Salesforce email tips: how to send mass emails efficiently
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Email marketing still delivers the highest return on investment across digital channels. On average, every $1 invested in email marketing returns $36. That number rises to $45 in the retail, ecommerce, and consumer goods sectors, bringing the ROI between 3600% and 4500%. The best-performing brands tend to send between 5 and 8 emails per month, reaching up to $48 return per $1 spent.
If you use Salesforce, you already have a powerful CRM to support your email strategy. You can use it to run targeted and personalized campaigns, send updates to thousands of contacts, and monitor your results.
In this guide, we explain how to send mass emails in Salesforce, when to use List Email, when to switch to Marketing Cloud or Pardot (now called Account Engagement), and how to manage email templates, automation, and limits the right way.
Why use Salesforce for email campaigns?
What’s great about Salesforce is that it gives you everything you need to run email campaigns from a single platform. You have all the contact data, campaign history, analytics, and automation tools, so you don’t need to export data or rely on external tools for basic email marketing tasks.
Here’s what you can do using built-in Salesforce features:
Build and manage templates
You can create and reuse branded Salesforce email templates across departments. Whether you prefer HTML layouts or Lightning email templates Salesforce offers a flexible email template builder that supports merge fields, custom styling, and dynamic content.
Target the right audience with filters and list views
Use dynamic filters to create segmented contact lists based on behavior, status, location, or any custom field. Once filtered, send targeted messages directly using Send List Email Salesforce.
Automate and track engagement
Built-in Salesforce email tracking lets you see opens, clicks, bounces, and responses. If you're using Pardot or Marketing Cloud, you can also run automated journeys, trigger-based emails, and A/B tests.
Control and monitor Salesforce email deliverability
Configure Salesforce email relay to send from your own domain and improve trust with email servers. Use built-in compliance tools like Email Compliance BCC to stay in line with data privacy regulations.
Stay compliant with GDPR and CAN-SPAM
Salesforce helps ensure that all mass emails follow global data protection laws. You can manage opt-in status, store consent logs, and include unsubscribe links in all your Salesforce email campaigns.
Use analytics to refine your strategy
Review Salesforce email logs, monitor bounce rates, and track conversion metrics across campaigns. These insights help you understand what content performs better, so you can improve results over time.
Choosing the right method of sending mass emails through Salesforce
There are different methods, each coming with its own set of functionalities, integrations, and complexities. Let’s take a closer look at them:
Option 1: using List Email in Salesforce
If you want to send a quick, one-time email to a specific list of leads, contacts, or campaign members, List Email is Salesforce’s native tool for doing exactly that. It’s the fastest way to run basic email campaigns to up to 5,000 external recipients per day without installing anything or leaving your CRM.
How to use it:
- Go to a contact, lead list view, or campaign member list.
- Filter or select recipients (up to 200 per page).
- Click Send Email, then Sales List Email.
- Choose a Salesforce email template or write your own.
- Personalize with merge fields, add attachments if needed.
- Review each email preview.
- Click Send, Send Later, or Save as Draft.
You can check out a detailed instruction in Salesforce’s help article.
Best use cases for Salesforce List Email:
- Campaign follow-ups;
- Webinar invitations;
- One-time product updates;
- Internal alerts to contacts or leads;
- Sending PDF brochures or other attachments.
Salesforce List Email limits and benefits:
Option 2: using Salesforce Marketing Cloud
If your email needs go beyond one-off sends and simple filters, Marketing Cloud is the next step up. It’s a full-featured Salesforce email marketing automation platform that supports complex customer journeys, personalized campaigns at scale, and deep analytics. Marketing Cloud is ideal for organizations that send high volumes of emails, run multi-step campaigns, or need advanced targeting logic. Here are the features Marketing Cloud offers for Salesforce email marketing:
When to choose Marketing Cloud:
- You send regular newsletters, promos, or product updates at scale.
- You want to set up welcome emails, win-back campaigns, or post-purchase follow-ups.
- You need to test and optimize subject lines and layout.
- You want detailed reporting across multiple emails and channels.
Option 3: Integrating external email platforms with Salesforce
If you’re already using a third-party email marketing tool like Mailchimp, HubSpot, ActiveCampaign, or Constant Contact, you can connect it to Salesforce for a more complete workflow. You can keep Salesforce as your single source of truth and sync contact data, automate campaigns, and track results inside your CRM.
How external platforms integrate with Salesforce
Most popular platforms offer pre-built Salesforce email integrations or apps via AppExchange. These tools sync contact and lead data between platforms and let you trigger emails based on Salesforce activity, such as a new lead created, an opportunity closed, or a status updated.
Depending on the platform, you can also use API connections, middleware tools like Zapier or Workato, or custom-built integrations to control how and when data flows.
Pros and cons of email marketing Salesforce integration with external tools
How to create email templates in Salesforce
Creating email templates in Salesforce helps you save time, ensure brand consistency, and personalize messages at scale. Depending on your setup, you can use Classic or Lightning email templates, or build fully custom HTML layouts.
Types of Salesforce email templates
- Classic email templates Salesforce
Available in both Classic and Lightning, these templates support plain text, custom HTML, or letterhead-based layouts. They are simple to set up and use merge fields for personalization.
- Lightning email templates Salesforce
These are created and managed through the Email Template Builder in Salesforce, a drag-and-drop tool in the Lightning UI. Lightning templates support richer designs, preview options, and better compatibility with Salesforce email automation tools. Refer to a detailed instruction in the Salesforce help article.
