Automation Actions – What Happens When Triggered

Execute powerful actions automatically when your automation triggers activate #

Actions are the “then do this” part of your automation workflow. Once a trigger condition is met, actions are what actually happen – whether that’s sending an email, calling a webhook, pushing a notification, sending an SMS, or updating a database. Actions transform passive data collection into active business processes that drive real outcomes.

Why Actions Matter:

• Immediate Response: Take action within seconds of form submission
• Consistent Execution: Every trigger results in the same reliable action
• Multi-Channel Reach: Communicate via email, SMS, web services, and push notifications
• Automation Integration: Connect FORMEPIC to your entire technology stack
• Scalable Operations: Handle unlimited volume without manual intervention

Available Action Types #

FORMEPIC provides five powerful action types that cover the most common automation needs:

1. Send Email #

What It Does: Automatically sends customized emails based on form submissions

Common Uses:

• Instant Notifications: Alert your team when new submissions arrive
• Customer Confirmations: Send thank-you or confirmation emails to respondents
• Team Routing: Forward submissions to appropriate departments
• Follow-Up Sequences: Trigger email series based on responses
• Status Updates: Notify stakeholders of form completions

Configuration Required:

• Email recipients (static addresses or dynamic from form field)
• Email provider (must be configured in FORMEPIC)
• Subject line (supports dynamic field insertion)
• Email body content (HTML-supported rich text)
• Optional file attachments
• Reply-to settings

Key Features:

• HTML email support with formatting
• Dynamic field insertion from form data
• Multiple recipient support
• Attachment capabilities
• Professional email templates
• Provider integration with major email services

Learn More: See the dedicated “Email Automations” article for comprehensive setup instructions.

2. Call Webhook #

What It Does: Sends form submission data to any external URL via HTTP request

Common Uses:

• CRM Integration: Push leads to Salesforce, HubSpot, or custom CRMs
• Automation Platforms: Trigger Zapier, Make.com, or n8n workflows
• Custom Applications: Send data to your proprietary systems
• Third-Party Services: Connect to any web service with API access
• Data Pipelines: Feed submissions into analytics or data warehouses
• Slack/Teams: Post notifications to collaboration tools

Configuration Required:

• Webhook endpoint URL
• HTTP method (POST, PUT, PATCH)
• Optional custom headers for authentication
• Optional payload customization

Key Features:

• Sends complete form submission as JSON
• Automatic retry on failure
• Custom header support for authentication
• Flexible HTTP method selection
• Detailed execution logs
• Response capture for troubleshooting

Learn More: See the dedicated “Webhook Automations” article for integration examples and setup guidance.

3. Send Push Notification #

What It Does: Sends real-time browser push notifications to subscribed users

Common Uses:

• Urgent Alerts: Notify team members instantly of high-priority submissions
• Real-Time Updates: Push immediate status changes to stakeholders
• Mobile Alerts: Reach users on any device instantly
• Abandoned Form Reminders: Re-engage users who didn’t complete forms
• Deadline Notifications: Alert users of time-sensitive matters

Configuration Required:

• Notification message text
• Optional dynamic field insertion
• Recipient targeting (configured in push notification settings)

Key Features:

• Instant delivery to all devices
• Works on desktop and mobile browsers
• Click-through actions supported
• Persistent notifications that don’t disappear
• User subscription management
• No mobile app required

Learn More: See the dedicated “Push Notification Automations” article for subscription setup and best practices.

4. Send SMS #

What It Does: Automatically sends text messages via SMS providers

Common Uses:

• Urgent Notifications: Alert team members via text for immediate attention
• Appointment Confirmations: Send booking confirmations instantly
• Security Alerts: Two-factor authentication or verification codes
• Order Updates: Notify customers of order status changes
• Event Reminders: Send timely reminders for upcoming events
• Customer Service: Provide instant support confirmations

Configuration Required:

• SMS recipients (phone numbers or dynamic from form field)
• SMS provider (must be configured in FORMEPIC)
• From number (your registered SMS number)
• Message content (supports dynamic field insertion)
• Character limit consideration (160 characters for single SMS)

Key Features:

• Global SMS delivery via major providers
• Dynamic field insertion
• Delivery tracking and status
• Multiple recipient support
• Character count validation
• Support for long messages (multi-part SMS)

Learn More: See the dedicated “SMS Automations” article for provider setup, best practices, and character optimization.

