# Einstein scoring, frequency, send time and content features

*Marketing Cloud Engagement Specialist Study Guide · Insights and Analytics · Last updated October 29, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-specialist/insights-and-analytics/einstein-scoring-frequency-send-time-and-content-features*

Which Einstein feature answers which campaign question (Engagement Scoring and its personas, Engagement Frequency, Send Time Optimization, Copy Insights, Content Selection and Testing, Messaging Insights, Metrics Guard), the data each needs, and how scores reach segments and journeys.

- Certification: Salesforce Marketing Cloud Engagement Specialist
- Exam section: Insights and Analytics
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-specialist

**Official exam objective:**

> Given a customer scenario, recommend an Einstein product that will analyze campaign effectiveness.

## What the exam expects

- Recommend the Einstein feature that matches a campaign question: who will engage, when to send, how often, which words or content work, and when performance changes.
- State the data Einstein needs (7, 28 and 90 days of history) and where it is available by edition.
- Read Engagement Scoring personas and pick the targeting tactic for each, and pick the Einstein Scoring Split option for a journey requirement.
- Explain Engagement Frequency's data rules: 28 days, commercial emails only, at least five sending variants.
- Explain why opens are a weaker Einstein signal now and what Metrics Guard does.
- Key terms: **Engagement Scoring** (predicted likelihood to open, click, stay subscribed or convert); **persona** (a group from a blended, click-led score); **sending variant** (a distinct email sending pattern); **Einstein Scoring Split** (a journey split on a score or persona); **Content Selection** (open-time content experimentation).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Einstein history thresholds | Minimum 7 days, recommended 28, optimal 90 | [Feature Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_ees_einstein_feature_overview.htm&language=en_US&type=5) |
| Einstein editions (M&J) | Professional add-on, Corporate, Enterprise, Enterprise+ | [Feature Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_ees_einstein_feature_overview.htm&language=en_US&type=5) |
| Score data extensions | MC_Einstein_Predictive_Scores, Einstein_MC_MobilePush_Scores in JourneyIQ | [Engagement Scoring Benefits](https://trailhead.salesforce.com/content/learn/modules/einstein-engagement-scoring-in-marketing-cloud/explore-engagement-scoring-) |
| Persona score | Blended, clicks primary, updated daily | [Use Engagement Personas](https://trailhead.salesforce.com/content/learn/modules/einstein-engagement-scoring-in-marketing-cloud/use-engagement-personas-in-journey-builder) |
| Scoring Split options | Persona, Open, Click, Unsubscribe, Web Conversion Likelihood | [Use Engagement Personas](https://trailhead.salesforce.com/content/learn/modules/einstein-engagement-scoring-in-marketing-cloud/use-engagement-personas-in-journey-builder) |
| Engagement Frequency window | Past 28 days, commercial emails only | [Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=sf.mc_anb_eef.htm&language=en_US&type=5) |
| Engagement Frequency minimum | Five sending variants in 28 days | [Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=sf.mc_anb_eef.htm&language=en_US&type=5) |
| Messaging Insights | Header badge alerts on anomalies in sends and journeys | [Using Einstein](https://help.salesforce.com/s/articleView?id=mktg.marketing_cloud_einstein.htm&language=en_US&type=5) |
| Metrics Guard | Tells real opens from bot opens | [Using Einstein](https://help.salesforce.com/s/articleView?id=mktg.marketing_cloud_einstein.htm&language=en_US&type=5) |

## Check yourself

- Why does Einstein use open splits sparingly now?
- When does the Web Conversion Likelihood split option become usable?
- Which image files can Einstein Content Tagging tag?
- What happens to subscribers without enough data for an Engagement Frequency score?

## Sources

- [Using Einstein in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.marketing_cloud_einstein.htm&language=en_US&type=5)
- [Einstein for Marketing Cloud Engagement Feature Overview and Requirements](https://help.salesforce.com/s/articleView?id=mktg.mc_ees_einstein_feature_overview.htm&language=en_US&type=5)
- [Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=sf.mc_anb_eef.htm&language=en_US&type=5)
- [Engagement Scoring Benefits and Insights (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/einstein-engagement-scoring-in-marketing-cloud/explore-engagement-scoring-)
- [Use Engagement Personas in Journey Builder (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/einstein-engagement-scoring-in-marketing-cloud/use-engagement-personas-in-journey-builder)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 10 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Specialist pack (USD $19): https://www.certifyforce.com/practice-exams