MSD CRM - ClickDimensions User Guide

CLICKDIMENSIONS USER GUIDE FOR LBS
EMAIL MARKETERS
USING MSD CRM
This user guide is designed for everyone sending
marketing/bulk emails to DPO or Exec Ed Contacts using MS
Dynamics CRM and ClickDimensions. It assumes that users
have previous email marketing experience.
.
Nicola Seguss
Version 3
23 Dec 2014
Contents
Background Information ..................................................................................................... 2
What you can expect from this user guide: ..................................................................... 4
Tips from the ClickDimensions User Group: ...................................................................... 4
ClickDimensions Training ..................................................................................................... 5
Setting up Marketing Lists for use with ClickDimensions ................................................. 7
Design your list .................................................................................................................. 7
Large lists ........................................................................................................................... 7
Build your list ...................................................................................................................... 8
Remove people from your list ...................................................................................... 16
Setting up a new template in ClickDimensions ............................................................. 17
How to send an email ....................................................................................................... 29
Reporting............................................................................................................................. 39
Subscription Management ............................................................................................... 43
Subscriptions Lists ............................................................................................................ 44
Subscription Management pages ............................................................................... 48
Marketing Automation Design Process........................................................................... 50
Autoreply emails ................................................................................................................ 52
Some other things to try once you have mastered the basics: .................................. 54
Appendix 1- Key terminology........................................................................................... 55
Appendix 2- Subscription Management page URLs .................................................... 59
Appendix 3 - Some illustrative examples of which Subscription Lists and Subscription
Management pages to use for your mailings: .............................................................. 60
ClickDimensions - User Guide for LBS Email Marketers using MSD CRM
Background Information
Before you get started as a new ClickDimensions user, you will need:
To gain access to MSD CRM with ClickDimensions permissions, contact

help@london.edu to set this up.
Take ownership of your training, including:
o reading this guide
o watching the CRM Fundamentals training videos
o watching the ClickDimensions Academy training webinars
o learning how to form Marketing Lists using the Advanced Find tool.
NOTE you can always access all MSD CRM and ClickDimensions training materials,
including the latest edition of this guide on WALT, which is accessed via Portal here:
> Portal > IT Help > WALT > Training Home > Training manuals > 4.24 Microsoft
Dynamics CRM
ClickDimensions is the bulk email plug-in for the LBS CRM solution - Microsoft
Dynamics 2011. It is fully integrated within MSD CRM, so there is no need to switch
between systems when forming your group(s), building your email, testing, sending it,
and reporting on performance. Log-in to CRM here: https://crm.london.edu
For email marketers (DPO & EE mkt and sales), ClickDimensions replaces
SmartMARKETER for sending bulk/HTML emails such as:
eBSR newsletters
bulk programme-specific or cross-programme lead nurturing mailings
invites to conversion events and bulk follow-ups
enquiry generation emails to lists of leads from:
o GMASS
o GRESS
o fairs
cross-sell emails.
ClickDimensions is a marketing platform to be used for promotional emails. To send

simple, personalised, plain text emails to targeted groups, you should use the mail
merge functionality in MSD CRM, rather than ClickDimensions. See the Mail Merge
user guides on WALT for more information.
We can use ClickDimensions for:
email marketing including:

o one-off campaigns
o automated emails driven by a nurture programme
o automated emails driven by workflows
subscription management.
As of December 2014, the following ClickDimensions functionalities will require IT

development and/or business process change:
SMS messaging
web tracking
lead scoring
webinars
landing pages
forms
surveys
The ClickDimensions User Group should be the fount line for any questions on day-today use of the system. This group aims to meet monthly to share best practice and
lessons learnt, and to look at system and process enhancements. There is a
ClickDimensions User email distribution list CDUser@london.edu that you can use for
reaching out to this group.
If the ClickDimensions User Group cant help, you should direct all support queries to
help@london.edu
ClickDimensions makes system upgrades from time to time. Its worth signing up to
and reading - their newsletter so that you have advance warning. They tend to
enhance the look and feel of the interface and add new functionality. If you are not
sure about something new that you see, contact CDUser@london.edu or
help@london.edu
NOTE ClickDimensions upgrade could make some of the images in this guide out of
date.
What you can expect from this user guide:
Links to training provided by ClickDimensions

Guidelines for naming conventions for lists, templates and campaigns
Everything you need to know about the Subscription Management process
How to set up a Marketing List
How to set up a new template
How to send an email
Reporting
Marketing automation and autoreplies
Other tips and tricks
Tips from the ClickDimensions User Group:
Use Chrome rather than IE8

Dont have too many windows open at a time. Close any that are
unnecessary to what you are currently doing
Keep saving at every step
ClickDimensions Training
The training for MSD CRM and ClickDimensions users has all been documented or
videoed so that there is no need for users to train each other. In fact, learning from
other users is not as good idea as bad practices can slip in and important steps can
be missed. It is also important to note that all of the training has been designed for
experienced email marketers and not novice users.
This document is designed to supplement the generic training provided by
ClickDimensions. Before sending any emails, all LBS Email Marketers should view a
series of recorded webinars, which are part of the ClickDimensions Academy:
Week 1:
ULR: http://help.clickdimensions.com/clickdimensions-academy/clickdimensionsacademy-cd101-videos/#tabs-1-2
Password: cda101!
Relevant sessions include:
Day 1: Email templates

Day 2: Subscription Management
Day 3: Sending an Email
Day 4: Email Statistics
Week 2:
URL: http://help.clickdimensions.com/clickdimensions-academy/clickdimensionsacademy-cd201-videos/#tabs-1-2
Password: !cda201
Relevant sessions include:
Day 4: SMS and Nurture Marketing
You will need to make sure you view the 2011 versions by selecting the correct tab:
Useful reference guides (Make sure you select CMR 2011 tabs)
Introduction to email marketing: http://help.clickdimensions.com/introduction-toemail-marketing/
Create an email template: http://help.clickdimensions.com/create-emailtemplate/#tabs-1-2
Send an email: http://help.clickdimensions.com/send-an-email-2/#tabs-1-2
Email performance: http://help.clickdimensions.com/email-send-statisticsgraph/#tabs-1-2
Setting up Marketing Lists for use with ClickDimensions

