Tips, Tricks & Best Practices

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HubSpot Employee

Sending Different Follow-up Emails Based on Form Submission Data

Targeted Marketing is becoming more important as part of a holistic marketing strategy and what better way to do so than literally taking the details that visitors provide in forms to cater right back at them. Here’s how we can send different follow-up emails based on visitor form submission details using workflows.


In this example, we’re going to target contacts based on which property value that they submit in an ‘Example property’.  The goal is to set up a workflow so that if the contact submits ‘Option A’, they will receive ‘Email A’. If the contact submits ‘Option B’, they will receive ‘Email B’ and so on. 


For simplicity's sake,  I recommend using picklist type properties for this strategy such as a Radio select or Dropdown select field type. Here is what the ‘Example Property’ looks like in a form: 


example dropdown select form fieldexample dropdown select form field




Part 1: Create Automated Emails for Each of the Property Values that you want to Target 

  1. First, create automated emails, this can be done by following the steps in this Knowledge Base article
  2. If the changes between each email aren’t too different, you can consider cloning the emails and making edits to the clones. 
  3. Do note that you’ll want to save and publish the emails, only emails that have been ‘Saved for automation’ will appear as options in workflows. If not, they will remain in a draft state and not appear in the Workflow editor.



Part 2: Create Workflow 

  1. Create a contact-based workflow with the enrollment triggers - ‘Form Submission > [Name of Form] > has filled out form on Any page’ AND ‘Contact Properties > [Name of Property] is Known’ 
    • This will ensure that the property has been populated before the contact enrolls.

      workflow enrollment criteriaworkflow enrollment criteria
  2. Add an if/then branch based on the property. In this instance, it will be our ‘Example Property’. Each value in the property will be a branch. As the same property is used in each branch, I prefer cloning the branches and then making edits to the clones to save time - this is what it looks like: 

    if/then branching actionif/then branching action

    cloning an if/then branchcloning an if/then branch

  3. Add the ‘Send Email’ action to each branch. 

    Community - Send Email Action on Branch.png

  4. Select the corresponding email for each if/then branch as well - saved emails will appear as options.   
  5. Here is what the completed workflow will look like:

    Community - Overall Workflow.png


Things to note:

  • When turning on this particular workflow, select the option 'No, only enroll contacts who meet the trigger criteria after turning the workflow on'. This will prevent contacts who had previously submitted the form from being sent these emails.

    option to enroll existing contactsoption to enroll existing contacts
  • From the Re-enrollment tab in the ‘Enrollment triggers’ sidebar, another option would be to enable re-enrollment based on the form submission. This will allow the emails to trigger even if the visitor submits the form multiple times.

    re-enrollment based on form submissionre-enrollment based on form submission
  • Finally, you'll want to make sure that there are no existing follow-up emails in either the form editor or configured from a HubSpot hosted landing page (this is to ensure the contacts don't receive duplicate emails).


Hope this helps! 

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