Salesforce Marketing Cloud brings Einstein AI capabilities to email marketers

Automation and machine-learning analytics features are now available for email.

Salesforce revealed new Einstein AI capabilities available for its Marketing Cloud users, on Monday at its annual Salesforce Connections conference. The new features, available to customers now, aim to help marketers reach their customers more efficiently and effectively with email through the use of artificial intelligence.

Why we should care

Artificial intelligence is one of the hottest trends in martech right now, and it was only a matter of time before Salesforce enabled its Einstein AI in the Salesforce Marketing Cloud.

The new tools and capabilities could prove valuable to email marketers by predicting the best time and frequency to send emails. Digital marketers and organizations who embrace — and trust — the technology’s ability to make these decisions for them will need to learn to let go of making those decisions, which may be easier said than done.

More on the news

The Marketing Cloud enhancements are available as of Monday’s announcement. The new capabilities include:

  • Einstein Engagement Frequency: It takes more than one email to engage a customer. Einstein Engagement Frequency helps marketers know exactly how many emails to send to customers to keep them engaged.
  • Einstein Send Time Optimization: Knowing when to send emails to a customer is equally as important as knowing how many to send. Einstein Send Time Optimization leverages AI to predict the best times to send marketing emails.
  • Einstein Content Tagging: Marketers turn to their content libraries for the best images for their emails. To request and manage these assets, marketers historically had to manually create image tags. Einstein Content Tagging uses image recognition to automatically and accurately tag thousands of images in a content library, helping marketers save time.
  • Transactional Messaging: There are two types of email and mobile messages that brands send to customers: promotional and transactional. Transactional messages include purchase confirmations, shipping notifications, password resets, financial alerts and appointment reminders. With Transactional Messaging now part of Marketing Cloud, customers can easily integrate transactional and promotional messages into the same campaign. Now, companies can understand the complete customer journey, ensure a single voice is being used for all messages and embed promotional content in transactional messages.

About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

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