Design your list
The better targeted your list is, the more relevant its content is to the customer, and
the more likely they are to respond in the desired way.
Please use the process outlined below to create a bespoke list. This process applies
to all groups you want to create for bulk or automated emails sent through
ClickDimensions. For example:
enquiry generation campaigns

event invites
automated follow-ups
automated lead nurturing campaigns
cross sell campaigns
eBSR newsletter.
NOTE Before you start building your target lists, make sure you are familiar with the
key terminology (see Appendix 1) and the Advanced Find Tool (see WALT).
Large lists
NOTE If you are planning to send a mailing to a list that has more than 30k contacts
on it, you should communicate this to the ClickDimensions User Group to ensure that
multiple large emails are not all scheduled to go out at the same time.
NOTE you need to limit the size of the groups that you send your mailing to:
around 50k contacts in total for a static lists

around 70k contacts in total for a dynamic lists.
We have these limits because sending the emails from MSD CRM/ClickDimensions
relies on the processing capacity of the World Wide Web. MSD CRM and our data is
hosted entirely online. The bigger the Marketing List, the more processing required. If
your list is too big for the web to handle, it times out. This is compounded if the email
is a large file with lots of images or attachments.
The 70k limit on list size is a guideline only. The actual maximum list size at any one
point in time is dependent upon the processing capacity available at that time. For
example, if you send your email first thing in the morning, before the US wakes up,
you might find that you can get away with a bigger list. We didnt have this issue
with SmartMARKETER because they host our data, which cuts out a step in the
processing, but creates other problems.
Where you are sending large emails, be aware that they can take considerable
time to process and you may need to wait overnight before ClickDimensions
updates.
If your list is dynamic and greater than 5,000 records, you can get a one-off count by
coping the list to a static list.
To break up your list into smaller chunks, you will need to use some criteria that
ensures that you end up with mutually exclusive groups. This could be something
entirely arbitrary, such as the 1st letter of their preferred email address.
Build your list
Step 1 Open a new list

Navigate to: Sales and Marketing > Marketing > Marketing Lists > New
A window like this will open:
Step 2 - Name your Marketing List

We all need to use some basic principles when naming marketing lists to ensure that
MSD CRM and ClickDimensions are easy for everyone to use, now and in the future.
The list name consists of up to four elements, which refer to the design of the group:
1. The department sending the email (MC, DPO or EE)
2. The Programme Type, if relevant
3. List name this could be the campaign name or a distinguishing feature of
the contacts in the list
4. The date, if relevant and always for static lists
NOTE There should be no spaces in the name, so always use an underscore: _
A dynamic list of women who have enquired about the full-time MBA could be:
DPO_ MBA_female
A static list of HRST ENQs who are being invited to an on-campus event by Exec Ed
during June might be: EE_HRST_UK_Jun_14
A List used by DPO to send lead nurturing emails to MBA enquires would be:
DPO_MBA_ENQ_Target_List
Step 3
Decide if your list should be Dynamic or Static.
If this is a list that you will use again and again, and you would like new
contacts to be added to the list automatically as they meet set criteria that
are captured in MSD CRM, make your list Dynamic.
For example, the Master Target Lists of all contacts who have expressed an
interest in the full-time MBA programme in the last three years should be
Dynamic.
If this is a fixed list of people that should not update, then make it Static. Or if
you need to be able to add/remove people from the list in groups or one-by
one, then you can only do this with a Static list.
For example, your hand picked list of email testing colleagues would need to
be a Static List. (See more about this special group later.)
It may be that you need to create two separate lists to form the group you want.
You can simply attach both when you send you email. By doing this, you can be
sure that you won't end up with duplicate emails to the same contact.
Step 4 - Link your Marketing List to a Subscriptions List

For mailings to registered Contacts, you must link your Marketing List with the
appropriate Subscriptions List where one exists.
See the section on Subscription Management later in this document for more
information about how the process works.
A Marketing List can only be linked to one Subscriptions List. You choose which
Subscriptions List to use based on the content of your email and not on the
characteristics of your target audience. The Subscriptions List refers to the content
that the customer may or may not want to receive.
Where the content of your email refers to more than one programme or type of
content (i.e. cross-programme mailings), then you need to create a separate
Marketing List for each type of programme enquiry. You then link each Marketing List
to its respective Subscriptions List. Then, when you send your email, you simply add
the multiple Marketing Lists to one "Email Send".
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You can only skip this step for three types of mailings:
Any mailings to leads from the GMASS, GRESS and fairs lists who still have a
Contact Status of "Created"
Any programme-related mailings to contacts who have a Contact Status of
"Registered", i.e. they have not yet expressed an interest in a specific
programme
The content of your email is of a unique, one-off nature that does not fit with
any of the Subscriptions Lists.
NOTE - If the content of your email refers to a new programme, then a new
Subscriptions List needs to be created and should be added to all of the relevant
Subscription Management pages.
See Appendix 2 for a list of the current Subscription Lists to use for which types of
mailings and Marketing Lists.
Step 5 - Enter a basic description

This should be useful for you and/or your colleagues in the future, e.g. Contacts who
have expressed an interest in the full-time MBA
Step 6 Save
It should look like this:
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Step 7- Start to build your list by clicking on Manage Members

Click on the Manage Members icon.
From here, you can either use an existing View or create a new Advanced Find to
pick up all of the relevant contacts that you would like to send your mailing to.
Note Whichever method you use to form your group, there are some essential
criteria that you should use to ensure that your mailing goes to the right types of
contacts.
For eBSR emails, you will want to create four separate batches of marketing lists, with
these criteria:
Batch one all active DPO and EE sales contacts
Contact Type
AND
Contact status
Secondary Contact Type
Is equal to:
Contact
Status is:
Active
Does NOT equal :
Created
Contact type Is NOT equal to:
Unsubscribed from eBSR
Batch two the wider LBS community (external)

