How Einstein Send Time Optimization Works

Data Usage and Requirements

To optimize email sends, Einstein evaluates engagement behavior from your prospects. Evaluated metrics include sends, opens, clicks, unsubscribes, spam complaints, and their associated timestamps. We also weigh metadata on the frequency of your email sends. Einstein doesn’t consider demographic data, email content, or any data purchased or collected from third parties.

To build your model, we use marketing email send data only. Marketing email includes list email sends, and emails sent through Engagement Studio and Salesforce Engage. Data from emails marked operational isn’t used to build your Einstein Send Time Optimization model.

Einstein Send Time Optimization requires 90 days of email engagement metrics for each prospect.

How It Works

When you turn on Einstein Send Time Optimization, the model starts to evaluate your prospects’ email engagement data. To be considered by the model, a prospect must have at least one engagement activity in the past 90 days. Optimization results improve when more engagement activities fall within that 90-day period. If a prospect is new or hasn’t engaged with you recently, Einstein selects a randomized send time recommendation. The recommended time is based on your customers’ aggregate email engagement data.

Each time you select an Einstein Optimized email send in the enhanced email experience, the prospect’s email address goes into Einstein’s most recently updated model. The model determines an ideal send time for that individual prospect. Account Engagement saves the recommendation as a scheduled send time and adds the prospect to a sending queue. To take advantage of the most recent engagement data, we repeat this process every time you send an Einstein Optimized email.