Day 69: Using Einstein Copy Insights for Better Email Content

Content is at the heart of every successful email marketing campaign. The words you choose, the tone you set, and the messaging you deliver can make or break your campaign’s effectiveness. In a world where customers are constantly bombarded with emails, crafting copy that stands out and resonates is more important than ever. But how do you know what kind of content will perform well with your audience?

This is where Einstein Copy Insights in Salesforce Marketing Cloud (SFMC) comes into play. Powered by AI, Einstein Copy Insights helps marketers understand what types of copy perform best and how to optimize content for higher engagement, better conversion rates, and a stronger connection with customers. Rather than relying solely on intuition or past performance, marketers can now use data-driven insights to create email content that truly resonates with their audience.

In today’s article, we’ll explore how Einstein Copy Insights works and how it can be leveraged to enhance your email marketing content. We’ll also discuss how it connects to previous topics covered in this series, such as Day 59: Using Dynamic Content in SFMC Emails and Day 61: Using Einstein Recommendations in SFMC, where we focused on creating personalized and relevant content for your audience.

As always, this article is part of the #SalesforcewithSumit series, where we dive into the many features of SFMC to help you master your email marketing strategy.

The Role of Content in Email Marketing

Before diving into Einstein Copy Insights, it’s important to understand the critical role content plays in email marketing. Every email sent out represents a touchpoint between your brand and your audience. The content of that email must do more than just communicate a message—it needs to inspire action, evoke emotion, and drive the recipient to engage with your brand.

However, writing great email copy is a challenge, even for experienced marketers. What resonates with one audience segment might not work with another. The tone, structure, and call to action (CTA) can significantly impact the success of your campaign. In previous articles like Day 13: Best Practices for Email Marketing in SFMC, we discussed the importance of personalization and relevance in email content. Einstein Copy Insights takes these best practices further by analyzing how different types of copy perform and providing recommendations for improvement.

What is Einstein Copy Insights?

Einstein Copy Insights is an AI-powered tool within Salesforce Marketing Cloud that analyzes the performance of your email content and provides suggestions for optimization. The tool evaluates various aspects of your email copy, including subject lines, body text, CTAs, and even tone, to help marketers improve engagement and overall email performance.

One of the most powerful aspects of Einstein Copy Insights is its ability to learn from past campaigns. By analyzing the success of previous email content, the tool identifies patterns in what works and what doesn’t. This allows marketers to continually refine their copy based on real-world data, ensuring that each new campaign is optimized for success.

Einstein Copy Insights focuses on several key areas to help marketers improve their email content:

1. Subject Lines: The subject line is the first thing a recipient sees, and it can make or break an email’s open rate. Einstein Copy Insights analyzes past subject lines to determine which types generate the most opens and provides recommendations for crafting more effective subject lines in future campaigns.
2. Tone and Sentiment: The tool evaluates the overall tone of your email content, whether it’s positive, neutral, or negative, and provides recommendations for how to adjust the tone to better resonate with your audience. For example, a more positive and upbeat tone may be more effective for certain promotional campaigns, while a neutral tone may work better for transactional emails.
3. Call to Action (CTA): CTAs are critical in driving engagement, and Einstein Copy Insights provides data-driven recommendations on how to improve your CTA copy for better click-through rates. This could involve changes in wording, positioning, or even the number of CTAs within an email.
4. Content Length: The tool also analyzes the length of your email content and provides suggestions for whether it should be shortened or lengthened to optimize engagement. For example, a shorter, more concise email may be more effective for time-sensitive offers, while longer content may work better for educational or informational campaigns.

How Einstein Copy Insights Optimizes Email Campaigns

Now that we understand what Einstein Copy Insights analyzes, let’s dive deeper into how the tool can be used to optimize email campaigns. By following Einstein’s recommendations, marketers can improve both engagement and conversion rates, leading to more successful email marketing efforts.

1. Improving Open Rates with Smarter Subject Lines

Subject lines are one of the most important factors in determining whether an email gets opened. A great subject line grabs the recipient’s attention and entices them to learn more, while a poorly crafted subject line gets ignored—or worse, sent straight to the spam folder.

Einstein Copy Insights analyzes your past subject lines and identifies patterns that lead to higher open rates. For example, the tool might find that subject lines with numbers (“10 Ways to Improve Your Marketing Strategy”) or urgency (“Last Chance to Save!”) tend to perform better with your audience. It can also analyze the impact of personalization, such as using the recipient’s name in the subject line, as we discussed in Day 60: Personalizing Emails Based on Customer Data.

By understanding these patterns, marketers can craft subject lines that are more likely to resonate with their audience, resulting in higher open rates and more engaged recipients.

