Email to Lead in Salesforce

SalesforceThe modern digital marketing landscape is governed by cloud-based tools and services.

If you want to compete with other brands in terms of efficiency and reach, you need to have an ecosystem of marketing software that’s tailored specifically to you advance your goals.

This may consist of several components for various aspects of your campaigns, such as email marketing, SEO, CRM, and general content marketing.

More often than not, you are required to funnel data from one platform to another. For example, if you use a CRM software like Salesforce, you can use an existing integration from your landing page builder, contact form tool, or CMS to transfer lead information.

In some cases, however, you have to export the data into a CSV document first before you can import it to Salesforce — that or the tedious and time-consuming process of manual data entry, which also introduces the possibility of human error.

That’s where an email parser software like Parserr steps in.  

Creating Parsing Rules that Capture Lead Information

In a nutshell, Parserr lets you configure parsing rules that instruct the system how to collect information from emails. After the initial setup process, you can define additional parsing rules by going to the “Rules” section from the main dashboard and clicking “Add Rule.”

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Since our goal is to transfer the information of leads to Salesforce, let’s try with something simple.

To create a parsing rule that extracts the email address of leads, choose “Body” under the “Choose the attribute” section of the configuration page.

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You may also select the “Stripped HTML” option when selecting the email body attribute. However, this may omit pertinent details from your initial data output, particularly clickable elements like an email address.

You may think, why not use the “From” attribute to directly extract the sender’s email address?

In a previous post called “How to Use an Email Parserr to Automate Data Extraction from Inquiries,” we discussed how to capture the email address of prospective leads using the “From” attribute. It also talked about how to automatically forward the emails you receive from a separate account to your Parserr inbox.

The reason why the “From” attribute is used in that post is that the sample emails were sent by the leads themselves. This means the “From” attribute on Parserr will use their own email addresses for the data extraction.

On the other hand, if your leads use a contact form embedded in your website, the sender’s email address may look something akin to:

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That’s not the email address you need to collect in a lead generation campaign.

Going back to the “Body” attribute, an email sent from a contact form submission should generate an initial data output like:

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The next step is to extract the email address found in the message’s body. To do this, click the green plus button to apply a parsing rule that basically functions as a filter to your data.

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On the “Rule category” drop-down menu, select “Find content you need.”

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This will briefly refresh the parsing rule configuration window and present all the available rule steps under the specified category. Just keep clicking the right arrow until you get to the “Find all email addresses” rule step.

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Upon clicking “Save,” Parserr will automatically apply the chosen rule step to the initial data output. If the data on the “Content After Filter” section shows a single email address, that means your parsing rule works.

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To finalize your parsing rule, give it a name and click “Save Rule” at the bottom of the page. Your new rule should now appear in the list of active rules in your Parserr dashboard.

The email address is only one of the many types of information you can extract with Parserr.

For example, using the same sample email above, one way to extract the name of your lead is to use the “Find all text before” rule step and enter the left-angle bracket that precedes the email address. You’ll then have to create a “Search and replace” rule step to remove “From:” from the data.

Here’s how your parsing rule steps should pan out:

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Funneling Lead Data to Salesforce

Knowing how to extract lead information with Parserr is only the first step.

The next order of business is to figure out how to send this data to your Salesforce account.

With Parserr, you have two options: use the built-in Salesforce integration or funnel the information through Zapier.

Using the Salesforce Integration

The Salesforce integration enables you to precisely map parsed data to specific details in your lead’s information.

To use the integration, you start by selecting the Salesforce object you want to create using your Parserr data. This could be your account details, a help desk case, a lead, and so on.

For lead generation, go ahead and select “Lead” to proceed with the next step.

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Click the plus button next to “Add a new mapping” to specify the Parserr rule you want to use.

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Suppose you created a parsing rule that extracts the email address of leads and called it “Email.” What you need to do is then choose “Email” in the “List/Library Column” drop-down menu.

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Remember, you can map as many Parserr rules as you need to funnel more information to your Salesforce account. You can check out our blog to learn tips on how to extract all sorts of information — from invoice data to PDF text.

Using the Parserr to Salesforce Integration from Zapier

The alternative to using the Salesforce integration is to use Zapier, which is one of the few automation tools supported by Parserr. Simply head to “Integrations” from your dashboard and use the pre-built automation workflow or “zap” for Salesforce.

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During the configuration stage, you will be asked to connect your Parserr and Salesforce accounts as well as choose a sample email to help you associate the right data with each lead detail.

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Again, to make the most out of this integration, be sure to prepare all the parsing rules you need beforehand. At the very least, you need to parse your lead’s name and email address to make them more valuable to your Salesforce CRM.

Conclusion

An email parsing software like Parserr is indeed one of the most versatile pieces any marketer can have on their toolbelt.

Now that you know how to send your Parserr data to Salesforce, it’s time to explore other ways to use email parsing to streamline your marketing. As long as the email is an entry point of your data, there is always a way to leverage this technology to make your everyday tasks more effortless.