Salesforce Email Updates: What’s Changed and Why It Matters for Your CRM
Salesforce has rolled out a major update to how email data is captured and stored—and it’s a meaningful shift for advisory firms using Quivr.
At the center of this change is Einstein Activity Capture (EAC). While it’s been around for some time, recent updates fundamentally improve how email data functions inside your CRM.
This isn’t just a technical upgrade. It directly impacts how you track communication, report on activity, and evaluate your tech stack.
From “Shadow Data” to Real Records
Historically, email data in Salesforce lived in what’s often referred to as a “shadow database.”
Emails were visible in the system
But they weren’t true records
And they couldn’t be fully reported on
On top of that, Salesforce typically only stored six months of email history, meaning older communications would eventually disappear.
With the latest update, that changes completely.
What’s new:
📧 Emails are now stored as real records inside Salesforce
🗂️ They are part of your core database, not a separate system
📊 They can be used in reports, dashboards, and workflows
⏳ Email history is no longer automatically deleted
This brings email in line with other key data objects like households, contacts, and tasks—making it far more useful.
Why This Is a Big Deal
For most advisory firms, email is one of the primary forms of client communication.
Turning emails into real, reportable records unlocks several key benefits:
1. Better Visibility
You can now answer questions like:
When was the last time we contacted this client?
How frequently are we communicating with top-tier relationships?
2. Stronger Reporting
Because emails now have unique IDs and live in the database:
They can be pulled into dashboards
Included in workflows
Used to trigger automations
This was not possible with the previous setup.
3. Full Communication History
Instead of losing older emails over time, you now have a complete record of client interactions, which is critical for both service and context.
What About Third-Party Tools?
For years, many firms relied on tools like Match My Email to fill the gaps left by Salesforce’s previous limitations.
With this update, it’s worth reevaluating whether those tools are still necessary.
In many cases, you may be able to:
💰 Reduce costs by eliminating redundant tools
⚙️ Simplify your tech stack
📧 Rely more on native Salesforce functionality
That said, there are still scenarios where third-party tools make sense—particularly for firms with complex email routing or filtering needs (e.g., family office environments).
Important Note: This Is Not a Compliance Archive
While this update improves storage and accessibility, it’s important to understand:
This does not replace a compliance-grade email archiving solution.
Firms should still maintain a dedicated system for regulatory requirements.
Looking Ahead: AI and Better Data
One of the most exciting aspects of this change is what it enables moving forward.
By bringing email data fully into Salesforce, it becomes part of the dataset that can power:
🤖 AI-driven insights
📊 Smarter automation
🔍 Deeper client analysis
In short, better data leads to better outcomes.
What Should You Do Next?
If you’re a current Quivr user, this is a great time to:
Review your current email setup
Consider enabling the updated EAC functionality
Evaluate whether third-party tools are still needed
If you’re exploring CRM options, this update highlights the advantage of building on a platform that continues to evolve and improve over time.
Want to See It in Action?
If you’d like help optimizing your setup—or want to see how Quivr leverages Salesforce to help advisory firms operate more efficiently—
👉 Schedule a demo and we’ll walk you through it.
