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Microsoft Dynamics 365

In Microsoft CRM, there are multiple ways to connect with the customers using E-mails.



  • Direct Mail
  • Quick Campaign
  • Full Campaign
  • Mail Merge

 


Now the questions are – what’s the difference and what are the scenarios where one might be better than the other…


The table below lists some of the differences for these approaches.


 


 





















































 


Direct Mail


Mail Merge


Quick Campaign


Campaign activity


 


 


 


 


 


Client


Web


Outlook



  • Web (Web E-mail form based)

  • Outlook (Web or Mail merge)


  • Web (Web E-mail form based)

  • Outlook (Web or Mail merge)

Templates


Uses templates from the CRM Settings area


Uses templates stored in the Microsoft Word “Mail Merge” templates library


No Templates for Web client, Mail merge templates for the E-mail via mail merge feature


No Templates for Web client, Mail merge templates for the E-mail via mail merge feature


Response tracking


Tracked as an activity in the account/contact that the e-mail was sent to. Entire e-mail is stored.


Tracked as an activity in the account/contact that the e-mail was sent to. The e-mail that was sent is NOT stored.


Tracked as a campaign response. Can provide an ability for the recipients to unsubscribe. For Web E-mail the e-mail body is tracked. For Mail merge only the action of sending an e-mail is recorded


Tracked as a campaign response. Can provide an ability for the recipients to unsubscribe. For Web E-mail the e-mail body is tracked. For Mail merge only the action of sending an e-mail is recorded


ROI


No out-of-box ROI tracking


No out-of-box ROI tracking


No out-of-box ROI tracking


ROI could be tracked based on the cost of the campaign, cost of the campaign activities. Out-of-box report provided for campaign performance and campaign comparison


Automatic sending of the e-mails


Yes


Yes


For web e-mail, default is OFF. Use this hotfix to switch it ON.


For Mail Merge, by default, the e-mails are sent upon completion of the Mail Merge wizard in Microsoft Word


For web e-mail, default is OFF. Use this hotfix to switch it ON.


For Mail Merge, by default, the e-mails are sent upon completion of the Mail Merge wizard in Microsoft Word


Marketing Lists support for selecting the recipients


No


No


No


Yes – specific marketing lists can be associated with the campaign activities to target the campaign to a specific set of people.

 


 


Based on the differences, some sample scenarios that may be useful for one option over the other are:



  • For bulk E-mails that do not require any response tracking, for example sending a newsletter to the existing customers, either Direct Mail or Mail Merge could be used. The choice between the two is based on whether the e-mails are being sent from the Web Client or the Outlook Client. Another choice to make would be whether it is important to track the e-mail body.
  • Quick campaign would make more sense for sales team initiated marketing. Whereas campaign activity based e-mails would make sense for a full-blown marketing team based campaign where there are multiple campaign activities, cost of lists is being tracked etc.

 


It would be great to understand how you use these options and what you’d like to see changed.


 


Manisha Powar

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