In the fast-paced world of business, marketing campaigns form an essential component of every organisation’s success. And with the advent of customer relationship management (CRM) software, businesses can now leverage cutting-edge technology to create and execute compelling marketing campaigns. Dynamics 365 Marketing is one such CRM platform that offers businesses an all-in-one solution for creating and managing bespoke marketing initiatives. In this blog post, we will discuss the best practices for sending a marketing email in Dynamics 365 Marketing.

Understanding your audience

Before sending out any marketing email, it’s crucial to understand your target audience. Dynamics 365 Marketing lets you create customer segments based on various criteria, such as purchase history, demographics, and website behaviour. Leveraging this feature allows you to personalise your marketing messages and improve their effectiveness. You can also use the customer journey designer tool to visualise the buyer journey of your customers across different channels and tailor your communications accordingly.

Designing your email

Dynamics 365 Marketing offers a range of templates and a drag-and-drop editor for creating customised email content. Your emails should be visually appealing, with clear and concise messaging that aligns with your brand identity. You can use personalisation tokens to address your customers by name and personalise their experience, increasing the likelihood of them engaging with your emails.

Setting up A/B testing

Testing the effectiveness of your marketing emails is critical to improving their performance. Dynamics 365 Marketing lets you set up A/B testing, which allows you to compare two variations of an email to determine which one performs best. You can test different elements such as subject line, sender name, email content, and call-to-action. Once you have identified the best performing variation, you can then send it out to the rest of your target audience.

Ensuring deliverability

Deliverability is the most crucial aspect of email marketing. Ensuring that your marketing emails reach your customers’ inboxes is vital to the success of your campaign. Dynamics 365 Marketing helps you to improve deliverability by verifying email addresses, monitoring spam filters, and optimising your email content for better inbox placement. You can also use the email insights dashboard to track metrics such as open rate, click-through rate, and bounce rate.

Conclusion

Dynamics 365 Marketing offers a complete solution for creating and executing effective marketing campaigns. By understanding your audience, designing your email content, setting up A/B testing, and ensuring deliverability, you can improve the effectiveness of your marketing emails and drive better results. With the right approach, Dynamics 365 Marketing can help you to connect with your customers in meaningful ways and achieve your marketing goals.