1. Quickly Design Email Templates
Save time creating marketing emails using drag and drop template editors with integrated marketing automation solutions like dotmailer and Click Dimensions.
Quickly create smart templates for newsletters, events, promotions, product launches and other email messages.
Create a fully customized template from scratch, or personalize suggested templates with your own branding to create an email library.
2. Schedule Email Campaigns in CRM
Use email reporting to understand when your audience are most receptive to your marketing communications and use integrated marketing automation to schedule messages that are timed for the best day and time.
3. Real-Time Campaign Reporting
Email data begins flowing into CRM as soon as messages are sent enabling marketing teams to quickly understand the impact of each message and identify which contacts and leads are engaging with your message.
4. Email Marketing Calls Lists in CRM
Specialist providers like dotMailer and Click Dimensions track every email open and click in CRM. As a result the top prospects from each email campaign are easily identifiable in Microsoft Dynamics which means that follow up calls can be scheduled to target the hottest prospects.
5. CRM Email Marketing Dashboards
Integrated marketing automation solutions track each email action which can be monitored in CRM dashboards.
Like any CRM dashboard these can be customised to suit individual preferences. Individual dashboard displays can include: recent email clicks, latest unsubscribes, emarketing campaign charts, hard bounce responses and recent email actions that exceed a defined lead score.
6. ROI Analysis
Connect tracked email actions to your web site analytics, web conversions, campaign responses and sales opportunities to measure and report the return on investment from your email marketing activity.
7. Send Promotional Messages
Give your sales pipeline an immediate boost by sending timely emails that communicate new offers and promotions to your target audience.
8. Run Cross-Sell & Upgrade Campaigns
Build CRM marketing lists that target customers by order history, recent enquiries or known products of use to send targeted emails that promote upgrades, alternative products or additional services that will increase account values.
9. Sign-up Web Forms
Embed marketing automation sign-up forms within your company website to discover new leads and add more prospects to your CRM database.
Additional marketing automation forms can be used to encourage recipients to share more information about themselves which is stored in Dynamics CRM.
10. Event Registration
Send emails to promote your next event and drive attendance with links to your sign-up page.
Click Dimensions works with leading event platforms GoToWebinar and Eventbrite to import events and registrations into Microsoft Dynamics which automatically tracks which contacts or leads are registered for each event.
11. Lead Scoring
Click Dimensions is one example of a marketing automation service that automatically applies a weighted value for every email open and click to calculate a total lead score which means that the hottest campaign prospects are immediately identified in CRM.
12. Customer Feedback Surveys
Whether your focus is sales, marketing or customer service integrated survey tools give you the answers you need in CRM to develop strategy and make informed decisions.
For example, Click Dimensions enables surveys to be created in Microsoft Dynamics CRM for customer satisfaction, post event feedback, market research, cancellation surveys, project feedback and any other example with the aim of gathering feedback, answers and opinions.
Each survey response is tracked in CRM and can trigger automated actions including auto responder emails and follow up activities when an individual survey is posted.
13. Email Newsletters
Newsletters are one of the most important communications in your marketing schedule. Create email newsletter templates from CRM to share your best content including topics such as company and industry news, best practice ideas, upcoming events, and latest offers.
Manage newsletter recipients using CRM marketing lists and schedule regular newsletters that inform, educate and drive customer engagement.
14. Client Lifecycle Campaigns
Formulate a series of emails to automatically send CRM contacts contextual lifecycle messages that increase engagement, on-board new customers, reactivate contacts and earn trust.
Depending on your products and services lifecycle campaigns can be triggered by CRM data to send: welcome messages, convert trial accounts, cross-sell offers, survey requests, inactivity emails, new features introductions, renewal notifications and other messages which reflect an individual’s place in your lifecycle.
15. Drive Web Site Traffic
Use email marketing templates to promote your blogs, PDF guides and other digital content to drive increased levels of traffic to your website and use tracking tools like Google Analytics to measure the impact of your email marketing.
Each URL click is tracked and reported in CRM to understand which pages, and what type of content, was most popular, and by which audience segment.
16. Split A/B Testing
Configure Split A/B tests for email marketing campaigns that are sent from CRM to maximise open and click through rates.
Split tests can evaluate different email senders, templates and email subject lines to assess which variation resonates best with your audience.
CRM data can be applied to each test. For example, prefix a subject title with a recipient’s first name by applying the relevant CRM field. Or, test dynamic content with personalised text and images that reflect demographic, location or other CRM driven data.
Each split test result is shown in CRM to understand how different segments of your audience react to your messages.
17. Social Sharing
Marketing automation packages like dotMailer and Click Dimensions include social sharing tools enabling recipients to easily share and promote email content on their social networks including Twitter and LinkedIn. Each social share is tracked and reporting in CRM.
