Real-Time Marketing & Other New Features for Dynamics 365 Marketing

Dynamics 365 Marketing New Features preview image depicting a customer journey

Dynamics 365 real-time marketing is the latest evolution of D365 Marketing. Microsoft has introduced more capabilities and accelerated the pace of the product’s development. Let’s dive in and look at a selection of the latest features and recent announcements.

Real-time Dynamics 365 journeys triggered by CRM data changes

Dynamics 365 data and interactions stored in Dataverse can now be used as triggers to activate personalised customer journeys for individual contacts based on these tracked actions.

Each journey can cover multiple touchpoints to automate messaging, apply decision-making, and complete other automated actions that increase customer engagement.

Using the new Dynamics real-time marketing features, marketing journeys can be activated by event triggers from routine actions, such as creating a Dynamics record or updating field values across contacts, leads, cases and other tables.

This is a crucial difference compared to the outbound marketing area, where contacts are typically only added to a customer journey when they fit an audience segment or when a marketing form is posted.

Real-time marketing triggers are defined in an intuitive interface, without the need for custom development or integration. Also, by using conditional triggers the qualifying criteria can be precisely controlled. For example, a journey could be triggered only when a case record is created where the priority is set to "high", or if a projected opportunity value exceeds a defined amount.

Event triggers are connected to the appropriate customer journey using a Power Automate flow. This involves flow receiving the trigger data values that are updated before calling up the customer journey to pass on this information and fire the relevant actions.

There are numerous ways how this feature could be used by so many teams to automate workflows in response to insights from journey orchestration analytics. Contact us to explore how real-time marketing and event triggers could work for your organisation.

Dynamics 365 Marketing custom event trigger showing rules to apply a trigger when a new record is created for a cash buyer

No-code dynamic content

Dynamic content isn’t one of the new real-time marketing Dynamics 365 features, but the real-time marketing module makes this more accessible by reducing the reliance on code to personalise content.

By using new controls in the email editor, marketing teams can personalise images, buttons and text with conditional content rules that use field attributes or event triggers.

For example, a conditional rule can personalise an email image based on a recipient’s job role. Or, the default message content in a section could be switched to better reflect a specific age group.

By making dynamic content rules easier for marketing teams to create, messages can be better personalised and targeted.

Conditional content is currently available as a preview feature for Dynamics 365 Marketing.

Dynamics 365 Marketing email designer showing condition content rules to personalise an email image

Predefined field value personalisations

Dynamic text is also easier to apply to emails, thanks to a new list of frequently used field tokens.

This feature saves users time by removing the need to navigate complex data structures.

Instead, quickly find popular fields in a convenient quick list to personalise messages with a salutation, organisation name, email address and other field values.

Examples of Dynamics 365 field tokens to quickly personalse emails using field values

Reusable content blocks

The Dynamics 365 Marketing email editor is also changing to enable reusable content blocks that reduce the effort and time of creating email templates.

New messages can quickly be created by selecting the asset library's reusable text, buttons, layout, personalisation, and other elements.

Build custom triggers into journey orchestration

Multiple customer journeys can now be joined together more easily by including custom event triggers at any relevant point during a journey.

Within the journey canvas, a new tile will fire an event trigger at the appropriate point.

Additional journeys or Power Automate flows connected to the event trigger will immediately run when a customer reaches this point.

Exclusively available in the real-time marketing area, custom event triggers can be applied across nurture campaigns, application processes, onboarding programmes and many other scenarios to connect two or more journeys.

Dynamics 365 custom journey showing a custom event trigger within a branch

Multiple journey branches & reminders

Another update to the journey orchestration canvas will allow two or more branches from a single step that will simplify the design and analysis of each customer journey.

Multiple branches can be added based on segment membership, unique profile data, behaviour signals or other attributes to provide extra personalisation. This helps reduce complexity within the structure of each journey by avoiding the need to nest branches but also provides the flexibility to merge branches back to follow consistent steps after this personalisation.

A further enhancement enables reminders to be built into journeys that send follow-up messages until a customer completes the call to action within a defined period. This process will check to see if the defined action has been completed after each step to simplify the journey logic without configuring cascading branches.

Act on SMS replies

This new capability allows journey branches to personalise follow-up messages and experiences based on how customers respond.

A set of keywords will be defined to check each customer’s SMS response before providing a personalised real-time response by text message or push notifications. For example, provide the appropriate acknowledgement when a customer replies to confirm an appointment or if they want to reschedule.

Marketing interactions displayed in the timeline

Marketing interactions will be more accessible to all Dynamics users within the unified record timeline for each contact record.

For example, timeline entries will list email opens and clicks alongside Dynamics 365 Sales and Customer Service interactions for real-time and outbound marketing activities.

Users can search and filter marketing entries within each timeline and preview email content.

Examples of unified timeline in Dynamics 365 that includes recent marketing interactions for email deliveries and opens

Integrated Teams chat

Marketing teams can work on emails, customer journeys, marketing pages, and other entities, and stay connected to colleagues using Microsoft Teams without leaving the Dynamics Marketing interface.

Built-in Teams integration is now available for Dynamics 365 Sales and Customer Service apps, and this will reach general availability for Dynamics 365 Marketing later in 2022.

Currently available in public preview, integrated Teams capabilities will allow marketing teams to access all recent chats within the Dynamics user interface.

Next Steps

These are just some of the new and upcoming improvements for Dynamics 365 Marketing. Contact us today to learn more and explore how Dynamics Marketing can help you elevate your customer experiences.

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