Emma + Salesforce
Connect Emma and Salesforce to Unify Email Marketing with Your CRM
Sync subscriber data, campaign engagement, and lead activity between Emma and Salesforce to close the gap between marketing and sales.
Why integrate Emma and Salesforce?
Emma is an email marketing platform built for teams that want targeted campaigns done well. Salesforce is the CRM most sales teams live in. Together, they give you a complete picture of every lead and customer: what emails they've opened, which links they've clicked, and how those interactions connect to real sales opportunities. Without an integration, that picture stays split across two systems — and someone's always manually exporting CSVs to fill the gap.
Automate & integrate Emma & Salesforce
Use case
Sync New Salesforce Leads to Emma Subscriber Lists
Whenever a new lead is created in Salesforce — from a web form, an event, or a rep's manual entry — automatically add that contact to the right Emma group or segment. Every new lead enters the correct nurture track immediately, no CSV exports or copy-paste work required.
Use case
Push Emma Email Engagement Data into Salesforce Records
Automatically log Emma campaign activity — opens, link clicks, survey completions — as activity records or custom fields on the matching Salesforce lead or contact. Reps get a full picture of a prospect's email history without leaving their CRM.
Use case
Remove Salesforce Contacts Who Unsubscribe in Emma
When a subscriber opts out in Emma, automatically update the matching Salesforce contact's email preferences and pull them from active campaigns. Your Salesforce data stays clean and you stay compliant with CAN-SPAM and GDPR.
Use case
Trigger Salesforce Opportunity Creation from Emma Campaign Clicks
Set up workflows that create or update a Salesforce opportunity when a lead clicks a high-intent link in an Emma campaign — a pricing page, a demo request button. Marketing engagement turns into pipeline entries without anyone doing it manually.
Use case
Segment Emma Audiences Based on Salesforce CRM Data
Use Salesforce field data — industry, deal stage, account type, lifecycle stage — to dynamically segment and update Emma subscriber groups. Marketing teams can send targeted campaigns based on real CRM attributes without ever touching an export.
Use case
Update Salesforce Contact Fields When Emma Subscriber Profiles Change
When a subscriber updates their profile in Emma — name, phone number, job title, preferences — those changes automatically show up on the matching Salesforce contact. Both systems stay accurate and sales reps aren't working off stale data.
Use case
Alert Sales Reps in Real Time When Key Prospects Open Campaign Emails
Send real-time notifications — via Salesforce tasks, Chatter posts, or connected messaging tools — when a high-value lead or contact opens or clicks an Emma campaign email. Reps can follow up while the prospect is still warm.
Get started with Emma & Salesforce integration today
Emma & Salesforce Challenges
What challenges are there when working with Emma & Salesforce and how will using Tray.ai help?
Challenge
Matching Subscribers Across Both Platforms Without Duplicate Records
Emma and Salesforce each maintain their own records, and the same person often exists in both systems with slightly different email addresses, names, or identifiers. Without a reliable matching strategy, integrations create duplicate contacts, write data to the wrong records, or miss updates entirely.
How Tray.ai Can Help:
Tray.ai's workflow logic lets you build deduplication steps that search Salesforce for exact and fuzzy email matches before writing anything. You can branch on the result to create a new record, update an existing one, or flag the conflict for manual review — all inside a single automated workflow.
Challenge
Handling Emma's Event-Based Data in Real Time
Email engagement events happen continuously throughout the day. Scheduled batch imports mean your Salesforce records are always behind actual prospect behavior, which slows down follow-up and reduces the value of the data you're collecting.
How Tray.ai Can Help:
Tray.ai supports real-time webhook triggers from Emma, so email events are processed and written to Salesforce the moment they happen. Reps always see current engagement activity on every lead and contact record — no waiting for overnight batch syncs.
Challenge
Mapping Custom Fields Between Emma and Salesforce Data Models
Emma uses custom fields and group structures to organize subscriber data. Salesforce uses standard and custom object fields with their own naming conventions and data types. Mapping these two schemas without errors is tedious to set up and even harder to maintain manually.
How Tray.ai Can Help:
Tray.ai's data transformation tools — jsonpath helpers, formula operators, and field mapping — make it straightforward to translate Emma custom field values into the right Salesforce field format. You define the transformations once in the workflow and update them centrally whenever either platform changes.
