Today, we’re delighted to announce the release of our newest feature – Email Tracking. This product will give every Salesforce organization a completely new way to track, understand and act on their email data at scale.
Why solve an “already solved” problem (aren’t there tons of email tracking products?)
Our focus here at Truly is enabling sales leaders to drive better sales execution through better data. As we chipped away at this problem for years, we kept hitting the same wall over and over again – that email data in CRM was incomplete, inaccurate and unstructured.
And we found out that we weren’t the only ones struggling to get email tracking to work.
We waited on the sidelines for years hoping that one of the many vendors (Yesware, Mixmax, Apollo, Outreach, Groove), would solve this, but finally realized that they just weren’t interested in doing so because the underlying goal of their products wasn’t to perfect Salesforce data – it was to prove ROI on the automated emails that their systems were sending.
So we started thinking… maybe we had to do something about it.
As we talked to our customers and partners, the challenges that came up again and again were:
- Security/Governance: many employees (managers, directors, C-Level) choose not to use email tracking out of fear that the wrong emails will be readable by third parties inside the company.
- Misattributed Emails: Most providers don’t handle cases like ‘one-to-many’ emails or ‘reply threading’, either creating duplicate data or failing to sync data altogether.
- Missing Emails: Almost all providers have a contact-centric activity sync logic (a byproduct of them also widely being used as marketing/cadencing software). This means that they work well for sequences, but not deeper down the funnel when many stakeholders get pulled into deals, implementations and renewals. Some providers try to get around this by creating contacts for each new email address, but this creates problems as well, with validation rules, and stale contact data that jams up marketing automation systems.
- Junk Emails: as CEO of our company, I often subscribe to newsletters from companies that our reps also happen to be selling to. The ‘From’ email of these newsletters is very frequently the company’s CEO, and our email tracking software always ends up syncing these to Salesforce. It makes our activity history confusing/messy and throws off our account level metrics.
- Missing Metadata: emails are a treasure trove of data – after all, signatures contain linkedin urls, phone numbers, titles, etc. Almost none of this metadata is ever pushed to CRM in a usable way.
- High Cost: All email automation tools bundle email logging into their highest pricing tier, meaning not everyone who touches the customer can access this feature (eg: Finance, Support, AMs, etc)
Without solving all of the problems, the vision of building a truly data organization would simply be impossible.
Fast forward a year, we’re delighted to share that we’ve built a product that solves for all these problems, while staying true to our values of simplicity, flexibility and ease of use.
Here are three reasons you might consider trying our email tracking software today:
- No stack changes: this solution is 100% server-side so you can deploy it along with your existing Sales Engagement Tools. Just turn off email sync in their system, allow your reps to keep using the features as they’re used to and let us handle sync in the back end. And because we push all data to Salesforce using the Task object, you can be sure that most of your downstream analytics will work out of the box as well.
- No increase in budget: we charge just a fraction of other tools for this email sync capability, so you can easily put your whole company on our solution, not just the sales reps.
- Instant Time To Value: you’ll see the impact on your Salesforce data in as little as one day.
“The idea of abstracting the Salesforce sync layer from automation tools is brilliant. This means that not only are we getting more data, with higher quality, but we’re now free to experiment with different automation tools in our stack on-demand without worrying about downstream reporting implications,” noted Rachel Haley, former Director of Sales Ops at Snowflake.
“If you don’t have full access to email history, the reality is that you’re flying blind. The fact that we’re not just pushing more data but also enriching it with metadata means that the analytics potential for ops leaders AND for leveraging the emerging features of Salesforce Einstein are simply massive,” says Erol Toker, Truly’s CEO.
Want to learn more? Schedule a risk-free consultation with one of our product consultants today!