Unlocking the Power of Email-to-Lead in Salesforce with Flows

In the ever-evolving world of customer relationship management (CRM), Salesforce has established itself as a frontrunner. One of the valuable features it offers is Email-to-Lead, which streamlines the process of converting incoming emails into potential leads. In this blog, we'll explore the scenarios where Email-to-Lead in Salesforce can prove to be highly useful and how you can leverage Salesforce Flows to implement this powerful tool.

Email To Lead In Salesforce

Scenarios for Email-to-Lead in Salesforce

1. Capturing Inbound Inquiries

One of the most common use cases for Email-to-Lead is capturing inbound inquiries and inquiries from potential customers. Whether it's inquiries via your website's contact form, inquiries from social media, or general email communication, Salesforce can automatically convert these incoming emails into leads.

2. Lead Generation from Marketing Campaigns

When you run marketing campaigns, you often receive responses via email. These responses can be interest inquiries, requests for information, or sign-ups. With Email-to-Lead, you can automate the process of creating leads from these campaign responses, ensuring no potential customer inquiry falls through the cracks.

3. Event Registrations

If your business hosts webinars, conferences, or any event where registration is involved, you can use Email-to-Lead to create new leads for each registration. This saves your sales and marketing teams time and effort, as the process is entirely automated.

4. Sales Outreach

Email-to-Lead doesn't only apply to inbound inquiries. Sales reps can also utilize it when they send out emails to potential prospects. When a prospect replies to one of these emails expressing interest, Salesforce can automatically convert their response into a new lead, making the lead generation process more efficient.

Now that we've explored the scenarios where Email-to-Lead can be useful, let's delve into how Salesforce Flows can be used to implement this feature.

Implementing Email-to-Lead with Salesforce Flows

Salesforce Flows are a powerful tool for automating business processes and can be used to implement Email-to-Lead functionality. Here's how to set it up: For Email-to-lead we use the case created from email to case and then delete the case.

Step 1: Configure the Flow

  • Click Setup.
  • In the Quick Find box, type Flows.
  • Select Flows then click on the New Flow.
  • Select the Record-Triggered Flow option and click on Next and configure the flow as follows:
  • Trigger the Flow When: A record is created
  • Object: Case
  • Select ALl Conditions Are Met (AND).
  • Set Conditions
    Row 1
    Field: Case | Origin
    Operator: Equals
    Value: Email
  • Click Done.

execute flow

Figure 1: Creating the flow and specifying the triggering condition to execute the flow.

Step 2: Create the Lead

Using the information gathered from the email to case, create a new lead record in Salesforce. You can map the email sender's information to lead fields, ensuring that all relevant data is captured.

  • Under Toolbox, select Elements. Drag and drop Create Records onto the canvas. Input the following information:
  • Enter Label the API Name will auto-populate.
  • How Many Records to Create: One
  • How to Set the Record Fields: Use separate resources, and literal values
  • Object: Lead
  • Populate the necessary field on lead and click on done.

required field values of lead

Figure 2: Create new lead record and set required field values of lead.

Step 3: Delete the case created using email to case process.

  • Drag-and-drop Delete Records element onto the Flow designer.
  • Enter a name in the Label field; the API Name will auto-populate.
  • For How to Find Records to Delete select Use the IDs stored in a record variable or record collection variable.
  • Set Record(s) to Delete
    Record or Record Collection: {!$Record}
  • Click Done.

Delete the case records

Figure 3: Delete the case records which were created in email to the case process.

Step 4: Final flow

Email-to-Lead final flow

Figure 4: Final flow looks like this.

Step 5: Testing and Deployment

Once your Flow is configured, thoroughly test it to ensure that it accurately converts incoming emails into leads. After testing, deploy the Flow to your Salesforce instance.

By implementing Email-to-Lead using Salesforce Flows, you streamline your lead generation process, reduce manual data entry errors, and ensure that potential leads are captured and processed promptly.

email to lead

Figure 5: A lead record is created from email to lead.


In conclusion, Email-to-Lead in Salesforce is a valuable tool for automating lead generation and capturing potential customers. By using Salesforce Flows, you can customize the process to your specific needs and improve your team's efficiency. Whether you're capturing inbound inquiries, managing marketing campaign responses, handling event registrations, or automating sales outreach, Email-to-Lead with Salesforce Flows is a powerful combination that can take your CRM to the next level.

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