Contact X opens their email every day at around 11 AM and also engages with links in the email. Let’s understand this by way of illustration. In that case, Einstein will send emails to that contact according to “a generalized model.” The generalized model is created by sending data across the entire Salesforce enterprise, which makes it less accurate than personalized data. Now, it may happen that Einstein does not have enough data to create a model for a particular contact. Note that Einstein does not use engagement data from transactional emails to train its model because transactional emails are not typically used for marketing purposes. If your subscriber opened the commercial email on Tuesday at around 11 AM, Einstein will send the next email on the same day next week around the same time. Einstein will use engagement data from the previous Tuesday to train its model for next week’s send. This begs an illustration: suppose you send a commercial email to your subscribers every week on Tuesday. How Does Pardot ESTO Work?īecause individual preferences differ widely, Einstein constantly improves its ability to predict optimal send times by analyzing and leveraging engagement data every week. Now, let’s look at how Einstein Send Time Optimization in Pardot works. Send time optimization reverses the possibilities, and the result is more engagement. Still others do see your email but do not have the time to explore your products and make a purchase.Īs a result, a thoughtless email blast such as this simply blasts HighFiber out of its own demographic’s field of vision (so a low five, if you will□).Other subscribers altogether miss the email, thanks to a crowded inbox.Many subscribers receive the email at a time when they are busy.In the absence of send time optimization, the following possibilities arise: You decide to send out a promotional email to announce a special discount on your latest fall collection. You have a list of over a thousand subscribers who have shown interest in your products. Imagine you are the owner of a clothing brand called HighFibre. Here is a preview of ESTO’s dashboard.īefore understanding how Pardot email marketing works, logic demands we look at the overarching framework of our post by briefly exploring how send time optimization boosts engagement. It analyzes the engagement history of each contact and then predicts the optimal time to send messages to them. In Salesforce AI email marketing, Einstein Send Time Optimization is a Pardot AI functionality that predicts the best time to send emails to your contacts. Our Pardotters are poised and ready to elevate your email marketing – reach out to them today! What Is Pardot ESTO? Incidentally, we at Email Uplers are the maestros of Pardot, specializing in crafting responsive email templates, orchestrating Pardot email automation, conducting Pardot campaign management, and coordinating your migration to Pardot. Here’s a breakdown of what we will be considering on the way: In this post, we will only look at the first functionality, Einstein Send Time Optimization (ESTO), and try to understand how Pardot AI email marketing can boost engagement. Pardot AI consists of the following functionalities: These functionalities use machine learning models to turbocharge and enhance the various processes of email marketing, beginning from send time optimization to analytics overview. Pardot AI is a suite of Artificial Intelligence functionalities that are integrated into the Salesforce Pardot marketing automation platform.
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