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Form notifications keep contacts informed and drive form completion through invitations, reminders, and confirmations. Effective notification strategies significantly improve response rates.

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Types of Notifications

Forms support three main types of notifications:

Invitations

Initial email when form is sentPurpose: Introduce the form and provide access

Reminders

Automated follow-ups if not completedPurpose: Encourage completion

Confirmations

Email after form submissionPurpose: Acknowledge receipt

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Invitation Emails

The invitation is the first communication your contact receives about the form. It should be clear, professional, and action-oriented.

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Invitation Components

A well-crafted invitation includes:
  1. Subject Line
    • Clear and specific
    • Mentions what’s needed
    • Creates appropriate urgency
    • Example: “Action Required: Complete Your Onboarding Form”
  2. Opening
    • Personal greeting
    • Context for why they’re receiving this
    • Who it’s from
  3. Instructions
    • What the form is for
    • Estimated time to complete
    • Deadline (if applicable)
    • Why their input matters
  4. Call-to-Action
    • Clear button or link
    • Action-oriented text
    • Example: “Complete Form Now” or “Get Started”
  5. Additional Information
    • Support contact
    • Security information
    • Privacy assurance

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Configuring Invitations

Invitations are configured in the Form Template: 
{
  "invitations": {
    "subject": "Action Required: Complete Your Information",
    "from": {
      "email": "[email protected]",
      "name": "Company Name"
    },
    "body": "Dear {user.given_name},\n\nPlease complete your information form...",
    "template": "custom-invitation-template"
  }
}

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Personalization Variables

Use variables to personalize invitation emails:
VariableDescriptionExample
{user.given_name}Contact’s first name”John”
{user.family_name}Contact’s last name”Smith”
{user.email}Contact’s email”[email protected]”
{reference}Form reference number”A4K7X9”
{link}Form access linkFull URL to form
{expires_at}Expiration date”Dec 31, 2024”
Example: 
Hi {user.given_name},

We need some information from you to complete your onboarding.

This form will take approximately 10 minutes to complete.
Please submit by {expires_at}.

Click here to get started: {link}

Your reference number is {reference} if you need assistance.

Thank you!

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Invitation Best Practices

Tell contacts exactly what the form is for and why you need it. Mystery invitations get ignored.
Let contacts know how long the form will take and when you need it completed. This helps them plan.
Customize the from name and email to match your company. This builds trust and improves open rates.
The link or button to access the form should be impossible to miss. Use action-oriented text.
Include how to get help if they have questions. This reduces confusion and abandonment.

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Reminder Emails

Reminders automatically follow up with contacts who haven’t completed the form. They’re critical for improving completion rates.

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Why Reminders Matter

Statistics show:
  • First reminder can increase completion by 20-30%
  • Second reminder adds another 10-15%
  • Third reminder adds 5-10%
  • Beyond three reminders, returns diminish

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Configuring Reminders

{
  "invitations": {
    "reminders": {
      "enabled": true,
      "count": 3,
      "interval": 2,
      "unit": "days",
      "subject": "Reminder: Complete Your Form",
      "body": "This is a friendly reminder..."
    }
  }
}
Properties:
  • enabled: Turn reminders on/off
  • count: Number of reminders to send
  • interval: Time between reminders
  • unit: “hours”, “days”, or “weeks”
  • subject: Email subject line
  • body: Email content

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Reminder Timing Strategies

Pattern: Send reminders at 2, 5, and 10 days
{
  "count": 3,
  "intervals": [2, 5, 10],
  "unit": "days"
}
Best for: Standard forms, 14-day deadline

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Reminder Content Strategy

Each reminder should be slightly different: First Reminder (Gentle) 
Hi {user.given_name},

Just a friendly reminder that we're still waiting for your form submission.

It only takes about 10 minutes to complete.

[Complete Form Now]
Second Reminder (Urgency) 
Hi {user.given_name},

This form is due in 3 days. Please complete it at your earliest convenience.

If you're having any issues, please let us know.

[Complete Form Now]
Final Reminder (Last Chance) 
Hi {user.given_name},

Final reminder: This form expires tomorrow.

Please submit today to avoid delays in your application.

