16 Examples How dotdigital Engagement Cloud Integrates With Dynamics 365

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Many marketing teams rely on the standard campaign tools of Microsoft Dynamics 365, or work with external e-marketing applications, to send newsletters and other email campaigns but consider how more effective your efforts would be if CRM directly integrates with a dedicated email marketing service?

For example:

• Which links did each recipient click in response to your last email?
• Are you able to see a list of your top email campaign prospects in CRM?
• Can you dynamically personalise email templates using CRM data?
• How long does it take to build marketing lists using actions from previous email campaigns?
• How much time could be saved if emails were automatically triggered using CRM data?

Here are just 16 examples that illustrate the benefits of connecting dotdigital Engagement Cloud (formerly dotMailer) with Dynamics 365.

1. Personalise Templates with CRM data

Synchronise any contact and lead field to personalise Engagement Cloud email templates with names, dates and any other data stored in Dynamics 365.

2. Personalise Email Sender Names

Emails are more likely to be opened when the sender name is familiar.

Engagement Cloud enables individual messages to be dynamically personalised with the name of an account manager, or another recognisable contact, who is associated with each CRM record.

Rather than using a standard sender name this enables marketing teams to adapt and personalise this detail to improve open rates.

sender name

3. Use CRM Data to Personalise Email Subject Lines

CRM data can be applied to personalise email messages subjects.

A popular example is to prefix an email title with a contact’s first name. Other examples can include inserting date fields into the message title.

first name

4. Dynamic Content

Campaigns can be tailored so that audience groups receive messages with personalised content and calls to action.

CRM data is applied to segment email offers and copy for highly personalised communications.

Emails can be personalised and targeted using individual locations, purchase history, demographics, relationship status and any other criteria stored in a CRM field.

For example, a training firm would be able to use dynamic content to promote specific courses to individuals on the basis of their job role using the job title data stored in Dynamics 365.


5. Email Campaign Summary in CRM

By integrating with Microsoft Dynamics additional marketing displays are added to CRM.

See a detailed list of all completed and scheduled email campaigns that feature headline analytics including open and click through rates and drill down to check individual recipient action.


6. Works with Marketing Lists

Build targeted marketing lists of contacts and leads using any Microsoft Dynamics field detail, this can include tracked data from earlier campaigns including email opens, clicks and bounces.


7. Schedule Campaigns in Dynamics 365

Follow wizard-driven steps to schedule email campaigns within Dynamics 365 including setting split test rules to evaluate different email subjects.

campaign schedule

8. Tracks Every Email Action in Dynamics

Microsoft Dynamics automatically creates a new record for every Engagement Cloud email sent. Each record is associated with the campaign and the matching CRM contact or lead record to track total opens, total clicks, email forwards, bounce data and unsubscribe actions.


9. Open Email Campaign Reports

Individual campaign reports are available in the Dynamics 365 interface.

Click the report link in CRM for detailed analysis of each campaign. Campaign reports including email client analysis, split test results, compare campaign metrics, location mapping and email open / click detail.

reporting dm

10. Campaign Send Summary

Individual actions including email clicks, opens and forwards are listed in Dynamics 365 for each completed campaign.

Data can be sorted to quickly identify the most promising opportunities to follow up based on the volume of email opens, clicks and message forwards.


11. Click Tracking Detail in CRM

Engagement Cloud provides a full description of each clicked link and stores the information on each CRM record tracking the full URL and an associated keyword.

Check any contact record to see a complete list of all recent email clicks to quickly assess individual interests and follow up appropriately.


12. Contact & Lead Email Marketing History

With Engagement Cloud and Dynamics connected a list of completed email campaigns is shown on each associated contact and lead record.

From this display, users can assess if recent messages have been read and what actions were taken by individual contacts.


13. Create Email Marketing Call Lists in Dynamics

Use tracked campaign actions to create dynamic list views that highlight the most promising prospects from one or more email campaigns. Set advanced find rules to give telemarketing and sales team a list of the hottest leads.


14. Automatically Update Opt-In / Opt-Out Preferences

Engagement Cloud updates Dynamics with email preference changes and unsubscribe requests.

Recipients can choose their email marketing preferences to opt-in and opt-out of lists and have these changes automatically applied to CRM avoiding the need for users to manually update these fields.

opt in

15. Email Campaign Dashboards

Bespoke email campaign dashboards are easily created using standard Dynamics tools.

Individual dashboards can include: a ranked called list, recent email clicks, click-thru rates for the last 5 campaign, opt-out trends and many more metrics to measure campaigns, interpret the results and plan follow-up action.


16. Trigger Automated Email Campaigns

Use Microsoft Dynamics CRM workflows to trigger automated email campaigns when defined actions occur.

This can include sending one, or a series of emails, that are triggered by CRM date rules, new registrations, web visits, campaign responses and other events tracked in Dynamics.

Single send functions combine with the advanced workflow capabilities of Dynamics to create sophisticated nurture campaigns.

Or, use the automation studio to create campaigns that are triggered by CRM data. Simply use the drag and drop graphical program builder define each campaign step for new lifecycle or nurture campaign that will engage contacts and drive up revenue.


If email marketing is a critical part of your marketing mix these are just some of the benefits you'll gain by connecting Microsoft Dynamics 365 with Engagement Cloud from dotdigital.

Contact Preact to arrange a demonstration and find out more about the benefits of integrated email marketing.