18. Personalizing Email Sender Name & Subjects
Rather than applying a single generic email sender name to every campaign message CRM data can be used to personalize individual emails by dynamically applying the record owner or account manager specific to each record.
As a result, recipients will receive emails from a person within your organisation who they already know increasing the likelihood that they will engage with your message.
An email subject line can also be personalized with CRM data stored on a contact or lead record. An obvious example is to prefix an email subject with a recipient’s first name.
Adding a person’s first name to an email header might not be appropriate for every business but as we’ve highlighted this is an element that can be evaluated in a split A/B test.
Other subject line personalization examples can include adding an email address, company name or even a specific date, for example an expiry date.
19. Customising Email Templates with CRM Data
Personalise the body of each email template with any data from CRM. This can include salutation, full name, email address, mailing address lines, user name, serial key, dates and any other contact, lead and account fields.
20. Dynamic Email Content
Dynamic email content is where you use what you know about your customers and prospects to promote content that is personalized for them.
Whereas classic email personalisation inserts the exact data into an email, dynamic content takes it further by using that information held in CRM to display different content to different people.
By making content more relevant to individual recipients this will grab attention and increase engagement.
For example, if you are tracking job roles in CRM this data can be used as the basis for dynamic content. This could mean that any contacts in your marketing list who work in an IT role would see a technical topic as the lead article in a newsletter whereas a sales contact in the same marketing list would instead see content specific to their role.
Dynamic content can also be determined by gender, location, product and any other data in CRM.
21. Targeted Marketing Lists
Regular Microsoft Dynamics marketing lists can be used to segment your audience using any criteria that is specific to your business and is tracked in CRM.
In addition to demographic or location data marketing lists can be targeted using behaviour data including tracked email opens and clicks from earlier campaigns, or using order history and transactional data.
22. CRM Triggered Campaigns
Create email marketing automation programs in minutes that are triggered by CRM data and events to increase productivity and drive up revenue.
One each example of a trigger could be when an email recipient clicks through to a specific URL they will be placed into a campaign that will send a sequence of messages specific to this topic. Other campaign triggers could include a date field in CRM, changes to a status field or other CRM segmentation rules.
23. Nurture Campaigns
Place CRM leads and contacts who aren’t yet ready to buy into marketing automation nurture programs. Each recipient will be fed a stream of relevant messages and sales will be notified as people respond to your messaging.
24. Subscription Management
Marketing automation services work with CRM to handle global unsubscribe instructions by automatically updating contact and lead records which removes the need to manually supress email addresses.
Personalised email subscriptions are also handled automatically between these solutions enabling recipients to control which type of messages they receive. These preferences are stored in CRM and applied to marketing campaigns which ensures that recipients receive the messages they’ve opted in for.
25. Multi-Channel Campaigns
Marketing automation services like Click Dimensions integrate with CRM to go beyond email marketing to support multi-channel automated campaigns. Send SMS messages, instruct your warehouse to re-stock a product, tell your printers to send a brochure and create contacts and follow-up tasks in Dynamics CRM
26. Tracking Every Email Action
Every email send, open, click and social share is tracked by marketing automation services and reported in CRM. Dotmailer extends even further by highlighting which recipients have forwarded your message, and how many people they’ve shared it with.
27. Email Campaign Reporting in CRM
Full campaign details are reported in CRM including email opens, click rates, unsubscribes, emails delivered and email bounce statistics to assess the results of individual campaigns, identify trends and determine which campaigns have worked best.
Read 18 examples that demonstrate how dotMailer and Microsoft Dynamics CRM answer 18 frequent campaign reporting questions
28. Email Marketing Engagement History
Each email action is linked to an associated CRM lead or contact record. As a result, marketers and account managers are able to view the recent email engagement history view for each customer and prospect in a single CRM list.
29. Click Path Analysis
In addition to reporting every email landing page click integrated marketing automation services also track visitors when they view other pages on your website. All this data is reported in CRM so each click path journey through your website can be followed and understood.
30. Email Bounce Reporting
By using a marketing automation service to send your message email bounce data is clearly visible in CRM making this easy to follow up. For example, review hard bounces to identify invalid email addresses and contacts who are no longer working for a company to correct spelling mistakes, discover replacement contacts and protect delivery rates.
Soft bounce data can even be used to resend messages to recipients who were out of the office when the original email was communicated.
ABOUT PREACT
Preact are a UK based consultancy specializing in integrated CRM solutions. A Microsoft CRM Gold Partner since 2010, we also work with the leading dotmailer and Click Dimensions packages.
Read more about our approach and our services.
by Preact CRM
30 Examples How Microsoft Dynamics CRM Integrates with Marketing Automation is a post from: CRM Software Blog
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