Today, thanks to the collaborative efforts of marketing and sales teams, marketing campaigns often send emails "from" a member of the sales team, such as an SDR.
Now, with Drift Email, you can automate the manual process of sorting through replies to these emails, tracking reply rates, and maintain your databases more easily by setting up dynamic routing through Drift Email.
Before getting set up following the steps below, you need to have the following already in place:
- A subdomain pointing at Drift Email. See the Subdomain Set-Up Guide here to get started. In our example, our subdomain is hello.hooli.com
- Your root domain which emails are currently sent from, such as hooli.com
- Lead tracking and storing through SFDC, where you assign a lead owner who emails are sent from.
- Email campaigns sent from lead owners through a Marketing Automation Platform, in our example, we reference Marketo.
Once these prerequisites are in place, follow the steps below.
Step 1: Update SFDC
Create a new field in both the lead and contact in SFDC. Be sure to make it visible in Marketo.
In that SFDC field, add a formula like this:
Notice here that the original lead owner email address includes the root domain (hooli.com) and the formula updates the email address to point to the Drift Email subdomain (hello.hooli.com). This ensures that replies to email sent from a lead owner will go to Drift Email.
Step 2: Sync to Marketo
Take the token from Salesforce and replace it in each Email Asset in Marketo, ensuring that the lead owner email address will update to include the subdomain pointing at Drift Email.
Test it out! Make sure that Marketo is syncing the fields and values correctly.
Step 3: Set Up Drift Email
Set up a Route Skill in your Drift Email Account for human replies.
In the Dynamic Route option, put in your root domain, for example, hooli.com.
See our Email Routing Skill Set Up Guide here for more details.
This will allow Drift Email to automatically update any lead email address you send from using your subdomain, such as email@example.com and forward human replies to your actual inbox, for example, firstname.lastname@example.org.
Once each step is complete, you should be able to send emails from a lead owner, and automatically only have human replies routed back to the lead owner's actual inbox.
For more information, reach out to email@example.com and we'd be happy to help!