Campaigns and Quick Campaigns

Microsoft Dynamics CRM allows you to create Campaign records that help you organize your efforts for marketing projects over a period of time. Campaigns are also designed to provide insight into your return on investment for each campaign. They allow you to track campaign spend and response so you know exactly how effective your marketing efforts are.

The campaign record gives you a place to keep track of any activities involved in a campaign, such as emails, phone calls, and other activities that are distributed. You can also add planning activities to a campaign.

After you distribute your campaign emails, letters, and phone calls, you can save Campaign Response records that are associated to your campaign to help track customer engagement.

For further information on campaigns and how to use them, you can jump to any of the following sections:

Elements of a Campaign

The Campaign record is a place to associate all the different elements of your marketing efforts for a specific project, from planning activities, to your target marketing lists, to emails, phone calls, and letters you’ll be sending out, as well as any campaign responses you might receive.

Here is what the campaign record looks like:

CRM2013-Campaign Account Record

View Campaign Record in CRM 2011

Planning Activities. Planning activities are tasks you can add that are intended to help you organize and operate your campaign. Examples of planning activities could include tasks such as:

  • Organizing a meeting with key stakeholders for marketing project
  • Lining up a venue for an event
  • Preparing promotional materials
  • Ordering brochures from a vendor
  • Creating target marketing lists

Campaign Activities. Think of campaign activities as touch points to your customers that are distributed. They can be phone calls, appointments, emails or letters. They are distributed to members of any marketing lists associated with the campaign. You cannot distribute a campaign activity unless there is a marketing list associated with that activity.

Tip! Account, contact and lead records may indicate contact preferences that can prevent your campaign activity from being distributed. For instance, if a customer on your marketing list has “Do Not Allow” for the “Bulk Email” contact preference, they will not receive bulk email campaign activities.

Campaign Responses. Once you have distributed a campaign activity, you can start to collect the results as Campaign Responses. Campaign responses can be created a number of ways:

  • You can create them manually.
  • You can open a distributed campaign activity record and promote it to a response.
  • You can import responses using the data import wizard.
  • If you have email tracking enabled, you can use mail merge to automatically generate email campaign responses.

Tip! Once you’ve built a campaign, you can copy it as a Campaign Template to re-use for similar campaigns. Read more about creating campaign templates.

Target products. If your organization uses the Dynamics CRM product catalog, you can associate target products from the catalog to associate to your campaigns. This allows users to easily see what products are being targeted in sales and marketing efforts.

Sales literature. Any sales literature that you have created in Dynamics CRM can also be associated with a particular campaign.

Price lists. Price lists are useful if your campaign is designed to include an offer or other promotion that might involve special pricing for a product or products. You can create a discounted price list specific to your campaign and associate it to the campaign.

 Planning and Executing your Marketing Campaign

Generally, these are the broad steps you should follow when creating Microsoft Dynamics CRM campaigns:

  1. Create a campaign record. This will be where you will associate marketing lists, planning activities, campaign activities, target products and sales literature.
  2. Create planning tasks, if needed.
  3. Create campaign activities, such as emails, phone calls or appointments.
  4. Add target products and/or sales literature associated with the campaign. (Not required)
  5. Add marketing lists that you will be distributing campaign activities to.

Quick  Campaigns vs. Campaigns

A Quick Campaign in Microsoft Dynamics CRM is a single activity distributed to a list of Contacts, Leads, or Accounts. A quick campaign can be created from an advanced find or a marketing list. The activities can be assigned to the owners of the customer records, to a team, a single individual, or added to a Queue.

Here’s a comparison of Campaigns vs. Quick Campaigns.

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