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Is it possible to simply customize notification email that notifies user (new Lead owner) when I assign Lead to a new owner? I know it's possible to automatically send default notification email, but I need custom mails for almost 20 people. If I use Assignment rules it's so comprehensive (too many assignment rules).

Is there any other solution?

Thank you very much.

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    and why doesn't workflow or process builder work? – cropredy Oct 1 '15 at 17:47
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You can try writing Trigger on Lead Update which will send mail to those 20 people.

See this post which might help you in writing that code -

http://www.sfdc99.com/2014/03/01/sending-emails-using-apex/

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    That's an option, but it's not recommended. I thought that there are some other solution. But when I search the web, there's nothing than Assignment rules and Queues. – Štěpán Víteček Oct 1 '15 at 16:46

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