How to Setup Conditional Email Notifications for Lead Delivery


The Advanced/Conditional Email Notification feature gives you more control over how you route your form submissions for your LeadForms. With conditional notifications, you can direct submissions to people based on the prospect’s response. For example, if your LeadForm gives the prospect an option to speak with sales and if the prospect selects “Sales” then your form can now route the lead to your sales team only.

How Are Conditional Notifications Different Than Standard Email Notifications?

A key thing to note is that there are now two email notification system features inside of LeadForms: Standard and Conditional Email Notifications.

Standard Email Notifications:

By using Standard Email Notifications anyone who you specify as a recipient will receive the lead notification, regardless of what option the prospect selected in your LeadForm. This is the quickest way to get started with receiving lead notifications. Just add an email, and you’re good to go.

Conditional Email Notifications:

The Conditional Email Notification Feature is a more advanced way to route email notifications based on a prospect’s response. There are also some additional features with this option.

Common Use Cases & Features

  • Route only your most qualified leads to email. Example — if someone selects “No” indicating that they are not qualified, then you can prevent this lead from being routed to your recipients.

  • Route lead notifications to different people in your organization. Example — if a prospect selects "Sales" on your contact form, only members of your Sales team will receive a notification.

  • Route lead notifications to different clients based on a response. Example — if you’re passing leads to multiple service providers and each has different lead requirements you can control who receives the lead and who does not receive the lead.

  • Add leads to the “reply-to” so you can respond right in the lead notification

  • Customize the HTML/CSS of the email

How to Setup Conditional Email Notifications

Since there are many ways to use Conditional Email Notifications, let’s first discuss the use case that we’re going to follow.

We’re going to base the instructions below based on the submission of this Bankruptcy Form.

Sending Conditions:

  • When to send: If the prospect selects “No” in the “Have you filed for bankruptcy?” question then send the lead with all questions since choosing “No” indicates a qualified lead by the client’s standards.

  • When not to send: If the prospect selects “Yes” in the “Have you filed for bankruptcy?” Question then do not send the lead since selecting “Yes” indicates that the lead has already filed for bankruptcy and is not qualified in this case.

Use cases can get more complex than this. For now, we just one to keep it simple to show you the ropes.

Let’s dive into the detailed steps based on the above logic.

When it comes to setting up conditional notifications there are two key things that you need to do:

1: Create your email template

2: Setup the logic and field checks

Let’s get started with the setting up the template.

Step 1: Access Conditional Email Notifications

After you log into your account and open your LeadForm, click on the “Lead Delivery” tab inside of the Form Builder.

Next, expand the Conditional Email Notification tab. This is where you’ll manage and create your conditional email notifications.

After you expand the “Conditional Email Notification” area you’ll see a section that looks like this.

Click on the “Create Email Notification” button to create your first notification.

*Important Note: if you also have Standard Email Notifications Enabled, then this feature will continue to work as normal, even if you’re using conditional notifications. If you do not want to use Standard Email Notifications, then simply flip the Email Notification switch to the “Off” position.

Step 2: Setup Your Email Notification Template

After you click “Create Email Notification” the next step is to set up the email template. There are a number of options that you’ll need to configure. Let’s take a look at each in the section below:

  • Email Notification Template Name: This is the name of the template, so give this a descriptive name.

  • Recipients: Add as many recipients as you’d like, with a comma between each.

  • Reply-to: Leaving this switch flipped to the “on” position will add the lead’s email address as the reply-to address in the email, meaning that you can reply right to the lead from the lead notification. Disabling this switch will give you the ability to set your own reply-to address or use the standard LeadForms reply-to address.

  • Sender: The Sender Field allows you to customize the sender address so it’s your email address instead of the standard LeadForms address. To complete this field, we’ll need to enable white-labeling of emails on your account. Please contact for assistance.

  • Subject line: Add your own custom subject line or leave blank to use our default subject line.

  • Message Body: This is where you’ll design the email and tell the system which fields to use.

Creating the Message Body Contents

The Message Body area is where you’ll design your email notification. You have full control over the HTML and CSS of the email.

The blue buttons in the image below are all of the questions from your form. Your options will look different than what’s in the image.

To add a question/response to the lead notification, simply click into the body contents box then click on a question tag (blue button) in this case I’ll select “when”

If the form is submitted then the response from the question “when” will be included in the lead notification.

You can add some HTML above the {when} question tag like this:

In the example above, I added some text to be included in the lead notification.

If you need help getting started, then simply click on the blue text “fill with default HTML” — this will automatically fill the body contents field with our standard lead notification template so you have a starting point to work from.

If you click on the “fill with default HTML” link then the entire area will fill with our standard lead notification template, like below:

We suggest using the “fill with default HTML” feature because this can save you a ton of time. At this point, you have full control to edit the body contents of the email notification.

Step 3: Save Your Email Notification

Make sure to save the notification after you get it all setup.

To save your notification, simply click on the “Save Email Notification” button below the body contents area.

Next, you’ll see the template get added to your Email Notification section like below:

After you save your lead notification, you have a number of options:

  • Enable/Disable the lead notification from sending

  • Edit the lead notification by clicking on the pencil icon

  • Delete the template by clicking on the trash can icon

  • Create another template by clicking “create email notification” button

  • Set logic to trigger the email notification

Step 4: Setting the Logic to Trigger Your Email Notification

We’re not done just yet, but we’re getting close!

After the notification email template is set up, the next step is to tell LeadForms when to trigger the notification. To do this, we’ll need to add some logic to the form by clicking on the “Logic” button.

After you click “Logic” you’ll need to add a Rules Group.

A Rules Group is a way for the system to check if all conditions are being met before it sends the lead notification. This means that if the Rules Group has one condition, then that condition must be met before the notification is sent. If the Rules Group has no conditions (meaning there are no restrictions), then the notification will be sent. So, if you’re qualifying leads like we are in this example, then you’ll need to add a rules group with a field check/validation.

Next click “Add Rules Group” to open up our Rules Engine.

To set up the Rules Group, you’ll need to add a field. Click on the “Add Field +” sign to add the field to the Rules Group.

From the dropdown select the question/field in your form where you’re looking to apply this condition.

In our case, since we’re triggering the email notification only when the prospect indicates that they have not already filed for bankruptcy, we’ll use the “Filed” step of the form as the field in our Rules Group.

After you select your question/step name, click Save.

Next, we need to add a field check so we can set the condition that the notification will only be sent when the prospect selects “No” that they have not filed for bankruptcy.

Think of the field check as a form of validation. We need the system to validate that the prospect has not filed for bankruptcy by recognizing that they selected the response of “No” and not “Yes.”

To set up this validation, click “Add Field Check+” then select an option from the dropdown.

In this case, we’re going to select the option “equals” — this will tell the system that the response must equal something specific to send the notification.

Next, add the text from the response. In this case, we’re basing the field check on the “No/Yes” responses in the “have you filed for bankruptcy” question, so we’ll set “No” as the value.

The way that this reads is as follows:

If someone reaches the step named “Filed” and if their response equals “No” that they have not filed for bankruptcy then trigger the email notification. But if the response equals “Yes” that they have filed for bankruptcy, then do not send the email notification.

Don’t forget to save your field check.

After you click “save field check” you’ll see the field check appear blue. You can edit, delete and even add another field check if you have more complex logic.

The final step is to send a test.

Step 5: Testing The Logic and Email Notification Design

At the moment, we don’t have a way to send test emails from the LeadForms Dashboard (but it’s coming soon). So in the meantime, the best way to do this is to send a test from a form that’s installed on a live page somewhere.

Here’s the test that I successfully sent through based on our above example.

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