What You Need Before Starting the Email-to-Case Configuration Process

Before starting setup, ensure you have the following prerequisites in place:

  • System Administrator profile or Email-to-Case permissions
  • Access to your organization’s email system for forwarding configuration
  • Support email address(es) to use (support@company.com, help@company.com)
  • Case record types are configured if using multiple support categories
  • Support queues created for case routing

Step 1: How to Enable Email-to-Case in Salesforce Setup

According to the Salesforce Email-to-Case documentation, start by enabling the feature:

  1. Navigate to Setup → Email-to-Case
  2. Click ‘Edit’
  3. Check ‘Enable Email-to-Case’
  4. Check ‘Enable On-Demand Service’ (recommended for cloud-based processing)
  5. Configure notification settings for routing errors
  6. Click ‘Save’

Step 2: How to Create Routing Addresses That Generate Cases Automatically

Routing addresses are Salesforce-generated emails that create cases when they receive messages:

  1. In Email-to-Case settings, scroll to Routing Addresses
  2. Click ‘New’
  3. Enter a Routing Name (e.g., ‘General Support’)
  4. Enter Email Address—Salesforce generates a unique address
  5. Configure case settings: Case Origin (Email), Case Priority (default priority for incoming cases), Case Record Type (if using multiple types), Case Owner (User or Queue to receive cases)
  6. Save and note the generated routing address

Step 3: How to Configure Email Forwarding from Your Support Address to Salesforce

Forward your support email to Salesforce so incoming messages trigger case creation:

  1. Access your email system’s admin settings (Gmail, Outlook, Exchange)
  2. Create a forwarding rule for your support address
  3. Forward to the Salesforce routing address
  4. Keep original email in inbox (optional—useful for backup)
  5. Test forwarding by sending a test email

For multiple support addresses, create separate routing addresses and forwarding rules for each.

Step 4: How to Configure Threading Settings That Link Replies to Existing Cases

Email threading links replies to existing cases, preventing duplicates. As described in the Trailhead Service Cloud Setup module, proper threading configuration ensures ongoing conversations stay organized within a single case record:

  1. In Email-to-Case settings, locate Threading options
  2. Enable ‘Enable Email Threading’
  3. Configure Thread ID Location in email (subject line or body)
  4. Set Thread ID pattern for matching replies

Proper threading prevents duplicate cases when customers reply to case emails.

Step 5: How to Set Up Assignment Rules That Route Cases to the Right Agents

Route cases to appropriate agents or queues using assignment rules. As detailed in the Trailhead Case Queues and Assignment Rules project, assignment rules automatically direct incoming cases to specific queues based on criteria you define:

  1. Navigate to Setup → Case Assignment Rules
  2. Click ‘New’ to create a rule
  3. Add rule entries with criteria: by email address (billing cases to billing queue), by subject keywords (urgent in subject → high priority queue), by account (enterprise customers → dedicated support)
  4. Set rule entry order (first match wins)
  5. Activate the assignment rule

Step 6: How to Configure Auto-Response Rules That Acknowledge Customer Inquiries

Send automatic acknowledgments to customers confirming their inquiry was received:

  1. Navigate to Setup → Case Auto-Response Rules
  2. Click ‘New’ to create a rule
  3. Create rule entries specifying: criteria for when to send an auto-response, email template to use for response, and from address for the response
  4. Activate the auto-response rule

Auto-responses confirm receipt and set customer expectations for response time.

Step 7: How to Create Email Templates for Auto-Responses and Agent Replies

Build email templates for auto-responses and agent replies:

Auto-Response Template Should Include Case Number and Response Expectations:
Include case number, expected response time, and self-service links. This template fires immediately when a case is created, giving customers a professional acknowledgment that includes everything they need to track their inquiry.

Agent Response Templates Cover Common FAQs and Status Updates:
Common responses for FAQs, status updates, and resolution confirmations. Pre-built agent templates reduce response composition time while maintaining quality standards across all agents handling similar case types.

Closure Template Confirms Resolution and Includes Satisfaction Survey:
Confirmation when cases are resolved with a satisfaction survey link. The closure template wraps up the interaction professionally while capturing customer feedback that helps improve future support delivery.

Use merge fields to personalize templates with case and contact data.

Step 8: How to Configure Escalation Rules That Prevent Cases from Going Unresolved

Escalate cases that aren’t addressed in a timely manner. According to the Trailhead Case Escalation Rules project, escalation rules automatically reroute cases and notify designated users when cases remain open beyond defined time thresholds:

  1. Navigate to Setup → Escalation Rules
  2. Create an escalation rule with time-based criteria
  3. Configure escalation actions: reassign to manager or senior queue, send notification emails, update case priority
  4. Define business hours for escalation timing

How to Thoroughly Test Your Email-to-Case Setup Before Going Live

Thoroughly test Email-to-Case before going live to catch configuration issues early:

Basic Test Verifies End-to-End Case Creation from Email:
Send email to support address → verify case created with correct values. Confirm that the subject, description, contact linkage, and default field values all populate as expected.

Threading Test Confirms Replies Append to Existing Cases:
Reply to case email → verify reply added to existing case (not new case). This validates that your thread ID configuration correctly matches incoming replies to their parent case records.

Assignment Test Validates Correct Routing Across Rule Criteria:
Send emails matching different rule criteria → verify correct routing. Test each assignment rule entry to confirm cases reach the intended queues based on email address, subject keywords, and account criteria.

Auto-Response Test Confirms Customer Acknowledgment Delivery:
Verify the customer receives an acknowledgment with the correct content. Check that the auto-response email includes the case number, expected response time, and any self-service links defined in your template.

Attachment Test Ensures Files Are Captured on Case Records:
Send email with attachment → verify attachment saved to case. Test with various file types and sizes to confirm attachments persist on the case record throughout the resolution process.

How to Troubleshoot the Most Common Email-to-Case Configuration Issues

Address these common implementation issues when your Email-to-Case setup encounters problems:

Cases Not Creating Indicates Forwarding or Routing Configuration Problems:
Check forwarding configuration, verify routing address is active, and check for email size limits. Send a test email directly to the Salesforce routing address to isolate whether the issue is in email forwarding or Salesforce processing.

Duplicate Cases Signal Threading Configuration That Needs Adjustment:
Review threading configuration, ensure Thread ID is included in outbound emails. Verify that the thread ID location setting matches where Salesforce inserts the identifier in outbound case communications.

Wrong Queue Assignment Requires Rule Order and Criteria Review:
Review assignment rule order and criteria, check default owner settings. Remember that assignment rules evaluate in sort order and apply the first matching entry—reorder entries to ensure the most specific criteria evaluate first.

Missing Auto-Response Means the Rule or Template Needs Verification:
Verify the auto-response rule is active, check template availability, and criteria matching. Confirm that the auto-response rule entry criteria match the incoming case properties and that the specified email template exists and is active.

Missing Contact Link Occurs When Sender Email Has No Matching Record:
Customer email doesn’t match the existing Contact. Configure Contact creation rules for unknown senders to ensure every case connects to a customer record—enabling agents to view complete interaction history.

How Email-to-Case Setup Connects with Email Marketing Operations

Email-to-Case complements marketing email efforts by capturing responses that require follow-up:

Campaign Responses Create Trackable Cases for Sales or Support Teams:
Replies to email campaigns requiring support create trackable cases. When recipients respond to marketing messages with questions or interest, Email-to-Case captures these responses as actionable records rather than letting them disappear into shared mailboxes.

Sequence Replies and Drip Campaign Responses Get Captured as Cases:
Responses to email sequences and drip campaigns can be captured as cases. Converting prospect replies into case records ensures that high-intent signals from nurture campaigns receive timely follow-up from the appropriate team.

Unsubscribe Request Processing Creates an Audit Trail for Compliance:
Unsubscribe requests can create cases while opt-out preferences are honored. Case-based processing provides a documented audit trail for compliance while ensuring every unsubscribe request receives appropriate action.

Response Limits Apply to Agent Case Emails Across the Organization:
Agent responses from cases count against Salesforce’s email limits. High-volume support teams may need enhanced email capabilities to avoid hitting the daily sending cap when responding to large case volumes.

Enhanced Email Capabilities That Complement Your Email-to-Case Setup

For organizations needing enhanced email alongside Email-to-Case, MassMailer operates 100% native to Salesforce. Send mass email for proactive outreach without limits. Complete email capabilities with email tracking, email analytics, and email automation. Build contact lists using the email builder for superior email deliverability.

Key Takeaways

  • Email-to-Case setup requires enabling the feature, creating routing addresses, and configuring forwarding
  • Assignment rules, auto-responses, and escalations optimize case handling
  • Thorough testing prevents issues like duplicate cases and routing errors
  • Email templates and threading configuration ensure professional, organized support

Want to pair your Email-to-Case workflow with high-volume outbound campaigns that don’t hit Salesforce’s daily ceiling? Book a quick demo with our team to see how MassMailer delivers unlimited native email sending, follow-up sequences, and automated sending—all without leaving Salesforce.

Get best-in-class capabilities today →