Create offers and track the response

 

Updated: November 1, 2016

Applies To: Dynamics Marketing

System_CAPS_importantImportant

Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

Use Microsoft Dynamics Marketing to record the details of your special offers, extend them to selected clients in marketing emails, and monitor the response. The system automatically tracks the remaining availability and/or date range for limited offers. You can also find out whether your offers are having any effect in the market by checking whether your email open and/or click-through rates and sales improved when the offer was included. This can help you design more effective offers in the future and can also help improve your lead scoring.

You can create offers in Microsoft Dynamics Marketing by working in the Marketing Execution > Campaign Management > Offer area. Each offer setup includes a date range and optional max-claims count that establish how long the offer will be valid. You must also design two pages for the offer: one for when the offer is valid and one for when it is invalid. You will specify the URLs for these pages on the offer’s maintenance page.

Usually, you should design your own offer pages, which are not managed by Microsoft Dynamics Marketing. The offer pages should describe the offer and enable customers to act on it. However, if you do not specify valid/invalid URLs in your offer setup, then Microsoft Dynamics Marketing will generate a very simple offer page that shows the offer’s description and instructions.

Microsoft Dynamics Marketing generates a link which customers can choose to take advantage of the offer; when a customer chooses the link, Microsoft Dynamics Marketing records the click and then forwards the user to the valid- or invalid-offer URL, as appropriate. So long as the offer is valid, the click is considered an acceptance of the offer and is counted against the max-claim count (if any).

To extend your offer to contacts, you must embed it in a marketing email. To monitor the performance of your offer, use the Performance tab on the maintain-offer page and/or include the offer in an automated campaign, where performance is shown on the campaign-automation canvas below the offer’s icon.

To view your existing offers and/or create a new one, navigate to Marketing Execution > Campaign Management > Offers. This provides you with a list view, which you can search, sort, and filter as needed. The toolbar provides standard controls for adding, deleting, copying, invoicing, and organizing the offers. See Learn how to work and get around in Microsoft Dynamics Marketing for details about how to work with the controls here.

You are also able to create and edit offers while working in the campaign canvas. See also Automate campaigns with the campaign canvas for details about how work with the canvas.

To create a new marketing offer:

  1. Do one of the following:

    • Navigate to Marketing Execution > Campaign Management > Offers and choose the New button in the toolbar.

    • Navigate to Marketing Execution > Campaign Management > Campaigns and open the campaign-automation canvas for a new or existing campaign. Drag an Offer activity tile to your canvas and then double-click the new offer tile to open its Properties. Finally, choose the New button in the Properties pane.

  2. A short form opens, which helps you get started with your offer. Fill it out as follows:

    • Template: This is optional, but you can sometimes speed up your work by using an existing (similar) offer as a template, thus providing an initial setup. If you choose a template, then all of the settings from that template will be copied to your new offer, but the template itself will be left unchanged.

    • Company: Enter the name of your company or the client company for whom you are creating the offer.

  3. Choose Submit to proceed to the maintenance page, where you will finish setting up your new offer. These are the same settings that are available when you view or edit an existing offer. See below for details about working with this page.

When you are creating or editing and offer, you are presented with the settings described in the table below.

Field

Description

Active

Mark this box to set the offer status to active; clear it to deactivate the offer.

Active offers are always shown on the offers list page and are also available for use in other parts of Microsoft Dynamics Marketing (such as campaign automation). Inactive offers can be hidden in the list view and are not available elsewhere. When you “delete” an offer using the tool bar on the list page, the offer is not actually deleted, just set to inactive. Use the toggle-visibility button in the list-page toolbar to show or hide inactive offers in the list.

Offer Name

Enter a name for the offer. This name will appear on the offers list page and in other areas of Microsoft Dynamics Marketingwhere the offer can be used (such as marketing-email messages).

Company

Enter the name of your company or the client company for whom you are creating the offer. The company must already exist in the database; type-ahead assistance is provided. The offer will only be available for use in emails and automated campaigns that are also associated with this same company.

Division

Select the division (if any) for which you are creating the offer. Divisions are only supported for the site company, which must already be specified in the Company setting.

Description

Enter a description for the offer. If you provide valid-offer and invalid-offer URLs (see below), then this text appears only internally. If you do not provide one or both URLs, then this text will appear on the offer page generated automatically by Microsoft Dynamics Marketing.

