Matching Emails to Opportunities Using “Name Tags”
Working in a typical Sales Cloud implementation, after a while, the deep logic of Salesforce starts to become apparent. Salesforce is in some ways is a rolodex on steroids and in other ways a project management platform. The recognition that Salesforce is based on two different logical constructs – one based on ‘identity’ and one based on ‘phase’ or “stage” makes working with the CRM platform much easier to understand.
Salesforce has talked about this “human” versus “project” divide in their platform in terms of “who’s” and “what’s”. Salesforce recognizes that these two different types of records need different ID’s in order for workflows to work. Unfortunately, the Who versus What ID structure that Salesforce released is quite complex which makes it hard to implement for most Salesforce users.
Layer email integration over this deep structure in the Sales Cloud and the issue comes into sharper focus. Syncing emails to different types of records highlights the need for different ways of matching emails to those records. Email address matching works perfectly for the “identity” based records, i.e., Leads, Contacts and Accounts. “Name Tags” work much better for “project” based records like Opportunities, Cases, Assets, Matters, Campaign etc.
Email address matching is quite simple. In order to send an email, the email has to be addressed to someone and contain an email address. Email addresses can be thought of as mandatory “tags” that make matching to an “identity” based record straightforward.
Matching to a “project” based record like an Opportunity or Case requires a different type of tag. Email address syncing can cause “clutter” if multiple Opportunities or Cases are open for the same Contact in Salesforce. No one likes clutter.
To sync an email precisely to the right Opportunity or Case in Salesforce, it makes more sense to use a “Name Tag” derived from on a custom field. Match My Email supports “Name Tag” syncing based on a custom scripting language.
All the user has to do is define a Name for an Opportunity that is a “word” and make sure that “word” is in the Subject Line of an email. For example, if the automated syncing app sees Project001 in the Subject Line of an outbound email, the app can be programmed to associate the email to the Project001 Opportunity, and no other Opportunities. [The email can also be simultaneously synced to a Contact and Account based on an email address in its header.]
“Name Tags” can be automatically added to emails Sent from Salesforce records by adding them to an email template that grabs the Name Tag field contents automatically using a Mail Merge command.
When the recipient replies to the email, since the Name Tag is in the reply Subject Line, the inbound email also gets precision matched to the only the right Opportunity or Case.
Match My Email makes its custom scripting language available at no extra charge to its subscribers. The custom scripting language works for Group, Professional, Enterprise, Unlimited, force.com, and Not-For-Profit editions. Match My Email works on virtually any computer, device or email system. E.g., Outlook, Gmail, Lotus, GoDaddy, Open-Xchange, Rackspace, Yahoo! and any other IMAP compatible email app.