Associations of all sizes run different campaigns throughout the year – from fundraising to membership drives to event registrations. One thing all campaigns have in common is communications. Email marketing is a cost effective method of communication and, according to Forbes, can give associations the best return on their time investment. In addition, by creating and sending emails through the native Marketing Campaign functionality in Microsoft Dynamics 365, associations can track email responses to determine the effectiveness of their campaigns.
Setting Up Emails
In order to track email responses, each email distribution need to be associated with a Marketing Campaign. To do this, create a “Campaign Activity” for the email within the desired Marketing Campaign. Then, create the email template and marketing list. The marketing list is the list contacts who will receive the email. In order to make sure each person on the marketing list has subscribed to receive emails from your organization, add the following condition to the search query when building marketing lists.
- Select “Filter on contacts” from the “How do you want to query contacts?” drop-down list.
- Click the “Add expression button” in Dynamics Marketing to add a new expression line to the query. Then use the drop-down lists and input field to configure it as: Do not allow Bulk Emails > Equal To > Allow.
- Click Apply to run the query and see a list of matching contacts.
Tracking responses for an email marketing campaign is an important step in measuring return on investment (ROI) and the effectiveness of a campaign. There are two ways to track responses to an email marketing campaign in Microsoft Dynamics 365.
If email tracking is enabled in Microsoft Dynamics 365, you can set up the campaign to create response records automatically when a contact responds via email. If email tracking is not enabled, you can create a response by going into the email and clicking the “Promote to Response” button on the top menu. If the button is greyed out, this means the email is not associated with a marketing campaign. To link the email to a campaign, click on “Set Regarding” in the top menu and select the corresponding campaign activity.
When individuals respond to an email campaign through some other channel, such as a phone call, their responses can still be tracked within Microsoft Dynamics 365. To do this, create a campaign response.
- Go to “Marketing” and click on “Campaigns”
- Select the campaign that you want to add a campaign response to, then under “Related” click “Add”
- Add information in the Campaign Response form.
- Click “Save”
About Hamid Echane
Hamid Echane is a senior solution consultant at Protech Associates, Inc. He has over 10 years of experience implementing Protech/CRM software.