ceaksan - E-commerce & User Behavior Analytics

Forms; Logical Operations and Email Routing

Learn how to route form submissions to specific email addresses based on user input or URL triggers for smarter, automated workflows.

Ceyhun Enki Aksan
Ceyhun Enki Aksan Entrepreneur, Maker

In addition to Form activities, soon we will have the opportunity to conduct detailed evaluations and comparisons of online services such as Typeform.

Based on the findings from these evaluations, I will continue sharing insights in various contexts. This article focuses on the process of directing form submissions to different email addresses, depending on content and/or values (such as URL or routing), based on conditions and/or routing.

Form Condition and Routing Operations

A similar process had to be implemented a few years ago on a WordPress site. Due to certain constraints, the options were limited to two choices:

  • Participants Database
  • Gravity Forms

Let’s first take a look at these two solutions within the context of a basic WordPress setup.

Participants Database

Participants Database is a simple database viewing and management tool for WordPress websites1. With the plugin, information about individuals such as members, teams, or students can be easily collected and managed either by the individual or by an authorized person. These data can be linked to various tables, including forms and other data sources. Additionally, the plugin’s capabilities can be further enhanced through various add-on packages2. The email routing process mentioned above can be implemented using the Email Expansion Kit add-on package3.

Gravity Forms is a paid and popular WordPress plugin solution4. The plugin enables easy addition of new features (such as different form fields, logical operations, etc.), customized behaviors (such as product sales, payments, CRM integrations, etc.), and integrations/partnerships (for example, HubSpot, Zapier) to connect with various systems5.

Gravity Forms
Gravity Forms

It is possible to handle email routing operations in Gravity Forms based on form field and element values6. Following the [bdi]Send to > Configure Routing[/bid] steps is sufficient for this process.

However, WordPress-based options are not limited to these. Let’s briefly consider other options as well.

Contact Form 7 (CF7)

CF7 is one of the popular and free WordPress form plugins. Unlike other solutions, it handles email routing based on changes in form elements (select, radio, and checkbox selections), rather than a logical approach. For instance, to send notifications to different recipients after form submission, a select field containing recipient email addresses must be added to the form beforehand7.

[select your-recipient "ceo@example.com"
                    "sales@example.com"
                    "support@example.com"]

Now, we can call [your-recipient] using the identity we defined for the select content. Therefore, we need to write [your-recipient] in the To field. However, there is a problem with this usage. Since email addresses are explicitly listed within the select, we may inadvertently invite potential spam issues. To avoid such problems, we can utilize the pipe (|) feature. The pipe feature is available only for dropdown, radio, and checkbox form elements.

[select your-recipient "CEO|ceo@example.com"
                    "Sales|sales@example.com"
                    "Support|support@example.com"]

In this case, the label will be visible within the form. However, when using the pipe, the email address will no longer be directly accessible. If we wish to access values separately, along with the email address, we can use the [_raw_{field name}] (e.g., [_raw_your-recipient]) definitions.

Gravity Forms
Gravity Forms

Everest Forms

Everest Forms, offered by WPEverest, is one of the plugins that enables creating various form types, including communication forms. Order processing can also be included in forms created using drag-and-drop features8.

Caldera Forms
Caldera Forms

Caldera Forms

Caldera Forms offers not only basic form creation capabilities but also features such as booking management, payment collection, and more, through form-based workflows. Additionally, with development packages, it enables form-to-form linking, custom fields, payment gateway integration, file download, and many other advanced solutions9.

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  1. Maintain the original formatting (markdown, HTML tags, links, etc.)
  2. Keep technical terms and proper nouns as appropriate
  3. Preserve code blocks and technical syntax exactly
  4. Maintain the same tone and style
  5. Only output the translated text, no explanations or comments_

Form Services and Integration Solutions

Regarding form services, I’ve previously mentioned various tools such as HubSpot Forms, Typeform, Unbounce, and Airtable. Most form services provide logical capabilities related to form content and/or form submission behavior. However, some do not directly support email routing workflows. Typeform offers such capabilities through integration and automation tools like Zapier10, while HubSpot handles routing internally through its workflow definition, assigning tasks to specific Assignees11. Unbounce enables logical processing of form submissions via third-party form integration solutions and/or Zapier12 13. Airtable also provides automation features related to form views14.

