Send your form leads to a supported email or CRM tool

Every form submission lands in your Inbox. You can also push each new contact straight into your mailing list or CRM, so they join the right list the moment someone hits submit. You set this up once with an automation, and from then on it's hands-off. It's no trouble.

We can connect to five tools: Mailchimp, HubSpot, Brevo, Flodesk, and Pipedrive. Pick yours from the per-tool sections below. Using a different tool? See the section on tools we don't connect to yet.

Before you start

You'll need an account with one of the five tools above, plus the form you want to feed from.

Automations belong to one form. If you have more than one profile, switch to the right one first, then open the form.

The one rule that trips people up: type each token by hand. A token is a short tag like {{contact.email}} that stands in for whatever the person typed on your form. The contact boxes show greyed hint text, but that hint is a guess, not a real value. Nothing is filled in until you type it. Worse, for some boxes the hint is the wrong token. So ignore the grey text and type the token yourself, exactly, curly braces and all.

Here are the tokens to type. They're the same for every tool:

• Email: {{contact.email}}
• First name: {{contact.first_name}}
• Last name: {{contact.last_name}}
• Phone: {{contact.work_phone_number}}
• Company: {{contact.company}}

Leave a box blank to skip that field. The one box you can't skip is Email. Leave it empty and the step fails every time, so always type {{contact.email}} there.

The basic flow (same for every tool)

The steps are the same whichever tool you use. Only the action name and a few boxes change, so do this part first, then read your tool's section for the specifics.

1. Connect your tool once. The Connect your email or CRM tool section below shows how.
2. Make an automation on your form. Open the form, select the Automations tab, then select Add. Name it (like "Add to newsletter") and select Create Automation. You'll see "Automation created and attached", and the new automation shows up in the list.
3. Add the action. Open the automation from the list, then select Edit. Under Steps, select Add Step and set its Type to Action. Then pick the Action for your tool.
4. Fill in the boxes. Choose your tool in the Connection box, then type the tokens by hand (see Before you start). The form trigger is already set, since you started from the form.
5. Turn it on. Select Active at the top, then Save Changes. The banner should turn green and read "Automation is complete and running".
6. Test it. Send yourself one submission through the form and check the contact shows up in your tool.

From then on, each new submission goes to your tool. Your submissions still land in your Inbox too. The automation is an extra copy, not a replacement.

Connect your email or CRM tool

Connect the tool once, then every automation you build can use it. Connections belong to your user, so a tool you connect for one form is ready for all of them.

1. Open the Automation connections page.
2. Find your tool's card. Connect it one of two ways:
   • Mailchimp, HubSpot, and Pipedrive use a sign-in flow. Select Connect, sign in on that tool's website, approve access, and you're brought back.
   • Brevo and Flodesk use an API key. Select Add API key, paste your key, then select Verify and connect. We check the key before saving it, and we store it encrypted.

When it works, the card shows a green Connected badge.

A quicker way in: while you're building a step, if the tool isn't connected yet, the step shows a Connect now link that opens this page.

Where to find your Brevo or Flodesk API key

Brevo and Flodesk don't use a sign-in screen. They give you a key to paste instead. The exact menu names can change, so check their help if a label has moved.

• Brevo: sign in, open the account menu (top right), then look under Settings for SMTP & API, and generate an API key. Copy it right away, because Brevo shows it once.
• Flodesk: sign in, go to My Account → Integrations → API keys, then generate a key. Copy it right away, because Flodesk shows the full key once. Flodesk API keys are only on paid plans, so a free or trial account won't have this option.

Then go back to the Automation connections page and paste it into the Add API key box on that tool's card.

Send leads to Mailchimp

This adds each person who submits your form to a Mailchimp audience. (An audience is Mailchimp's name for a mailing list. Its Audience ID is a short code, not the list name.)

1. Connect Mailchimp, then add an automation on your form with an action step (see the basic flow above).
2. For Action, choose Add to Mailchimp List.
3. Pick your Mailchimp account in the Connection box.
4. In List ID, paste your Mailchimp Audience ID (see below).
5. Leave Status blank. Most people leave this blank, and it then subscribes new people right away. Type pending instead if you want Mailchimp to send a confirmation email first (that's double opt-in: the person must click a link before they're added). This only affects brand-new contacts.
6. Type {{contact.email}} into Email (required). Add First name and Last name if you want those too.
7. Set the automation Active, then select Save Changes.

Find your Mailchimp Audience ID

The List ID box wants this code. Mailchimp's screens move around, so if a label has changed, search Mailchimp's help for "Audience ID".

1. Sign in to Mailchimp and select Audience.
2. If you have more than one, pick the right one.
3. Open the audience settings, and find the row labelled Audience ID, then copy it.

Paste that value into List ID. It's a short code like a1b2c3d4e5.

Send leads to HubSpot

This creates or updates a contact in HubSpot for each person who submits.

