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7 Strategies for Using Mailshake to Follow Up With Form Submissions


The people who submit forms on your website are the people you want to be talking to.

Whether they’re signing up to be customers or just want to get more information about your product or service, a personalized email following up with them after a submission is a great way to start real conversations, discover more about your customers, and move them through your funnel towards purchasing or becoming an advocate.

But although sending personalized emails in response to every form submission might sound complicated, you can automate the process – as well as track your performance – by integrating the Paperform form submission software into Mailshake.

More broadly, though, there are a ton of ways to automate personalized email follow-ups with people who submit forms on your site. We’ve pulled together a few examples of what this can look like in practice, but think about the forms you’re currently using on your site, as well as how you could connect submissions to a personalized follow-up that makes sense for your business.

Strategy #1: Ecommerce Reviews

The transactional nature of ecommerce makes it the perfect opportunity to integrate personalized email automation into your form submissions.

For example, 14 days after an order is placed, you could send a personalized email asking the customer about their experience with the product.

Hi {{name}},

I see you recently ordered {{product}}. How are you liking it so far?

If it isn’t meeting your expectations in any way, just let me know. I’m here to help.


If customers don’t reply to this email, send another message 30 days out from the order asking for a review. Ideally, you’ll have a chance to naturally ask for a review if they respond positively to your first message.

Hi {{name}},

Now that you’ve been enjoying {{product}} for about a month, please share your experiences with others by leaving a review.

{{specify where and how they should leave the review}}

Thanks for your help,

Depending on the product you sell and the average length of your sales cycle, keep an eye on how frequently these messages go out. If, for example, you sell a nutritional supplement that customers tend to reorder every 30 days, receiving the same email requesting a review each time diminishes the impact of the personalization.

Strategy #2: NPS Survey

You are using NPS surveys to measure overall customer satisfaction, right?

Depending on the score you receive, use a tool like Mailshake to auto-reply with the following score-based personalized emails.

Detractors (0-6)

Hi {{name}},

Just saw you gave {{our company}} a rating of {{score}} on a recent survey. First of all, I’m so sorry to hear your experience hasn’t been positive.

I’d like to help. Can you please share more about your experience, and I’ll see what steps are available to make it right?

Thank you for your time,

Use this template carefully. If the customer you’re messaging has already tried resolving their problem through multiple channels, an automated message like this one is going to land flat.

Passives (7-8)

Hi {{name}},

Thanks for taking our recent survey and sharing your rating for {{our company}}.

Is there anything you can think of that we could be doing better? We love hearing feedback from our customers.

Thanks in advance,

Promoters (9-10)

Hi {{name}},

Wow! Thanks so much for rating {{our company}} so highly! It’s always great to hear from happy customers.

Can I ask a favor? Would you mind taking a moment to share your experiences by leaving a review {{on a specific site}}? I know it would be helpful for others who are considering {{our company}}.

Thanks again, and please let me know if there’s anything else we can do to make your experience with {{our company}} even better,


Depending on the type of product you sell, you could also repurpose this promoters template to ask for a referral by changing the second paragraph to read:

Can I ask a favor? If there’s anyone else you can think of who would also benefit from our {{product or service}}, would you please share my contact information with them?

Strategy #3: Contact Forms

Having a contact form on your website is a great way to capture prospects who may not feel comfortable calling you directly (and who may not want to take the time to copy your business’s email address into a separate message, on a separate screen).

However, their easy accessibility means you’ll get all takers filling out your form – from those who are perfect candidates for your business to those who are seeking something entirely different than what you offer.

An automated, personalized email response can allow you to ask qualifying questions you couldn’t ask on the form, but can now that you have your foot in the door. For example:

Hi {{name}},

Thanks for getting in touch! Can you please tell me what interested you most about {{our company}}?

  1. {{feature A}}
  2. {{feature B}}
  3. {{feature C}}

I’d be happy to send you more personalized information once I know what you’re looking for.


Once the prospect responds back, you can drop them into different funnels, depending on their responses.

You can also change up this script to include any other question – or even multiple questions. For instance, you could ask:

  • What type of company they work for (if you’re in B2B sales)
  • Where they are in their purchase journey
  • For additional forms of contact information, if your sales cadence involves touches outside of email

Strategy #4: Lead Magnet Opt-Ins

If someone downloads a lead magnet from your website, you can shortcut the nurture process by offering personalized engagement through automated emails like the following:

Hi {{name}},

Just saw that you downloaded a copy of {{our lead magnet}}. Are you finding it helpful so far?

If there are any questions I can answer about {{the lead magnet}} or about {{our company}}’s {{product or service}}, please let me know.


Strategy #5: Event Registration

Immediately after an attendee registers for an event you’re holding, send them an automated email that includes a confirmation of their registration, details about the event, and a question about what they’re hoping to get out of the experience.

Hi {{name}},

Thanks for registering for {{event name}} – can’t wait to see you there! For your reference, event details are below:

  • {{event dates}}
  • {{event location}}
  • {{event website}}

If you have a quick second, would you please let me know what you’re most interested in learning at {{event name}}?

Thanks again,

If the answers you receive to this question are very different than what you had in mind for your event’s theme or programming, an email like this will give you an early warning that you’ll need to change your approach.

Strategy #6: In-Person Sign-Ups to Follow-Up Campaigns

Advanced networkers -– here’s how to create a follow-up sequence that’ll reach out to the people you meet people while networking, automatically.

First, you’ll need an internal form for you or your team to use that captures:

  • Your new contact’s name
  • Their email address
  • Where you met
  • What you want to discuss with them

Once that’s set up, build a two-step Mailshake campaign:

Day of Meeting

Hey {{name}},

Here’s my email address for your records 🙂


One Day Later

Hi {{name}},

Great meeting you yesterday at {{location}}. I’d love to chat more about {{discussion topic}} sometime.

Can we get something on the calendar?

Take care,

Strategy #7: Cancellations

If someone cancels your service, a personalized email triggered automatically may be able to re-capture the sale (or, at least, earn you valuable insight into what led them to cancel).

Hi {{name}},

Just noticed you canceled your subscription to {{our company}}. I’m sorry to hear you weren’t happy with your service. Is there anything we could do better to keep you around?


Other Automated Email Opportunities

Hopefully this list is inspiring you. There are plenty of other automated emails you can create, depending on the kinds of forms you use on your website. For example, you could also build:

  • A referral sequence that’s triggered when existing customers provide you with contact information for referrals, which invites these new contacts to learn more about your company and then qualifies them as leads.
  • A personal email that thanks people for making donations or volunteering on a project you’re leading.
  • A personalized email that goes out when clients submit support requests so that they feel confident a real person is looking after their needs.

The options really are endless. By integrating tools like Mailshake and Paperform, you’ll provide customers with the personalized level of service they want – all without adding manual work on your end.