This article describes how to set up a Mailchimp-HubSpot integration. If you are using Copper CRM please see here. If you are using Pipedrive, see this guide instead.

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? It only syncs one-way and works only for new contacts.

  • HubSpot's own 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.

  • Piesync's integration with Mailchimp syncs contacts both ways, but does not sync email engagement.

Outfunnel takes care of these frustrations. Our integration syncs all your existing HubSpot CRM contacts to Mailchimp, keeps them up to date, and syncs all email engagement back to the contact profiles in 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. (Multiple option and number fields support coming in Q1 2021)

  • Record email engagement data (email opens, clicks, etc) on the contact profile in HubSpot CRM. Outfunnel supports recording engagement from Mailchimp single email campaigns and automations. Workflow journey support is coming soon.

  • 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.

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


How to set up automatic engagement recording from Mailchimp to HubSpot

Note: Outfunnel supports recording engagement from Mailchimp single email campaigns and automations. Workflow journey support is coming soon.

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 Sync engagements 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 (which we’ve described below).

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)


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.

💡 Email activity is registered on a Contact level. If someone has sent an email, or they open or click an email, this is registered independently of the deal stage or pipeline in their Contact profile.

💡 Supported campaign types. Outfunnel comprehensively tracks and records data for Mailchimp’s Regular and Automation campaigns, also 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.

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