19 Mar Using Einstein AI to Boost Fan Engagement and Sell More Tickets
Keeping your fans engaged is key to increasing ticket sales, and Salesforce’s Einstein Engagement Scoring can help you do just that. This AI-powered tool analyzes past interactions and predicts how likely someone is to open, click, or engage with your emails. With this insight, you can send the right message to the right people at the right time.
Link to SF Documentation: Einstein Engagement Scoring
There are two main ways to use Einstein Engagement Scoring, and you can apply them separately or together depending on your campaign strategy.
Scoring Data Extension
One way to use Einstein Engagement Scoring is by integrating its data into your audience segmentation strategy. Einstein Engagement Scoring tracks valuable engagement metrics inside a Data Extension called Einstein_MC_Predictive_Scores. Key insights include:
- Email Click Likelihood: Predicts how likely a subscriber is to click a link in your email
- Email Open Likelihood: Estimates the chances of them opening an email
- Email Engagement Persona: Categorizes subscribers based on past engagement
- Conversion Likelihood: Predicts the chance a user will take action, such as buying a ticket
By pushing this engagement data into your CRM, data warehouse, or master data extension, you can automatically filter and segment subscribers based on engagement likelihood. This makes it simple to apply Engagement Scoring insights when setting up batch campaigns or journey sends, without needing complex filtering. Link to SF
Documentation: Einstein Engagement Scoring Data Extension
Journey Builder
Another way to use Einstein Engagement Scoring is in Journey Builder, where you can create dynamic email paths based on engagement levels.
Example use cases:
- Loyal Fans: Receive a schedule update with no call-to-action (CTA).
- Occasional Buyers & Interested Fans: Get a schedule update with two CTAs, such as “Buy Tickets” and “Join the Fan Club.”
- Less Engaged Fans: Do not receive an email to avoid unnecessary sends.
By setting up an Engagement Scoring Split in Journey Builder, Salesforce will automatically route subscribers into different messaging paths based on their predicted engagement. No complex filtering or backend calculations required—Einstein does the work for you.
Link to SF Documentation: Configure Einstein Scoring Splits
Conclusion
Einstein Engagement Scoring takes the guesswork out of email marketing. By letting AI guide your strategy, you can send smarter, more personalized emails that increase engagement and ticket sales—without overwhelming your audience.
If you’re interested in learning more please reach out to our team!