Contact Type
AND
Secondary Contact Type
Is equal to:
Alumnus
OR
Past Participant
Status is:
Active
Contact type Is NOT equal to:
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Batch three the wider LBS community (internal)

Contact Type
Is equal to:
Faculty
OR
Staff
OR
Student
Status is:
Active
For the GMASS, GRESS or and pre-fair enquiry generation emails to leads from data
lists we have rented, you must include these criteria:
Contact Type
AND
Contact status
AND
Campaign
Is equal to:
Contact
Status is:
Active
Is equal to:
Created
Is equal to:
This is the campaign code that the list was loaded or
updated with
Created on date is equal to:
Adjust depending upon the list requirements
(e.g. GMASS data expires at 12 months)
AND
Other segmentation criteria as required by the objectives of your
email and/or the T&Cs of the data list vendor.
Note See the MSD CRM List loading guide on WALT for more information on
Contacts in MSD CRM loaded from 3rd parties.
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For lead nurturing and events emails, you must include these criteria:
Contact Type
AND
Contact status
Is equal to:
Contact
Status is:
Active
Is equal to:
Contact (interest expressed)
OR
Prospect
OR
Applying
OR
Provisional
OR
Reapply
NOTE - You must use at least one of these, as relevant to your target group
AND
Secondary
Contact Type
Programme type is equal to:

"Interested in" the relevant Programme type
Contact Type is equal to:
Interested in
The created on or after date is equal to:
Any date within the last 3 years
AND
Other segmentation criteria as required by the objectives of your email
You don't need to worry about excluding people who have opted-out of all LBS
emails because MSD CRM and ClickDimensions will take care of this automatically. If
someone has opted out of a specific type of email, then this will be managed by the
Subscription List you have linked your Marketing List to.
Tip: If you have a lot of similar Marketing Lists to set up, it is much quicker if you first
use Advanced Find and save a View that matches your basic criteria. You can
then use this as the basis of each list, tweaking the Programme Type and/or your
additional criteria each time.
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Step 8
Once you have designed your list, click Use Query and then Save.
You can view the contacts on the list by clicking on Marketing List Members:
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Remove people from your list
If you need to remove a group of people from your list, it will need to be static. First,
click Manage Members again.
The, select Use Advanced Find to remove members:
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Setting up a new template in ClickDimensions

Please watch Day 1 of the ClickDimensions training webinar on email templates for
an introduction to this topic, but follow the step-by-step guidance below when
setting up your templates.
Some things to think about before you build your email template:
What are the objectives of your email? What do you want people to do?
How will you know if its been a success? Who are your audience and what
do they want? This will dictate the length, style and calls to action.
Dont throw everything but the kitchen sink into your email. Communications
work much better when the messaging is clear and the call to action is well
defined. Focus your email on one or maybe two topics and clearly sign-post
the follow up action youd like the contact to take.
Don't forget the onward journey. What is the customer experience once they
click though from your email? Does it make sense from a customer
experience perspective? Do you need a dedicated landing page?
Given the objectives of your email, is an HTML email the right way to go? Your
message may be better suited to a low-tech, plain text email. These appear
more personalised to recipients and less like a marketing emails, and can
therefore have more cut through with your audience. You can use
ClickDimensions to send a plain text email if you need to be able to track the
links, or you can simply could use the MSD CRM Mail Merge functionality.
You can design your email yourself using email design tools in ClickDimensions.
See step 4 below for details of the options available to you.
Unless you are a skilled copywriter with a great eye for email design and an
appreciation of the drivers of successful email marketing, please consider
drafting in expert help to put your email together. This will help you to ensure
that your email is effective in meeting its objectives and that we are all able
to deliver a consistent brand experience for all of our customers.
Whoever designs your email, make sure that they follow the brand guidelines
https://brandacademy.london.edu/
If your email template is being built for you and has lots of images, ask the
design agency to host the images remotely. Otherwise you will need to load
each individual image into ClickDimensions and then into your email, which
can be very time consuming and cause issues in the HTML.
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Whoever writes the copy, be sure that they apply the LBS Tone of Voice
guidelines: https://brandacademy.london.edu/
You should expect that 50% of the time, your email is being viewed on a
mobile device. This means that you'll want to make sure your template works
equally well on desktop and mobile devices. Less is more! Simple templates
with clear calls to action and large clickable buttons work best on mobile
devices and desktops.
Think above the fold. Sadly, not everyone will read your email! Maximise the
chances if it being read by thinking about what will the customer see in their
email preview or when they first open it. Do they know what theyre getting?
Have you given them a good reason to read your email?
Images look great in emails, but get the balance right. Too much space in
your email dedicated to images can trigger spam filters. Plus email service
providers often block images altogether so use meaningful alt tags and think
about how your template looks without images, for example:
Some template best practice recommendations from ClickDimensions:

http://help.clickdimensions.com/html-email-best-practice-recommendations/
ClickDimensions Email Templates:
http://help.clickdimensions.com/clickdimensions-email-templates
Secrets to Creating Great HTML For Email Marketing:
http://help.clickdimensions.com/secrets-to-creating-great-html-for-emailmarketing
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Mail Chimp Email Marketing Field Guide:

http://static.mailchimp.com/web/guides/email-marketing-fieldguide/package/email-marketing-field-guide.pdf
Step 1- Open a new template

Navigate to: Sales and Marketing > Email Marketing > Email Templates > New
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You will see a window like this:
Step 2 Name your email template

We need to use some basic principles when naming email templates to ensure that
MSD CRM and ClickDimensions are easy for everyone to use now and in the future.
The template name consists of up to 4 elements, which refer to the content of the
email:
1. The department sending the email (MC, DPO or EE)
2. The Programme Type (this is the programme that the email is focused on, if
relevant)
3. Template name. This is the content of the email.
4. The date(if relevant)
NOTE There should be no spaces in the name so always use an underscore: _
So the email sent to EMBA-Global prospects to tell them about the new class would
be: DPO_EMBGA_New_Class_May 14
An email sent to market ADP to contacts who had enquired about other
programmes would be: EE_ADP_Cross_Sell
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The first invite for the MBA information event in October could be:
DPO_MBA_event_invite_1Oct 14
Step 3
Insert your subject line. You have the chance to change this later when you send
your email.
Best practice tips for subject lines that get better open rates:
Avoid splashy promotional phrases, CAPS, or exclamation marks.

