How is Dynamics 365 Marketing Licensed?

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

The app is built on the Microsoft Power Platform, providing a fully connected and embedded solution for marketing teams who are currently using disconnected email marketing services or users who need more than the basic marketing capabilities of the Sales app.

This post focuses on how the app is licensed by covering three available licensing SKUs.

While other Dynamics 365 apps, such as Sales and Customer Service, are licensed per user, the Marketing app is tenant-based and metered by the number of contacts used by D365 Marketing (see below). As a result, this doesn't form part of the Dynamics 365 user licensing model that consists of a base and attached apps.

Dynamics 365 Marketing can be installed, configured, and used within a single Dynamics environment as a tenant-based licence. There is no need to purchase separate user licences for the Marketing app, and administrators can manage user access through the admin portal.

Marketing Contacts

Marketing Contacts are defined as contacts who are associated with marketing activity. This will include any contact and engagement through Dynamics 365 Marketing emails sent, landing page visits, forms submitted, LinkedIn integrations and survey invitations.

Aside from contact records, users can query other entities when defining audience segments. Lead records can be used, but currently, these must be linked to a contact record in the same Dynamics environment.

Contact records are only counted where these are engaged with marketing activities using the app or connected through the capabilities this delivers. For example, this would include a new contact who registers for an event managed within D365 Marketing.

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

Qualifying Licences

Customers with a minimum of 10 x Dynamics 365 Qualifying Licences

Organisations licensed with a minimum of 10 qualifying Dynamics 365 licences receive entitlement to deploy the Marketing app at a reduced amount. Qualifying licensing includes Enterprise or Professional licences, but Team Member licences are not counted.

This totals £565.60+VAT per month and includes capacities for:

  • Up to 10,000 marketing contacts
  • Up to 100,000 marketing interactions per month
  • Up to 1,000 SMS sends per month

Additional marketing contact capacity can be purchased at a tiered add-on cost—for example, the base price for an additional 5,000 marketing contacts totals £188.50+VAT per month.

Customers with fewer than 10 x Qualifying Licences

For new customers or existing Dynamics 365 sites with fewer than ten qualifying licences, the UK price for Dynamics 365 Marketing totals £1131.20+VAT per month.

This includes entitlement for up to 10,000 marketing contacts, 100,000 interactions per month, and 1,000 SMS sends per month. Additional capacity is available at an incremental cost.

If customers don't already have an existing Dynamics 365 application, purchasing the Marketing app will also provide tenant cloud storage and entitlement to include the Outlook app and Customer Voice surveys (2000 responses).

Customer Engagement Plan Customers with a free Marketing app at renewal

The Customer Engagement Plan for Dynamics 365 has enabled customers with ten or more Plan licences to deploy D365 Marketing with 2,000 marketing contacts at no additional cost. If an increased volume of marketing contacts were required beyond this 2000 entry-level default, Plan customers would need to purchase a contact pack.

As the Customer Engagement Plan is no longer available since October 2019, any remaining customers utilising this legacy entitlement will need to re-license Dynamics 365 Marketing upon renewal. A qualified offer enables current Plan customers to continue using this app @ £452.50+VAT per month with a capacity for 10,000 marketing contacts.

Customers with fewer than 10 x Qualifying Licences

For new customers or existing Dynamics 365 sites with fewer than ten qualifying licences, the UK price for Dynamics 365 Marketing totals £1131.20+VAT per month.

This includes entitlement for up to 10,000 marketing contacts with additional capacity available at an incremental cost.

If customers don't already have an existing Dynamics 365 application, purchasing the Marketing app will also provide tenant cloud storage and entitlement to include the Outlook app and Customer Voice surveys (2000 responses).

Customer Engagement Plan Customers with free Marketing app at renewal

The Customer Engagement Plan for Dynamics 365 has enabled customers with ten or more Plan licences to deploy D365 Marketing with 2,000 marketing contacts at no additional cost. If an increased volume of marketing contacts were required beyond this 2000 entry-level default, Plan customers would need to purchase a contact pack.

As the Customer Engagement Plan is no longer available from 1 October 2019, existing customers utilising this legacy entitlement will need to re-license Dynamics 365 Marketing upon renewal. A qualified offer enables current Plan customers to continue using this app @ £452.50+VAT per month with a capacity for 10,000 marketing contacts.

Send Entitlements

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

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

Events Portal

Dynamics 365 Marketing includes a dedicated events portal template. This can be applied through one or more Power Apps portals to drive registrations and event attendance. Portal usage is licensed separately based on portal use, and organisations must purchase sufficient capacity to cover unique user logins and anonymous page views across its portals.

Surveys

Customer Voice is the recommended solution to distribute surveys using Dynamics 365 Marketing. Licences include default usage for Customer Voice with a capacity for up to 2,000 survey responses per month.

Non-Production Application

A non-production deployment of Dynamics 365 totals £188.50+VAT per month.

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