This article describes how to set up a Mailchimp-HubSpot integration. If you are using ActiveCampaign, please see here.

This article covers:

  1. Common frustrations

  2. How our Mailchimp to HubSpot integration works

  3. How to automate syncing data from HubSpot to Mailchimp

  4. How to automate syncing data from Mailchimp to HubSpot

  5. Tips, observations, and useful definitions

What are the two most common points of frustration people have when using HubSpot and its Mailchimp integration options?

  • HubSpot's own native integration with Mailchimp syncs your HubSpot contacts to Mailchimp and syncs Mailchimp's email activity over to HubSpot. However, this only works for new contacts added to the HubSpot CRM (existing contacts are not synced when you connect the tools), and contacts or updates to contacts' info are not synced from HubSpot to Mailchimp.

  • Data sync by HubSpot syncs contacts both ways between the two systems, but it does not record Mailchimp email engagement in HubSpot. Additionally, custom fields are only included in the $45 Starter plan or above.

Outfunnel takes care of these frustrations. Our integration syncs all your existing HubSpot CRM contacts to Mailchimp, along with any and all default and custom fields, keeps the contacts up to date, and logs all email engagement back to the contact profiles in HubSpot.

Start syncing your Mailchimp data to HubSpot.

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How our Mailchimp to Hubspot integration works

  • Make all HubSpot contacts or subset(s) you define with filters available in a Mailchimp Audience along with your custom contact and company fields (properties in HubSpot lingo).

  • Keep the two databases in sync going forward. Eg. if a custom text field is updated in HubSpot, this is recorded in Mailchimp automatically.

  • Record email engagement data (email opens, clicks, etc) on the contact profile in HubSpot CRM. Outfunnel supports Mailchimp single email campaigns, automations, email journeys and A/B tests.

  • Copy new Mailchimp subscribers can to HubSpot as Contacts. Alternatively, new contacts can be copied to HubSpot only when they open or click on an email campaign.

How to automate syncing data from HubSpot to Mailchimp

Watch this quick video setup guide or follow the steps below.

How do I sync my Mailchimp contacts to HubSpot?

1. Once you’ve signed up to an Outfunnel account and connected HubSpot and Mailchimp as per on-screen instructions, go to Outfunnel > App connector and click on Create connection.

2. Choose HubSpot and Mailchimp as the apps to connect and click on Create connection.

3. In the Sync contacts tab, choose whether to sync all HubSpot contacts or only contacts you’ve defined with HubSpot lists. Your HubSpot static and active lists will be visible if you click on the arrow down. Learn how to set up HubSpot Lists.

4. Next, choose which Mailchimp Audience you’d like the contacts to be synced to. You can sync different HubSpot lists to different Mailchimp Audiences (eg. separate email lists for different regions or pipeline stages) or you can sync multiple HubSpot lists to the same Mailchimp Audience (eg. a filter with open Deals for each sales rep, all synced to one big newsletter Audience)

5. Finally, select which fields or custom fields you’d like to sync to Mailchimp with field mapping. You can choose up to 30 fields from all your Person and Organization fields and custom fields.

  • It takes 2-5 minutes for your chosen HubSpot contacts to appear in Mailchimp.

  • If the field does not yet exist in Mailchimp, you need to pre-create this first (automatic field creation coming in Q2)

How to copy new Mailchimp subscribers to HubSpot automatically?

New Mailchimp subscribers are not copied to HubSpot by default. If you’d like to create new contacts in HubSpot when they are subscribed to one of Mailchimp audiences, simply set up a rule under the "Sync Contacts" tab.

  1. Choose the Mailchimp audience to track

  2. Assign the default contact owner

  3. Choose whether you'd like Outfunnel to also create an activity about this in HubSpot

  4. Then, set up field mapping if you haven't already

Once a contact is created in HubSpot, a "Contact Created" activity is added under the contact profile.

How to record Mailchimp email engagement in HubSpot automatically?

Note: Outfunnel supports Mailchimp single email campaigns, automations, email journeys and A/B tests.

If you've already set up contact sync, skip over to step 3.

1. Once you’ve signed up to an Outfunnel account, connected HubSpot and Mailchimp as per on-screen instructions, go to Outfunnel > App connector, and click on Create connection.

2. Choose HubSpot and Mailchimp as the apps to connect and click on Create connection.

3. In the Record engagement tab, select all the lists from the Choose audience dropdown that you’d like to sync activity from.

4. Finally, define how you’d like email activities like opens, clicks, bounces or unsubscribes recorded in HubSpot – or simply use our default settings.

You can change these settings at any time by clicking on the Edit button on the Connection under App connector.

That’s it! You’re ready to start sending email campaigns from Mailchimp and seeing activity reflected in HubSpot.

Important: The engagements that Outfunnel creates might be hidden at first in HubSpot. Here's how to make them visible:

  1. Make sure you have set up the automation and sent out at least one email campaign from Mailchimp.

  2. Open any contact profile in HubSpot and click on "Filter activity" option on the top of the timeline.

  3. Under Integrations section, enable "Outfunnel" (if Outfunnel is not yet visible but you have sent out a campaign, the data sync might have not happened yet. Just open the connection and click on "Sync now". The activities will be created in the next 10 minutes)

Find out how many events have synced

Once the connection is live, navigate to the Status tab to see key information about the connection, such as when were events last synced and which events have been synced. Please note that each event counts towards your billing quota.

Tips, observations, and useful definitions

💡 Sync frequency. Outfunnel syncs some data instantly and some every 4 hours (approximately). You can trigger an immediate sync if you click on the “Sync now” button (it might take up to 10 minutes for the data to appear)

💡 Unsubscribe recording. Outfunnel only records end-user initiated unsubscribes in HubSpot and manual unsubscribes in Mailchimp are not recorded. When a contact is unsubscribed manually but still match a list in HubSpot that is targeted by a connection, then Outfunnel will resubscribe them in Mailchimp. If you'd like to manually remove a contact in Mailchimp, they need to be permanently deleted under the contact profile in Mailchimp.

Learn more about the best ways to manage unsubscribes and bounces.

💡 Archived contacts. Outfunnel unarchives contacts in Mailchimp once they match the target connection rule list. To avoid unsubscribing archived contacts, simply unsubscribe them from Mailchimp or remove them from the Hubspot list.

💡 Historical engagement sync. Are you looking to sync engagements from campaigns that were sent before you set up the connection? Please refer to this article here.

💡 Supported campaign types. Outfunnel comprehensively tracks and records data for Mailchimp’s single email campaigns, automations, email journeys and A/B tests.

💡 All engagement is recorded as a new activity type in HubSpot. This applies to sends, opens, clicks, bounces, and unsubscribes. All of these types are easily filterable in HubSpot allowing you to create a list of people based on engagements.

Do you use web forms to collect leads to your lists? See the following integrations to automatically sync contacts from web forms to HubSpot CRM:

Don't see your preferred web forms listed above? Browse the upcoming connections and sign up for early access.

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