However, Sentence Case Where You Cap Up The First Letter Of Every Word
Can Improve Readability And Therefore Your Open Rate.
Short is sweet - Keep your subject line to 50 characters or less, including
spaces.
The more tempting and intriguing the better.
Subject lines framed as questions perform well.
For regular newsletters, keep the subject line fresh. So Avoid "December
Newsletter".
Make sure your subject line reflects your content, otherwise you could see
your unsubscribe rate go up.
Use A/B split testing to find out what works best for your audiences.
Try personalisation.
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Step 4
Next you need to choose from three Editor types:
1. Drag and Drop Editor
This editor is a simple, wizard-driven way to create an email with no HTML
involved. Select a layout from a list of choices, add and style text and links,
and see the changes happen in real time. An image editor allows you to
modify images, including applying filters, frames and other effects. This editor
automatically makes your email responsive, which means it will look good on
phones as well as on larger screens.
http://help.clickdimensions.com/drag-and-drop-editor/
2. Block Editor
This editor allows you to build your own emails within ClickDimensions. Use this
option if you want to design your own simple templates with full control over
your copy, links and images:
http://help.clickdimensions.com/block-editor-layout/#tabs-1-2
3. Free Style Editor
This is a "What You See is What You Get Editor" for use with pre-designed
templates. Use this option if you want to upload an HTML template designed
for you and then make some minor edits to copy, links and images:
http://help.clickdimensions.com/editor/
4. Custom HTML Editor
This editor is only really useful if you want to upload HTML and can then make
your own edits to the code yourself. Go for this option if you are an HTML whiz
kid: http://help.clickdimensions.com/custom-html-editor/
NOTE We strongly recommend against loading HTML code from another email
platform e.g. SmartMARKETER. This is likely to have extra tracking coding hidden
in the HTML that has been shown to cause unforeseen problems in the way your
email behaves when edited and sent.
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Step 5 - Save
Step 6
Once you have clicked save, the functionality for building your email becomes
available:
23
Please refer to the ClickDimensions user guides for detailed instructions on email
build functionality:
1. Drag and Drop Editor: http://help.clickdimensions.com/drag-and-dropeditor/
1. Block Editor: http://help.clickdimensions.com/block-editor-layout/#tabs-1-2
2. Free style Editor: http://help.clickdimensions.com/editor/
3. Custom HTML: http://help.clickdimensions.com/custom-html-editor/
Step 7 - design your email

And keep pressing the save button regularly.
Step 8 insert your merge fields

Place you curser where you want the merge field (with a space first) and then click
on Contact (not Owner, Lead or Account).
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Scroll down the list of merge fields available to you. We recommend that you go for
First Name as with this example:
There is a risk with any merge field that the data will be blank. To avoid sending out
emails that start Dear , or worse Dear First Name, you can provide some
alternative copy that ClickDimensions will insert if the field is blank:
Before: ${Recipient.contact.firstname[0]!""}
After: ${Recipient.contact.firstname[0]!"Sir/Madam"}
In this case, if the First Name is blank in MSD CRM, then Sir/Madam will be added to
the email.
You can follow the same principle for any mail merge field.
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Step 9 - Insert Subscription Management links

See the section on Subscription Management later in this document for more
information about how the process works.
All emails sent to enquiries using ClickDimensions should have two unsubscribe links
at the bottom:
Link 1 content specific

Copy: Manage your subscription preferences
URL: See Appendix 1 for URLs for the Subscription Management pages.
Where possible, use a Subscription Management link in your email that features a
cluster of relevant programmes that customers can choose from. However, avoid
using the full programme portfolio options as these do not provide a good customer
experience, particularly for Exec Ed.
Link 2 "global" or unsubscribe from all

Copy: Unsubscribe from all bulk mailings from London Business School
URL: Use standard ClickDimensions unsubscribe link code snippet:
${Gears.unsubscribe()}
We recommend that you use easy to read, clear copy in the footer of all emails like
this:
If you don't wish to receive this type of email from us in future, please click here to
manage your mailings preferences. Alternatively, you can unsubscribe from all bulk
mailings from London Business School.
Small, hidden copy is more likely to encourage people to mark your email as spam if
they dont want to receive your emails.
Contacts with a "Created" status, such as members of GMASS, GRESS and some fairs
lists, should only have a global unsubscribe link: Unsubscribe from all London Business
School mailings. This is in addition to any other subscription management or other
messaging required by the list provider.
26
Step10 - test your email

Try this checklist:
Double check that the content is factually correct - dates fees, names,
telephone numbers etc.
Have a colleague, who hasn't seen your email before proof read your
email thoroughly.
Double check that all the links in your email work, including your
Subscription Management links.
Does the email render well in Gmail, Hotmail and Yahoo, as well as in your
LBS Outlook client and Webmail.london.edu (see below)
Are you happy with how your email appears on iPhone, iPad, Android
devices, Blackberrys and Windows phones.
Make sure all of your images have alt tags
Any personalisation includes default 'fall-back' value for when
personalised data is missing (See Step 8).
Your expert email testers
A great way to ensure your email is thoroughly tested is to send it to a Static group
that includes you and your colleagues. See page 9 for more on how to set this group
up.
Email service providers
Make sure that this group also features a variety of email clients. In 2013, the most
popular email clients of the LBS enquiry base were:
1.
2.
3.
4.
5.
Gmail 45% of enquirers email addresses

Hotmail 13%
Yahoo 11%
Outlook.com 1%
Others 30% (14,000+ variations including all work email addresses).
(Based upon the preferred email address of all programme enquirers)

