Artificial Intelligence is a growing trend in almost every aspect of human life, including Manufacturing, Education, and even Healthcare.

Artificial Intelligence is making waves today in almost every aspect of human life, from Manufacturing and Education to Healthcare, Finance, and even National Defense. AI systems, tools, and applications also empower organizations in the Business and Commerce sectors to improve their HR outcomes, streamline their operations and better serve their customers. Marketing is another area where AI has become increasingly important in many ways.

Salesforce’s Fifth Annual State of Marketing Report found that artificial intelligence was used by marketing leaders at a 40% increase year-over-year. AI in Marketing, however, is not limited to isolated cases. It is used throughout the entire marketing lifecycle to meet customer expectations, gain an edge over their competitors, and improve business margins.

Salesforce Marketing Cloud is one of the most popular and powerful CRM marketing solutions in the world. SFMC is packed with templates and features that streamline and automate Marketing across multiple touchpoints. Email Marketing is included. Einstein is a powerful AI platform that offers predictive insights and makes recommendations for Email marketing campaigns.

How can Einstein AI assist marketers in enhancing their marketing results and boosting their ROI?

Learn more by reading this article!

Let’s first learn a bit about Einstein.

Einstein: SFMC’s Powerful Artificial Intelligence Engine

AI is credited by a large number of marketers with helping them to create personalized marketing campaigns for every customer touchpoint and increasing their marketing efficiency.

They need AI in general to:

• Improve customer segmentation
• Create personalized customer journeys, channel experiences, and more
• Create dynamic and hyper-personalized emails campaigns

…and more.

Salesforce Marketing Cloud and Einstein are two of the most effective examples of AI in Marketing.

What is Einstein exactly?

Einstein is an AI tool that’s built into Salesforce Marketing Cloud. It also comes with other Salesforce products like Sales Cloud, Community Cloud, and Service Cloud. Salesforce’s Einstein has brought AI out of the laboratory, “so that everyone can be more intelligent about their customers”. With Einstein’s integrated, comprehensive AI capabilities, marketers can:

• Find out what their customers are doing, for example, how they interact with an Email Marketing campaign.
• Create audience segments and groups
• Create personalized cross-channel experiences and predictive customer journeys

We’ll then go into detail about how marketers can use Einstein and SFMC to plan, execute, and enhance their Email marketing campaigns.

1. Segmenting and identifying their target audience
2. Create personalized messages to wow your audience
3. Engage intelligently and on the customer’s terms
4. Analyze campaign success or failure and use the information to improve future campaigns

1. The target audience can be identified and segmented

Marketing to all is the same as marketing to nobody. It is foolish and dangerous in today’s customer-focused landscape to assume the target audience will accept a generic campaign. It is important to ensure that the correct message reaches the appropriate person at the proper time. ), segmentation is essential.

In SFMC’s predictive analytics and AI, marketers can segment their audiences quickly and accurately. They can even discover new, relevant segments of the audience that they could serve. AI-based probabilities models allow marketers to match customer actions with their identities, and get a unified picture of every customer across all marketing touchpoints. Natural language processing and image identification can be used to collect data from interactions, conversations, and content. This information can help marketers identify where their customers are on their journey, and then take appropriate actions.

AI can be used to analyze and predict the likely actions that subscribers will take after receiving an email campaign. As an example:

• Do they open your email?
• Do they click on the link or not?
• Will they convert?

It is also important to note that

• Will they unsubscribe?

Why is it important to make such predictions? The next section will cover this!

How to use SFMC Einstein AI to segment audiences more intelligently:

• Get high-level details about your audience. For example, find out who they are, what they like, etc.
• Use AI for a more in-depth audience analysis to discover new personas
• Create personalized messages for new personas and treat them as “sub-segments”

2. Create personalized messages to wow your audience

It is important to segment your audience, but that is not the end of it. Personalizing your message in today’s noisy, information-filled world is the only way you can get customers to pay attention.

Content personalization with SFMC is simple. Email Studio, for instance, provides a comprehensive toolkit, pre-made Salesforce templates, and an AI-powered recommendation engine to enable a Salesforce Certified Email Specialist to create and deliver emails with more tailored, dynamic content that is relevant to each target customer segment. As Einstein AI learns more about the audience, its preferences, intentions, interests, or past behavior, it will dynamically fill in offers for each customer. This is a great benefit for future Email Marketing campaigns. AI-powered campaigns can offer customized banner ads in emails, which are more likely for customers to act.

How to use Einstein AI to create personalized content for your Email marketing campaign:

• Offer multiple options to your target audience
• Rich tags and metadata can help you identify which audience segments should receive what offer.
• Include dynamic fields in your content, and link to tags and metadata
• Einstein’s machine learning and recommendation engines will automate your campaign.
• To send customized emails, use Einstein Content Selection

3. Engage intelligently and on the customer’s terms

Customers are fickle. They will unsubscribe, block or opt out of your message if they do not like it or believe that it does not relate to their goals, challenges, or needs.

AI capabilities such as predictive scoring, segmentation, predictive attribution, and predictive sequencing can assist marketers in identifying the best messages, volumes, and channels that will keep customers happy and engaged. AI can optimize the send time to capture their attention and keep it. AI can also predict if an audience segment will not engage with emails so that marketers can reach out to them via social media ads and mobile push messages.

Email marketers can improve their support and inquiry processes by using AI-based team routing and priority through NLP and sentiment analysis.

How to use Einstein AI to intelligently engage with Email Marketing Customers:

• Audit your messages regularly, including the send times and channels.
• AI can be used to gather customer preferences. Use this information to improve your Email Marketing campaigns.
• Use A/B/Multivariate Testing to compare the results of your AI-optimized campaigns with your baseline.

4. Analyze campaign success or failure and use the information to improve future campaigns

Einstein AI is a powerful tool that ‘learns over time’. Email Marketing teams, along with their Salesforce-certified email experts, can gain a complete view of the Email Marketing campaign’s performance and spending by using capabilities such as probabilistic attribute/field matches and data normalization. They can improve campaign performance by identifying critical areas of improvement. With predictive insights and recommendations, they can optimize their campaign spend.

Also, consumers tend to deviate from the planned journeys of marketers. The Einstein predictive attribution feature and sequence allow marketers to optimize the engagement of channels and journeys about marketing and branding objectives.

How to use Einstein AI to analyze Email Marketing campaigns with SFMC:

• Unhide any hidden data extensions, or data views that may contain tracking data, such as opens, clicks, and sends.
• Email Studio users can be targeted using Einstein engagement scoring to maximize conversions and engagement.
• Use Einstein Copy insights to create subject lines that will drive greater email engagement

Wrap-Up

The old manual methods of planning, executing, and analyzing campaigns, including Email Marketing campaigns, are no longer in use. Why would continue to use these cumbersome and hit-or-miss methods when AI-powered Salesforce Marketing Cloud can do it for you?

With SFMC and Einstein AI, you can:

• Get rich insights into your customers
• Predictions can improve your decision making
• Make the most of every customer interaction with your email brand.
• Automate routine functions so that you can focus on delivering value to your clients

SFMC and Einstein’s powerful, yet easy-to-use capabilities are a boon to Email Marketers, Salesforce Certified Email Specialists, and Salesforce Certified Email Specialists. Have you tried it?