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Does Salesforce Marketing Cloud have Send Time Optimization (STO)?

Does Salesforce Marketing Cloud have Send Time Optimization (STO)?

Yes, it does. But the question that comes up over and over again is, “What is the difference between Salesforce STO and AudiencePoint STO?”

The difference is stark. Let’s take a look at some of the fundamental differences between the Einstein STO feature and the AudiencePoint STO Platform.

First of all, what is Einstein STO?
Einstein STO is a feature of Journey Builder that recommends a send time based on that subscriber’s open history with your brand. On its face, a nice idea, but there are a few big gaps in functionality that will likely limit the impact, especially in the near term.

 

What do I need to know as a Marketer about Einstein STO?

  • Works in Journey Builder only
  • Only works with your data
  • Requires time to build up engagement data for efficacy
  • Limited to 24-hour deployment window
  • All engagement data stored on Amazon Web Services
  • Has send limits due to scale
  • Reporting is poor
  • LImited to max 90-days worth of data

 

How is that different from the AudiencePoint solution?
The AudiencePoint solution is a full-featured toolset giving marketers the ability to adjust their tools to their strategy instead of adjusting the strategy to work with the tools. AudiencePoint STO has a long track record of customer-success and a full suite of tools. Benefits range from increased revenue, engagement, and deliverability.

  • Works in Journey Builder, Automation Studio and Broadcast messages
  • Works with GDPR/CCPA compliant AudiencePoint Global Data pool, currently boasting an 80% match rate on U.S. based audiences. This means you don’t have to wait for things to start working
  • You set the deployment window to what works for you from 2-168 hours of the week
  • Data is deidentified and stored in Tier IV data center on physical, protected hardware
  • No limits to how much you can send
  • Integrated reporting lets you cut the data how you like it
  • Treatment for unengaged audience, i.e those emails that have no current engagement data
  • Operates as Deliverability throttle
  • No limit on the amount of data stored

 

Below is a chart together for a quick visual comparison:

Journey Builder

Feature
Einstein
AudiencePoint
Individualize STO Journey Builder – 24h Only

x

x

JB Enhanced Caching

x

Secure – Tier IV Data Center

x

JB send window customization

x

Access to Global Data Pool

x

Treatment for unengaged audience

x

Deliverability Throttle

x

Configurable

x

Email Studio

Feature
Einstein
AudiencePoint
Broadcast message support

x

Integrated reporting

x

Data Streaming

x

Secure – Tier IV Data Center

x

Native SFMC Platinum support monitoring

x

Fully integratable REST-based API

x

Consolidate reporting

x

Integrated A/B testing tool

x

Deliverability Throttle

x

Access of Global Data Pool

x

Customizable Send Window

x

Import Receipt

x

Dedicated Success Manager

x

Automation Studio

Feature
Einstein
AudiencePoint
Template driven -Script Activity

x

Automated Reporting

x

Third party monitoring

x

Developer support

x

Customizable Send Window

x

Dedicate Success Manager

x

Why AudiencePoint STO?
Because it works better, it is more flexible, and delivers on the full promise of Send Time Optimization for enterprise-level marketing. While Einstein is a first step in the right direction for SalesForce, their feature simply does not compare in sophistication or effectiveness to the full AudiencePoint STO Platform.

Send Time Optimization

Increase deliverability, open, click-thru and conversion rates by knowing the best time to send emails to each of your subscribers, individually.

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AudienceOptimizer

The AudiencePoint Global Data Pool uniquely identifies the subscribers that have a history of engagement and those that don’t.

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AudienceGraph API

Provides secure, developer-level access to the AudiencePoint data model. Audience-level data is aggregated, anonymized and secured, then made accessible through our robust, REST-based API.

Learn More