Gain New Campaign Insights With These 12 Revealing ClickDimensions Views
With ClickDimensions embedded in Microsoft Dynamics 365, marketing teams gain new insights from their email marketing data through on-demand reporting that will help to improve the outcomes of future campaigns.
In this post we've shared a series of views that demonstrate how ClickDimensions entities in Dynamics 365 report recent email events, and how this insight can be acted upon to improve performance.
1. Recently Sent Emails
Using the Email Sends entity in ClickDimensions, a basic view has been applied that dynamically shows the performance of the most recent email campaigns.
In this instance, we want to focus on scheduled email campaigns such as newsletters and event invites so filters have been applied to exclude email sends that involve templates for other types of messages including opt-in confirmations and automated nurture emails.
At a glance, this view lists the recent sent campaigns with a selection of important performance metrics including how many emails were delivered, the unique open rate, click rate and number of unsubscribes.
2. Performance Trends
Define a time frame for the Email Send view and then open the Dynamics 365 chart tab to easily follow performance across these metrics. In this example, for the last fours months we can visualize the trend for average unique open rate:
The monthly movement in click rate can also be followed. In this example, it reflects a similar pattern to the open rate which confirms an improvement in the current month following a previous downturn in these metrics:
Also, the unsubscribe rate which in this instance shows opt-out's have remained at a low % throughout this period:
Instant availability of this information within D365 means that marketing leaders can easily define and monitor their key performance indicators.
3. Who Has Unsubscribed?
In addition to the above chart showing the % of contacts who opt-out from marketing emails, a more granular view lists these individual contacts.
Using the Email Sends entity a view has been created detailing all contacts who have recently submitted a global ClickDimensions unsubscribe form.
This view has been created to show the associated Email Send record that prompted the unsubscribe. In addition to the contact name and address this view also reports the date the message was sent:
Further customization could be carried to highlight active customers who unsubscribe that will alert marketing teams and account managers if high value clients unsubscribe from emails.
4. What Email Campaigns Are Scheduled?
In instances where email campaigns are scheduled several days, or perhaps weeks, in advance it will be helpful to see a list of upcoming messages that are due to be sent.
This view uses the ClickDimensions Email Sends entity with a simple query that dynamically presents Email Send records where the status reason is set to 'Outbox'.
Columns for this view have been set to create a concise display that lists a campaign name, email template and scheduled date:
5. Hard Bounces
Inevitably email bounces will occur with each email campaign send.
ClickDimensions tracks each bounce across some 20 different categories.
Of these, it defines three as being a 'hard' bounce, namely: Invalid Recipient, DNS Failure and Generic Bounce (No RCPT). ClickDimensions considers these to be permanent failures and will no longer send emails to these addresses in order to maximize delivery rates.
Using these definitions, a personalised view has been created using the Email Events entity to list the most recent 'hard' bounces which should prompt follow-up action. This could be to remove these email addresses from marketing lists, deactivate contacts, correct obvious typo's, or attempt to reach out and engage these individuals:
6. Soft Bounces
Other email bounces are termed 'soft'. ClickDimensions will continue to send to an email address returning these errors up to 4 times in a 3 month period. If a 4th 'Soft Bounce' error for an email address is received ClickDimensions will no longer allow sending.
As a result, it will be helpful for marketing teams to have visibility of any email addresses that repeatedly return soft bounces.
This view for the Email Events entity identifies active contacts where soft bounce categories have been reported during the last 90 days. This is sorted by contact to simplify the process for scanning through and identifying repeated soft bounces for an individual that could result in future emails being blocked:
Greater automation could be applied to this process whereby recent soft bounces are rounded up and reporting at contact level. In instances where four or more are reported a workflow could be triggered to alert a user and / or remove these from a marketing list.
7. Most Popular Clicks
Standard ClickDimensions reporting shows the most clicked URL's for each campaign but it is also useful to measure top performing links across multiple email sends.
Using the Email Events entity a personalised view lists recent clicks over several months from all campaigns. An accompanying chart aggregates this data so that the most clicked URLs are clearly visible :
By clicking any of the chart bars users can see which contacts or leads followed the URL.
8. How Many Monthly Clicks From Email Campaigns?
If email click volume is one of your marketing KPI's, this metric is easily be monitored within Dynamics 365 thanks to ClickDimensions.
Using the same view as the previous examples, an alternative chart can be used to present the total clicks by month, or another time period:
9. Emails Delivered
Similarly, a Dynamics 365 chart can be easily created to report the total number of emails successfully delivered by ClickDimensions each month:
10. Most Engaged Recipients
Identify which contacts are most engaged across all recent email campaigns. Using a personalised view, marketers can plan direct follow-up actions, or inform sales teams and account managers about potential new selling opportunities.
In this filtered view covering email sends, the ClickDimensions email score is used to identify any email actions that have scored 10 or higher:
Again, a D365 chart can be used to interpret this data and see at glance the top contacts by aggregated email scores across multiple campaigns:
11. Email Opt-In
We've previously shared information about how ClickDimensions can be configured to implement a double opt-in process.
Keeping sign-up's visible in Dynamics 365 will be helpful to understand who has recently subscribed, and report on the growth of new subscribers.
As detailed in our earlier post, to complete a double opt-in a new subscriber must click a confirming link that is contained in an auto-responder email that is sent when ClickDimensions opt-in form is posted.
This filtered view is focused on a specific opt-in form to show posted forms where the confirming URL has been clicked, i.e. this will only show individuals who have completed the double opt-in process:
An accompanying chart shows the volume of new double-opted in subscribers each month:
But what about contacts who've posted an opt-in form but haven't yet clicked the email confirmation?
You might have a Dynamics 365 workflow set that will trigger an automated reminder message for instances where an email click has not been tracked within several days of the form being posted.
If this is the case or not, it will also be helpful to have a similar another view that lists individuals who've completed the opt-in form but haven't clicked the confirming email to complete double opt-in.
With visibility of these records appropriate action can be taken that might include further email reminders or perhaps deactivating older entries that failed to complete this process. Again, this might highlight delivery problems caused by typo's.
12. Recent Page Views
ClickDimensions tracking script tracks web visits beyond email landing pages. In many instances these are anonymous visits but a personalized view on the 'Page Views' entity can easily be set-up to highlight recent page views where known contacts have been identified.
As with any Dynamics 365 chart, click a segment to drill down. In this example, the view has been filtered to show 50+ page views for one prolific contact:
These is just a small selection of examples but hopefully they have demonstrated just how easily Dynamics 365 can be adapted to report email data and the value of the insight gained by connecting email marketing with CRM.
If you aren't currently using ClickDimensions, or if you'd like assistance to get more from this solution, we'll happily discuss your requirements and offer advice. Please get in touch to find out more.