Automate web forms to feed directly into the CRM - information for Web Designers

We work with web designers to help them set up an automatic feed from website forms into a clients CRM account. 

The first thing we do is to allocate a unique security key code to each CRM account which enables the client to feed in multiple web forms into their CRM account using this key.

Form data is captured and fed over into the CRM by using an email notification.  This email notification is set up inside the original web form software so it knows where to send the data and in what format.

In most web form software systems you need to create an email alert/notification in text mode rather than html mode and you need to match your form fields from the web form layout with our data field headings so that the data can be fed across to the CRM in the correct format we require and then populated into the correct data fields inside the CRM.

Data captured in the email alert/notification is then sent to the clients CRM account email drop box address (which we or your client can give you a copy of) ….for example the email drop box usually looks something like this: ‘’. 

It will automatically create a new contact in their CRM account, adding a history with the form data captured in the correct fields and tagging the new contact with the appropriate tag(s)/categories so that the client can track the source of the web-form against the new lead.

How to set up a test

1. Before the auto feed of a web form can be setup in your clients CRM account, the email alert/notification generated from a form submission is firstly tested by yourself by sending a test email to our Support Helpdesk.  You need to put in the subject line the title:


Please note: if you do not have the unique security key code just let us know and we will send it to you.

Contact our Support Helpdesk and one of our support team will go through this process with you.

2. When you have sent this test to us we can check that everything is populated from the web form straight into the clients CRM account correctly.

3. In every case we will need you to tweak the format of data/email notification - please see the guidelines below of how it should look:

Format of Data

In order to pull data into the CRM from a web form we need a very simple text format that sits behind the web form sent to us as an email notification. 

Form software such as JotForm, WordPress and Magento can all be very different but the email alert/notification that is setup from each form must match our data field headings so that we can map the data fields against the contact information inside the CRM. 

Please note: that data is assumed to be on one line – if capturing multiple line data from the web form such as Notes or Enquiry Information you will need to use ||start|| and ||end||between your text.

Please note: that colons must be used after each heading (:)

Unless specified the data fed into the CRM will automatically be fed into the Work tab, to pull data into the Home tab – please see section further down on capturing Home information.

To automatically feed data into the CRM and tag that contact information use the Categories: heading this is where you will enter the tag(s) so that contacts will be automatically tagged inside the CRM.  

For example you may want to use the tags new-lead or website-enquiry – please separate each tag with a comma (,) without spacing in between such as: new-lead,south-west,website-enquiry

This then shows us how the form data is fed into the CRM – when Technical have approved the format of data being fed in the email – you will be asked to setup the email alert to automatically forward to your unique CRM email dropbox address such as ‘’ so that it lands inside the CRM creating the new contact.

Sitting behind the form would be this text format:

PreferredLocation: Home

NarrationType: Note

NarrationSummary: New Enquiry - Alison Brown

FullName: Alison Brown

HomeStreet: 12 Fortress Road

HomeStreet2: Castle Court

HomeCity: Ascot

HomeState: Berkshire

HomePostalCode: RG12 3RG

HomeCountryRegion: United Kingdom

HomePhone: (01753 ) 0987670


Notes: ||start|| Interested in receiving brochure ||end|| 

Categories: website-enquiry,prospect

Date of Enquiry: 20181115

When the contact is fed across into the CRM account it is shown on the Dashboard activity as below in red:

Click to open up the contact record – the info is displayed:

Address details have mapped across into the Home tab – as shown below:

Please see the example below of the format of the text email notification that we would need if the data was to feed into the Work tab: The fields in red are mandatory fields that must be captured.  

FirstName: or FullName: can also be used 















Enquiry: ||start|| {enquiry information}||end||

Notes: ||start|| {notes here} ||end||

Date: 20140407


Categories: website-enquiry,newsletter

Date fields - we can feed in different date formats such as year/month/date or date/month/year.

Example of how to capture Home Contact Information: Fields in red are mandatory to create contact.

PreferredLocation: Home



Or FullName:











Notes: ||start|| {notes here} ||end||

Categories: email-signup,website-enquiry

Any other field data will be captured as Custom Fields as text – unless the custom fields have been setup in a particular format such as drop-down options inside the CRM.

If capturing a Home address but you want the home address contact details to be displayed in the Work tab just add the field:

PreferredLocation: Work 

Please note: If you are feeding in information which will be mapped across as Custom Fields then unless the Custom Fields have been setup inside the CRM beforehand such as drop-down options, check list boxes etc then the email receptor will automatically feed this additional data in as a text custom field. 

Please double check this by getting in touch with our support desk who can confirm this for you.

Feeding in Contacts that already exist on the CRM:

There are two choices here – the default setting is to merge any existing contacts together if there is a match on name, email address and postcode.

However we can add an option to the email receptor documentation by adding the field:

AlwaysCreateContact: true

If the above is sent in the email that we receive – we will always create the contact – even if the contact already exists.

AlwaysCreateContact: true

NarrationType: Note

NarrationSummary: Newsletter Signup – {fn}

FirstName: Hannah

LastName: Western

HomeStreet: 27 Gatehouse Road

HomeStreet2: Puddleton

HomeCity: Dorchester

HomeState: Dorset

HomePostalCode: BH23 9TY

HomePhone: 01202 657786

MobilePhone: 07978 986555


Newsletter Signup: Yes

Date of Order: 20140407

Order ID: 00013

Notes: ||start|| {Hello CRM, Helen here testing the email receptor} ||end||

Categories: newsletter

Please note: If you have more than 1 form to feed into the CRM it is important you send a test of each form to our Support Helpdesk. Once we receive a test email(s) we can then provide you with a quotation.