Top 5 ways marketers can take advantage of Salesforce’s new Conversational Email tools
Salesforce recently solved one of the thorniest problems facing marketers: how to turn static marketing emails into productive, real-time interactions with consumers. The Spring 2026 release of Conversational Marketing tools in Agentforce Marketing allows brands to install AI agents that can automatically engage with an email reply, taking actions based on the consumer’s response. Conversational Email does away with the dreaded no-reply@, giving prospects and repeat customers a real-time way to engage with a brand when a marketing email piques their interest. By having AI agents available for tailored back-and-forth conversations, brands can reduce friction in a consumer’s decision-making process and close sales faster. Here are OSF’s Top 5 recommendations for how marketers can make the most of Conversational Email:- Anticipate the Customer’s Needs: Based on the content of the email, prepare the AI response to reply with answers to what you know are frequently asked questions, i.e., when promoting new merchandise, be ready with answers about color, fit, or utility; when calling out sales, program answers about when the sale ends and return policies.
- Transform Transactional Emails: Turn abandoned cart and ‘we miss you’ emails into conversations. Ask questions such as, “Can we answer any questions about the items in your cart?”; “We’d love to hear how we can serve you better.”; “Would you like to hear about our no-risk trial period?”
- Qualify Leads: Allow prospects to reply to emails to schedule conversations with reps or request demos, allowing AI agents to qualify them in real time
- Expand the Cart Post-Purchase: In order and shipping confirmation emails, offer to discuss recommendations for items that complement the original purchase, e.g., a handbag to go with shoes, related software or hardware, or travel experiences to go with booked hotel rooms.
- Automate Service Resolution: Analyze incoming customer emails and where it is warranted, create cases and send AI-generated, context-aware responses that can instantly resolve issue such as, “when will my order arrive?” or “how do I start a return?”
- Establish goals. KPIs can include increasing the number of quality leads, expanding sales or reducing returns.
- Identify customer segments and the rationale for choosing them. Determine which groups of customers or prospects will be targeted, and explain how the campaigns will benefit your business.
- A/B test content. Testing one variable at a time, determine what type of content (e.g., imagery vs. video) is best for each customer segment.
- Measure and optimize. Track results and re-evaluate campaigns as needed.
- Share results with all stakeholders. The results from your Conversational Emails are likely to provide useful data for teams that include creative, product development, merchandising and customer service.
Author: Robin Kamen
Robin Kamen is a senior consultant of OSF Digital Strategy. She is a digital marketing and strategy leader with experience building global brands and driving customer engagement and ROI across many verticals.
Contact: Kateryna Melkomukova
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