In-app marketing
While many organizations might use a fully developed marketing automation solution, such as Microsoft Dynamics 365 Customer Insights and Journeys, many scenarios occur where you might want to promote your business and improve sales but don't need the capabilities of a complete marketing solution. With Dynamics 365 Sales, you can create targeted marketing campaigns, create campaign activities, and assign them to different team members. Additionally, with Dynamics 365 Sales in-app marketing, you can track customer responses and costs for each campaign.
Create marketing lists
You can use marketing lists to group similar accounts, contacts, or leads together so that you can target them as part of marketing campaigns into a targeted marketing list. You can create a marketing list with the search functionality in Dynamics 365 Sales. For example, you can find all your customers in a particular area and then add them to the member list.
You can create marketing lists in the Sales Hub app by going to Marketing Lists.
Two types of marketing lists that you can create are:
Static - Add and update list members manually.
Dynamic - Add and update list members dynamically based on the search criteria that you set. For example, if you want to run a campaign to members of a specific city, use a dynamic list. A dynamic marketing list retrieves the updated list of members whenever you open the list, create a quick campaign from the list, or distribute a campaign activity for a campaign that's associated with the list.
The following image shows the creation of a dynamic marketing list for customers who live in Los Angeles.
Add members to a static list
When you define a static list, you need to maintain the list members manually. To help assist you in maintaining list members, Dynamics 365 Sales provides the following options for managing list members:
Add using Lookup - Use this option to add members to a marketing list by searching through records. For more information, see Add using Lookup.
Add using Advanced Find - Use this option to add members to a marketing list in bulk based on search criteria. For more information, see Add using Advanced Find.
Remove using Advanced Find - Use this option to remove members from a marketing list in bulk based on search criteria. For more information, see Remove using Advanced Find.
Evaluate using Advanced Find - Use this option to evaluate which members you want to keep on a marketing list. For more information, see Evaluate using Advanced Find.
Campaign types
Dynamics 365 Sales includes two different types of campaigns that you can implement:
Standard - Use standard campaigns to manage the end-to-end process of a complete marketing campaign, including managing campaign and planning activities, distributing the activities to other team members, and tracking how the campaign did.
Quick - Use quick campaigns to automatically distribute a single activity to selected accounts, contacts, or leads, or to a single marketing list.
Typically, a marketing person or manager who wants to control all aspects of the campaign would use standard campaigns. Conversely, quick campaigns are launched by a salesperson who wants to quickly engage with customers, such as sending details about an upcoming webinar. Standard campaigns are typically implemented over a long period of time, whereas quick campaigns are immediate. You can track the activities that are associated with each.
The following image provides a comparison between standard campaigns and quick campaigns.
Create a standard campaign or a quick campaign
You can create standard and quick campaigns in the Sales Hub app. Under the Marketing heading, select Campaigns or Quick Campaigns. Depending on your requirements, you can track your marketing activities through a campaign or a quick campaign.
For step-by-step guidance on creating campaigns, see the following links:
Standard campaign - Create or edit a campaign using in-app marketing
Quick campaign - Create a quick campaign using in-app marketing
Track a campaign response
The replies that you get from customers can provide insight into the success of your campaigns. You can record the replies that you get from potential customers in response to a specific marketing campaign to make sure that your team can act on the responses. Then, you can use these responses to measure the success of specific campaign activities based on customer response rates.
For more information, see Track a marketing campaign response using in-app marketing.
Marketing reports
Dynamics 365 Sales includes different reports to help you in monitoring and analyzing marketing activities:
Campaign Activity Status - Provides a summary for a single campaign.
Campaign Comparison - Compares different campaigns to help identify your most and least successful campaigns.
Campaign Performance - Tracks the progress and status of your campaigns.
Unsubscribe from marketing communications
Commonly, some customers might not want to participate in marketing campaigns. In these situations, you can enable customers to unsubscribe from email marketing communications that your organization sends them.
Your first task is to provide customers with the ability to unsubscribe to marketing materials as needed. To do so, add an unsubscribe link to your marketing campaign email. For more information, see Distribute a campaign activity.
To have the contact unsubscribe automatically when they select unsubscribe, you need to set up the application to do so automatically. In the Sales Hub app, go to the App Settings area. Under the Sales Administration group, select Marketing Settings. On the Marketing Settings page, set the Set "Do Not Send Marketing Material" option when unsubscribe email is received option to Yes.
When a member selects the unsubscribe link, the Marketing Materials setting for that member is automatically set to Do not send. As a result, they're removed from future marketing email communications.
