Salesforce Lead Assignment Email Notification

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The importance of a prompt follow-up with a lead cannot be overstated.

A wealth of research has proven that in the world of B2B sales, the speed and promptness with which a sales rep follows up with someone who has raised their hand and indicated some level of interest in your product can make all the difference. According to, following up with web leads within 5 minutes will increase your likelihood of conversion to more than 9x. That’s a huge impact!

Yet, many sales reps – who are either too swamped or just simply too disorganized – fail to respond within a day or two, much less within 5 minutes. This is a wasted opportunity. There has to be a better system to alert and remind reps to follow up before it’s too late.

There can be! Your sales admin can help set up an email alert workflow rule within to let reps know when their lead follow up is past due.

Here’s a step-by-step guide to setting up an email alert for lead follow up in

      1. Go to the Create Workflow Rules section in your setup and click on “New Rule.”
      2. Select the Object for which this workflow rule will apply, in this case, Lead.
      3. On the next screen, enter a Rule Name, in this case, something like “Lead Follow-Up.” Under Evaluation Criteria, select “Evaluate the rule when a record is created, and any time it’s edited to subsequently meet criteria.”
      4. At the bottom of this screen is where you have to set up your Rule Criteria. First, where it says Run this rule if the following, select from the picklist “formula evaluates to be true.” Here is where you would add your rule.
      5. Now, the tricky part is that this section will be unique to how your instance has been set up. For the purposes of this example, we’ll use the way our internal instance here at InsightSquared looks like. What we want to set up here is an email alert to let reps know when leads who have submitted web free trial forms are still in queue, meaning they have not been assigned to a rep and have not been followed up on. In this scenario, our workflow rule criteria will look like this:
        AND( Submitted_Free_Trial_Form__c = TRUE,
        ISPICKVAL(Sales_Status__c,”In Queue”))
      6. Again, it’s important to note that these rules might look a little different for you, depending on your own unique setup. Your might have different web forms for leads, different sales statuses, etc.
      7. On the next screen, it’s time to set up your Time-Dependent Workflow Actions, i.e. the email alerts for when web leads are still In Queue. Click on Add Time Trigger.
      8. Set up your Workflow Time Trigger on the next screen. In this case, we’re setting it up for “24 Hours After the Rule Trigger Date.” This means that if a web lead is still In Queue after 24 hours of entering the queue, reps will receive an email alert. Hit Save.
      9. Now that you’ve set up your Time Trigger, you’ll be prompted to add your workflow action. Click on Add Workflow Action and select “New Email Alert.” You can then set up your email parameters – what email template you’ll be using, which reps you want this email alert to go to, etc.

And there you have it! Now, your reps will all be notified with an email any time you have web leads who have submitted Free Trial forms, but haven’t been followed up with in over 24 hours since submitting. As an alternative to creating this time-dependent workflow rule, you could also create an Exception Report of “Ignored” leads, scheduling it to run daily and email it to all your Salesforce users.

It is absolutely vital that you don’t let any of your leads slip through the cracks, especially valuable leads who submit web forms, such as Free Trial forms. Keeping track of the follow-up and activity on leads is difficult – which is one reason why InsightSquared created our Lead Aging report.

Having email alerts set up will also help. With these rules and reports, you can rest assured that your leads are always being promptly followed up with.


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How to get a detailed Email about every new lead in Salesforce

May 8, 2013by David Hecht

Many online marketers and demand generation professionals want to track their leads in Salesforce, and understand the performance and ROI of their efforts in as near real-time as possible. This post is a step by step tutorial on how to receive a detailed email with all of the lead contact information and tracking details, each time a lead is created in Salesforce via the Salesforce web-to-lead forms on your website.

Your Salesforce administrator (or marketing / sales manager with the appropriate permissions) can assign new leads manually. But if you use assignment rules to automatically assign Salesforce leads to a user or queue, you can specify an email template for the notification in the matching entry. This allows you to receive an immediate, custom email with any information you want, every time a lead from your web site is created in Salesforce.

