Unlocking the Power of Einstein AI in Salesforce Marketing Cloud

Table of Contents

1. Introduction
2. What is Marketing Cloud Einstein?
3. How to Enable Einstein Copy Insights
4. Setting up Brand Personalities
   • Default Brand Personalities
   • Creating Custom Brand Personalities
5. Using Copy Insights in Content Builder
   • Generating Subject Lines
   • Generating Body Copy
6. Trying Different Brand Personalities
   • Creating Energetic Sales Personality
7. Conclusion
8. FAQ

Introduction

In this article, we will explore the new Einstein Generative AI features in Salesforce Marketing Cloud, specifically focusing on Einstein Copy Insights. We will discuss how to enable this feature and set up custom brand personalities. Additionally, we will guide you through the process of using Copy Insights in Content Builder to generate subject lines and body copy for your marketing emails. Finally, we will explore the option of trying different brand personalities to add Flair and excitement to your messaging.

What is Marketing Cloud Einstein?

Marketing Cloud Einstein is a cutting-edge feature available in Salesforce Marketing Cloud. It harnesses the power of AI to provide marketers with advanced insights and capabilities. One of the key features within Marketing Cloud Einstein is Copy Insights, which allows marketers to generate compelling subject lines and body content using AI algorithms.

How to Enable Einstein Copy Insights

Before utilizing Einstein Copy Insights, you need to ensure that the feature is enabled in your Salesforce Marketing Cloud account. To do so, navigate to the Setup screen in Marketing Cloud and go to Platform Tools under the Einstein header. Here, you will find the option to enable Copy Insights. Please note that this feature is available for Corporate or Enterprise Editions of Marketing Cloud.

Setting up Brand Personalities

Default Brand Personalities

Upon enabling Copy Insights, you will find the default brand personalities of "Professional" and "Casual" in your settings. These represent pre-defined tones for your brand's messaging. However, these default personalities cannot be edited.

Creating Custom Brand Personalities

To personalize your brand's messaging further, you can create custom brand personalities. This allows you to define unique identities for your communication. For example, you can create an "Energetic Sales" personality to showcase excitement and enthusiasm about your products. To create a custom personality, navigate to the Einstein Copy Insight settings and click on "Create New Personality." From there, you can input a name and description for your personality.

Using Copy Insights in Content Builder

Now that you have enabled Copy Insights and set up your brand personalities, let's explore how to use this powerful tool in Content Builder.

Generating Subject Lines

To generate subject lines using Copy Insights, navigate to Content Builder and create a new email. Choose a blank template and proceed to the email editor. Click on the "Subject Line" area and select the "Create" option. In the pop-up window, provide a key message, choose a brand personality, and enter a sample subject line with context. Click "Create" to generate subject line options. Review the suggestions provided by the AI, select the one you like, and click "Add Subject Line" to insert it into your email.

Generating Body Copy

To generate body copy using Copy Insights, drag a text block onto your content area in Content Builder. Click on the text block and select the "Create" option at the bottom of the module. Provide a key message, select a brand personality, and enter a sample copy Prompt to guide the AI. Click "Create" to generate body copy options. Review the suggestions, choose the one that resonates with your desired tone, and click "Add to Body Content" to insert it into your email.

Trying Different Brand Personalities

With the ability to create custom brand personalities, you can experiment with various tones in your marketing messaging. Let's create an example of an energetic sales personality.

Creating Energetic Sales Personality

In the Einstein Copy Insights settings, click on "Create New Personality" and name it "Energetic Sales." Describe this personality as high-energy, very excited, and keen to showcase exciting product features. Save the new personality and navigate back to Content Builder. Create a new email and use the "Energetic Sales" personality for both the subject line and body copy. This will inject a dynamic and enthusiastic tone into your messaging.

Conclusion

Marketing Cloud Einstein's Copy Insights feature empowers marketers to generate compelling subject lines and body copy using AI technology. By enabling this feature, setting up brand personalities, and utilizing Copy Insights in Content Builder, you can create engaging and impactful marketing emails. Experimenting with different brand personalities, such as the energetic sales personality, adds a unique touch to your messaging and helps capture your audience's attention.

FAQ

Q: Can I edit the default brand personalities? A: No, the default brand personalities of "Professional" and "Casual" cannot be modified. However, you can create custom brand personalities to suit your brand's tone.

Q: How accurate are the AI-generated suggestions? A: The AI-generated suggestions provided by Copy Insights are based on sophisticated algorithms but may require human review and fine-tuning to align with your specific requirements.

Q: Can I use identifiable personalities like Matthew McConaughey or Yoda? A: While it may be tempting to use identifiable personalities, such as celebrities or fictional characters, Copy Insights may not accurately capture their tones. It's best to focus on creating generic brand personalities to maintain consistency and avoid potential legal issues.

Q: Can I use Copy Insights in other marketing channels besides email? A: Currently, Copy Insights is available specifically for email content in Salesforce Marketing Cloud. However, future updates may expand its compatibility with other marketing channels.

Resource: Salesforce Marketing Cloud Winter '24 Release Notes