Artificial intelligence, also known as AI, continues to make significant advancements in 2023. You probably heard about some AI tools like Chat GPT, the AI copywriter that writes the essays for students. But did you also know that as a Salesforce Marketing Cloud user you have your own AI helper within reach?
Salesforce Marketing Cloud’s AI feature is called Einstein, and just like the original Einstein, he’s pretty clever. In this article we will highlight one of his tools; Einstein Content Selection.
Einstein Content Selection utilises artificial intelligence to automatically select the most relevant content for each individual subscriber. This feature can significantly improve the performance of your communication activities by ensuring that each visitor or subscriber receives personalised, relevant content that is most likely to drive engagement and conversion.
To describe it a bit differently; just like Chat GPT helps students write articles, Einstein Content Selection helps online marketeers select the best content for their audiences.
We selected a few cases for you to get a better view on what Einstein Content Selection can do.
Case 1: The American Red Cross used Marketing Cloud Einstein Content Selection to personalise their email campaigns to specific donor segments. By analysing donor behaviour and donation history, they were able to tailor content to specific groups and increase engagement and donations. As a result, they saw an increase in open rates by 20% and a 15% increase in donations.
Case 2: An online retailer used Einstein Content Selection to personalise their email campaigns based on each subscriber’s purchase history and browsing behaviour. This resulted in a 15% increase in click-through rates and a 10% increase in conversion rates.
Case 3: The World Wildlife Fund used Marketing Cloud Einstein Content Selection to optimise their website content for different visitor segments. By analysing visitor behaviour and interests, they were able to present relevant information to different groups, resulting in a 20% increase in website engagement and a 15% increase in online donations.
By leveraging the power of artificial intelligence these companies increased their engagement and conversion rates, leading to a higher return on investment. Overall, Salesforce Marketing Cloud Einstein Content Selection is a powerful tool that can help companies improve the performance of their campaigns by providing each individual of their audience with personalised, relevant content.