2. Optimizing Tone for Better Engagement

The tone of your email content can significantly impact how your audience perceives your brand and whether they choose to engage with your message. A tone that feels too formal or too casual might turn off certain segments of your audience, while a tone that feels just right can encourage them to take action.

Einstein Copy Insights evaluates the tone of your email content and provides recommendations for how to adjust it based on your audience’s preferences. For example, if you’re sending a promotional email, a more positive and energetic tone might be recommended to create excitement around your offer. On the other hand, if you’re sending a service update, a neutral and professional tone might be more appropriate.

In Day 59: Using Dynamic Content in SFMC Emails, we discussed the importance of tailoring your content to the recipient. Einstein Copy Insights takes this concept further by helping you adjust not just the content itself but the tone in which it’s delivered. This ensures that every email feels like a natural, engaging conversation with your audience.

3. Crafting Effective CTAs

The call to action (CTA) is the single most important part of your email when it comes to driving conversions. Whether you’re asking the recipient to click a link, download a resource, or make a purchase, your CTA needs to be clear, compelling, and easy to act on.

Einstein Copy Insights analyzes the performance of your past CTAs and provides recommendations for improvement. This could include suggestions for more action-oriented language (“Shop Now” vs. “Learn More”), better placement within the email, or even adjusting the number of CTAs based on the length of the email. For example, a longer email might benefit from multiple CTAs spread throughout the content, while a shorter email might perform better with a single, prominent CTA.

In Day 13: Best Practices for Email Marketing in SFMC, we discussed the importance of clear, concise CTAs that guide the recipient toward the desired action. Einstein Copy Insights helps refine this further by offering data-backed suggestions to improve the performance of your CTAs.

4. Balancing Content Length

There’s no one-size-fits-all approach when it comes to email content length. Some audiences may prefer short, to-the-point emails, while others may engage more with detailed, informative content. The key is understanding what works best for your specific audience.

Einstein Copy Insights analyzes how different lengths of email content have performed in the past and provides recommendations for whether your emails should be longer or shorter. For example, if the tool finds that shorter emails tend to generate higher engagement with a certain audience segment, it will recommend shortening future emails for that group.

In Day 63: Use Cases for Einstein Engagement Frequency, we discussed how important it is to send the right number of emails to your audience. Similarly, Einstein Copy Insights helps you send the right amount of content in each email, ensuring that you don’t overwhelm or underserve your audience.

Real-World Examples of Einstein Copy Insights in Action

To better understand how Einstein Copy Insights can be used in the real world, let’s take a look at a few hypothetical scenarios where the tool could help improve email campaign performance:

1. E-Commerce Promotional Campaign

An e-commerce brand is preparing to launch a new product line and wants to maximize engagement with its promotional email campaign. By using Einstein Copy Insights, the marketing team can analyze the subject lines of past promotional emails to determine which types of subject lines generate the most opens. The tool might recommend incorporating numbers or urgency into the subject line to increase open rates.

Additionally, Einstein Copy Insights could suggest using a more energetic tone in the body of the email to generate excitement around the product launch, along with a prominent CTA that encourages recipients to “Shop Now.”

2. Customer Retention Campaign

A subscription-based service is running a customer retention campaign, targeting users who are at risk of canceling their subscription. Einstein Copy Insights can analyze past retention emails to identify which tone and messaging strategies have been most effective in encouraging customers to stay subscribed.

The tool might recommend using a neutral and professional tone to address the customer’s concerns and provide reassurance, along with a CTA that encourages them to explore additional benefits of the service.

3. Content Marketing Newsletter

A B2B company is sending out a monthly newsletter to its audience, and they want to optimize the content for higher engagement. Einstein Copy Insights can analyze the length of past newsletters and determine whether a shorter, more concise format would lead to higher engagement rates. The tool might also suggest incorporating more personalized language into the subject line to increase open rates.

Conclusion: Using AI to Create Better Email Content

Einstein Copy Insights represents a powerful tool for marketers looking to improve their email content and drive better engagement. By providing data-driven recommendations on subject lines, tone, CTAs, and content length, the tool allows marketers to continually refine their email copy for maximum effectiveness.

As we’ve seen throughout this article, optimizing email content is not just about writing good copy—it’s about understanding what resonates with your audience and making data-backed decisions to improve engagement. With Einstein Copy Insights, marketers can take their email marketing strategies to the next level and deliver more impactful, personalized, and engaging content.

To explore more AI-driven tools in SFMC, check out Day 68: Optimizing Customer Engagement with AI in SFMC and Day 61: Using Einstein Recommendations in SFMC.

Stay tuned for more insights on how to leverage AI in email marketing as we continue the #SalesforcewithSumit series!