Since Salesforce contains all of your prospect and customer data, it seems reasonable to use the CRM for mass email marketing compaigns. However, Salesforce’s email capabilities have the following limitations that will prevent you from sending out successful email campaigns:
43% of consumers read their emails on mobile devices, so the way your emails are formatted and render across laptops, phones and tablets is critical. Salesforce does allow for HTML editing and formatting, but lacks the ability to preview emails across different mail clients. This means that formatting emails for specific mobile users can be unpredictable.
Other formatting restrictions you should consider are:
- You can not change the address of the email sender without complex workarounds
- If you want to mass email both Leads and Contacts – you will need to do so in separately
The email reporting within Salesforce is very basic. You can only track an HTML email by the date it was opened, number of times it was opened and most recent date it was opened. More sophisticated email service providers will show you what type of device a user opened an email on, what specific call to action they clicked on, and profile/subscription activity.
Another consideration is that Salesforce emails are not whitelisted. That means there’s a chance that your emails could end up in the recipient’s spam folder. There is a Bounced Emails report that you can access from the lead and contact records, but at a glance, it’s difficult to determine how the delivery rates affected the success of your campaign. For more visibility on delivery, you can enable bounce alerts here: Setup > Administration Setup > Email Administration > Deliverability.
Salesforce does allow you to send unlimited emails to internal users, but there are daily limits for sending emails to external leads and contacts. To determine how many emails your company has sent out, view the email logs by going to Setup > Adminstration Setup > Monitoring > Email Log files. Each edition has the following limitations per 24-hr period:
- Personal, Contact Manager, and Group editions do not allow mass emails
- Professional Edition allows for up to 250 emails
- Enterprise Edition allows for 500
- The largest cap is 1,000 contacts for the Unlimited Edition
- If you’re using the API or Apex, you can send single emails to a maximum of 1,000 external email addresses per day
Still all hope is not lost for Salesforce users seeking help with mass emails. Salesforce’s AppExhange is home to dozens of third party options that you can integrate with. If you’re looking to automate emails, scoring, tasks and alerts then consider a marketing automation platform such as Pardot or Marketo. If you need a more basic solution, then look into MailChimp or Constant Contact.
Lastly, to effectively measure the return of investment of all of your email and marketing initiatives, be sure to tie each effort to a Salesforce campaign. Not sure on how to get started with that? Give us a call and we can help you out.