Route SGEN Form Submissions to Email, Webhook, or CRM

How to configure where SGEN sends every submission from My Forms

A visitor submits your form. SGEN receives the submission, stores it, and — if you have routing configured — sends it somewhere your team acts on. Three paths exist: a notification email to a person or inbox, a webhook to an external endpoint like a CRM or Slack, or a direct CRM integration via the Integrations panel inside My Forms.

These three paths are not mutually exclusive. You can run all three simultaneously. The email path is the fastest to configure; the webhook path is the most flexible; the CRM integration path is the most durable for list-building. This guide covers all three.

The examples use SGEN's own site as the reference. A wholesale inquiry form routes to three places: the sales lead's inbox (email), the CRM for long-term pipeline tracking (CRM integration), and a Slack channel where the sales team monitors hot leads in real time (webhook). Every wholesale submission hits all three simultaneously, each path configured independently inside My Forms.

What is this for?

My Forms stores every submission safely inside SG-Admin. Without routing configured, those submissions stay there — visible only to admins who log in and look at the submissions list. For most use cases, that silent accumulation is a problem: leads age, inquiries go cold, RSVPs need confirmation.

Routing solves the problem by pushing each submission outward the moment it arrives — to an inbox, to a system, or to a channel. This guide covers the full routing configuration for each path.

Use this guide when:

• You have a form built and published but have not configured where submissions go.
• You want to add a webhook or CRM integration to a form that already has email routing.
• You are migrating from a routing configuration that stopped working (address changed, webhook URL changed, CRM credentials rotated).

If you have not built the form yet, start with How to Build a Contact Form.

Good use cases

Email routing for a lead inquiry form. The most common path. One form, one recipient email, zero integration setup beyond the Mail Settings panel. Works for any form where a human needs to know immediately that a submission arrived.

Webhook routing to a Slack channel. The sales team monitors a Slack channel for wholesale inquiries. Every submission fires a webhook that posts a formatted message to the channel. The team sees the lead appear in Slack in real time — no inbox monitoring required, no dashboard logins during the workday.

CRM integration for list growth. A newsletter signup form pushes every subscriber directly to a Mailchimp audience. No manual export, no CSV upload, no gap between submission and list membership. The subscriber is in the audience the moment the form submits.

Parallel routing across all three paths. A wholesale inquiry form sends a notification email to the sales lead, posts to the Slack webhook, and records the lead in the CRM pipeline. Three paths, three different functions, all configured independently. If one fails, the others continue.

Webhook routing to a Zapier endpoint. Any webhook-capable automation platform works as the endpoint. Zapier, Make, and similar platforms accept SGEN's webhook payload and connect to hundreds of downstream services. Configure the Zapier webhook URL in My Forms → Integrations → Webhook URL.

What NOT to use this for

• Payment collection. Routing a form submission to a payment processor is not the use case My Forms is designed for.

Transactions route through the Orders and ecommerce surfaces.

• Internal team alerts that require conditional logic (only alert if the form has a specific field value).

SGEN's webhook fires on every submission. If you need conditional alerting, implement the filter at the webhook receiver — in Zapier, in the Slack integration, or in your CRM's workflow rules.

• Data transformation before CRM entry.

The webhook payload and CRM integration send the submitted field values as-is. If your CRM expects transformed or combined data (a full name field split into first and last), handle the transformation in an intermediary like Zapier.

How this connects to other features

• How to Build a Contact Form — build the form that needs routing before you configure routing.
• Set Up Form Notifications — detailed walkthrough of Mail Settings for the email routing path.
• SGEN Analytics — submission events appear in Analytics regardless of routing configuration.

Analytics tracks them independently from where they are sent.

• Webhooks — the webhooks surface inside Integrations.

The same infrastructure that handles form webhooks handles other event-triggered webhooks on the site.

• Tracking Consent — submission events respect the visitor's consent state.

The routing paths (email, webhook, CRM) fire for all submissions; the analytics attribution attached to the submission may be degraded for non-consenting visitors.

Before you start

The form is built and Active. Routing configuration on a Draft form does nothing. The form needs to be Active and embedded on a live page before routing can be tested end-to-end.

You have the routing destination ready.

