Using Pardot’s Einstein Engagement Frequency (EEF)

March 12, 2022
Greenkey Digital

Here’s a refreshing, new Pardot feature.

Einstein Engagement Frequencey (EEF) helps you manage the frequency of your email engagement with prospects. It scans individual prospect behaviors to identify the optimal send frequency for marketing emails.

Marketers can use the EEF criteria in Engagement Studio, dynamic lists and automation rules.

NOTE: This feature is for Pardot Advanced or Pardot Premium editions.

How EEF works

Einstein Engagement Frequency reviews a prospect’s email engagement from the past 90 days. The model focuses on the last 28 days of engagement data to create one of three statuses:

On Target
Undersaturated
Oversatured

EEF statuses cannot be customized.

You must have five or more variations of email sends over a 28-day period, based on at least 10 recipients. (Regularly sending the same emails to the same group of people will not suffice.)

Pardot evaluates marketing (not operational) emails and Salesforce Engage emails for EEF.

Where to use EEF

Marketers can use EEF in Engagement Studio, automation rules and dynamic lists.

For example, marketers can create a list of “Undersaturated” prospects for a re engagement email drip program. Or, they can add “Oversaturated” prospects to a suppression list to prevent too many emails sent to individual prospects.

How to enable EEF

Go to Setup. In the Quick Find Box, type “Frequency” and select Einstein Engagement Frequency. Turn on the feature. The model training period can take up to 72 hours.

The Einstein Engagement Frequency default field will create automatically. After enablement is complete and the model has been trained, Pardot displays values of Undersaturated, On Target, or Oversaturated in the field.