Act-On Actions

Actions are what Mary does once she’s classified a reply and pulled out any extracted data. They run automatically the moment a match is confirmed, so by the time an email shows up in the Messages feed, the downstream work in Act-On is already done. Actions are configured per category. A reply that lands in Unsubscribe runs one set of actions; one that lands in Left Company runs another.

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Available action types

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Forward Email

Forward the classified reply to another email address. This is the go-to action when a reply needs a human — for example, routing a Human Request reply to your shared sales inbox, or looping a specific rep in on Out-Of-Office replies for accounts they own. Forward Email is a generic action and works the same way regardless of which marketing automation platform you’re connected to. The Original Email dropdown controls what happens with the source message: Under Advanced:

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Add to Worksheet

Push the sender into an allGood worksheet, optionally running it through the worksheet’s flow steps. This is how you take a classified reply and hand it off to another allGood workflow — for example, adding a Human Request sender to a follow-up worksheet that triages and routes them, or pushing extracted replacement contacts from Left Company replies into a new-lead worksheet. Add to Worksheet is a generic action and works the same way regardless of which marketing automation platform you’re connected to. Under Advanced:

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Sync Contact to Act-On

Create or update a contact in an Act-On marketing list, identified by the sender’s email address. Mary writes the contact into the list you select, creating it if it doesn’t exist yet and updating it if it does — both in a single call. You can set:

• Static values — e.g., Unsubscribed = true
• Dynamic values — tokens that resolve at runtime from Mary’s classification or extracted data, e.g., Unsubscribe Reason = [allGood] {{ classification }}: {{ rationale }}

Each row in the field map pairs an Act-On list column with a value or token. Use the field picker to choose from the columns on the selected list — the keys are the column names exactly as they appear in Act-On (e.g., First Name, Company), not internal API names. The email address is always included automatically — it’s the lookup key. Common tokens you can reference:

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Add to Act-On List

Add the sender to a specific Act-On marketing list. Mary writes the contact into the list you select from the Marketing List dropdown. Like the sync action, this upserts by email — it creates the contact on the list if they aren’t there yet and leaves an existing record in place otherwise. Because of that, you don’t need to sync the contact first: adding to a list will never fail just because the contact was missing.

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Unsubscribe in Act-On

Opt the sender out of marketing email in Act-On. This is the cleanest way to honor an opt-out, because it records the suppression in Act-On directly rather than just flipping a field on a list. The opt-out is keyed on the email address and is idempotent — Mary doesn’t need to look the contact up first, so an unsubscribe is always honored. Under Advanced, you can set a Subscription Category:

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Example: Unsubscribe actions

Here’s the action chain a typical Unsubscribe category would run: The {{ rationale }} token is particularly useful here — it gives your ops team a human-readable audit trail directly on the contact record explaining why Mary marked someone as unsubscribed.

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Stacking and reordering actions

You can configure multiple actions per category, and they run in the order they’re listed. Use the up/down arrows on each action row to reorder them. Click + Add Action to add more. Order matters mainly for field dependencies — if a later action references a field set by an earlier action, make sure the order reflects that dependency.

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Conditional actions

Every action supports an only-if condition — a token expression that must evaluate to true for the action to run. This lets you fan out behavior within a single category. For example, only add to a “Hot Leads” list when an extracted intent field is high, while still running the rest of the chain for everyone. Act-On actions don’t expose a skip if not found toggle. None of them do a prior contact lookup — syncs and list-adds upsert by email, and unsubscribes apply by email — so there’s no “missing contact” case to skip or error on.

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Fetching contact data (optional)

If you want to reference a sender’s existing Act-On fields inside your action templates — for example, writing their Owner or Region into a forward — add a Fetch Act-On Contact step to the category’s data pipeline. It looks the contact up by email and exposes the record to later templates:

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Best practices

• Use the [allGood] prefix in audit fields. Following the example above (Unsubscribe Reason = [allGood] ...) makes it easy to see at a glance which records were touched by Mary versus a human or another system.
• Use the list’s column names, and pick from the field picker. The field-map keys must match the columns on the selected marketing list exactly. The picker lists them for you so you don’t have to guess — a column name that doesn’t exist on the list will fail at execution time.
• Prefer the native unsubscribe. For opt-outs, use Unsubscribe in Act-On rather than just setting a field on a list — it records the suppression in Act-On so it’s honored on future sends.
• Pick the right list up front. Every sync and list-add targets one marketing list. If you suppress and report out of a dedicated list (e.g. Unsubscribed by Mary), point both the sync and the add at it.
• Test the full chain, not just the classification. The Test Suite validates categorization and extraction; once those pass, sanity-check the actions against a sandbox Act-On account before going live.