• Email path: the recipient address.
• Webhook path: the webhook URL from the receiving system (Slack, Zapier, your CRM's incoming webhook endpoint).
• CRM path: your CRM account credentials and the audience or list identifier you want submissions to enter.

You have tested the form independently. If the form is not accepting submissions correctly, fix that before configuring routing. A submission that does not complete does not trigger any routing path.

Where to go

Navigate to SG-Admin → My Forms. Click the form name to open the form detail view. The detail view has multiple tabs: Fields, Mail Settings, Integrations, Submissions.

• Email routing lives in the Mail Settings tab.
• Webhook and CRM routing live in the Integrations tab.

How to route form submissions

Steps — Configure email routing

1. Open Mail Settings for the form

From the form detail view, click the Mail Settings tab. If this form has never had notifications configured, all fields will be blank. If an old configuration exists, review it before changing anything.

2. Set the recipient, subject, and reply-to

Enter the recipient address. For multiple recipients, separate with commas and no spaces: sales@yoursite.com,team@yoursite.com.

Set the subject to something the recipient can scan without opening. Use {form_name} and {site_name} to keep it specific without hardcoding the site name.

Set reply-to to {field:email}. Skipping this step means any reply the recipient sends goes to a no-reply address — the visitor never hears back.

3. Send a test and save

Click Send test notification. Verify the email arrives within two minutes. Check that the subject resolves dynamic variables, the body includes submission fields, and replying routes to the correct address.

Once the test passes, click Save mail settings.

Steps — Configure webhook routing

4. Open the Integrations tab

From the form detail view, click the Integrations tab. This panel lists available integration types. Locate the Webhook section.

5. Configure the webhook URL

Click Configure next to Webhook. Enter the webhook URL from the receiving system.

For a Slack integration, the URL comes from the Slack app's Incoming Webhooks configuration. The URL takes the form: https://hooks.slack.com/services/TXXXXXXXX/BXXXXXXXX/XXXXXXXXXXXXXXXXXXXXXXXX

For a Zapier integration, the URL comes from the "Webhooks by Zapier" trigger step in the Zap editor.

For a direct CRM webhook (HubSpot, ActiveCampaign, and similar), the URL comes from the CRM's forms or API integration configuration.

SGEN sends a POST request to the webhook URL with the submission data as a JSON payload. The payload structure is:

{"form_id": "12","form_name": "Wholesale Inquiry","submitted_at": "2026-05-25T11:02:44Z","fields": {"full_name": "Maria Santos","email": "maria@santoscafe.com","company_name": "Greenfield Media","monthly_volume": "200kg"}}

The field keys in the payload match the field slugs set in the form builder. If the receiving system expects different key names, map them in the intermediary (Zapier, Make) rather than changing the slugs in SGEN.

6. Send a test payload and verify receipt

Click Send test payload. SGEN sends a sample submission to the webhook URL.

Check the receiving end: confirm the payload arrived at the Slack channel, in the Zapier task history, or in the CRM's incoming event log.

If the test payload does not arrive:

• Confirm the webhook URL is correct and the endpoint is live.
• Confirm the endpoint accepts POST requests from external sources (some require IP allowlisting or authentication headers).
• Check whether the endpoint requires an Authorization header — SGEN's webhook configuration may support custom headers depending on your version.

Once receipt is confirmed, click Save webhook.

Steps — Configure CRM routing

7. Locate the CRM integration

In the Integrations tab, find the CRM integration section. SGEN supports direct integrations with a set of platforms — Mailchimp is the most commonly configured. The specific integrations available depend on your SGEN version and plan.

Click Configure next to the CRM you want to connect.

8. Map form fields to CRM fields

The integration requires a field mapping: which SGEN form field provides the subscriber's email address, and which (optionally) provides a name or other CRM field.

For Mailchimp:

• The Email field in SGEN must map to the Mailchimp Email address field.

Enter the slug of the email field from the SGEN form builder (typically email).

• The Name field in SGEN can map to Mailchimp's FNAME merge tag.

Enter the slug of the name field (typically full_name or name).

For other CRM platforms, the mapping fields and terminology will differ. Consult the CRM's SGEN integration documentation for the correct field names.

9. Test the CRM connection and save

Click Test connection. This verifies that SGEN can reach the CRM with the credentials provided and that the audience or list exists. A successful test does not add a test subscriber — it only confirms connectivity.

