Mass Emails in Salesforce: Limits, Tools, and Best Practices

Salesforce mass emailing lets you send automated, personalized messages to a large audience. Sending bulk emails and automating outreach increases customer engagement and improves marketing outcomes. 

This article explains Salesforce mass emailing limits, shows you how to use the available tools, walks you through each step, and shares best practices for running campaigns.

What is Salesforce Mass Emailing?

Salesforce mass emailing involves sending bulk emails to a targeted audience directly from your CRM. This approach helps you reach specific customer segments with customized messages using email templates and targeted lists. Salesforce offers three main options:

List Emails: Send messages to selected groups of contacts.

Campaign Emails: Use the campaign management system for coordinated outreach.

Automated Emails: Keep in touch with scheduled or trigger-based messages.

Salesforce Mass Email Limits

Salesforce limits mass email usage to maintain system performance and compliance. 

Daily Limit 

Each day, you may send up to 5,000 emails to external contacts. This limit applies whether you use bulk, list, or individual emails through API or Apex.

Duplicate Addresses 

Each occurrence of an email address counts. For instance, including the same address multiple times will count toward your limit each time.

Internal Users

Through the user interface, you may send unlimited emails to your internal users, including portal users.

Eligible Recipients

You can send mass and list emails only to contacts, person accounts, leads, and internal users.

Developer Edition/Trial Limits

In Developer Edition or trial orgs, the daily limit is just 10 external recipients.

Template Restriction

You can’t use Visualforce email templates for mass emails.

How to Send Mass Emails in Salesforce (Step-by-Step)

Sending Mass Emails with Salesforce Lightning

Salesforce Lightning experience simplifies the process of sending mass emails. 

In the Winter ’18 release, Salesforce replaced “Mass Emails” with “List Emails.” This change allows users to send an email template—with images, merge fields, and attachments—to groups of contacts, leads, or person accounts.

• Create a List View:

First, set up a list view for your recipients. For leads and contacts, create the view on their respective objects. For person accounts, use the contact object to build your list.
Access the mass email feature from your list view by choosing the List Email option.

• Compose and Review Your Email:

Write a new email or choose an existing template. Review your email in the preview tab to ensure all details are correct. Once you have verified the content, send your email to the selected list.

It allows you to efficiently reach multiple recipients with personalized and effective messaging.

Sending Mass Emails in Salesforce Classic 

In Salesforce Classic, open the Tools section on relevant tabs (such as Contacts or Leads) to access mass email features. Then, use the Mass Email Contacts/Leads links to send your emails.

However, this method has limitations, such as lower daily recipient limits and fewer customization options. In Lightning, List Email replaces the legacy mass email feature.

Need more details? Salesforce’s official documentation covers this in depth: Check it out here

Using Batch Apex for Large-Scale Emails

Batch Apex splits large datasets into smaller groups in Salesforce, making it a great option for automating mass email campaigns.

To automate extensive email campaigns, create a Batch Apex class that implements the Database.Batchable interface. This class will:​

Start Method: Retrieve email recipient records.​

Execute Method: Process each batch, constructing and sending emails using the SingleEmailMessage class.​

Finish Method: Perform post-processing tasks like logging or sending confirmation notifications.​

This approach sends emails in manageable groups, adhering to Salesforce’s limits and maintaining system performance.​

Limits and Best Practices

When using Batch Apex for mass emails, consider these points:

Governor Limits 

Salesforce enforces daily and per-transaction email limits. Build your batch processes to stay within these constraints.

Batch Size

Select a batch size that balances processing speed with compliance with limits.

Error Handling

Add error handling in your batch class to catch exceptions and isolate any failures.

Testing and Monitoring

Test your processes in a sandbox before deploying them. In production, monitor them regularly to find and fix issues quickly.

Email Templates in Salesforce Classic

Salesforce offers email templates for organizations to create messages that match their design and functionality needs.

Plain Text Templates

These are basic text emails without HTML formatting, suitable for straightforward messages.

HTML with Classic Letterhead Templates

They use HTML with a fixed header and footer featuring preset logos, colors, and fonts. This setup allows some customization while keeping a uniform layout.

Custom HTML Templates

These templates let users control HTML and CSS, so they can create detailed emails as needed.

Visualforce Templates

These use Salesforce’s Visualforce language to pull data directly from Salesforce records. They work well for emails that need to incorporate data from multiple sources or require specific logic.

