Which Einstein Settings Are Worth Enabling

The AI list in Next is longer than most teams need. All of it is off until an admin enables it, which is the right default. Here is what each item means without the marketing language.

The predictive ones

• Send Time Optimisation — sends each person's email at the time they have historically engaged.
• Metrics Guard — filters machine opens and clicks out of standard engagement reports.
• Engagement Scoring (Advanced edition) — predicts opens, clicks, retention and conversion per contact.
• Engagement Frequency (Advanced edition) — estimates how often a given contact should hear from you.

Where I'd start

Metrics Guard, honestly. Since privacy-protection features started inflating open rates, open-based reporting has been quietly misleading; filtering machine activity makes every other number you look at more honest. It's the one that improves your judgement rather than your sends.

Send time optimisation next, because it needs no strategy change. Scoring and frequency are worth it only once someone owns acting on them — a score nobody uses is a column.

Editions and feature availability change between releases; check the current Help page for your edition rather than this list.