After a successful connection test, submit the form yourself (using a test email address) to confirm that a real submission creates a subscriber in the correct CRM audience with the expected tags and field values.

Check the CRM immediately after the test submission. The subscriber should appear within one to two minutes.

Click Save integration once verified.

What success looks like

When all three routing paths are configured and verified:

• The email notification arrives at the configured recipient within two minutes of a submission.
• The webhook delivers the JSON payload to the configured endpoint within seconds of a submission.

The endpoint — Slack, Zapier, CRM — shows the submission data correctly formatted.

• The CRM integration adds the submitter to the correct audience or pipeline record within one to two minutes of a submission.

Tags and field mappings apply correctly.

• The My Forms → Submissions list shows the submission regardless of routing configuration — submissions are always stored in SGEN independently of where they are sent.
• The audit log shows delivery records for email notifications.

Webhook delivery logs may be available depending on your SGEN version.

What to do if it does not work

Email notification not arriving. Open SG-Admin → Audit Log and filter for form notification events. A "delivered" status means SGEN sent it; check the recipient's spam folder. A "failed" status means the address is likely wrong or the delivery infrastructure is misconfigured. See Set Up Form Notifications for the full troubleshooting tree.

Webhook payload not arriving at the endpoint. Verify the webhook URL is correct and the endpoint is reachable from external sources. Some endpoints require IP allowlisting or authentication headers — check the endpoint's requirements. Send the test payload from the Integrations panel and check the endpoint's incoming event log at the exact timestamp.

Mailchimp integration not creating subscribers. Confirm the API key is valid and not expired. Confirm the audience ID matches the audience you intend to populate — Mailchimp uses internal IDs that differ from audience names. Confirm the email field mapping points to the correct form field slug. Submit a test entry and check the Mailchimp audience immediately — if the subscriber does not appear within two minutes, check the integration's error log in the Integrations panel.

Submission arrives in My Forms but not in the CRM. Check whether the integration is enabled. Open the Integrations tab, confirm the toggle is on, and re-test. If the integration was recently modified, save it again and submit a fresh test submission.

Example scenarios

Example 1: Simple email routing for a contact form. SGEN's contact form routes to one address. The marketing manager receives every submission immediately, replies to the lead from her email client, and tracks the conversation in her inbox. Setup time: under five minutes. Result: no missed leads from the general inquiry channel.

Example 2: Webhook to Slack for a high-priority inquiry form. The wholesale team watches a Slack channel during business hours. Every wholesale form submission posts a formatted message to the channel with the lead's name, company, and monthly volume. The first team member to see it claims the lead and responds. Setup time: fifteen minutes including Slack app configuration. Result: wholesale leads are responded to within the hour, not at end-of-day inbox review.

Example 3: Mailchimp integration for a newsletter signup form. A newsletter signup form embedded on the blog index and the homepage pushes every subscriber directly to Mailchimp. Every subscriber is added to the "Monthly Updates" audience with the tag web-signup. The marketing team runs campaigns in Mailchimp; the SGEN form feeds the list without any manual export. Six months of running this integration: list grew from 340 to 1,180 without any manual data handling.

Common questions

Can I add more than one webhook to a single form? Check whether your SGEN version supports multiple webhook entries per form. If not, the standard approach is to route to a single webhook aggregator (Zapier, Make) and fan out from there.

Does the webhook fire on every submission, including spam? Yes. SGEN's webhook fires on every submission that passes the form's own validation. Filter for spam at the webhook receiver or enable SGEN's spam protection settings on the form.

Will changing the form's field slugs break the CRM mapping? Yes. The CRM field mapping references slugs by name. If you rename a slug in the form builder, update the mapping in the Integrations panel immediately after.

What happens to routing if SGEN detects the form is being submitted by a bot? Submissions blocked by SGEN's spam protection do not trigger any routing path — they are dropped before reaching My Forms. Only submissions that complete do.

Can I disable one routing path without deleting it? Yes. Each routing path has an Enable toggle. Turn it off to pause without losing the configuration. Turn it back on when ready.

Related reading

• How to Build a Contact Form — build the form before configuring routing
• Set Up Form Notifications — detailed Mail Settings guide with audit log verification
• How to Use SGEN Analytics — view submission events as conversion signals