Workflow actions

Actions are the individual steps the agent executes after reasoning over a submission. You describe what you want in your workflow prompt and the AI maps your intent to the right actions — but you can also add and configure actions manually in the workflow editor.

Full action reference

Send email

Sends a plain-text or HTML email to a specified address.

Setting	Options
To	Submitter’s email `{email}`, a fixed address, or a field value
CC / BCC	Fixed addresses or field values
Subject	Static text or merge tags
Body	Static HTML/text, merge tags, or AI-written (see Send AI reply)
From name	Your name or site name
From address	Your reply-to address (configured in Settings → Email)

Use Send email for transactional confirmations, internal notifications, or templated responses.

Send AI reply

Sends a personalised email written by the AI agent. The content is unique per submission — the agent reads the submission and writes a reply in your voice.

Setting	Options
To	Submitter’s email (default) or any address
Tone instructions	Prompt snippet: “friendly and direct”, “formal”, “concise”
Style sample	Paste 2–3 sentences from your own emails to calibrate the agent’s voice
Approval mode	Auto-send (default) or Hold for review

Approval mode — Hold for review: the AI writes the reply but holds it in a queue (AmazingForms → Outbox). You review, optionally edit, and approve before it sends. Useful when you’re starting out and want to verify quality before enabling auto-send.

Add tag

Adds one or more tags to the contact record.

Action: Add tag
Tags: hot-lead, discovery-requested

Tags are created automatically if they don’t already exist. This action is instant and does not consume AI credits.

Remove tag

Removes one or more tags from the contact record. Useful for lifecycle management — for example, removing new-lead once you move them to Qualified.

Set pipeline stage

Moves the contact to a named pipeline stage.

Action: Set pipeline stage
Stage: Qualified

If the stage name doesn’t exist yet, it is created automatically.

Add CRM note

Writes a note to the contact’s timeline.

Option	Description
Manual text	Fixed note text, with merge tags
AI-generated summary	The agent writes a concise summary of this submission and what actions were taken

AI-generated notes are the default for agentic workflows — they give you a human-readable audit trail without reading every raw submission.

Send Slack message

Posts a message to a Slack channel or sends a DM.

Requires the Slack integration to be connected
Supports merge tags in the message body
Can include a link back to the submission in AmazingForms

Action: Send Slack message
Channel: #new-leads
Message: "New enquiry from {first_name} ({email}) — budget: {budget}. View: {submission_url}"

Send SMS

Sends an SMS to the submitter or a fixed number via Twilio.

Requires the Twilio integration (Settings → Integrations → Twilio)
160-character limit per segment (longer messages send as multi-part)
Supports merge tags

Action: Send SMS
To: {phone}
Message: "Hi {first_name}, thanks for your enquiry. I'll be in touch within 24 hours — John"

Send webhook

POSTs submission data as JSON to any URL.

Setting	Description
URL	The endpoint to POST to
Headers	Custom headers (e.g. `Authorization: Bearer your-token`)
Body template	Default: full submission JSON. Or define a custom JSON template with merge tags
Trigger	On submission, on payment success, on workflow complete

See Zapier & Make for using webhooks with automation platforms.

Create Zapier / Make trigger

Emits a named event to a connected Zapier Zap or Make scenario. This uses the native AmazingForms trigger (not a raw webhook), so field labels appear in the Zapier/Make UI rather than raw field IDs.

Requires connecting your account in Settings → Integrations → Zapier or Make.

Create WordPress user

Creates a WordPress user account from submission data.

Setting	Default mapping
Email	Submitter’s email field
Username	Email address (or a field you choose)
Display name	First + last name fields
Role	`subscriber` (configurable)
Send welcome email	On (uses WordPress default welcome email)

Notify team

Sends an internal notification email to one or more team members. Similar to Send email but pre-formatted as an internal alert with submission details.

Action: Notify team
To: you@yoursite.com, colleague@yoursite.com
Subject: "New lead: {first_name} {last_name}"

Wait / delay

Pauses workflow execution before the next action.

Action: Wait
Duration: 2 hours

Useful for:

Sending a follow-up email 24 hours after the initial confirmation
Spacing out a sequence of messages
Waiting for a payment to clear before provisioning access

Delays are reliable — they persist across server restarts using WordPress’s Action Scheduler.

Condition branch

Runs different action sets based on field values or contact properties.

Condition: {budget} greater than 5000
├── True path: [Add tag: high-value] → [Send AI reply] → [Set stage: Qualified]
└── False path: [Send email: standard-template] → [Add tag: nurture]

Condition branches can be nested and can reference any field value or the contact’s existing tags/stage.

End workflow

Stops processing and skips any subsequent actions. Typically used as the last step in a False branch to prevent default actions from running.

Action execution order

Actions execute in the order shown in the workflow editor, top to bottom. The Wait action is the only one that introduces a delay — all others execute immediately in sequence.