A Quick Guide to Licensing Dynamics 365 for Marketing

Dynamics 365 for Marketing includes in built capabilities for email marketing, customer journey management, event management, landing pages and lead scoring. 

The app is built on the Microsoft Power platform to provide an embedded solution for marketing teams that are currently using a disconnected email marketing service, or users who need more than the basic default D365 marketing features in the Sales app.

In this post we'll focus on how the app is licensed.

Whereas other Dynamics 365 Customer Engagement apps, such as Sales and Customer Service, are licensed per user, the Marketing app is licensed by organisation and is based on the contacts used by D365 for Marketing (see below). 

There is no requirement to purchase user licences and administrators are able to manage user access through the admin portal.

As an organization-based licence, the Dynamics 365 for Marketing app can be installed, configured and used on a single Dynamics instance.

Defining 'Marketing Contacts'

These are contacts associated with a marketing activity. This includes any contact and engagement through marketing emails sent, landing page visits, forms submitted, LinkedIn integrations and survey invitations.

In addition to contact records, the app enables users to query other entities including leads but these must be linked to a contact record in same Dynamics environment.

Records are only counted for contacts that are engaged with marketing activities using this app, or connected through the capabilities this delivers, for example upon a contact registering for an event that is managed within D365 for Marketing. 

Inactive contacts, or any active contact that is excluded from marketing activities won't be counted as a 'marketing contact'.

Attaching to D365 Customer Engagement Plans (with 10+ licences)

Organisations licensed with the D365 Customer Engagement Plan and have 10 or more seats will automatically receive entitlement to the Marketing app. 

By default, Plan customers with 10 or more licences can deploy the base package of Dynamics 365 for Marketing at no additional cost with capacity for up to 2000 marketing contacts.

Qualifying customers will need to submit a support request to Microsoft requesting that the Marketing app is added to their account.

Adding more contacts
If an increased volume of marketing contacts is needed beyond the 2000 default, Plan customers will first need to purchase a mandatory pack of 8000 contacts. The UK list price for this add-on totals £452.40+VAT per month.

If further capacity is needed beyond this 10,000 total, additional capacity for marketing contacts can be added in 5k or 50k increments. The UK list price for an additional 5000 marketing contacts totals £188.50+VAT per month.

Customer Engagement Entitlements
It's important to note that this attachment licence does not provide any additional customer engagement entitlements. Specifically, the entitlement for a web portal will not increase so if capacity for a single Dynamics portal has already been utilised, the solution would be to either purchase an additional portal, or reset / repurpose an existing one.

Attaching D365 for Marketing to other D365 accounts

Customers with fewer than 10 licences of the Customer Engagement plan, or only licenced with individual Customer Engagement apps (Sales, Customer Service or Field Service), will need to purchase the Marketing attachment pack. 

By default, this base attachment package includes capacity for up to as many as 10,000 marketing contacts. Only one 10k base pack can be purchased, additional marketing contact capacity can be added in volumes of 5k or 50k. 

The UK rate for the Marketing app attachment licence with a default pack of 10k marketing contacts totals £565.60+VAT per month.

For example, using this licence attachment a requirement for 15k marketing contacts would total £754.10+VAT per month (default 10k pach @ £565.60 + the add-on 5k pack @ £188.50).

As per the Plan attachment licence described above, this also does not provide an additional portal or other Customer Engagement entitlements.

If upon renewal, an account subsequently meets the Plan x 10 seat minimum, an adjustment could be made to remove this attachment pricing and replace this with the above reduced Plan Attachment pricing.


Non-Dynamics users can licence D365 for Marketing on a standalone basis by purchasing the base package for up to 10k contacts. The UK standalone price is £1131.10+VAT per month. Additional contact packs @ 5k or 50k marketing contacts can be purchased as required. 

If customers don't already have any customer engagement apps, purchasing the Marketing app will also provide entitlement to: Voice of the Customer surveys, web portal, cloud storage and non-production instance. 


Dynamics 365 for Marketing is subject to a maximum of 100 active segments (target audiences) and the number of monthly emails sent is limited to a maximum of 10 x the marketing contacts capacity on this account. 

For example, an app licenced with up to 10,000 marketing contacts will enable as many as 100,000 emails to be sent per month.

If you have any questions about the licensing of Dynamics for Marketing please get in touch, we'll be happy to discuss your requirements and offer advice.

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