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Einstein Engagement Frequency
Avoid a lack of awareness from too few messages or burnout from too many messages. Einstein Engagement Frequency in Marketing Cloud Engagement evaluates your contacts and subscribers and identifies the optimal number of email messages to send.
Considerations
Einstein Engagement Frequency (EEF) optimizes the send frequency for each individual contact, maximizing engagement rates and reducing unsubscribes.
- Engagement frequency metrics are derived from the past 28 days' data.
- Only commercial emails are analyzed. Transactional and test sends aren’t analyzed.
- A minimum of five frequencies is required, which means that the audience in your business unit must receive at least five variants of your email messaging over a 28-day period. For EEF, a variant is defined as an email sending pattern, which is sending email to subscribers in at least five different intervals.
- Subscribers without enough data to receive a personalized Engagement Frequency Score are assigned a classification based on the overall distribution of scores for subscribers in the same tenant who do have enough data.
Cheri’s a fundraising professional who uses Einstein Engagement Frequency to make sure that she can reach supporters by sending each supporter the optimal number of emails. Cheri has learned that some supporters give only one time, some give regularly, and some give on specific occasions. Some haven’t yet donated. She also divides supporters into seven categories according to the size of their contributions.
Each category is put in one of seven paths in a journey. To reach each category of supporters, Cheri sends email to each category on a different day and at a different time. By varying the sending for each category, she creates seven sending variants.
When Cheri analyzes the Einstein Engagement Frequency reports later, she sees message engagement results as expected. And because Einstein makes better predictions when more data is available, she can expect their predictions to become more accurate over time.
Hassan, an email marketer, sends a weekly newsletter to his organization’s customers. He sends with a journey and uses a data extension that includes all the organization’s subscribers as the entry source for each send. The journey includes a Frequency Split activity before the email activity that sends the newsletter. But when Hassan checks the journey’s activity analytics, there aren’t any results.
That outcome is expected, because Hassan sends only one time per week. Sending infrequent messages to all subscribers together uses only one sending variant. He plans to tweak his communication schedule to meet the minimum of five frequencies.
- Activate Einstein Engagement Frequency
Activate Einstein Engagement Frequency (EEF) at the MID level for your account. The activation process can take up to 72 hours to complete. Provision Journey Builder before you use Einstein Engagement Frequency. To use EEF for MobilePush, first provision Journey Builder and create at least one mobile app. - The Einstein Engagement Frequency Dashboard
Use the dashboard to get an overview of sending saturation levels among your contacts. Then analyze the way that your sending frequency affects your contacts’ saturation levels. You can review how your sending frequency has affected engagement including opens, clicks, and unsubscribes, over time. Use the What-If analyzer to help maximize your On Target saturation contact levels. See how contacts are performing across all your journeys. - Gauge Your Einstein Engagement Frequency Data Quality
Check your data quality score for insight about the engagement data that Einstein uses to predict your customers’ likelihood to engage. Data quality scores for Einstein Engagement Frequency are generated at the business unit level only. - Einstein Engagement Frequency Model Card
The model in this card analyzes each contact’s engagement record to determine the optimal frequency at which to send email or MobilePush messages to that contact. - Einstein Engagement Frequency FAQs
Find out how Journey Builder access affects Einstein Engagement Frequency use. And get informed about what happens to your older send frequency data after you upgrade to the latest Einstein Engagement Frequency experience.
