30 Dec Einstein Send Time Optimization 201
In our last blog post, Einstein Send Time Optimization 101, we went over how to activate the tool and how to publish your first send utilizing the feature. Now, Einstein Send Time Optimization (STO) is set up and the emails have gone out that utilize the feature. How can you analyze the data you’re getting back? Can you review a specific subscriber’s optimized send time? Let’s get into it!
Let’s take a look at UPPAbaby, one of Offprem’s Retail and Consumer Goods clients. UPPAbaby uses STO to personalize the email send time of recent purchasers of their various products to go out within an 8 hour time frame.
Journey Builder Insights
The best way to view the data related to a particular Einstein STO send is to click into the activity in the journey builder interface. From here, you will get a few different insights.
Here’s what data is available from the STO activity in Journey Builder:
Contact summary
- Contacts entered: Number of records in the step from the last 30 days (you can edit the timeframe to get as recent as today, but 30 days is the furthest timeframe)
- Contacts waiting: Number of records currently in the wait period who are waiting to be released at their optimized send time.
- Contacts exited: Number of records who have left the wait period
Exit Summary
- Assigned Personalized Send Time: how many contacts or email addresses Einstein can suggest a send time for
- Pending Personalized Send Time: shows how many contacts Einstein needs more data to suggest a send time for. These unmodeled subscribers receive messages according to a generalized model that is derived from sending data in your Enterprise.
for more detailed definitions visit Salesforces documentation here.
Dashboard
To view Send Time Optimization data not particular to a specific send, navigate to the
“Einstein Send Time Optimization” dashboard under Einstein in the main Marketing Cloud task bar.
Here’s what data is available from the STO dashboard:
High Level Summary
Allows you to filter results by:
- Enterprise results vs. Business Unit specific
- All Email Address (personalized + awaiting time)
- Email Addresses with an Assigned Personalized Time
- Email Addresses awaiting a Personalized Time
You can also see the quality of your STO data here. We can see UPPAbaby has Excellent STO data, which means they do a great job of emailing engaged subscribers at a variety of days and times.
Overview
Einstein analyzes the past 90 days of email engagement history for email addresses in this enterprise account with the Commercial send classification.
Breakdown of both the email addresses that have been analyzed in your account and breakdown of emails sent that have been analyzed.
When Are Your Customers Most Likely To Engage With Your Messages?
Optimal send date and hour to send an email. You can also take a specific Contact Key and look up when their particular optimized send time is.
When Would Einstein Send?
Graph that shows the hours when Einstein would select as the best hour for all email addresses in this enterprise account or Business Unit.
*below image taken off of Salesforce’s NTO example
Hopefully you feel more enabled to analyze your company’s Einstein Send Time Optimization data. The success of UPPAbaby’s optimized sending resulted in a 5.0 Customer Satisfaction Survey for Offprem based on the delivery of the project. For more tailored advice and solutions, reach out to our team.
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