Salesforce’s AI tool, Einstien, is giving marketers another automation tool that will select the most engaging content for email readers. The Einstein Content Selection Basics tool in the Salesforce Marketing Cloud lets marketers upload different versions of content (or as they prefer to call them ‘assets’) and Einstein will figure out the most engaging content to show users.
You can see an example in this video;
Ways to use Einstein Content Selection
It’s the Holiday season and you own an online toy store (stay with me)!
What toy is going to be the biggest driver of sales this season? Well throw your 5 best guesses into the hero image of the newsletter and let the artificial intelligence figure it out.
Maybe you want to figure out what promo is working the best? Is it ‘50% off’ or ‘Buy one, get one free’?
The tool allows you to set time limits on the content (aka ‘assets’) you’re presenting. So throw in the end date and let the content block do the optimization.
Coming from a B2B background myself. I can see a content block with evergreen articles that can be placed at the bottom of each newsletter. ‘Fatigue rules’ can be set to stop the same articles constantly appearing as well, for example; only show this asset 2 times.
Is Einstein Content Selection just an A/B test?
I’m always looking at the Einstein tool and asking if it’s just a well-branded tool that exists elsewhere. This tool in particular I think you can just call a fancy A/B test. The idea of content blocks that change based on criteria is not new either and can be done with a lot of marketing cloud tools.
What I do think is somewhat unique here though is that it tests content in the blocks. This could be done through A/B tests, but this essentially takes the grunt work out of it and lets you test more than A vs B.
Source; https://trailhead.salesforce.com/content/learn/modules/einstein-content-selection-solutions