Challenge
Preventing Unsubscribe Compliance Gaps Between Systems
If an Emma unsubscribe event fails to reach Salesforce promptly, a rep or automated Salesforce workflow could send follow-up emails to someone who already opted out. That's a compliance risk and a reputation problem.
How Tray.ai Can Help:
Tray.ai processes Emma opt-out and bounce events with real-time triggers and includes built-in error handling and retry logic, so unsubscribes get written to Salesforce even when a transient API error occurs. Alerting steps can notify your team if a compliance sync fails so it gets resolved immediately.
Challenge
Keeping Salesforce-Driven Segmentation in Emma Up to Date at Scale
As your Salesforce database grows into the tens of thousands, keeping Emma audience groups in sync with CRM field changes gets complicated fast. Bulk re-segmentation operations can hit API rate limits on either platform and leave you with partial or failed syncs.
How Tray.ai Can Help:
Tray.ai manages API rate limits automatically through built-in throttling and pagination support for both Emma and Salesforce. Large segmentation workflows are broken into manageable batches with retry logic so every record gets processed reliably, even during high-volume syncs.
Start using our pre-built Emma & Salesforce templates today
Start from scratch or use one of our pre-built Emma & Salesforce templates to quickly solve your most common use cases.
Emma & Salesforce Templates
Find pre-built Emma & Salesforce solutions for common use cases
Template
Add New Salesforce Leads to Emma Subscriber Groups
This template watches Salesforce for newly created lead records and automatically subscribes them to a designated Emma group, mapping Salesforce field values to Emma custom fields for personalized campaign delivery.
Steps:
- Trigger when a new lead is created in Salesforce (filtered by lead source, status, or campaign)
- Look up or create the matching subscriber record in Emma using the lead's email address
- Add the subscriber to the appropriate Emma group and populate custom fields from Salesforce data
Connectors Used: Emma, Salesforce
Template
Log Emma Email Opens and Clicks as Salesforce Activity Records
This template listens for open and click events from Emma campaigns and writes a corresponding activity or task record to the matching Salesforce lead or contact, building a full engagement history inside the CRM.
Steps:
- Trigger on Emma email open or click event via webhook or scheduled poll
- Search Salesforce for the contact or lead matching the subscriber's email address
- Create an activity record on the Salesforce record with campaign name, event type, timestamp, and clicked URL
Connectors Used: Emma, Salesforce
Template
Sync Emma Unsubscribes to Salesforce Opt-Out Fields
This template captures unsubscribe and bounce events from Emma and updates the matching Salesforce contact's email opt-out field, stopping future campaign sends and keeping compliance records current automatically.
Steps:
- Trigger when a subscriber opts out or hard bounces in Emma
- Search Salesforce for the matching contact or lead by email address
- Update the HasOptedOutOfEmail field (or custom compliance field) and log a note with the unsubscribe date and reason
Connectors Used: Emma, Salesforce
Template
Create Salesforce Opportunities from High-Intent Emma Campaign Clicks
This template detects when a Salesforce lead clicks a designated high-intent URL in an Emma campaign and automatically creates or updates a Salesforce opportunity, then alerts the assigned sales rep to follow up.
Steps:
- Trigger on Emma click event and filter for designated high-intent URLs (e.g., pricing, demo request)
- Look up the Salesforce lead record by email and check for an existing open opportunity
- Create a new Salesforce opportunity or update the existing one, then assign a follow-up task to the lead owner
Connectors Used: Emma, Salesforce
Template
Dynamically Update Emma Segments When Salesforce Records Change
This template polls Salesforce for contact or lead record updates — lifecycle stage changes, account type shifts — and moves subscribers into the correct Emma group so campaign targeting stays current with your CRM.
Steps:
- Poll Salesforce on a scheduled interval for contacts or leads with recently modified fields
- Evaluate the updated field values to determine the correct Emma group mapping
- Add the subscriber to the new Emma group and remove them from outdated groups to keep segmentation clean
Connectors Used: Salesforce, Emma
Template
Bidirectional Contact Data Sync Between Emma and Salesforce
This template keeps subscriber profile data in Emma and contact records in Salesforce in sync, detecting changes in either system and writing updates to the other so both platforms reflect the same information.
Steps:
- Detect field-level changes on Salesforce contact records or Emma subscriber profiles via scheduled poll or webhook
- Map and transform updated field values to match the target system's data schema
- Write the changes to the destination platform and log a sync timestamp to prevent infinite update loops
Connectors Used: Emma, Salesforce