The Others group includes companys own email software of which MS Outlook
will be a major component.
Its impossible to test across all of these variations, but if you can test that your email
renders properly in Gmail, Hotmail and Yahoo, you can be confident that the email
works for at least two thirds of our audience.
27
Web browsers
As well as email clients, you also need to test browsers. Be sure to open your email in
Webmail, Gmail, Hotmail and Yahoo using the following web browsers:
Chrome
Safari
Firefox
All current versions of Internet Explorer
Step 11
Get final sign-off to send the final email from your stakeholder(s) and/or line
manager.
Step 12
Once you are completely happy with your email, its signed off and you are ready
to send it, always create a plain text version of your email for those recipients who
don't view emails in HTML. This will also ensure your email does not get marked as
spam.
Best practice tips for creating a plain text version of your email:
It may not be pretty, but a plain text email is essential if you want to get
through the spam filters and some recipients will end up only receiving this
version.
Think about formatting and how it will view on a mobile or desktop screen.
Strip out any extraneous headings and cull links and calls to action back to
the bare minimum.
Step 13 - you are now ready to send your email
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How to send an email

Please watch Day 3 of the ClickDimensions training webinar on sending emails for an
introduction to this topic, but follow the step-by-step guidance below when sending
your emails.
Step 1
Navigate to: Sales and Marketing > Email Marketing > Email Sends > New
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Step 2
You should see a window like this:
NOTE A subject line is required, but dont add this first because when you select
your template, this will overwrite it.
30
Instead, the first thing you should do is select your template:
This will pre-populate your subject line. At this point you might want to edit this to
your final chosen version.
31
Step 3 - select your campaign, if appropriate
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Step 4 - set who your email should appear "from" in recipient's i nbox
Names of actual human beings get better click through rates than faceless mailbox
names. If you have a named individual that you'd like your contacts to recognise, or
start to form a relationship - such as a lead sales rep, senior admissions person or
programme director, then use that name.
Unless you are 100% sure that every contact on your Marketing List has a correctly
allocated "owner" (i.e. a sales person who is managing that contact) leave the
"From Record Owner" as No.
You then have a number of options:

1. Send from an actual person by picking the appropriate "From User" (i.e.
member of the sales/recruitment team).
This will populate the From Name and From Email automatically.
2. Send from an alias by completing the From Name and From Email yourself, for
example:
The From Name can be anything you like and the From Email can be any valid
email address.
Remember that the "From email address" is the email address that any bounce
backs or replies will go to.
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Step 5 - set when your email will go out

Either send your email to send immediately, or choose a time and day that best suits
your email and/or audience.
Dont worry, even if you select "Send immediately", your email won't deploy until you
are ready and click the "Send" button. See Step 9 below.
NOTE If you delay the send and then need to cancel the email, you will need to
have IT do this for you. So it may be worth waiting to set up your send if there is any
chance you might need to cancel your mailing.
Step 6 - you need to click "save" before you can go any further.
Step 7 - Next add your Marketing List(s)
It is fine to send your email to multiple lists at one time. In fact by doing this, you can
be sure that you won't end up with duplicate emails to the same contact.
To add your lists, start by scrolling down slightly and clicking on the Marketing Lists
box:
34
A blue outline will appear around the box and a new ribbon will appear at the top:
Click on the "Add Existing Marketing List" button in the top left hand corner. A
window like this will appear:
35
Select all of the lists that you would like your email to go to and click "Ok". Your lists
will appear here:
If you need to add any other contacts, such as yourself, the sales rep, or other key
stakeholder, you can do that by clicking on Contacts:
And then on the "Add Existing Contact" button, which will appear in the top left
hand corner:
Find your contacts and click "Ok".
36
Step 6 make sure you are on the "Email Sends" tab.

Step 7 tweak your template content if necessary for the current
send. This won't change the original template you set up.
Click save.
Step 8
Send yourself one final test by entering your email address in the box labelled "Test
Emails (Semicolon Separated" and the click the "Test" button:
This will bring up a Spam Assassin Report, which is worth checking. More on this here:
http://help.clickdimensions.com/test-an-email/
Step 8 - If all is fine and your email is ready to go, click "save".
Step 9
Whether your email is set to send immediately or at a point in the future, once you
have finished setting your email send up, you need to click the "Send" button:
37
When this window appears, tick the box and click "Approve":
Then click "Save and Close" and your email will deploy, either right away or on the
pre-set date.
38
Reporting
Reporting, analysing and optimising you emails is a key part of effective email
marketing.
NOTE Reports on large emails can take some time to come through fully. Wait at
least 24 hours before escalating to IT.
Please watch Day 4 of the ClickDimensions training webinar on email statistics for a
thorough introduction to this topic.
You can find additional guidance here: http://help.clickdimensions.com/emailsend-statistics-graph/#tabs-1-2
NOTE - make sure you're on the CRM 2011 tab.
Step 1
Navigate to Marketing > Email Marketing > Email Sends > Sent
39
Step 2
Find the email you have sent, scroll down to Email Statistics and you should see
something s section like this, which shows overall email performance:
Step 3
To see all the clicks on the links in your email, click on this button in the top ribbon:
40
Wait a few moments and a report that looks like this will open up:
To see which contacts have clicked on the links, click the link yourself. A list of
people who have clicked with load. You can then click on the Contacts name and
go through to their record.
You can also view a heat map of where recipients are clicking on your email by
clicking on this icon in the top ribbon:
41
You heat map will look a bit like this:
42
Subscription Management
Please watch the ClickDimensions training webinar on Subscription Management for
an introduction to this topic.
As a School, we need to be very careful to allow contacts to manage their contact
preferences and the emails they receive from us. This is particularly important given
the volume of emails we send to contacts and the diversity of different emails we
send regarding our complex portfolio of programmes and considerable schedule of
events.
We are required to give contacts the chance to unsubscribe from emails. But rather
than just unsubscribing them from everything, it is better if we can give customers the
chance to stay opted in to the emails that are most relevant to them.
To manage customer's content subscription preferences, we use a set of
Subscriptions Lists set up within MSD CRM. The customer can then decide if they
want to be on a certain list. They can let us know their preferences by ticking or unticking boxes on a Subscription Management page.
ClickDimensions guides for subscription management:
http://help.clickdimensions.com/category/subscriptionmanagement/
43
Subscriptions Lists
We have one Subscriptions Lists for each "type" of mailing we send. By "type" we
mean the type of content the customer can expect to receive if subscribed to that
list.
This is where they can be found in MSD CRM:
44
Setting up a new Subscription List