Offer Link Text

Enter text that will appear as a hyperlink in marketing email messages where you use the offer. The email editor provides controls for embedding the link. Usually, you will include the link in the middle of a sentence or paragraph that briefly describes the offer. This text must contain less than 512 characters.

Valid-Offer URL and Invalid-Offer URL

Enter the URLs for the pages you wish to show to contacts while the offer is valid and invalid, respectively, with regard to date and offer-number limits. As mentioned above, you should design your own pages for these; they are not managed by Microsoft Dynamics Marketing.

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You must include absolute URLs, including the domain and protocol (e.g., “http://” or “https://”), in your URLs here. Your settings will be ignored if the protocols are missing.

Claims Limit

If you wish to limit the number of contacts that can view the offer, then mark the Max. Claims radio button and enter a limit in the field provided. Microsoft Dynamics Marketing counts each click on the generated link as an acceptance of the offer. Once the claims limit (if any) has been reached, all subsequent clicks on the offer link will be forwarded to the Invalid-Offer URL. If you do not wish to limit the offer in this way, then mark the Unlimited radio button.

Start Date and End Date

Use these fields to define the date range during which the offer is valid. Clicks made outside of this date range will be sent to the Invalid-Offer URL.

Created By

The name of the user who created the offer. This affects the visibility of the offer within Microsoft Dynamics Marketing, which might be restricted to this user and/or members of this user’s team, depending on user privileges.

Instructions

Enter instructions for how contacts can purchase or sign up for the offer. If you provide valid- and invalid-offer URLs (see above), then this text appears only internally. If you do not provide one or both URLs, then this text will appear on the offer page generated automatically by Microsoft Dynamics Marketing.

Once you have saved your offer at least once, you will be able to see the Content fold-down section, which shows the offer URL that Microsoft Dynamics Marketinghas generated for use in emails and webpages. Click the URL link to test it. Responses will only be tracked when the link is included in a marketing email.

Once you have saved your offer at least once, you will be able to see the related-information tabs below the dotted line. Use the drop-down list at the top of this area to change the tab.

Tab

Description

Approvals

Enables you to route your offer setup for approval. You can both create an approval workflow and track its progress from here.

Email

Enables you to send a simple email related to the current offer. All emails sent using this tab for the current test are also listed here. These emails will also be visible in the site-wide email list under Projects > Emails > Emails.

Leads

Enable you to view, edit, and add leads related to the offer.

Log

Displays log entries related to this offer and enables you to search the log. These are generated automatically.

Notes

Enables you to view, add, and reply to notes added to the offer by you and other users.

Performance

Lists campaigns in which you have used the offer and also shows counts for how many times the email containing the offer was delivered and how often the offer link was claimed.

Results

Enables you to view and add information about the results of your offer. These items are not generated automatically, so use these to manually add performance details that you can also use in the context of the results feature found at Marketing Execution > Results > Results.

To extend the offer to contacts, you must include it in a marketing email. To do this, use the add-link controls when you design your email using the marketing email editor (see also “Design message content using the graphical editor”).

The campaign canvass includes an activity tile for Offers. To add an Offer tile, drag it on top of an email tile already on the canvas (it must be linked to an email to be valid). This is not required in order to send the offer in your email, provided you have included in your design, but does enable you to view offer performance right on the canvas and also enables you to include offer results in subsequent trigger logic. (If the email does not already have an offer link and the mail has not yet been activated, then dragging an offer tile onto an email will append the offer link to the bottom of the email; however, we recommend that you instead embed the offer link explicitly into your email design using the email editor so that you can add other details in the surrounding text.) Once the campaign-canvas is activated and has begun processing your offer, the Offer tile will update to show numbers for unclaimed, delivered and claimed offers.

It is also possible to use the offer iFrame link in any context that you choose. The valid/invalid functionality will function with the link, but clicks will not be tracked.

There are three ways to evaluate the response to your offer:

  • Go to the maintain page for your offer and open the Performance tab. Here you can see a list showing each campaign where the offer was used and also counts for how many times the email containing the offer was delivered and how often the offer link was clicked (claimed).

  • Go to the campaign canvas for a campaign that includes an offer tile. As mentioned above, once the campaign-canvas is activated and has begun processing your offer, the Offer tile will update to show numbers for unclaimed, delivered and claimed offers.

  • If you wish to track other types of details about the results of your offer, you can add them manually. To do so go to the maintain page for your offer and open the Results tab. The details you enter here will also be available for comparison with results from your other marketing initiatives, as shown under Marketing Execution > Results > Results.

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