Marketers love to segment their customers, prospects and leads. It is extremely important to personalize and connect with each person to identify with them how your products and/or services can directly help them overcome their challenges and help their organization grow.
Segmenting in Microsoft Dynamics 365 with marketing lists is very easy thanks to the advanced find feature. If you have information in Dynamics, using advanced find lets you easily create dynamic and static marketing lists with virtually unlimited parameters. If the information is in CRM – you can create a marketing list from it.
However, it is very easy to get out of control and suddenly you may have hundreds or thousands of marketing lists in CRM. Some may be dated, some may be duplicates. That chaos won’t bring you efficiency.
When working with Marketing Lists in Microsoft Dynamics 365/CRM. Here are four tips can help keep your active list views clean, save you time and provide the best opportunity for reporting.
1. Naming Convention & Consistency
Even if you keep your active lists up-to-date you will still likely have a lot of marketing lists. Using a standardized and consistent naming convention will help you find marketing lists faster and reduce the chance of creating duplicate lists. At the bottom of your Marketing Lists View in Dynamics, you can easily search by first letter of the alphabet to find your marketing list. This is much easier if you know what you are searching for and know that all lists are (hopefully) named as they should be.
For instance, you may have lists that say “All Hot Leads” and also “Leads: Hot” – likely the same segmentation of leads but these different names make it easy to create duplication and make it more difficult to locate when searching. On top of that, when you create another email list for warm leads are you going to call them “All Warm Leads” or “Leads: Warm” – or something else entirely? I am sure you can see why it’s best to have consistency in your naming.
2. Use the Description Field
Why are you creating this marketing list? What will it be used for? What is the advanced find for this list?
The description field is often overlooked (either through neglect, or marketers rushing to create it). Using the description field will help prevent duplicates if the name of the list doesn’t fully explain who is on the list.
If you are using a static marketing list, once the list is created, you are not able to see who was added either via lookup, advanced find or manually so using the description area can help explain the list in case it is not a “one and done” list.
3. Deactivate (Don’t Delete)
How long is your active marketing list view? How many of those do you actually use?
It is a good practice to regularly deactivate old or outdated marketing lists to reduce the clutter. Unless the marketing list was created as a mistake and NEVER used, don’t delete it –deactivate it. If you delete the marketing list and wish to run future reports (such as campaign reports associated with that list) you will not be able to do it. In addition, should that marketing list need to be used again, you can simply reactivate it and save yourself lots of time (and duplicated efforts) in recreating it.
4. Associate with Campaigns
Hopefully you are using Campaigns in Microsoft Dynamics 365/CRM – if not you are missing out and that is a topic for another post.
When you create any marketing list it should have a purpose (otherwise why are you creating it). By associating that list with a campaign or quick campaign, this extends your ability to report on how successful that marketing list and its target audience was with your campaign.
If you want to learn more tips and tricks or have questions on how to get more from your CRM, check out Ledgeview Partners monthly CRM User Group – open to ALL CRM users and admins to attend at no charge.