Short description:

The client operates as a transport association in the public transport sector. The PTA introduces the CRM system Microsoft Dynamics 365 Sales and implements interfaces to internal bonus programme systems as well as to the e-mail marketing system Optimizely (Optivo Episerver). As part of the project, Optimizely will be integrated into the Dynamics 365 Sales system so that a selection of leads, partners and end customers can be made in the CRM for e-mail automation campaigns.


Optimizely provides a CRM solution that includes all the necessary entities and artefacts to run email automation campaigns. Marketing emails in Optimizely must be filled with information from entity fields in Dynamics 365 Sales before they can be sent to customers/end customers. For this purpose, recipient lists are defined on the Optimizely side. The Optimizely recipient lists contain all data fields that are transmitted by Dynamics 365. PTA GmbH installs the Optimizely solution, tests the interaction and provides all necessary fields in the recipient lists. Different campaign emails are defined (e.g. birthday mailing with sending of individual coupon codes) and configured in the system.

Technical description:

Email automation campaigns are nowadays standard in the context of marketing campaigns by companies. With the Microsoft Dynamics 365 Sales System, the customer has a reliable database for the segmentation of partner contacts and end customers. With Optimizely Campaign, the customer is able to carry out automated email marketing campaigns and thus enter into dialogue with partner contacts and end customers.