- Salesforce HTML email template
If your team has design requirements that go beyond the built-in options, you can paste or import your own HTML code. This is ideal for marketing teams working with designers or agencies.
Steps to create an email template in Salesforce
- Go to Setup
Click the gear icon in the top-right corner and choose Setup.
- Navigate to the template section
For Classic: Go to Setup > Communication Templates > Email Templates;
For Lightning: Go to App Launcher > Email Templates, or use Setup > Email > Lightning Email Templates.
- Click New Template
Choose whether you want to use Classic, Lightning, or a custom HTML option.
- Add basic info
Enter a name, subject line, and optional description. Choose a folder (e.g. Public or Private).
- Build the body content
- Use merge fields to personalize with recipient names, company names, or related records;
- Add images, buttons, and custom styling;
- Preview your layout for both desktop and mobile.
- Save and activate
Once you're satisfied with the design, save the template. Lightning templates are automatically available in the Send List Email composer and other email tools.
Best practices for sending mass emails through Salesforce
Sending mass emails in Salesforce can be highly effective, especially if you follow a few key best practices. We gathered the tips that will help you improve engagement, stay compliant, and avoid delivery issues.
Use filtered, permission-based lists
- Always send emails to opted-in recipients. Use checkboxes or custom fields in Salesforce to manage email preferences.
- Build your audience using dynamic list views, campaign member filters, or synced reports.
- Avoid cold outreach or buying lists because they damage your sender reputation and violate anti-spam laws.
Segment your audience
- Use Salesforce email campaigns to target groups based on product interest, location, behavior, or stage in the customer lifecycle.
- Split large audiences into smaller, relevant segments. Personal and relevant emails perform better and have lower unsubscribe rates.
Personalize your content
- Use merge fields in your Salesforce email template to include the recipient’s name, company, or purchase history.
- Adjust messaging based on audience type (e.g. new leads vs. returning customers).
- Dynamic content blocks (in Marketing Cloud) can tailor visuals and offers per segment.
Stick to responsive, mobile-friendly templates
- Use Salesforce Lightning email templates or responsive HTML layouts that render well on all devices.
- Keep layouts simple: 1-column is safest for mobile.
- Test the layout before sending using Salesforce’s preview options or Litmus integrations (if available).
Keep subject lines and CTAs clear
- Aim for 6–10 words max in subject lines.
- Use a preheader to provide a short summary.
- Include one clear CTA (e.g. “Book a demo,” “Download the guide”) and make it easy to click.
Respect Salesforce email limits
- Standard List Email Salesforce feature allows up to 5,000 external emails per org per day.
- If you're approaching the limit, stagger your sends or use Salesforce Marketing Cloud or Pardot.
- Only select up to 200 records per List Email send.
Track and improve performance
- Use Salesforce email tracking to monitor opens, clicks, and bounces.
- Create reports like HTML Email Status to review engagement across campaigns.
- A/B test subject lines, CTAs, or send times (especially in Marketing Cloud).
Stay compliant
- Include unsubscribe links and a physical address in every email.
- Use Salesforce tools like Email Compliance BCC for auditability.
- Follow data laws like GDPR, CCPA, and CAN-SPAM.
Use Salesforce Einstein for better results
- Find out the best time to send an email with Send Time Optimization;
- Pick contacts that are more likely to engage;
- Analyze what kind of content drives conversions.
Conclusion: Get more from your email marketing in Salesforce
Salesforce offers multiple ways to send mass emails, ranging from the basic built-in List Email tool to advanced automation with Marketing Cloud or Pardot. However, achieving the best results requires more than just selecting the right method. You need clear targeting, strong templates, smart segmentation, and clean integration with your CRM.
At Noltic, we help companies design and optimize Salesforce email campaigns that actually convert. Whether you're building your first Salesforce email template, automating journeys in Marketing Cloud, or syncing Salesforce with third-party email tools, our team knows how to make it work and scale.
Our expertise is backed by real numbers:
- 100% Salesforce focus;
- 400+ Salesforce certifications;
- 93 Salesforce experts + 8 Architects on board;
- 140+ delivered projects;
- 5.0 rating on AppExchange and Clutch.
Need help with setup, strategy, or ongoing support? We’re here for all of it.
FAQs
How to create an email template in Salesforce?
To create an email template in Salesforce Lightning, open the App Launcher, search for “Email Templates,” and select it. Click “New Email Template,” then choose a folder, enter a name, and optionally select a related entity like Contact or Account. Add your subject line and write the body of the email using the built-in editor. You can insert dynamic fields by clicking “Insert Merge Field.” Once everything is set, click “Save” to complete the process.
What is the standard Salesforce email format?
The Salesforce email format depends on your template setup and the sender settings. Emails are sent from the user, org-wide address, or via Salesforce email relay (if configured). The format can be plain text, HTML, or mixed, and should include branding, a footer, and an unsubscribe link for marketing messages.
Can I automate emails in Salesforce?
Yes. You can set up Salesforce email automation using:
- Flows and Process Builder for simple triggered sends;
- Pardot or Marketing Cloud for more advanced journeys;
- Scheduled emails using “Send Later” in List Email;
- For ongoing marketing campaigns, Pardot email automation is recommended.
What are Pardot email templates?
Pardot email templates are reusable email layouts used within Pardot (now called Marketing Cloud Account Engagement). These templates support dynamic content, personalization, and automation rules. They’re ideal for nurture emails, B2B follow-ups, and scoring-based campaigns.
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