All Classic templates support merge fields and attachments, which help incorporate personalized content.

Before you proceed, keep in mind some important considerations. You can find them in Salesforce’s documentation here. 

Creating Email Lists and Segmentation

An email list is a collection of addresses from people who opt in to receive updates from your organization. These subscribers have shown interest in your brand, making email a targeted way to share news, promotions, and updates without mass advertising.

Segment your email list by age, location, purchase history, or online behavior to improve relevance. Tools like Salesforce Marketing Cloud help customize content for different groups, making communication more personal. 

For example, a fashion retailer might send sneaker sale alerts only to customers interested in athletic wear.

Metrics like open and click-through rates provide feedback to refine your content and keep your audience engaged. An email list is more than a database; it builds relationships and drives growth.

Guidelines for Sending Mass Email in Salesforce Classic

Salesforce Classic allows you to send mass emails to contacts, leads, or person accounts. Mass email is available in Professional, Enterprise, Performance, and Unlimited Editions.

Follow these guidelines to manage your mass email campaigns.

Selecting Recipients

By default, views such as My Contacts, My Leads, Active Users, or My Cases include records with an email address. Create a custom view if you need to target a specific group. Records without an email address or those marked with Email Opt Out are excluded from email list views. Person accounts appear in contact list views.

Email Template and Merge Fields

When you preview your email template, merge fields like {!Account.AccountNumber} display as written. When you send an email, Salesforce fills these fields with data from each recipient’s record or uses substitute text if no data is available.

Activity Logging

If you store an activity for each message, an activity history entry appears on the recipient’s record labeled “Mass Email: <Template Description>.” This entry does not include the email subject, body, or attachments. Ensure you have permission to view or edit the recipient records and the “Edit Task” permission.

Delivery Notifications

If you choose to be notified when a mass email is complete, Salesforce sends you an email with a subject line that shows the Mass Email Name you provided.

Managing Scheduled Mass Emails

To view or cancel your scheduled mass emails, type “Mass Emails” in the Quick Find box in your personal settings. If you have the “Manage Users” permission, you can also view or cancel mass emails scheduled by others from Setup.

These guidelines help you send mass emails in Salesforce Classic while keeping your process clear and organized.

Automating Mass Email in Salesforce 

Salesforce offers built-in tools to automate mass email communications, allowing organizations to set up efficient email processes.

Key Automation Tools in Salesforce

Process Builder 

This lets administrators create custom processes without heavy coding. It triggers email actions when specific conditions are met. Although supported, Salesforce recommends using Salesforce Flow for new automation as it offers greater flexibility.

Workflow Rules

Automates email notifications based on set criteria, making it suitable for simple tasks.

Salesforce Flow 

Provides a visual interface for designing multi-step processes for more complex email campaigns.

Third-party integrations extend Salesforce’s email capabilities. Tools like Mailchimp, Marketo, HubSpot, and SendGrid expand your options. Mailchimp syncs customer data and runs targeted campaigns. 

Marketo tracks lead engagement and manages email marketing. HubSpot coordinates email efforts. SendGrid handles high-volume transactional and mass emails. These tools offer extra options for campaign management and analytics.

Best Practices for Successful Mass Email Campaigns

Mass emails provide a practical way to reach large audiences and boost engagement. Use these Salesforce-inspired practices to improve your campaigns:

Focus on Deliverability

Verify your emails with SPF, DKIM, and DMARC to reduce spam complaints and improve inbox placement. Monitor bounce rates and address issues promptly to maintain a good sender reputation.

To know about common hurdles, please go through official documentation. 

Optimize Engagement Timing

The timing of your emails affects open rates. Target B2B audiences mid-morning on weekdays and reach B2C audiences during evenings and weekends for better engagement. Experiment with different schedules to find the optimal timing for your contacts.

Embrace Testing

A/B testing helps refine your subject lines, email content and calls to action. Use analytics from Salesforce Marketing Cloud to compare results and adjust your approach based on data.

Regularly review key metrics and adjust your strategy:

• List Segmentation: Divide your contacts into groups for more targeted messaging.
• Design Adjustments: Refresh your layout and visuals to promote better engagement.
• Timing Changes: Test various send times and frequencies to find what works best.

Avoid Common Pitfalls

Avoid sending too many emails. Excess frequency can lead to subscriber fatigue and higher unsubscribe rates. Instead, focus on sending relevant messages that reflect previous interactions.

