How dotdigital Engagement Cloud & Dynamics 365 answer these 18 Questions
1. How have people responded to our email campaigns?
By integrating Dynamics 365 with dotdigital Engagement Cloud (formerly dotmailer), an email marketing history is shown on each contact and lead record.
Each campaign message sent is listed to confirm: how many times the recipient opened the email, the number of clicks they made, how many times they forwarded the message and other interactions.
The Email Campaign Summary can be sorted by date or by email actions enabling CRM users to quickly confirm if messages have been received and assess the level of interest.
2. What links did a customer click?
The campaign click screen in Dynamics lists each unique click that a contact has made from any email message.
This includes the click time, which URL was followed and a matching link description.
3. Who are our top email campaign prospects?
Engagement Cloud tracks every email action and reports this data back to Dynamics.
The campaign display shown above confirms the actions of every recipient. This is sorted by email opens, clicks and other criteria to create a ranked follow-up list so the hottest prospects are easily identified.
CRM queries and workflow rules can also be applied to automatically grade each email action including weighted scores for opens and sends to promote the best prospects and schedule follow up tasks.
4. How many opportunities are generated from our email marketing?
In addition to lead source tracking, email data can be applied to Dynamics personal views to confirm the opportunity volume and value created from email campaigns.
The examples shown above are standard Dynamics charts tools that use dotMailer open and click data. These enable regular drill down analysis from CRM list views so the actual marketing ROI can easily be confirmed.
5. What sales did the last email campaign create?
Email data is synchronised with Microsoft Dynamics 365 so personalised views can be quickly created which list opportunities by individual email campaigns reflecting email clicks and other campaign interactions.
Accompanying charts can be added to graphically segment each status including completed sales and opportunities in progress.
6. Which email links performed best?
dotdigital Engagement Cloud provides a graphical overlay of email templates confirming how many clicks each unique email link generated.
Results can be compared between images, buttons, banners, headers and text to assess which performed best. This information can then best used to optimise the layout on new templates.
A summary report in Dynamics also lists the best performing unique links by description.
7. What are the main campaign statistics?
This CRM dashboard summarises the main metrics for each campaign including open and click rates.
More detailed metrics are available in other reports that are accessible within Dynamics 365 / CRM.
8. What are the recent campaign actions?
In built CRM charts can be created using any Engagement Cloud email data that synchronises with Microsoft Dynamics.
As an example, the two CRM charts shown above report email open and campaign click activity during a 14 day period from the Email Send list view.
Similar charts can be presented in Dynamics that aggregate the total email opens, clicks and delivered messages by quarter (below), month or week.
As standard Dynamics charts these support full drill down analysis that will list the supporting contacts and lead records for each chart segment.
9. How much traffic is email marketing sending to our website?
A list of email campaign clicks can be summarised over any period of time from within Dynamics.
The example shown above reports the total email clicks by month. Similar displays can be added to report the click volume by week, quarter and year.
dotdigital's solutions connects with Google Analytics to segment email campaign web traffic enabling comparisons to be made with search engine results, direct traffic, referrals and other sources.
10. Are email unsubscribe rates under control?
Each unsubscribe instruction is synchronised back to Dynamics and can be tracked using CRM chart tools.
The example above shows to top 10 campaigns this quarter with the highest unsubscribe rates. Each entry can be clicked to narrow the CRM view and list the unsubscribed addresses.
11. How many people reply to our email campaigns?
In addition to email opens and clicks, each campaign reply is tracked and reported back to Dynamics 365 / CRM.
This example shows the total replies by month from the Email Campaigns list.
12. How many emails were successfully delivered?
Allowing for email bounces and inbox filters not every campaign message will be delivered.
Engagement Cloud verifies each successful HTML and plain text delivery. Using the Email Campaigns list, Dynamics reports how many email campaign messages were successfully delivered by quarter, month, week, or by campaign. The chart can also be adapted to show delivery success as a %.
13. How viral is our marketing?
When a contact forwards a marketing email it’s often a positive sign of interest. dotMailer can track this action and update Microsoft Dynamics.
As a result, CRM charts can be created that confirm which campaigns resulted in the most messages forwarded.
Similar charts can be created that show how messages are shared by recipients on their social networks.
14. What's happening to our email bounce rates?
Hard bounce backs (e.g. incorrect address) and campaign soft bounces (e.g. out of office replies) are reported in Dynamics.
Several CRM charts can be created to track these statistics, the examples above report the highest bounce % rates for campaigns sent this quarter enabling drill down actions to list the matching CRM contacts and leads.
15. Which campaigns had the best click through rate?
Email campaigns with the highest, or lowest, click rates are shown in Dynamics from any Email Campaign list view.
The example above ranks 10 recent campaigns by click through rate.
16. How can e-marketing problem areas be identified?
Campaigns with poor delivery, open, click and bounce rates can be tracked in Dynamics using native charts.
These alert marketing staff to problems and any downward trends so corrective action can be taken.
17. Which email clients do people read our messages on?
Email reports can be launched from Dynamics to check which email clients and versions were used by recipients to open campaign messages.
By understanding which are most popular with your audience campaign testing can be focused on the most relevant applications and devices.
18. Where are email openers based?
This geomap chart shows the location of each unique person who opened a campaign email.
High density areas can be selected to place contacts in geographically targeted mailing lists for localised follow-up campaigns. In the example above we've highlighted over 80 contacts in the Yorkshire area that opened the message.