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Microsoft Dynamics CRM – The Engine that Powers your Email Marketing

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To some extent, marketing is guided by available technology.  Before the advent of email, before the Internet and the WorldWideWeb, mail was the only vehicle for “direct” marketing.  Print, radio and television were available, of course, but while your marketing message could be aimed at a particular geography, the message almost per force had to be general.  Mail, on the other hand, could be addressed to a specific individual or title and could therefore bear a more targeted message.  Advances in printing technology made it easier to personalize your message, not just in the greeting (Dear John) but throughout the body of the mail piece.  It was a marketer’s delight.

Then along came the WorldWideWeb (also referred to as W3, WWW, or simply the Web), the Internet (the Net), and electronic mail (which we all call email today).  The terms Internet and WorldWideWeb are often used in every-day speech without much distinction. However, the Internet and the WorldWideWeb are not one and the same. The Internet is a global system of interconnected computer networks.  In contrast, the Web is one of the services that runs on the Internet.  It is a collection of interconnected documents and other resources, linked by hyperlinks and URLs.  Electronic mail was a natural use of networked communication technology that developed along with the evolution of the Internet.

For many marketers, email has become the direct marketing vehicle of choice.  But email is not without its challenges.  Opt-in email lists are difficult to obtain and even more difficult to maintain.  And as email marketing proliferated, so did the legislation regulating it.  Let’s assume that you have an email database and you comply with the regulations governing the use of email.  The next critical piece for you to consider is an email engine.

Introducing ExactTarget.  It’s easy to configure and easy to use.  ExactTarget integrates with a number of CRM systems, including my personal preference, which is Microsoft Dynamics CRM (which in turn integrates with our ERP system, Microsoft Dynamics GP, aka Great Plains).  By deploying ExactTarget, my email does not overload our own Exchange server since it runs on ExactTarget’s server.  It automatically handles “unsubscribes” which is a huge benefit.  The tight integration with Microsoft Dynamics CRM means that “campaign responses” are automatically captured in the corresponding CRM records as history, so you can see which campaigns your customers and prospects responded to.  Personalization is a breeze.  And best of all, it provides tracking metrics so that you know exactly how many emails were sent, delivered, opened, and clicked through, as well as how many AND which specific addresses bounced, separated by hard bounces (which are primarily addresses that are incorrect or no longer exist) and soft bounces (which refers mainly to temporary communication problems or mailboxes that are full).

Of course, there are other email engines out there and you can compare and contrast their costs and benefits.  I’ve highlighted ExactTarget because it’s the engine I’m most familiar with, it integrates beautifully with Microsoft Dynamics CRM, it provides great metrics, and it works!

To get started, download a free Microsoft Dynamics CRM 30-day trial.
Posted in CRM Software Blog |

November 3, 2009 · Marcia Nita Doron, Altico Advisors

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16 Responses to “Microsoft Dynamics CRM – The Engine that Powers your Email Marketing”

  1. Hey I like your style, would you think about doing a guest post on my blog in return for a link maybe? Please email me back

  2. Thank you, Hans. Be it informative or entertaining, it’s always nice to know that someone has appreciated our content.

  3. Hans Yahna says:

    This is one of the pleasant surprises of browsing/surfing or whatever you wish to call it. It is possible to effortlessly discover something that matters or at least entertains. I want you to know that I enjoyed this.

  4. I wish I could help you but such lists are indeed hard to find. You could try Harte-Hanks. Their lists are good but I don’t know if they have what you’re looking for and you can only rent their lists for limited use.

  5. Kendall Gira says:

    I have been bouncing all over the interneta new database of co-registration email list data for a mailing project. It has been impossible anddifficult to find a true data source of any quality. I have been stung about tentimes. Is there anywhere to findany half decentpublishers of true fresh co-registration ?

  6. Your site is interesting

  7. online business advertising and marketing is really practically all about the numbers of other web sites linking to your target. without the benefit of those same back links you will be up the creek without a paddle. I realised this not long after registering for what is i believe the best semi-automatic website link building software available on the market … promoting website

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  10. zynga says:

    i probably would not have decided this was remarkable a couple years in the past nonetheless it is crazy precisely how years evolves the manner you have an understanding of many different concepts, thanks regarding the posting it is really pleasant to see some thing sensible now and then instead of the traditional rubbish mascarading as a blog on the net, i’m off to take up a smattering of hands of facebook poker, adios for now

  11. Porter Garia says:

    I am looking for the best autoresponder service I have been with with AWeber from the very beginning (for a couple of years now.) Thanks that you remind me I should write a post about their latest service updates. – Best regards

  12. […] CRM.How Microsoft Dynamics CRM Marketing Campaigns Can Make The Most Of Your Marketing BudgetMicrosoft Dynamics CRM – The Engine that Powers your Email Marketing Published: Tuesday, January 26, 2010, 10:40 […]

 

 
 
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