1. Connect HubSpot, then add an automation on your form with an action step (see the basic flow above).
2. For Action, choose Create or Update HubSpot Contact.
3. Pick your HubSpot account in the Connection box.
4. Type {{contact.email}} into Email (required), then add First name, Last name, Phone, and Company in the boxes you want sent.
5. Set the automation Active, then select Save Changes.

HubSpot matches on email, so a repeat submitter updates their existing contact instead of making a duplicate. Want more? You can add steps for Add Contact to HubSpot List, Create or Update HubSpot Company, or Create HubSpot Deal.

Send leads to Brevo

1. Connect Brevo, then add an automation on your form with an action step (see the basic flow above).
2. For Action, pick the one you want:
   • Create or Update Brevo Contact saves the person's details.
   • Add to Brevo List drops them into a list. It needs the list's number in List ID (Brevo's list IDs are numbers, not names).
   • Subscribe to Brevo Automation enrols them in an automation you built in Brevo.
3. Pick your Brevo account in the Connection box, type the tokens by hand, and set the automation Active. Then Save Changes.

Send leads to Flodesk

1. Connect Flodesk, then add an automation on your form with an action step (see the basic flow above).
2. For Action, pick the one you want:
   • Add to Flodesk Segment adds the person to a segment (a Flodesk segment is a labelled group of subscribers).
   • Add Flodesk Tag tags a subscriber who already exists.
   • Trigger Flodesk Workflow starts a workflow you built in Flodesk.
3. Pick your Flodesk account in the Connection box, type the tokens by hand, and set the automation Active. Then Save Changes.

Send leads to Pipedrive

1. Connect Pipedrive, then add an automation on your form with an action step (see the basic flow above).
2. For Action, pick the one you want:
   • Add Pipedrive Person saves them as a person. Its required box is Full name, so type {{contact.first_name}} {{contact.last_name}} there.
   • Add Pipedrive Lead creates a lead.
3. Pick your Pipedrive account in the Connection box, type the tokens by hand, and set the automation Active. Then Save Changes.

My leads aren't reaching my tool

Nothing showing up on the other side? First work out which of two things happened: the automation never ran, or it ran and hit a problem. The fixes are different.

Nothing ran at all

A new automation won't send anything until it has a trigger, at least one step, and it's switched on. The banner at the top of the editor tells you where it stands:

• "Automation is paused" means it's switched off. Select Active at the top, then Save Changes.
• "Automation needs attention" (amber) means it's on but still missing a trigger or a step, so nothing runs. The line below the banner says which is missing. Add it, then Save Changes.
• "Automation is complete and running" (green) means it's set up and live. If leads still aren't arriving, the run is most likely failing, so read the next section.

Starting from the form's Automations tab sets the form trigger for you, so a missing piece is usually the action step. Add one that points at your tool.

It ran but the run failed

When a run hits a problem, it's marked Failed and the account owner gets an email. To see why:

1. From the Automations tab, select the automation's row to open its overview page (not the Edit button).
2. Scroll to Recent Runs and open the failed run.
3. Read the Result / error for the step that broke. It carries the message from your tool.

The usual causes:

• The Email box was empty. This is the most common one. If the message mentions a required email, open the step and make sure {{contact.email}} is typed into Email (required). The grey hint doesn't count.
• The submission had no email. Each action needs the person's email, and not every form captures one. Add an email field to your form and make it Required when you edit the form.
• Wrong List ID or Audience ID. Re-copy it from your tool and paste it in again. For Mailchimp it's the Audience ID; for Brevo it's the list's number.
• The connection stopped working. A tool can revoke access, or a pasted key can be rotated. Open the Automation connections page, Disconnect the tool, connect it again, then reopen your step and pick the connection.
• The tool rejected the data. Some tools need a field you left blank, or a list set up a certain way. The message names what it wanted, so fix it in your tool or your step.
• The tool had a brief outage. Now and then a tool is down for a moment. We retry a couple of times before giving up, so the odd blip sorts itself out. Wait a few minutes, then send a test submission.

My tool isn't one of these five

We can only push to Mailchimp, HubSpot, Brevo, Flodesk, and Pipedrive. If you use ConvertKit (Kit), Beehiiv, Substack, MailerLite, or anything else, there's no direct connection yet.

You can still get your leads across by hand. Download your form responses as a spreadsheet, then import that file into your tool. Most email and CRM tools accept a spreadsheet import. It's not automatic, but it moves the back catalogue over.

I expected one of the five but don't see it

If Mailchimp, HubSpot, Brevo, Flodesk, or Pipedrive isn't on the Automation connections page, that tool isn't switched on for your account yet. These connections roll out to accounts in stages, so they don't appear for everyone at once. If you expected to have it, reach out and we'll sort it out.

Will my old submissions get sent too?

No. An automation only fires for submissions that come in after you turn it on. People who filled in your form before that won't be sent across. They're still safe in your Inbox, and you can download them as a spreadsheet to import by hand if you need them in your tool.