ClickDimensions super users can create new Subscription Lists when they start new
types of mailings. Typically this will be for a new Programme Type.
Step 1
Navigate to: Settings > ClickDimensions > Subscription Lists > New
This page opens:
45
Step 2
Complete the required information:
Name:The formatting of the Subscription List name should describe the

content of the mailings that someone on the list would receive. This must be
very clear to the customer who must be able to understand what type of
content they are opting in or out of receiving.
Owner: This will default to you.
eBSR Subscription: Leave unchecked unless this is the master BSR list.
Programme Type: If appropriate, set the correct Programme Type from the
drop-down list.
For example:
46
or
Step 3 - Click Save and Close
NOTE Where the Subscription List is linked to a Programme Type or is for a eBSR
subscription, this will automatically create or remove SCTs when the customer uses
the form.
47
Subscription Management pages
Customers can then opt in or out of programme emails using Subscription

Management pages. For example:
If the customer uses the form to opt out of programme-specific mailings, then a
workflow will automatically change their Interested in SCT for that programme to
be Interest Withdrawn.
If the customer opts in to programme-specific mailings that they hadnt been
signed-up to before, their interest in that Programme Type is also captured in MSD
CRM by the creation of an Interested in Secondary Contact Type for that
Programme Type.
48
Creating and editing Subscriptions Management pages

Super users can find and edit the Subscription Management pages in MSD CRM
here:
Wherever possible, pages should feature more than one subscription option,
allowing contacts to opt in and out of multiple subscriptions lists and facilitating
cross-sell.
Create a Subscription Management Page: http://help.clickdimensions.com/how-tocreate-a-subscription-management-page/#tabs-1-2
Once created, TEST, TEST, TEST to ensure the page behaves as you expect it to.
49
Marketing Automation Design Process

Marketing Automation is a powerful tool that can be used to make our
communications with Contacts more efficient and effective. MSD CRM and
ClickDimensions can be configured to send automated emails as part of sales
treatments or planned customer journeys. These may be triggered by a Workflow in
CRM or a Nurture Programme in ClickDimensions.
However these mailings do need to be carefully planned and managed on an ongoing basis. Risk factors to be mindful of include:
a complex and overlapping set of audience segments

email marketing being decentralised across the organisation
a long, non-linier buying cycle.
As of December 2014, this is brand new functionality for the Sales and Marketing
Teams. Whilst we do have some autoreply emails configured to be triggered
automatically based on Contacts filling out London.edu forms (see below), we are
very much finding our feet with this.
This is particularly the case for:
deciding if the automated email should be run via a workflow or a Nurture

Programmes built in ClickDimensions
ensuring rigour is applied to the design, testing and on-going maintenance of
automated emails.
With this in mind, you should work closely with IT when you want to set up automated
emails.
This is the process for new automated emails:

1. The team that owns the customer designs how the automation should work. A
description in a Word doc is fine at this stage. It should give as much detail a
possible of the business rules that trigger the automated email, including:
a) the criteria that should used to identify which Contacts should receive the
automated email (i.e. what would be used in the Advanced Find tool)
b) the conditions that need to be in place for them to receive it (e.g.
between 12 and 24 hours after they take a specific action)
c) anything else they think is relevant.
2. Share this with the ClickDimensions Super Group: CDUser@london.edu who can
provide feedback and advise regarding any potential impact or shared interest
from other teams managing other parts of the funnel.
50
3. Then send it to the CRM Administrator in IT for his feedback and his
recommendation as to whether:
a) it is possible to automate this email
b) the automation would be best run via a workflow in CRM or a Nurture
Programme in ClickDimensions.
Depending on the complexity of the request or the impact on other areas of the
funnel, a workshop may take place at this stage, potentially with NTT and/or
other sales teams.
4. If there is agreement that a CRM workflow is needed, then you would build the
ClickDimensions template(s). Otherwise, you should build, test and launch a
Nurture Programme in ClickDimensions to run the automation.
5. If a CRM workflow is needed, send the finalised brief for the new workflow to IT
Helpdesk as a formal BAU request, this will need to include:
c) a. the business rules that trigger the automated email
d) b. what should be triggered:
I.
the email template name
II.
the email subject line
III.
the from name
IV.
the from email address
6. The workflow is built by IT
7. IT deploy it in the UAT system
8. The team that owns the customer tests it in UAT and signs-off
9. IT deploy it in the Live CRM system.
ClickDimensions guides to building nurture marketing programmes:

http://help.clickdimensions.com/category/nurt uremarketing/
http://help.clickdimensions.com/how-to-create-a-nurtureprogram/#tabs-1-2
NOTE - make sure you're on the CRM 2011 tab.
51
Autoreply emails
The following autoreply emails are set up as of December 2014:
Email type
Brochure download autoreplies
for each Exec Ed and DPO
programme and the Exec Ed Port
Cal
Triggered by
A workflow that runs whenever a
brochure download SCT is
created in MSD CRM
Owned by
Mar Comms
eBSR sign-up confirmation
A workflow that runs whenever

an eBSR subscription SCT is
created in MSD CRM
Registered Interest SCT is created
in MSD CRM
Reserve a place SCT is created in
MSD CRM
Creation of a Campaign
Response of Registered for an
event if a template has been set
up by the events team
Mar Comms
Request more information

autoreplies for Exec Ed and DPO
Reserve a place confirmation
Event registration confirmation
Mar Comms
Exec Ed
DPO and
Exec Ed
Events
Teams
See the Events Management guide for more information about events autoreplies.
52
These are some of the templates:
The majority of these template where set up before MSD CRM went live as plain text
emails. This was done for expediency and to deliver a like-for-like provision with the
old system. Upgrade work to enhance these templates should be considered.
Where templates are changed, you should work with the CRM Administrator in IT to
ensure that the workflows continue to run and any changes should be tested
thoroughly.
53
Some other things to try once you have mastered the basics:
Comparing your results and sharing best practice with fellow email marketers
across the School.
Split testing: http://help.clickdimensions.com/email-send-split-testing/
Working with a sales team on an Outlook Cast:

http://help.clickdimensions.com/send-outlookcast-email/
Sending a follow-up email to recipients who have not opened or clicked a

link in a previous email: http://blog.clickdimensions.com/2014/01/sending-afollow-up-email-to-recipients-who-have-not-opened-or-clicked-a-link-in-aprevious-email.html
Becoming a ClickDimensions Super User and shape the design of new

capabilities and processes.
Good luck with your mailings!!
54
Appendix 1- Key terminology

