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Implement Conversational Email
Conversational Email enables two-way engagement in Marketing Cloud Next. You can configure outbound messages to accept replies. The system evaluates replies to determine intent and triggers automated actions or routes conversations to AI agents or human reps within the same email thread.
Required Editions
| Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Next Advanced Edition |
For more information about Conversational Email and the related use cases, see Conversational Email in Marketing Cloud Next.
To implement Conversational Email, you must configure Marketing Cloud Next, Agentforce, and Service Cloud to ensure that inbound replies are received, processed, and routed correctly.
Here's a table that lists the tasks you complete to implement Conversational Email.
| Task | Details |
|---|---|
| Configure the human rep escalation experience | Set up the Service Cloud workspace and Omni-Channel routing rules so human reps can take over conversations when escalation occurs. |
| Set up Service Agents for Conversational Email | Define the Agentforce Service agent that handles inbound replies, including supported subagents, response guidelines, and approved templates. |
| Set up Conversational Email in Unified Messaging | Activate conversational capabilities for sender addresses and configure filtering rules for auto-replies, out-of-office responses, and unsubscribe requests. |
| Create a Conversational Email campaign | Build the customer journey in Marketing Cloud Next by using Flow Builder to send outbound emails, listen for replies, and initiate routing logic. |
| Monitor engagement and routing outcomes | Use Analytics and Data 360 reports to review response rates, resolutions, and agent escalations. |
- Configure the Human Rep Escalation Experience
You must configure the human escalation experience before enabling conversational email. Configuring the human escalation experience ensures that end-users or customers can reach a human representative when the Agentforce agent can’t resolve an inquiry. Escalated emails are ongoing conversations that transfer from an Agentforce agent to a human rep’s queue. Escalation occurs when a user needs complex support, requests human assistance, or meets specific routing criteria. - Set Up Service Agents for Conversational Email
The Agentforce agent powers your automated conversations. Before routing email replies, configure an Agentforce Service agent that supports email conversations. This setup ensures responses follow approved templates and comply with legal and brand guidelines. The agent uses these templates to generate consistent, compliant email responses. - Set Up Conversational Email
After defining your Agentforce Service agent, enable conversational capabilities on the specific From Address used in your marketing campaigns. You must enable each From Address you want to use for conversational email. - Set Up Conversational Email Campaigns
Marketers use Flow to design conversational journeys that respond dynamically to customer replies. Before creating a campaign, ensure that an Agentforce agent is available to handle replies. - Monitor Conversational Engagement
After your conversational campaigns are active, use real-time monitoring and historical reporting to track the health of your interactions. You can use the Command Center to monitor active and completed conversational engagements, review escalation activity, and track agent performance. - Trust and Compliance in Conversational Email
Conversational Email includes controls to support user consent management and AI disclosure requirements.
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