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When a contact submits a form in HoopAI, that event can kick off a wide range of automated actions. Some of these happen automatically as part of the form’s built-in settings; others are configured through the Automation Workflows section. Understanding both layers gives you full control over what happens to a lead or contact the moment they submit.

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What happens automatically on every submission

Regardless of any additional automation you configure, HoopAI does the following every time a form is submitted:
  1. Creates or updates the contact — The submitted email address is used to find an existing contact or create a new one. All field values mapped to contact properties are written to the record immediately.
  2. Logs the submission — The complete submission appears in Sites > Forms > Submissions with a timestamp, the contact’s details, and all submitted field values.
  3. Fires email notifications — If you have configured internal notifications or an auto-responder in the form builder, those emails are sent at this point.

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Adding contacts to a workflow via the form trigger

The most powerful post-submission action is enrolling the contact in a workflow. This is done through Automation > Workflows. Setting up the Form Submitted trigger:
  1. Navigate to Automation > Workflows.
  2. Create a new workflow or open an existing one.
  3. Click Add New Trigger.
  4. Select Form Submitted from the trigger list.
  5. In the filter, choose the specific form or select “Any Form” if you want the workflow to fire for all form submissions.
  6. Click Save Trigger.
  7. Add your desired actions below the trigger.

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Common post-submission workflow actions

Send a follow-up email Use the Send Email action to deliver a sequence of follow-up messages over days or weeks. Include merge tags like {{contact.first_name}} to personalize the message. Send an SMS Use the Send SMS action to fire an immediate text message. This is useful for high-intent leads who have opted in to receive text communication. Assign to a pipeline opportunity Use the Create Opportunity action to add the contact to a sales pipeline stage automatically. The form submission date, source, and any submitted data can be mapped to opportunity fields. Assign a tag Use the Add Contact Tag action to tag the contact based on which form they submitted. Tags help segment contacts for future campaigns or filter them in the contacts list. Assign to a team member Use the Assign User action to route the contact to a specific team member. Combined with a Round Robin assignment action, you can distribute leads evenly across your sales team. Notify an internal team member Use the Internal Notification workflow action for more advanced notification routing. Unlike the built-in bell-icon notification, workflow notifications can be conditional — for example, notifying a different team member depending on which service option the contact selected in the form. Create a task Use the Create Task action to generate a follow-up task assigned to a team member with a due date calculated relative to the submission time.

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Using conditional logic in workflows

After the Form Submitted trigger, you can insert an If/Else branch to route contacts differently based on their submitted values. For example:
  • If the answer to “What is your budget?” is greater than $1,000, route to the premium sales sequence
  • If the answer to “How did you hear about us?” is “Referral,” tag the contact and notify the referral team
  • If no phone number was submitted, add the contact to an email-only nurturing sequence
This conditional branching makes the Form Submitted trigger one of the most versatile entry points in your automation library.

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Using conditional logic within the form itself

The form builder also supports submission-level conditional logic that does not require a workflow. Under the Conditional Logic tab in the builder, you can configure rules that:
  • Redirect to a URL — send the contact to a different thank-you page depending on their answers
  • Display a custom message — show a personalized response based on what they selected
  • Disqualify the lead — block the submission from entering the CRM if criteria are not met
For field-level conditional logic (showing and hiding fields based on answers), see Conditional logic.
A well-structured post-submission workflow typically has three layers: an immediate confirmation (email or SMS acknowledging receipt), a short-term follow-up sequence (one to three emails over a few days), and a long-term nurture sequence for leads that don’t convert immediately. Set all three up when you build the form, not after leads start coming in.
Last modified on March 5, 2026