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    Use case · Mass communications

    Salesforce mass communications, executed as a workflow.

    Outbound email at scale lives between Salesforce, marketing tools, and ad-hoc spreadsheets. Lists drift, personalisation breaks, and the audit trail vanishes. Ortoo Orchestrator runs mass communications from Salesforce, with segmentation, personalisation, and delivery as one defined workflow.

    TEAMS RUNNING ON ORTOO ORCHESTRATOR

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    IG
    Jaguar Land Rover
    Komatsu
    OppFi
    Sage
    Splunk
    Verivox
    Volvo

    What it is

    Mass communications, in plain terms.

    Salesforce mass communications means sending personalised outbound messages to large recipient lists straight from Salesforce, with segmentation rules, dynamic content, and delivery tracking running as one workflow.

    Outbound communications sit inside Ortoo Orchestrator. The outbound communications capability inside Ortoo Orchestrator handles segmentation against live Salesforce data, personalisation per recipient, and delivery, all with the audit trail on the Salesforce record.

    The problem

    Salesforce mass communications breaks when Salesforce, the email tool, and the spreadsheet disagree.

    Native Salesforce email-to-case does not extend to classification, routing, or audit on every reply. Salesforce mass communications usually happens outside Salesforce. Lists get exported, uploaded to a separate email tool, personalised against fields that drifted weeks ago. Donors, students, members, or partners get messages with broken merge fields and outdated segmentation.

    By the time the campaign goes out, the data is days old. Salesforce does not know who received what. Reporting depends on reconciling exports from the email platform with Salesforce records, and the reconciliation is never quite clean.

    Mass communications run outside Salesforce never quite catch up with Salesforce data.

    Ortoo Orchestrator runs outbound communications inside Salesforce. Segmentation reads live data, personalisation maps to Salesforce fields per recipient, and delivery results land back on the record. One workflow, no export-and-reconcile.

    // HOW IT WORKS

    Triggered by case context. Not by who is watching the queue.

    1. 01

      // STEP 01

      Segment against live Salesforce data.

      Build the recipient list from a Salesforce report, list view, or rule-based segmentation against any object. The list reflects current data at send time, not what was true at export time.

      1. Pick source

        Report, list, rule

      2. Read live data

        Per recipient

      3. Lock recipient set

        At send time

      Step 01 — Segment
      01
    2. 02

      // STEP 02

      Personalise per recipient.

      Merge fields map to any Salesforce field on the recipient record, with conditional content blocks rendering based on segment, status, or other attributes the team configured.

      1. Map merge fields

        Any Salesforce field

      2. Render blocks

        Conditional on segment

      3. Stage payload

        Per recipient

      Step 02 — Personalise
      02
    3. 03

      // STEP 03

      Send, track, and log.

      Delivery, opens, clicks, and bounces all land back on the Salesforce record. Reporting reads the send history without needing to reconcile with a separate email platform.

      1. Deliver

        SMTP, SES, provider

      2. Track events

        Open, click, bounce

      3. Log on record

        On contact, member

      Step 03 — Send
      03

    What good mass communications need

    Three things separate workflow-driven outbound from a list dumped into a separate tool.

    Sending email at scale is the easy part. Doing it against current Salesforce data, with personalisation that actually merges correctly, and audit trails that survive reporting, is what makes the workflow useful. The path is operationally realistic: start with one workflow at a time, expand step by step as the team is ready.

    Book a demo

    Live segmentation

    Recipient lists reflect current Salesforce data at send time, not what was true at export time.

    Per-recipient personalisation

    Merge fields map to Salesforce fields with conditional content blocks based on segment or status.

    Audit trail on the record

    Delivery, opens, clicks, and bounces all land on the Salesforce record without manual reconciliation.

    Before vs after

    What changes when outbound runs inside Salesforce.

    The audience does not change. What changes is whether the message reflects current data.

    Before

    Export to external tool

    1. 01Exported lists
    2. 02Drifted fields
    3. 03External tool
    4. 04Reconciled reporting

    Lists get exported, drift, and bounce against records that have moved on.

    After

    With Ortoo Orchestrator

    1. 01Live segmentation
    2. 02Current fields
    3. 03Native Salesforce
    4. 04Reporting on record

    Lists pull from live Salesforce data and personalise against the record at send time.