Step 1: Turn off the Notify checkbox in Setup > Lead > Settings

You may have done this already, as it can be annoying if you get a high volume of inquiries and get the standard notification email (above), which provides very little information.

Step 2: Create a Queue

If you don’t already have a Queue set up in Salesforce, I like to create one called “Inbound Web Leads” where everyone or selected people in marketing and sales can be members of the queue so they receive the notification emails.

Queues in Salesforce help teams manage leads, cases and more because records are placed in a queue, instead of being owned by a particular user. And the records remain there until they are assigned to a user or Accepted by a queue member. Any member of that queue or users above them in the role hierarchy can claim ownership of records in a queue.

You don’t technically need to create a queue, you can just assign all the leads to a single user with the same assignment rules we will use below. But a queue will give you far more flexibility now and allow you to easily scale for future growth as well.

  1. Setup > Manage Users > Queues

  2. Enter a Name for the Queue, Select the Object you want for the Queue (Lead)

  3. Leave “Queue Email” blank unless you have a single person or email list you want notified

  4. Add users as Members of the Queue

Step 3: Create an Email notification template

There is a standard email template called “Leads: New assignment notification (SAMPLE)” that comes with Salesforce and is usually stored in the “Unfiled Public Email Templates” folder. For CloudAmp’s Campaign Tracker application, designed to track lead sources into Salesforce, we created a custom email template and included it in our app.

  1. Setup > Email > My Templates

  2. Select the correct folder and template

  3. Customize the template, or create your own

This custom email template, located in the “CloudAmp Email Templates” folder, has a large number of merge fields (the field names in { } brackets) which pull in contact data and all of the Campaign Tracker data into the email notification automatically. This way you can see right away when a new lead comes in how complete their contact information and tracking data is, without having to log into Salesforce.

You can of course clone and edit, or just edit this provided email template to reduce the number of fields in the email notification, or add in other fields from your Salesforce implementation that you think are important (custom fields or otherwise). In addition, if you are not using our Campaign Tracker application (why not?), you can create your own Email template and follow the rest of the instructions in the post.

Step 4: Create assignment rules

Assignment rules automatically assign new web-generated leads that meet certain criteria. Without any lead assignment rules, Salesforce assigns all new web-generated leads to the Default Lead Owner defined on the Lead Settings page.

When you create or edit a lead manually, you can also check a box to assign the lead automatically using your active lead assignment rule, but that is a different process that we won’t cover here.

For each rule entry in an assignment rule that is evaluated, an email is automatically sent to the new owner if the rule causes the lead to be reassigned, and you specified an email template. This is where the magic happens, since you can have the assignment rule assign a lead to a queue, and all queue members will receive the email.

  1. Setup > Customize > Leads > Lead Assignment

  2. Create a New Lead Assignment Rule (and make it active)

  3. Create one or more Rule Entries in the assignment rule.

  4. Choose the Email template from step 3

  5. Run some tests with your web-to-lead forms

In the screenshot above, we have just created a single rule entry with blank values, so it should capture any web-generated leads. However, in most cases where different types of leads would need to go to different people, you can create multiple Rule Entries and order them so leads fitting various different criteria get assigned differently (and can have different Email notification templates too).

Assignment Rules (combined with Auto-Response Rules) are a great way of managing different types of leads, even leads from completely different web sites in a single Salesforce org. Just use a hidden field in your web-to-lead forms to set a custom value and you can trigger both lead assignment and email auto-responses that are customized with great granularity. But that is a post for another time.

There are other ways of triggering emails when the owner of a lead changes (such as Workflow rules if you have Salesforce Enterprise Edition or above), but this is the most common configuration.

So there you have it. Just follow these steps in Salesforce, and you will be receiving complete and instant Email notifications any time a new web-generated lead is created in Salesforce (just like the one above).

Any questions or feedback, please leave them in the comments below and I will respond. Thanks!

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