[Complete Form Now - Last Chance]

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Reminder Best Practices

First reminder is friendly, final reminder creates urgency. Escalate tone gradually.
More than 3-4 reminders becomes spam. If they haven’t responded by then, try a different approach.
Send reminders when people are likely to act - early week, mid-morning. Avoid Friday evenings.
If contact declines or isn’t interested, let them opt out easily. Respect their decision.
Monitor which reminders generate responses. Adjust timing and count based on data.

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Confirmation Emails

Send confirmation emails when contacts submit forms. This provides peace of mind and serves as a receipt.

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Configuring Confirmations

Confirmations are set up as notifications in the Form Template: 
{
  "notifications": [
    {
      "type": "email",
      "to": [{ "role": "creator" }],
      "on": ["responses:completed"],
      "subject": "Thank you for your submission",
      "body": "We received your form..."
    }
  ]
}
Or as automations: 
{
  "automations": [
    {
      "name": "Send confirmation",
      "on": ["responses:completed"],
      "actions": [
        {
          "type": "email",
          "config": {
            "to": "{user.email}",
            "subject": "Submission Confirmed",
            "body": "Thank you, {user.given_name}..."
          }
        }
      ]
    }
  ]
}

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Confirmation Components

A good confirmation email includes:
  1. Clear confirmation
    • “We received your submission”
    • Reference number for tracking
  2. What happens next
    • Timeline for review
    • Next steps in process
    • When to expect response
  3. Contact information
    • Who to contact with questions
    • Support email/phone
  4. Receipt/Summary
    • Summary of what was submitted (optional)
    • Link to view submission (if applicable)

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Confirmation Example

Subject: Submission Confirmed - Reference {reference}

Hi {user.given_name},

Thank you for completing your onboarding form!

What's next:
- Our team will review your submission within 2 business days
- You'll receive an email once your account is activated
- If we need any additional information, we'll reach out

Your reference number: {reference}

If you have questions, contact us at [email protected]

Thank you!
Company Name Team

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Team Notifications

In addition to contact notifications, notify your team when forms are submitted.

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Configuring Team Notifications

{
  "notifications": [
    {
      "type": "email",
      "to": [
        { "email": "[email protected]" },
        { "role": "owner" }
      ],
      "on": ["responses:completed"]
    }
  ]
}
Notification recipients:
  • { "email": "[email protected]" } - Specific email address
  • { "role": "owner" } - Case owner (if form is part of case)
  • { "role": "creator" } - Person who created the form

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Team Notification Content

Include relevant information for quick action:
  • Who submitted (name, email)
  • Form reference number
  • Submission timestamp
  • Link to view response
  • Next action required

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Bounce Handling

Sometimes emails fail to deliver (bounce). Penbox tracks bounces and can notify you.

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Bounce Notifications

{
  "notifications": [
    {
      "type": "email",
      "to": [{ "email": "[email protected]" }],
      "on": ["request_notifications:bounced"]
    }
  ]
}
When to take action on bounces:
  • Verify contact email address
  • Try alternative contact method (phone, SMS)
  • Update contact information
  • Resend with corrected address

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Notification Analytics

Track notification performance to optimize your strategy:

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Key Metrics

  • Open Rate: Percentage who open invitation
  • Click Rate: Percentage who click form link
  • Completion Rate: Percentage who submit form
  • Reminder Effectiveness: Completion rate per reminder

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Optimization Based on Data

MetricIf LowTry This
Open RateUnder 40%Improve subject lines, verify email addresses
Click RateUnder 60% of opensClearer call-to-action, better email design
Completion RateUnder 70% of clicksSimplify form, reduce required fields
Reminder ResponseUnder 10%Adjust timing, improve reminder content

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Best Practices Summary

Send invitations as soon as the form is ready. Delays reduce response rates.
This is the sweet spot for most forms. More becomes spam, fewer leaves completions on the table.
Confirmations build trust and provide receipts. They take seconds to configure but matter to contacts.
Use contact name, reference numbers, and specific details. Generic emails get ignored.
Before launching, send test forms to ensure emails arrive in inbox (not spam).
Track metrics and adjust timing, content, and frequency based on actual performance.

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Next Steps

Form Templates

Configure notifications in templates

Form Presets

Customize invitations per preset

Forms Introduction

Back to Forms overview

Form Security

Secure your forms