Home › AI lead capture from email and web forms into a CRM
AI lead capture from email and web forms into a CRM
Affiliate disclosure: Mulkern AI Systems is an independent affiliate partner of Easy (easy.one), a product of Smart Apps Limited. If you buy Easy through our links, Mike Mulkern earns a commission, and the coupon applied at checkout (MICHAEL) is his. Everything on this page describes how we run our own businesses on Easy. It is our experience, not a statement by Easy.
At 6:00 every evening Central time, an agent called the Watcher checks two email inboxes and three web forms for Oil Rigs Now, decides which messages are genuine new leads, and adds them to our CRM. It has run daily since July 2026. This page covers how the lead capture works and the one-character bug that once split a customer into two records.
What the Watcher checks
The Watcher reads Gmail and the Jotform submissions for three request forms. It reads full message bodies, including replies buried inside long forwarded threads, rather than skimming subjects and senders. A real enquiry often sits several messages deep in a forward chain.
Then it filters. Spam, scam solicitations, cold outbound pitches, and sales pitches dressed up as quote requests are excluded. What remains is checked against the CRM by email address before anything is written.
How a lead gets into the CRM
Each genuine new lead is added to the contacts table with name, email, phone, company, category, region, an open status, and the source it came from. Anything time-sensitive is flagged for Mike.
A separate weekly digest goes out on Sundays at noon with a summary of leads and the state of the CRM, so the daily job stays narrow and the overview arrives once a week.
The duplicate-contact bug
The CRM's update-or-insert match is case-sensitive. When the same person wrote once from Name@company.com and once from name@company.com, the second message created a second contact. Every note and flag on the original record stayed behind on the old one, so the live record looked clean when it was not.
The fix is one line in the agent's brief: lowercase the address before any contact update. We learned it the hard way, and it is now part of every run.
Building lead capture on Easy
Easy can connect email accounts and other services, keep credentials in an encrypted vault, and run an agent on a schedule. The inbox triage recipe in the Easy docs covers a similar pattern, with your approval before replies go out.
The useful work is in the brief: what counts as a lead in your business, what to exclude, and how to match records. Write those rules down early, because the agent will follow them literally.
In the Easy documentation, see Inbox triage with your approval and The Vault.
Questions
How often does the lead capture run?
Daily at 6:00 pm Central for the full check, plus a weekly digest on Sundays. Separately, an hourly intake script picks up new requests for the deal process.
Does the Watcher reply to leads?
No. It captures, deduplicates, and flags. Anything that leaves the business to a real person is drafted and approved by Mike first.
Which CRM do you use?
Our own database, reached by the agents through a shared skill. Easy can work with other tools through connections and custom tools, but check the docs for your specific CRM.
Is this page sponsored by Easy?
No. It is an affiliate page written by Mulkern AI Systems. Mike earns a commission on purchases made through our links.
More from how we run on Easy
Easy is the platform both of our companies run on. Our main page explains what it is, compares the three plans, and applies our coupon at checkout.
See the plans on our Easy page