Programme Type
e.g. EMBA London, Project and Infrastructure Finance, etc.
DPO programmes:
EMBA Dubai
Executive MBA (Dubai)
EMBA London
Executive MBA (London)
EMBAG
EMBA Global Americas and Europe
EMBAGA
EMBA Global Asia
GMIM
Global Masters in Management
MBA
Masters in Business Administration
MIFFT
Masters in Finance Full Time
MIFPT
Masters in Finance Part Time
MIM
Masters in Management
Sloan
Sloan Masters in Leadership and Strategy
Exec Ed programmes:
ACF
Advanced Corporate Finance
CFE
Corporate Finance Evening Programme Portfolio
CFE1
Corporate Finance Evening Programme - Accounting & Financial Analysis
CFE2
Corporate Finance Evening Programme - Valuation
CFE3
Corporate Finance Evening Programme - Funding, Risk & Restructuring
CFM
Corporate Finance Modular Programme Portfolio
CFM1
Corporate Finance Modular Programme - Accounting & Financial Analysis
CFM2
Corporate Finance Modular Programme - Valuation
CFM3
Corporate Finance Modular Programme - Funding, Risk & Restructuring
CMD
Custom Programmes
DSVC
Developing Strategy for Value Creation
ELP
Emerging Leaders Programme
EOL
Essentials of Leadership
ESR
Executing Strategy for Results
FEB
Financing the Entrepreneurial Business
FSSM
Financial Seminar for Senior Managers
HPPS
High Performance People Skills for Leaders
HRST
Human Resource Strategy in Transforming Organisations
IMP
Investment Management Programme
LBF
Leading Businesses into the Future
LCP
Leading Change
55
MA
Mergers and Acquisitions
MDS
Market Driving Strategies
MIH
Making Innovation Happen
NISM
Negotiating and Influencing Skills for Senior Managers
PE
Masterclass in Private Equity
PF
Project and Infrastructure Finance
PRO
Proteus
SB
SEP
Strategic Marketing: From Behavioural Insights to Business Growth (new name for
CMKP)
Senior Executive Programme
SIM
Strategic Investment Management
TGM
Transitioning into General Management (new name for ADP)
NOTE programme names do change over time, so double check that you are
using the right ones
Programme
The individual iteration, e.g. MBA2016, TGM152
Primary Contact Types
Alumnus (DPO & EE Alumni)

Student
Faculty
Staff
Past Participant (EE non-alumni)
Contact (see contact statues)
56
Contact Status (only applies to Contacts)

Contact status
Definition
Created
These contacts have not yet specifically given us permission to

contact them about our programmes by registering with the
website or contacting us directly. They may be a non-DPO or EE
contact (e.g. a referee or HRO) or they may have been loaded into
MSD CRM as a lead from a fair, GMASS or GRESS list.
For loaded contacts with a created status, only the owners of
these lists should contact these people, being careful to follow the
T&Cs of the list vendor.
When sales teams create a contact manually, their status is
automatically set as registered.
This state is also reached when the contact registers on the website
opting in to communications from the School, but doesnt specify
an interest in a specific programme type e.g. eBSR sign-ups.
Contacts who sign-up with us at Fairs or attend cross-programme
events may have a status of registered if they have not expressed
an interest in a specific programme type.
This state is reached when a contact expresses an interest in one or
more Programme Types
This may happen automatically when a contact downloads a
brochure, registers for a programme-specific an event, or submits a
CV etc.
Or it may be triggered when a sales rep manually creates an
Interested in Secondary Contact Type for a Programme or
Programme Type.
A contact reaches this state when DPO Client Services rep
completes the Prospect Status field on the Contact Score for a
specific Programme and setting it to one of:
Qualified
Confirmed
Confirmed Star
Contacts who have started, but not submitted an application.
Contacts who have submitted an application.
Contact who have been offered a place.
If a contact withdraws an application or declines a place they are
set to a Withdrawn state.
If a contacts application is rejected they are set to a Rejected
state.
Contacts who have been asked to Reapply.
The contact has joined a programme (DPO or Exec Ed)
Registered
Contact (interest
expressed)
Prospect
Applying
Applied
Admit
Withdrawn
Rejected
Reapply
Student
57
Secondary Contact Types (STCs)

Enquiry-related SCTs:
Applicant
Attended a fair
Attended event
Call back request
Cancelled reservation
Class visit
Consultation booked
Consultation cancelled
Consultation completed
Consultation rescheduled
CV review
Downloaded brochure
Enquiry loaded
Fair converted
GMAT score loaded
GRE score loaded
Inbound email contact
Inbound phone contact
Interest withdrawn
Interested in
Portfolio Calendar
Registered
Registered for event
Registered interest
Reserved place in
Tell us more
Walk in
Lead-related SCTs:
Fair loaded
GMASS loaded
GRE (pre-test) loaded
GRESS loaded
HRO-related SCT:
HR Contact
58
Appendix 2- Subscription Management page URLs

