Consider situations where team members can’t view the complete details of marketing emails sent to customers. While copies of these messages are available in the Dynamics 365 timeline, they don’t display personalisation detail.
If messages are personalised by using CRM data to increase engagement, there is minimal value is seeing tracked emails that contain gaps where this text is missing.
That why we’re pleased to see a new feature option for Dynamics 365 Customer Insights – Journeys that will display the exact email content sent.
Each marketing email in the timeline will now reflect what the contact sees, including all personalised data and dynamic content. With access to complete marketing messages, all team members can quickly gain context and make decisions.
Let’s explore what this looks like in practice.
Email Clarity for Service Teams
As a service rep, you can understand exactly what the contact has received, including personalised offers.
This avoids any need to second-guess or go back and forth with marketing to uncover the precise details.
In Dynamics 365, you can use the timeline control to select and expand the relevant email sent by Customer Insights to see the full email content.
This improved visibility helps service teams answer questions more quickly and improves alignment with marketing and comms teams.
Quickly reference the recipient email with accuracy and efficiency.
Providing Sales Teams with Better Email Visibility
Sellers don’t have the time and resources to piece together the precise detail of each marketing email, and should be able to access the full detail.
Without this feature enabled, Dynamics 365 timeline will only display a copy of the default template not the exact copy with personalisations. Now they can see the precise details, helping them confidently reference this in their customer interactions.
This supports the sales process, saves time, and helps improve the overall customer experience by avoiding knowledge gaps.
Sellers will see the full content of the email, including dynamic content, personalisation and design.
Video Demonstration: View Exact Marketing Emails in the Timeline
Video Transcript
It’s always helpful for sellers and service agents to see what marketing emails a customer has received to ensure alignment between teams and start conversations with relevant information, but this is of limited value if team members can’t see a precise copy of these messages. For example, here we can see an email has been sent, but this version on the contact timeline is missing the personalised detail that the recipient would have received, including a name and a case reference.
A recent enhancement for Dynamics Customer Insights – Journeys, formerly Dynamics Marketing, overcomes this issue to improve visibility by enabling everyone to easily see an exact copy of each marketing email delivered to a contact or lead. Let’s switch to a different app and take a look.
We’re now on the same record in Dynamics Customer Service. Upon opening the email, the full message is now shown, including all the personalised details for this contact as well as enhancing visibility to help everyone improve customer experiences. Having access to the exact marketing emails that are sent is also beneficial from a compliance and auditing standpoint.
In addition to these types of basic personalisation, marketing teams can also use Customer Insights to apply conditional rules in email templates that dynamically adjust the content based on what’s known about a recipient. This allows marketers to change the text and images that are delivered to different recipients in the audience by using data to increase relevance and boost engagement.
However, just as we saw earlier, these advanced personalisations weren’t visible in lead or contact timelines which only reflected the default content from an email template. To avoid back and forth with marketing teams and remove uncertainty the timeline in Dynamics and Power Apps now displays emails that also reflect conditional message rules to show an exact copy of the emails delivered to each recipient. Here, you can see a copy of the email sent to this contact featuring all the personalised content which includes those conditional rules.
Now, we’ll switch to another contact who was part of the same audience. They were sent a message using the same template and here the timeline entry accurately shows a different version of the content, which was triggered by our conditional rules. These are just some of the ways in which the new timeline email referencing feature helps teams stay in the loop and better understand what information is shared with customers.
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Final Thoughts
This feature provides teams with better access to understand the precise marketing emails sent to customers, which supports personalised and responsive experiences.
Some administration is required to enable the feature, so if you need support or advice, contact ServerSys today.