5. Update Database #

What It Does: Automatically updates database records based on form submissions

Common Uses:

• Status Updates: Change record status after form submission
• Counter Increments: Track submission counts or quotas
• Field Updates: Modify related records automatically
• Reference Updates: Link submissions to existing database entries
• Calculated Fields: Update computed values based on new data

Configuration Required:

• Target database table
• Update conditions (which records to update)
• Field mappings (which values to change)

Key Features:

• Direct database integration
• Conditional update logic
• Multiple field updates
• Transaction safety
• Rollback on errors

Note: This action type requires understanding of your database schema and appropriate permissions.

Choosing the Right Action #

Select actions based on what you need to accomplish:

Use “Send Email” When: #

• ✅ You need to notify people or send confirmations
• ✅ Formatted content and branding matters
• ✅ You want to include attachments or detailed information
• ✅ Professional communication is required
• ✅ You need a permanent record in recipients’ inboxes

Use “Call Webhook” When: #

• ✅ You’re integrating with external services or platforms
• ✅ You need to trigger workflows in other systems
• ✅ Custom application integration is required
• ✅ You want flexibility in how data is processed
• ✅ You’re building complex multi-system workflows

Use “Send Push Notification” When: #

• ✅ Immediate attention is absolutely critical
• ✅ Recipients have subscribed to push notifications
• ✅ Brief, actionable alerts are more effective than emails
• ✅ You need to cut through inbox clutter
• ✅ Mobile device reach is important

Use “Send SMS” When: #

• ✅ Instant delivery to mobile phones is required
• ✅ Email may not be checked quickly enough
• ✅ Recipients are likely mobile/on-the-go
• ✅ Brief messages are sufficient
• ✅ Extremely high open rates are needed (98%+ for SMS)

Use “Update Database” When: #

• ✅ Form submissions should modify existing records
• ✅ Automated data synchronization is needed
• ✅ You’re tracking metrics or counters
• ✅ Related records need automatic updates
• ✅ Database-driven workflows are in place

Action Configuration Basics #

While each action type has unique settings, all share common configuration elements:

Required Configuration #

Every automation action needs:

1. Clear Name: Descriptive name identifying the automation’s purpose
2. Trigger Selection: What event causes this action to execute
3. Action Type: Which of the five action types to perform
4. Action-Specific Settings: Configuration unique to chosen action type
5. Enable/Disable Toggle: Whether automation is currently active

Optional Enhancements #

Depending on action type:

• Dynamic Field Insertion: Include form data in messages or payloads
• Conditional Logic: Additional filtering beyond triggers
• Custom Templates: Reusable message or payload templates
• Error Handling: What happens if action fails
• Retry Configuration: Automatic retry attempts on failure

Best Practices for Configuration #

• Test Thoroughly: Use test submissions to verify actions work correctly
• Start Simple: Configure basic functionality first, then add complexity
• Document Settings: Keep notes on why actions are configured certain ways
• Monitor Logs: Regularly check execution logs for issues
• Use Clear Names: Make automation purposes obvious from names
• Plan for Failure: Consider what happens if an action can’t execute

Combining Multiple Automations #

One of FORMEPIC’s most powerful features is the ability to create multiple automations that work together:

Why Use Multiple Automations #

Instead of trying to make one automation do everything, create multiple specialized automations:

Benefits:

• Separation of Concerns: Each automation has one clear purpose
• Easier Troubleshooting: Issues are isolated to specific automations
• Independent Execution: One failure doesn’t cascade to others
• Flexible Management: Enable/disable specific actions without affecting others
• Clearer Logic: Simple automations are easier to understand and maintain

Example Multi-Automation Workflows #

Scenario 1: Contact Form Processing

1. Automation 1 (Send Email): Send instant notification to admin
2. Automation 2 (Send Email): Send thank-you to respondent
3. Automation 3 (Call Webhook): Push lead to CRM
4. Automation 4 (Send Push Notification): Alert sales team on mobile

All four automations trigger from the same “On Form Submit” event but perform different actions.