Email content
type
eBSR or similar
news/insights
Full LBS portfolio
DPO Events
mailings
EE News and Events
mailings
DPO programmes
for experienced
managers (EMBAs
& Sloan)
DPO full prog
portfolio
Exec Ed full prog
portfolio
Exec Ed
Coporate
Fianance
Programme
Portfolio
Exec Ed Finance
cluster
Exec Ed Career
Transition cluster
Exec Ed
Leadership cluster
Exec Ed
Marketing cluster
Exec Ed Strategy
cluster
Exec Ed
programmes from
HR professionals
Subscription management page URL

http://crmweb.london.edu/londonedu-amoz7/pages/msmkysf6eeoaogbqvp0ipg.html
http://crmweb.london.edu/londonedu-amoz7/pages/jh77da8seeouhqbqvqvkxq.html
http://crmweb.london.edu/londonedu-amoz7/pages/brnjtmwceeo3fqbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/h0po7xmjeesvegbqvp0ipg.html
http://crmweb.london.edu/londonedu-amoz7/pages/zvzxa6fueeolwgbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/x4ziygxeeottabqvqvlzg.html
http://crmweb.london.edu/londonedu-amoz7/pages/ro5yo6fveeop8gbqvp0ipg.html
http://crmweb.london.edu/londonedu-amoz7/pages/4ko4kcheeolwgbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/sgo5hkjueeodvgbqvp0ipg.html
http://crmweb.london.edu/londonedu-amoz7/pages/8ewclkjveeodvgbqvp0ipg.html
http://crmweb.london.edu/londonedu-amoz7/pages/8codiqjxeeoadgbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/lnyx6jxeeoadgbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/ldrw3ajzeeoadgbqvp1z3a.html
http://crmweb.london.edu/londonedu-amoz7/pages/zdcukjbeeodvgbqvp0ipg.html
59
Appendix 3 - Some illustrative examples of which Subscription Lists and

Subscription Management pages to use for your mailings:
Mailing
content
Marketing
cluster lead
nurturing
email
Cross-sell for
new Exec Ed
leadership
programme
Pre-QS Fair
greeting
EMBA
deadline
reminder
Cross sell
message
about fulltime MiF
GMASS email
nurture
programme
eBSR
monthly
newsletter
Audience
i.e. criteria for Marketing List(s)
List 1 - All contacts with an "Interested in"
SCT for CMKP created in the last 3 years
AND a status of:
Contact (interest expressed) OR Prospect
OR Applying OR Provisional OR Reapply
SCT for MDS created in the last 3 years
AND a status of:
OR Applying OR Provisional OR Reapply
All contacts with a status of "Contact
(interest expressed)" for any programme
created in the last 3 years, EXCEPT for
those with an "Interested in" SCT for MiM
or ELP.
All contacts with a status of "Created"
AND with the Adcode for that specific
fair
SCT for EMBA Dubai created in the last 3
years
AND a status of:
OR Applying OR Reapply
Subscription List to
use
Customer
Focused
Marketing
programme
mailings
Market Driving
Strategies
programme
mailings
Subscription
Management link to use
Exec Ed Marketing
cluster page and the
Global unsubscribe link
Leading
Businesses into the
Future mailings
Exec Ed Leadership
cluster page and the
n/a

only
Executive MBA
(Dubai) mailings
DPO programmes for

experienced managers
page and the Global
unsubscribe link

SCT for EMBA London created in the last
3 years
AND a status of:
Executive MBA
(Dubai) mailings
All contacts with an "Interested in" SCT for

MBA created in the last 3 years
AND a status of:
"Created" contacts with a GMASS source
code created within the last 12 months.
Full-time Masters in
Finance mailings
DPO full portfolio page

and the Global
unsubscribe link
n/a

only
All contacts with a status of Registered or

above who have not unsubscribed from
eBSR mailings.
Business Strategy
Review - News,
views and events
eBSR or similar
news/insights page and
the Global unsubscribe
link
60

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CLICKDIMENSIONS USER GUIDE FOR LBS

To gain access to MSD CRM with ClickDimensions permissions, contact

ClickDimensions is a marketing platform to be used for promotional emails. To send

We can use ClickDimensions for:

email marketing including:

As of December 2014, the following ClickDimensions functionalities will require IT

What you can expect from this user guide:

Links to training provided by ClickDimensions

Tips from the ClickDimensions User Group:

Use Chrome rather than IE8

Day 1: Email templates

Day 4: SMS and Nurture Marketing

Setting up Marketing Lists for use with ClickDimensions

enquiry generation campaigns

around 50k contacts in total for a static lists

Build your list

Step 1 Open a new list

A window like this will open:

Step 2 - Name your Marketing List

Step 4 - Link your Marketing List to a Subscriptions List

Step 5 - Enter a basic description

Step 7- Start to build your list by clicking on Manage Members

Batch two the wider LBS community (external)

Batch three the wider LBS community (internal)

Programme type is equal to:

Remove people from your list

Setting up a new template in ClickDimensions

Some template best practice recommendations from ClickDimensions:

Mail Chimp Email Marketing Field Guide:

Step 1- Open a new template

You will see a window like this:

Step 2 Name your email template

Avoid splashy promotional phrases, CAPS, or exclamation marks.

Step 7 - design your email

Step 8 insert your merge fields

Step 9 - Insert Subscription Management links

Link 1 content specific

Link 2 "global" or unsubscribe from all

Step10 - test your email

Gmail 45% of enquirers email addresses

(Based upon the preferred email address of all programme enquirers)

Step 13 - you are now ready to send your email

How to send an email

Instead, the first thing you should do is select your template:

Step 3 - select your campaign, if appropriate

You then have a number of options:

Step 5 - set when your email will go out

Find your contacts and click "Ok".

Step 6 make sure you are on the "Email Sends" tab.

You heat map will look a bit like this:

Setting up a new Subscription List

This page opens:

Name:The formatting of the Subscription List name should describe the

Owner: This will default to you.

Step 3 - Click Save and Close

Subscription Management pages

Customers can then opt in or out of programme emails using Subscription

Creating and editing Subscriptions Management pages

Marketing Automation Design Process

a complex and overlapping set of audience segments

deciding if the automated email should be run via a workflow or a Nurture

This is the process for new automated emails:

ClickDimensions guides to building nurture marketing programmes: