Types of Salesforce Triggered Emails:
- Email Alerts: Preconfigured email templates sent when workflow or flow conditions are met. Email alerts use Salesforce email templates and can notify internal users, record owners, or external contacts. Create email alerts in Setup → Email Alerts, then reference them in automations. Learn more about configuring Flow email alerts.
- Flow Builder Send Email Action: The recommended approach for triggered emails in modern Salesforce implementations. Flow Builder's Send Email action offers more flexibility than email alerts, including dynamic recipient selection, custom subject lines, and rich text body content with merge fields.
- Process Builder Emails (Legacy): Older automation tool supporting email alerts. Salesforce is retiring Process Builder—migrate existing automations to Flow Builder for new projects and long-term support.
- Workflow Rule Emails (Legacy): Classic automation for simple triggered emails. Limited functionality compared to Flow. Salesforce recommends Flow Builder for all new implementations.
- Apex-Triggered Emails: Code-based email sending for complex scenarios requiring custom logic. Developers use Messaging.SingleEmailMessage or Messaging.MassEmailMessage classes. Requires technical expertise but offers maximum flexibility.
Common Trigger Events:
Record Creation:
Welcome emails for new Leads, confirmation emails for new Cases, onboarding sequences for new Contacts, or acknowledgment emails for form submissions.
Field Value Changes:
Trigger emails when Opportunity stages advance, Lead status changes to "Qualified," Case priority escalates, or any custom field updates. Example: notify account managers when a customer's health score drops below the threshold.
Time-Based Triggers:
Schedule emails relative to date fields using email scheduling—renewal reminders 30 days before contract expiration, follow-ups 3 days after last activity, or anniversary messages on customer signup dates.
Engagement-Based Triggers:
With native email apps, trigger follow-ups based on email opens or link clicks. Send different content to engaged vs. non-engaged recipients for personalized nurturing.
Related Record Events:
Trigger emails based on changes to related records—notify account owners when any Contact submits a Case, alert managers when Opportunities in their territory reach the final stage, or update customers when Order status changes.
Building Triggered Emails in Flow Builder:
Step 1: Create Record-Triggered Flow:
In Setup → Flows, create a new Record-Triggered Flow. Select the object (Lead, Contact, Opportunity, etc.) and configure when the flow runs: only when created, when created or updated, or when deleted.
Step 2: Define Entry Conditions:
Specify criteria that must be true for the flow to execute. Use formula conditions for complex logic—"Stage ISCHANGED() AND Stage = 'Closed Won'" ensures the email only sends when deals close, not on every edit.
Step 3: Add Send Email Action:
Add a Core Action → Send Email. Configure recipient (record email field, related contact, or specific address), subject line with merge fields, and body content. Use email templates for consistent branding and personalization.
Step 4: Add Scheduled Paths (Optional):
For time-delayed triggers, add Scheduled Paths that execute actions at specified intervals after the trigger event—enabling multi-step email automation sequences.
Step 5: Test and Activate:
Use Flow's debug mode to test with sample records. Verify emails are sent correctly, merge fields populate, and conditions work as expected. Activate only after thorough testing in a sandbox environment.
Common Triggered Email Use Cases:
Sales Notifications:
Alert reps when leads are assigned, deals advance to stages, or accounts require attention. Notify managers of large opportunities or escalated issues.
Customer Communications:
Confirm form submissions, acknowledge support tickets, provide order updates, and send appointment reminders—all triggered automatically from CRM events.
Lead Nurturing:
Trigger educational content when leads reach specific scores, download assets, or show engagement patterns. Build sophisticated nurturing paths responding to prospect behavior.
Service Escalations:
Alert supervisors when Cases exceed SLA thresholds, priority escalates, or customers express dissatisfaction. Ensure timely response to critical service issues.
Triggered Email Best Practices:
- Check Opt-Out Status: Always verify opt-out fields before sending external emails; add decision elements checking Email Opt Out = False
- Validate Email Addresses: Use email verification to prevent bounces that hurt deliverability
- Set Frequency Limits: Prevent over-mailing by checking when the last email was sent; avoid triggering multiple emails from rapid record updates
- Use Descriptive Names: Name flows and email alerts clearly so admins understand their purpose months later
- Monitor Performance: Track email metrics and email tracking results to optimize triggered email effectiveness
- Document Logic: Maintain documentation of trigger conditions, recipients, and business rules for team clarity and maintenance
- Ensure Compliance: Follow CAN-SPAM and GDPR requirements by including unsubscribe links and honoring opt-out preferences in all triggered sends
Native Triggered Email Limitations:
Salesforce's built-in triggered emails face constraints: the 5,000 daily email limit caps volume, basic template formatting lacks advanced design capabilities, limited analytics compared to dedicated email platforms, and no A/B testing options. Organizations needing sophisticated triggered email campaigns often supplement with AppExchange solutions or enterprise platforms.
Key Takeaways
- Flow Builder is the recommended tool for triggered emails—migrate from Process Builder and Workflow Rules
- Common triggers include record creation, field changes, time-based schedules, and engagement events
- Always check opt-out status and validate email addresses before sending
- Test thoroughly in the sandbox before activating production automations
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