Even in 2025, email remains one of the most reliable and effective ways to connect with audiences.

Opal Group Blog

While digital marketing has expanded to include various channels, email continues to provide a personalized, direct line to clients—offering a level of engagement unmatched by other communication tools.

According to the latest reports by GetResponse, the average open rate for triggered emails is 45.38%, and welcome emails have an open rate of 83.63%. This makes email an extremely important channel through which the Opal Group can communicate with its clients.

The Opal Group has been using MassMailer to power their email campaigns for a while now, and they have experienced significant improvement in their workflows and mailing capabilities with this platform.

Let’s explore how MassMailer fits into their processes and workflows with Salesforce.

Why Salesforce Falls Short for Opal Group

The Opal Group is an event-based company that organizes events in HR, Finance, and Facilities divisions across the United States. About two years ago, the Opal Group switched from its older CRM suite (Maximizer) to Salesforce in the hopes that it would be able to manage bulk email and contact information easily.

However, the older CRM allowed Opal’s professionals to send a bulk email to all event attendees in a single blast—a convenience they did not get with Salesforce. This created complications for the team.

To make it work, Opal’s professionals had to use makeshift methods to collect client information for the mail.

For example, to get any kind of analytics on the campaigns they ran, they had to delegate a data analytics specialist who would collate data from different windows and export it to an analytics platform to get insights.

While Salesforce is a capable and exhaustive platform with a feature-rich email suite, Opal Group found it lacking in the custom objects feature. For context, Salesforce custom objects miss standard features like sales territories and lead assignment rules, potentially needing exhaustive manual configuration or writing custom code for replication.

Additionally, Salesforce’s custom objects do not receive the same optimizations as other features from Salesforce updates. They also complicate reporting and forecasting as they require manual collation of results from different sources.

Furthermore, every sales representative at Opal typically uses 200-300 emails per day. With a cap of 5,000 emails in the Salesforce list view, they were running out of the allotted limit within 2 hours of starting the workday.

Complications, on top of bulk email restrictions, piled up with Salesforce’s tough learning curve, creating more problems for the Opal team.

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Opal Group: Leveraging MassMailer for Custom Campaigns

Opal’s sales and marketing representatives rely heavily on leads and contacts through emails to mobilize the company’s operations. They have an “Event Registrations” custom object, which houses critical attendee information about bookings, reservations, flights, etc., that the coordination team uses to manage operations.

In short, a majority of operations at the company rely heavily on getting the emails right.

For the Opal team, finding a solution that would integrate all their emailing, analytics, and bulk mailing operations into a single platform was necessary. This would eliminate their team’s need to work with multiple windows and data exports and help them save time.

MassMailer enabled Opal Group to achieve just that—a seamless integration with Salesforce that their team can use for emailing operations. MassMailer equipped Opal Group to work flexibly with custom objects in a way that suited their workflows. 

Opal’s sales and marketing team leveraged MassMailer’s custom objects to send bulk emails without leaving the Salesforce interface.

MassMailer’s robust integration with Salesforce, a native app, proved to be a game-changer for Opal’s workflows.

The setup was extremely easy to execute, and with only a 30-minute training session, the teams were able to get down to business using MassMailer.

According to Robin Henriquez, the cloud administrator at Opal, MassMailer’s tremendous ease of use enabled them to create a Manager’s profile as an admin without having to worry about misconfiguring the setup—all because everything in MassMailer was simple and straightforward to use.

Additionally, MassMailer’s extensive customizability allowed the Opal Group to create the user interfaces and workflows that worked best for them and their processes.

For example, the Opal Group was delighted with MassMailer’s capability to remove duplicates when mailing—a critical feature that was directly relevant to their processes. Opal frequently manages multiple events at the same time, and sometimes, an attendee registers for multiple events.

In such situations, Opal didn’t want to send a string of separate emails to the same recipient (which would become spammy) for the risk of losing their sales to that client. The “Send As” feature allowed Opal to send emails to recipients under different team members’ names, which was extremely useful and less overbearing for the recipient.

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Send Emails How You Want with MassMailer

MassMailer is a Salesforce-native bulk emailing solution designed to give you complete control over your email campaigns. It enhances Salesforce by streamlining the process of building, sending, and scheduling professional emails with a simple, intuitive interface.

With MassMailer, you can send unlimited emails, ensuring you can reach your goals and targets without restrictions. The platform also provides valuable insights through detailed analytics, helping you track key metrics and generate custom reports to refine your communication strategy.

For a suite as exhaustive as Salesforce, MassMailer makes emailing simpler and more customizable. Try it today to learn more!