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Email marketing

Microsoft Dynamics Marketing supports email marketing features that help to improve the relevance, deliverability and effectiveness of the email messages that you send to your clients and prospects.

Get started with email marketing messages

  1. Prerequisites: To use the email marketing feature, your site administrator must ensure the following:

    • The feature must be enabled for your site. For more information, see Configure email marketing and marketing automation options.

    • You must have all or nearly all of the privileges of the Email Marketing type.

    • To work with marketing email templates, you must have Email Marketing Templates access privileges.

    • To invoice another company for your email, you must have Invoices access privileges.

    For details about working with privileges, see Work with user accounts and staff contacts.

  2. Create lists and add contacts to the lists. More information: List management and segmentation

  3. Create an email message. More information: Create or view email marketing messages

  4. Track results of email marketing. More information: Analyze the performance of email marketing

  5. Integrate email marketing into your campaign management and production workflow. More information: Automate campaigns with the campaign canvas

Email marketing versus internal email

Microsoft Dynamics Marketing includes two parallel email systems:

  • Email Marketing: Lets you create and track email messages sent as part of a marketing effort. You will normally send these out to a large number of recipients and will also be tracking the response of the campaign. You can design marketing emails by working with the features under Marketing execution > Email Marketing. Marketing emails can include features such as subscription-center links, sender information, links to landing pages, managed offers, and more You address marketing emails using a marketing list and/or the campaign-automation canvas. You are also able to track opens, clicks, and other recipient actions related to the mail. Marketing email messages are assigned a designation, with values such as "commercial", "campaign automation", and "transactional", but all of these are still considered to be marketing email messages (including those marked as "transactional"). When you send an email marketing message, it is transferred to the Dynamics Marketing bulk messaging server, which evaluates dynamic content, manages the send, and tracks results.

  • Internal Email: Handles personal email messages, typically sent to just one or a few recipients. You will use these for internal communication for example, approvals, notes, comments, and alerts) and one-off communications with partners or vendors (for example, invoices and purchase orders). This type of mail is usually triggered whenever you click an email toolbar button in some other section of Microsoft Dynamics Marketing. Many maintenance pages include an Email related-information tab, which lets you send messages about a selected item and collect such messages on that tab. You can create a new standard mail at any time by going to Projects > Email > Email; you can also see all emails of this type here, regardless of who created them and where they were working on the site when creating the mail. Unlike marketing email messages, internal email messages are sent by standard SMTP rather than through the Dynamics Marketing bulk messaging server.

Ensure delivery by following all bulk email laws and policies

Several laws (such as CAN-SPAM) and private initiatives (such as Sender Score) are in place to help ensure legitimate email marketing communications function efficiently and equitably, while preventing abuse of the email system by spammers and other nefarious parties. To keep on the right side of these laws and policies, ensure the following:

  • All email address lists must only contain recipients who have opted in (personally signed up) to receive marketing messages from your organization. In many countries/regions, a double opt-in procedure is required.

  • Do not purchase mailing lists, as these do not represent properly opted-in contacts.

  • Always provide a mechanism that enables message recipients to unsubscribe from your mailing list(s). Dynamics Marketing enforces this by requiring a subscription-center link on all marketing emails. Take the time to ensure that your subscription centers are well designed and useful. Do not attempt to circumvent this feature, as it will hurt your sender reputation and may be illegal in some countries/regions. More information: Create a subscription center

For more information about email deliverability, send reputation and anti-spam laws, see Get ready for email marketing.

How email marketing works

Marketing emails are normally delivered to a large number of recipients, and must be handled carefully to avoid overloading external email systems and/or getting trapped in spam filters. This process requires central management and is resource intensive. Therefore, when you send a marketing email blast, you messages are first loaded from your Dynamics Marketing server to our bulk messaging server, which resolves any dynamic content and then manages the send. The bulk messaging server also tracks how contacts respond and interact with your messages, and returns performance data back to your Dynamics Marketing instance. Once information has been sent to your site, it is purged from the bulk email server.

For more information about how emails are sent through this system, and how the send status is presented in Dynamics Marketing, see Track email send status.

Purchase messages

Email marketing messages are subject to usage fees and are sold in bulk. You can see the number of messages remaining in your quota at the top of the marketing-email Messages list page (Marketing Execution > Email Marketing > Email Marketing Messages). You can also see it on the Marketing Automation page (Settings > Campaign Management > Marketing Automation).

To purchase messages, contact your account manager or sales representative. If you don't know who your account manager or sales representative is or, contact Sales.