targeted sends too. If you’d like to learn more about Einstein Engagement Frequency and how to get this activated for your account please contact your sales force account rep.

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