Send Time Optimization Intermediate

Einstein Send Time Optimization (STO) analyzes each subscriber's historical engagement patterns to determine the optimal time to deliver your email. Instead of sending to your entire list at once, STO distributes sends across a time window so each subscriber receives the email when they are most likely to engage.

How Einstein STO Works

• Behavioral analysis: Einstein analyzes when each subscriber typically opens and clicks emails, factoring in day of week, time of day, and timezone
• Individual predictions: Each subscriber gets a personalized optimal send time based on their unique engagement patterns
• Window-based delivery: You define a delivery window (e.g., 24 hours), and Einstein distributes sends within that window at each subscriber's optimal time
• Continuous learning: The model updates as new engagement data comes in, adapting to changes in subscriber behavior

Implementing STO

1. In Email Studio

   When scheduling an email send, select the Einstein STO option instead of a fixed send time. Set the delivery window (typically 24 hours).

2. In Journey Builder

   Add an Einstein STO Wait activity before email activities. The journey will hold each subscriber until their optimal time within the configured window.

3. Configure the Window

   Choose a delivery window that makes sense for your campaign. Time-sensitive campaigns may use shorter windows (6-12 hours), while newsletters can use 24-hour windows.

4. Measure Results

   Compare STO-optimized sends against fixed-time sends using Einstein's STO performance dashboard.

STO Performance Expectations