How to get the best use of core features in Dynamics 365 Marketing

Businesses can’t grow without engaging their customers by asking for feedback, taking them on a journey with relevant content, or creating insightful surveys. Engaging customer journeys come through advanced business software solutions that bring valuable and actionable insights for the company.

Let us introduce you to several tips on how to manage your target market and develop inspiring marketing campaigns by creating Segments, E-mail campaigns, and Customer Journeys in Dynamics 365 Marketing.

Tips on using Segmentation in Microsoft Dynamics 365 Marketing

Organizations cannot start a marketing campaign without specific data insights that would help them segment their broad target market. By choosing to integrate Customer Insights with Dynamics 365 Marketing they are enabled to analyze their contacts, leads, and accounts, as well as create goals and marketing tactics based on the findings. Ultimately, they use the insights to segment their target market into smaller groups for which they can create effective personalized campaigns. You will find six segment types in MD365 Marketing: demographic, firmographic, behavioral, static, and combined audiences.

They also have the ability to name and create membership criteria for each segment, so they can better establish end-goals for each segment, based on data insights derived from Microsoft’s Customer Insights. They will be able to see which contacts are in each segment through the Members tab.

To segment their target market, companies need to dig deeper to find out what is it that your customers find value in, what they enjoy or what annoys them, or how old they are? Segmenting your target market into smaller groups with their own differentiators will help you craft personalized customer journeys. Your customer will experience everything you wanted to say to them in the first place, but in a way that brings value to your customers.

Tips on using Customer Journeys in Microsoft Dynamics 365 Marketing

Businesses get stuck in their own perceptions of their brand. They struggle to grasp the customer’s point of view and their unique experience with the brand, product, or service. Mapping out a customer journey allows you to visualize the customer’s experience and to understand the exact circumstances under which customers choose to buy your product/service or to reman being loyal to you. You should keep in mind that their actions and content should attract, delight, and engage the customer. They should consistently look for ways to respond to the customer insights they have stumbled upon the customer journey and act accordingly, having the customer’s needs and responses at the center of their communications strategy.

After you have created[the segments, e-mail marketing templates, and other interactive content like marketing forms or pages, the next logical step would be to map out a customer journey. In Dynamics 365 Marketing, you will find pre-configured templates or can create customized customer journeys based on Customer Insights with a unique and personalized pipeline of interactions.

You can run A/B tests on their customer journeys by sending samples A and B to different contacts from within their segments. should then analyze the responses from that segment and choose the winner based on specific criteria that you have created based on the data insights the integrated Customer Insights have generated.

Tips on using Email Marketing in Microsoft Dynamics 365 Marketing

You have segmented your market, set criteria for the segments, and need to start brainstorming e-mail content to engage the segment of potential or existing customers. When crafting an email marketing campaign, your main goal should be reaching the specific segments, they create by creating groups of customers with specific behavioral or other differentiators.

When you write e-mail content, you need to make sure that the e-mail is framed in the right context with the right intent or goal in mind – do your customers want to learn more or make a purchase?  Does the content directly relate to the specific wants and needs of the customer segments? You can create personalized e-mail content for your segments accordingly. You can use reusable content blocks for their e-mail content, such as headers, forms, or CTAs by going to Marketing > Marketing Content > Content Blocks.

Do you ever get that “personalized e-mail” from large companies with your name included in the first line of their e-mail? They most likely didn’t write each of their contact’s first names manually but have used dynamic content. You can create dynamic content in Content Settings and use the assist-edit button </> to add links or values from their contact records or managed content settings and send personalized e-mails to targeted contacts with targeted content. You have the ability to add Image links that lead recipients to surveys, Dynamics 365 Marketing Pages, or subscriptions. Always make sure to create e-mails that are no larger than 100 KB and load quickly, without annoying recipients.


If you are interested in learning more about how Solutionade can help you enrich your experience with Dynamics 365 Marketing, drop us a message.

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