Activate Einstein Send Time Optimization
To find out how sending works for subscribers with low data, turn on Einstein Send Time Optimization (STO) in Marketing Cloud Engagement Setup.
Required Editions
| Available to customers with Marketing Cloud Engagement Einstein terms for Corporate, Enterprise, or Pro-edition accounts with the Journey Builder add-on. |
To use this activity, activate Einstein Send Time Optimization for your business unit. In Setup, click Send Time Optimization. On the Email tab, click Activate. Allow up to 72 hours after activation to complete the data transfer and analysis required to optimize sends through Journey Builder or Automation Studio.
Insufficient Data Option
Einstein can only predict an optimal send time when there’s sufficient engagement data about a contact. When there isn’t enough data, it’s because a contact is new or hasn’t engaged. So, STO sends messages according to a general model it creates for sending within your Enterprise.
Complete these steps for each business unit where you plan to use the feature. You need at least one push notification app before you turn on STO for push notification.
- In the Setup app, expand Einstein, and click Send Time Optimization.
- To choose a message channel, click a tab.
- Click Activate.
- Select the send time that the Einstein STO activity uses when there isn’t enough information about a subscriber to determine the optimal send time.
- Click Update.
- Click Settings.
- Select the time zone that STO presents results in.
For example, you’re part of a small B2B business unit in an Enterprise that also has a large B2C business unit. The larger B2C business unit’s contacts have different optimal send times than B2B customers. The B2C business unit has thousands of contacts. So analyzing all contacts in the Enterprise could potentially skew the Enterprise-level model heavily towards times that are unsuitable for the B2B business unit’s contacts. As a solution, the B2B business unit uses the Insufficient Data Option. This option decouples their send times from the personalized send times that the B2C business unit uses.