Scenario 2: Priority-Based Routing

1. Automation 1 (On Specific Answer: “Urgent”): Send SMS to support team
2. Automation 2 (On Specific Answer: “Normal”): Send email to support queue
3. Automation 3 (On Specific Answer: “Low”): Update database, no immediate notification

Different triggers route submissions appropriately based on priority.

Scenario 3: Multi-Channel Confirmation

1. Automation 1 (Send Email): Detailed confirmation with all form data
2. Automation 2 (Send SMS): Brief text confirmation with tracking number
3. Automation 3 (Send Push Notification): Instant browser notification
4. Automation 4 (Call Webhook): Log to analytics system

Multiple actions ensure redundant confirmation through various channels.

Execution Order and Timing #

When multiple automations trigger simultaneously:

• All execute independently and concurrently
• Execution order is not guaranteed
• One automation’s failure doesn’t affect others
• Typical execution completes within 1-5 seconds
• Some actions (webhooks, emails) may take longer depending on external services

Tips & Tricks #

• Start with Email: Email actions are easiest to test and verify
• Test Each Action: Don’t configure multiple actions before testing each individually
• Use Descriptive Names: Include trigger and action in automation names
• Monitor Execution: Check logs regularly, especially when first setting up
• Consider Failure Scenarios: What if email provider is down? Have backup automations
• Don’t Duplicate: Multiple automations can send to same endpoints – be careful not to duplicate
• Use Templates: Create reusable email and message templates for consistency
• Log Everything: Set up logging automations (webhooks) for audit trails

Important Notes #

• All actions execute server-side for reliability and security
• Action execution begins within seconds of trigger activation
• Failed actions may retry automatically depending on type
• You cannot edit action configuration after creation – create new automation if needed
• Multiple actions of the same type can exist for one form
• Actions work 24/7 without manual intervention
• Some action types require additional setup (email providers, SMS providers, webhook endpoints)

Common Issues & Troubleshooting #

Action Not Executing #

Problem: Trigger fires but action doesn’t happen

Solutions:

• Verify action-specific configuration is complete (email provider, webhook URL, etc.)
• Check if required services are properly connected (email/SMS providers)
• Review execution logs for error messages
• Ensure all required fields in action configuration are filled
• Test the external service independently (send test email, test webhook endpoint)
• Verify authentication credentials for email/SMS providers

Action Executes Multiple Times #

Problem: Same action happens more than once for single submission

Solutions:

• Check if you have multiple automations with same trigger and action
• Verify form isn’t submitting multiple times (check form settings)
• Review automation list for duplicates
• Check if webhook endpoint is being called twice
• Ensure you don’t have test automations still enabled

Action Configuration Won’t Save #

Problem: Can’t save action settings

Solutions:

• Fill all required fields before saving
• Check for validation error messages
• Ensure email/SMS provider is selected if required
• Verify webhook URL is properly formatted
• Make sure automation has a name
• Save form before creating automations

Wrong Recipients Receiving Messages #

Problem: Emails or SMS going to incorrect people

Solutions:

• Review recipient configuration carefully
• If using “send to respondent”, verify correct form field is selected
• Check static email addresses for typos
• Ensure form field contains expected data type (email in email field)
• Test with known good data
• Review dynamic field insertion syntax

Webhook Not Responding #

Problem: Webhook endpoint isn’t processing submissions

Solutions:

• Test webhook URL independently (use tool like Postman)
• Verify endpoint is accessible from internet
• Check webhook endpoint logs for incoming requests
• Ensure endpoint accepts JSON payloads
• Verify any required authentication headers are configured
• Check if endpoint has request rate limits
• Review FORMEPIC webhook execution logs for error details