Applying these practices can enhance your mass email campaigns and achieve better results.

Analyzing Email Performance in Salesforce 

Evaluating your email campaigns is essential for refining marketing strategies and enhancing audience engagement. Salesforce offers tools to monitor key performance metrics, allowing informed decisions to improve outreach efforts.

Key Metrics to Monitor

Open Rate

The percentage of recipients who opened your email shows how compelling your subject line is.

Click-Through Rate (CTR)

The percentage of recipients who clicked on links, reflecting the relevance of your content.

Conversion Rate

The percentage of recipients who completed a desired action, such as purchasing or submitting a form.

Bounce Rate

The percentage of undeliverable emails helps you maintain an updated mailing list.

Unsubscribe Rate

The percentage of recipients who opted out of future emails, pointing to areas for improvement.

Utilizing Salesforce Reports and Dashboards

Salesforce provides predefined dashboards to visualize your email and journey data, helping you quickly identify trends. Using these tools, you can monitor data trends, compare campaign performances, and pinpoint areas for improvement. Regularly analyzing these reports enables informed decisions and optimizes your email marketing strategies.

Refer to Salesforce’s official documentation to learn more about Dashboards for Email Performance.

Troubleshooting Common Issues with Mass Emails

Mass email challenges include delivery issues, email limits, and poor data quality. Regular list updates, authentication settings, and optimized templates can improve success rates.

Email Limits

• Issue: Salesforce allows sending up to 5,000 external emails daily and 250 per user each hour. If you exceed these limits, some emails will not send and may bounce.
• Solution: Split your audience into smaller segments and schedule emails in batches based on org limits. If you regularly exceed these limits, contact Salesforce support.

Data Quality Concerns

• Issue: Outdated or incorrect email addresses result in higher bounce rates.
• Solution: Regularly clean your contact lists using email verification tools and implement accurate data entry processes.

Limited Personalization

• Issue: Basic mass email features may produce generic emails.
• Solution: Use merge fields in templates and test different versions. Consider third-party tools for additional personalization.

Filtering Challenges

• Issue: Inaccurate List View filters can send emails to the wrong contacts or omit target segments.
• Solution: Review and update List View criteria and use custom reports to better segment your audience.

Deliverability Issues

• Issue: Misconfigured domain authentication or content that triggers spam filters can send emails to spam folders.
• Solution: Verify your SPF and DKIM records, monitor bounce rates, adjust subject lines and content, and whitelist your sending IPs if possible.

Automation Limitations

• Issue: Salesforce’s automation tools may not support complex email sequences or drip campaigns.
• Solution: Test your workflows using Salesforce flows or Apex classes. For advanced automation, consider platforms like Salesforce Marketing Cloud.

Incorrect Email Templates

• Issue: Formatting errors or broken links can affect email display.
• Solution: Test the HTML and links in your templates across different devices.

User Permission Issues

• Issue: Users without proper permission may encounter errors when sending emails.
• Solution: Regularly review and update user roles and permission sets and provide training on email procedures.

Conclusion

In summary, Salesforce’s mass emailing helps reach many people while following important rules that keep your system running smoothly. This article has shared simple tips like dividing your contacts into smaller groups, using automation tools, and testing your emails before sending them. 

Following these steps, you can send emails that reach more inboxes and keep your customers interested. Try out the latest automation tools and work on grouping your contacts better to make your email campaigns even more successful.

FAQs

Can I mass email through Salesforce?

Yes, Salesforce supports mass emailing. Using its native tools, you can send bulk emails to contacts, leads, or campaign members while meeting compliance requirements.

What is the bulk email limit for Salesforce?

Licensed Salesforce org can send up to 5,000 external emails daily (GMT-based) using single email messages. Emails sent directly from record pages aren’t counted. 

Developer Edition orgs have stricter limits: We can email 50 recipients daily. You can send a SingleEmailMessage to up to 15 recipients, use List Email or Mass Email to reach 10 recipients per day, and send workflow emails to up to 15 recipients.

How can I send mass emails at once?

Begin by selecting your target list from contacts, leads, or campaigns. Next, create an email template and use the mass email tool to send your message to all selected recipients at once.

How do I send a group email from Salesforce?

Group your recipients using list views, campaigns, or custom reports. Verify compliance settings, choose a template, and email the selected group.