    Where it fits

    Works with the Salesforce tools you already use.

    Salesforce mass communications for charities and nonprofits

    NonprofitFundraising

    Charities run donor updates, fundraising appeals, and stewardship communications from Salesforce. The workflow pulls segmentation from donor records, personalises per donor history, and lands delivery data back on the contact so the audit trail stays in NPSP or the equivalent.

    Notifications for education and student management

    EducationStudent communications

    Education teams send notifications, course updates, and outreach from Salesforce against student records. Segmentation runs against course enrolment and status, personalisation references the student record, and reporting tracks engagement back on the contact.

    Membership and partner channel communications

    MembershipChannel

    Membership organisations and channel-led businesses send segmented communications to members, distributors, and partners. The workflow handles list segmentation by membership tier or partner status, with delivery tracking per recipient.

    Built for operations teams

    Outbound runs where the data lives.

    Salesforce becomes the system of record for outbound, not just inbound.

    Every message sent, every open, every click, every bounce lives on the recipient's Salesforce record. Reporting, segmentation, and follow-up all read from the same source of truth without reconciliation.

    Operations teams own the segmentation logic.

    Recipient lists and personalisation rules live in Salesforce setup, configurable by the team that owns the data. No export, no separate tool to learn, no risk of stale segmentation logic in another system. The service ops team owns this workflow, with sales ops adjusting rules as the business changes.

    Send-time data freshness is guaranteed.

    The recipient list and merge fields read Salesforce data at send time. A donor who changed status yesterday gets the right segment today; a student who graduated last week gets removed from the list automatically.

    StatusRegionSegmentEngagementTierLanguageHistoryConsentChannel

    Signals segmentation reads

    Components of mass-comms workflows

    Four elements every outbound workflow needs to cover.

    Ortoo Orchestrator provides the engine. Segmentation rules and personalisation templates are configured by operations.

    Build recipient lists from any Salesforce object with rule-based or report-based segmentation.

    // RULE CONFIG

    Donor stewardship, EMEA cohort

    source
    Contacts, donor segment
    region
    EMEA
    gift history
    Last 12 months
    blocks
    By giving tier
    unsubscribe
    Respected at send
    log
    Per send on contact

    IF region = EMEA AND gift in 12m THEN send stewardship template, render block by tier.

    Case studies

    Teams sending outbound from Salesforce.

    Related use cases

    Adjacent communication workflows in Ortoo Orchestrator.

    FAQ

    Common questions

    How is this different from Salesforce Marketing Cloud?+

    Marketing Cloud is a separate platform with its own data model. The outbound communications capability inside Ortoo Orchestrator runs natively in Salesforce against Salesforce data, with no export or sync, and is configured by the team that owns the records.

    Can we use this for transactional notifications, not just bulk campaigns?+

    Yes. The workflow handles both bulk campaigns and per-record transactional sends, triggered by data changes on the Salesforce record. Both use the same segmentation and personalisation logic.

    How does segmentation handle list changes between send and receive?+

    Segmentation reads Salesforce data at send time. A recipient whose status changes between list build and send is automatically included or excluded based on the rule at the moment of send.

    Can it handle multi-language and regional content?+

    Yes. Language and region are inputs to the segmentation and personalisation rules. The workflow can send different content blocks per language based on the recipient record.

    What email-sending infrastructure does this use?+

    Outbound delivery runs through configured SMTP, AWS SES, or a similar transactional provider, with the workflow handling the recipient list, personalisation, and tracking.

    How are bounces and unsubscribes handled?+

    Bounces and unsubscribes log back to the Salesforce record automatically. The workflow respects unsubscribe status on subsequent sends without manual list scrubbing.

    Can operations teams adjust segmentation without code?+

    Yes. Segmentation rules, personalisation templates, and content blocks are all configured declaratively inside Salesforce setup. Operations teams adjust the workflow as campaigns change.

    Bring outbound inside Salesforce

    Map the outbound workflow your team should be running.

    Book a 30-minute conversation. We will walk through your current outbound communications and where workflow execution removes the export-and-reconcile lag.

    Installs natively into Salesforce. Start with one workflow, expand to others as the team is ready. Pricing follows work completed, not token usage.