If you’re collecting leads with online forms and want those leads to get automatic email follow-ups, you’ll need to hook your form builder into your CRM. That sounds simple, but if you’re using Formsort and HubSpot, the reality is a bit more nuanced. This guide is for anyone who wants to set up this connection—whether you’re a marketer tired of copying and pasting, or a product manager who just wants to see some results.
Let’s skip the hype. I’ll walk you through how to connect Formsort to HubSpot, trigger automated emails, and avoid the common pitfalls. No magic wands—just the real steps.
Before You Start: What Actually Works (and What Doesn’t)
First, let’s get straight about what you can and can’t do:
- Formsort is a flexible form builder, but it doesn’t have a built-in, one-click HubSpot integration.
- HubSpot is a popular CRM and marketing platform, but it expects data to arrive in certain ways.
- You’ll likely need to use a connector (like Zapier, Make, or custom Webhooks), because “native” integrations aren’t available as of mid-2024.
- If you want more than just passing data (like updating existing contacts or complex workflows), you’ll need to pay attention to how you structure your data.
So, if you’re looking for a magic “Connect to HubSpot” button in Formsort… you won’t find it. But with a few steps, you’ll have your leads flowing and emails going out automatically.
Step 1: Get Your Formsort Form Ready
Before you even think about HubSpot, make sure your form is set up right in Formsort:
- Use clear field labels—especially for email addresses. HubSpot expects fields like
email,first_name,last_name. - Test your form to make sure it’s capturing the data you need.
- Remember: if your form doesn’t collect an email address, automated follow-ups aren’t happening.
Pro Tip:
Don’t collect more than you need. The more fields, the fewer completions (that’s not an opinion, it’s just true).
Step 2: Decide How You’ll Connect the Two
You’ve got three main options for getting data from Formsort to HubSpot:
- Zapier (or similar tools like Make)
- Easiest for non-coders.
- Good for most use-cases, but you’ll pay more as usage grows.
- Formsort Webhooks + HubSpot API
- More control, but you need some technical chops.
- Great if you want to avoid monthly fees or do something custom.
- Manual CSV Export/Import
- For one-off batches. Not recommended if you want “automated” follow-ups.
I’ll focus on the Zapier route, since that’s what most people actually use. If you’re technical and want to use webhooks directly, skip ahead—I’ll give you some pointers later.
Step 3: Set Up Your Zapier Connection
You’ll need accounts for both Formsort and Zapier (the free plan will get you started). Here’s the honest sequence:
- Trigger: Formsort Submission
- In Zapier, create a new Zap.
- For the trigger app, search for “Webhooks by Zapier.”
- Select “Catch Hook”.
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Zapier will give you a custom webhook URL.
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Send Data from Formsort
- In Formsort, go to your form’s settings.
- Find the “Integrations” or “Webhooks” section.
- Paste the Zapier webhook URL as the destination.
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Map your form fields to the webhook payload (double-check the field names).
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Test the Connection
- Submit a test response in Formsort.
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Zapier should catch it. If nothing shows up, check your webhook setup and make sure field names match.
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Action: Create or Update a Contact in HubSpot
- For your Zap’s action, search for “HubSpot.”
- Choose “Create or Update Contact.”
- Map the email and any other fields you want (first name, etc.).
- Test this step—HubSpot should show a new contact (or update an existing one with the same email).
Heads Up:
Zapier’s free tier has limits on tasks per month. If you’re sending a lot of leads, budget for paid plans.
Step 4: Set Up Automated Email Follow Ups in HubSpot
Once the contact hits HubSpot, the next step is to send that automated email. Here’s how:
- Create an Automated Workflow
- Go to HubSpot > Automation > Workflows.
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Start a new workflow (“Contact-based”).
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Trigger the Workflow
- Use “Contact created” or “Contact property updated” as your trigger.
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If you want to narrow it down (e.g., only people from a certain form), add enrollment criteria based on properties you pass from Formsort.
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Add the Email Action
- Choose “Send email” as your action.
- You’ll need to create the email in HubSpot first (Marketing > Email > Create Email).
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Personalize the email using contact properties (like their first name).
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Turn It On
- Review, test, and publish your workflow.
What to Watch Out For: - HubSpot limits automated emails unless you’re on a paid Marketing plan. - Make sure your email is “automation-ready” (HubSpot will warn you if not). - Test the workflow with a real (but disposable) email before you go live.
Step 5: Double-Check Everything (Don’t Skip This)
Most of the pain comes from missed steps or mismatched field names. Don’t trust that it “just works”—test the full flow:
- Submit your form with a real email.
- Check Zapier for successful tasks.
- Confirm the contact shows up in HubSpot.
- Make sure the automated email arrives.
Do this with several test emails. If something breaks, fix it before you launch.
Alternate Route: Direct Webhooks (For the Technical Crowd)
If you’re technical and want to skip Zapier (or avoid extra fees), you can send data from Formsort’s webhook straight to HubSpot’s API.
- Formsort lets you configure webhook destinations with custom payloads.
- HubSpot’s API expects JSON data, and you’ll need to authenticate using an API key or OAuth.
- You’ll have to handle errors, retries, and data formatting yourself.
This method is more work up front, but you get more control and no per-task fees. Only go this route if you’re comfortable with APIs and maintaining integrations.
Resources: - HubSpot Contacts API docs - Formsort Webhook docs (external link, opens in new window)
What Not To Bother With
- Manual Import/Export: Only use this if you just need to do a one-off sync. You’ll waste time, and it defeats the point of automation.
- Third-Party “All-in-One” Tools: You’ll find services claiming to sync everything everywhere. Most just use Zapier or the API under the hood, and add another layer of cost and headaches.
- Overcomplicating Workflows: You don’t need to build a 14-step nurture journey out of the gate. Get the basics working first.
FAQs
What if my emails aren’t sending from HubSpot?
Check your workflow triggers and make sure your HubSpot account actually allows marketing emails (the free tier is limited).
Can I send different emails based on answers in Formsort?
Yes—pass an extra field (like “lead type”) from Formsort, and set up branching in your HubSpot workflow.
Is there any way to do this totally for free?
Maybe, if your volume is low and you use Zapier’s free plan and HubSpot’s free CRM. But you’ll hit limits fast.
How long does it take to set up?
If you’ve got the accounts ready, you can do it in under an hour. Testing and tweaks might take a bit longer.
Wrap-Up: Keep It Simple and Iterate
Don’t overthink it. The best setup is the one you actually launch. Start by getting Formsort to send data to HubSpot, trigger a simple email, and see it work end-to-end. Once you have that, you can refine your emails, add logic, and get fancier if you need. Automation is supposed to save you time, not eat it—so set up the basics, make sure it works, and improve from there.