Hidden fields: How to populate them with a CRM / Marketing Automation tool

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When you’re about to send a typeform URL in an email to people using your CRM / Marketing Automation tool, you don’t want to address each person manually and you don’t want to have to customize the Hidden fields in the URL of the typeform for each person manually, either.

Luckily, most CRM / Marketing Automation systems can automate this for you. You’ll just have to apply the same principle and tool that you use when personalizing your mass emails: by adding a variable (AKA merge tag). You’ll replace the xxxxx in the URL of the Typeform with the variable, just like you do when you address the people in your database.


Here is how you can do it with:

  • Intercom: Insert your full typeform URL including all Hidden fields and ‘xxxxx’ parts into your message in Intercom – into the message body, or even better, into a hyperlink – and then replace the ‘xxxxx’ parts with variables from the variable drop-down list. For more details, please go to the Intercom Knowledge Base: Personalizing messages using variables

Generally speaking, in your CRM / Marketing Automation tool you should build the message and see something like this:

Dear <First Name> <Last Name>,

Please select your menu for next week: https://example.typeform.com/to/vxE08L?email=<Email Address>

The Hidden field is the part highlighted in orange and merge tags are:
<First Name>
<Last Name>
<Email Address>

These tags will automatically pull data from your database to populate the fields, so everyone on your contact list will receive an email with their names and email addresses in the message. For instance, John Smith will receive:

Dear John Smith,

Please select your menu for next week: https://example.typeform.com/to/vxE08L?email=john.smith@example.com

If you need assistance with automatically populating the Hidden fields please consult the support page of the CRM / Marketing Automation tool you use.