Google Forms + Google Sheets + Zapier
Google Forms + Google Sheets + Zapier

Another option we can leverage indirectly through the email routing feature is Google Forms. When we integrate the forms we create using Google Forms with Google Sheets, form submissions will also be recorded as table entries. This allows us to include cell-level values via Zapier into various logical workflows such as email routing15 16. In addition, Apps Script or add-on options may also be considered17 18.

Now let’s move on to form services that directly offer email routing. Of course, many alternatives could be preferred. The following recommendations were selected based on criteria such as customer satisfaction, pricing, and the variety of integrations available. I will certainly continue to add additional services I’ve personally tested over time.

FormStack
FormStack

FormStack

FormStack is one of the form services that allows you to quickly create and publish forms with various template options, and is known for its user-friendly interface. It offers the ability to manage and integrate various features—such as drag-and-drop forms, documents (HIPAA, CRM proposals, contracts, and reporting, Microsoft Word, customizable document templates, API, document encryption), and electronic signature management—separately and collectively through the platform, and integrate with different services. Logical workflows can be handled beyond just email routing, including approval processes, webhooks, and as part of integrations19.

JotForm

In addition to standard form processes, many form types such as payments, registrations, bookings, and orders can be easily created via JotForm and directly presented as forms or card forms. With card forms, for instance, you can easily process payments, create registrations, or receive orders directly from your blog post or arrival page. Additionally, relevant forms can be consolidated on the platform through the table feature and/or converted into documents using the PDF feature.

Via JotForm, numerous logical configurations for the form submission process are possible. One such example is, of course, email routing—the feature is available to premium users and can be managed through the [bdi]Emails > Notifications[/bid] section under form settings20.

123formbuilder

123FormBuilder enables the creation of various form types and templates, as well as integrates these forms with integration options. It offers solutions such as online payments (PayPal), file transfers (Dropbox forms), and CRM contact linking—all supported by logical workflows. For example, form workflows can be customized based on PayPal-linked forms, and payments and sales can be processed in a logically consistent manner21.

Within this logical structure, email routing can also be easily managed based on form content and/or integrations22.

123formbuilder

Footnotes

  1. Participants Database. xnau ↩
  2. Add-Ons and Plugins. xnau ↩
  3. Email Expansion Kit. xnau ↩
  4. Gravity Forms ↩
  5. Gravity Forms Add-Ons. Gravity Forms ↩
  6. Email Routing in Gravity Forms Notifications. Gravity Forms ↩
  7. Selectable recipient with pipes. Contact Form 7 ↩
  8. Everest Forms - The Best WordPress Forms Plugin. WPEverest ↩
  9. Using The Conditional Recipients Processor. Calderaforms ↩
  10. Set up notification emails based on answers. Typeform ↩
  11. How do I send different follow-up emails based on how someone fills out a form field? HubSpot ↩
  12. Connect Unbounce to Your Favorite Tools. Unbounce ↩
  13. [Advanced web form integration for Unbounce. ↩
  14. Create custom notifications for your base. Airtable ↩
  15. Sending emails to different recipients based on a response on Google Forms. Stackoverflow ↩
  16. Google Forms Integrations. Zapier ↩
  17. Email Notifications for Google Forms. DigitalInspiration ↩
  18. Amit Agarwal. (2020). How to Send Emails with Google Forms Based on User’s Answers. Labnol ↩
  19. Automate your workflows with Data Routing. FormStack ↩
  20. Send Notifications to Multiple Recipients. JotForm ↩
  21. PayPal Forms: The Easiest Way to Collect Money. 123FormBuilder ↩
  22. Setting Up Notifications in 123FormBuilder ↩
tools-services form zapier typeform hubspot wordpress