Stop Managing Separate Contact Lists Between Mailchimp and your CRM

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November 22, 2016

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Does your company power its newsletter through Mailchimp? Read on for some Mailchimp integration tips

You want to make it easy for people to subscribe and get your awesome content in their inbox. So you place a nice call to action on your website ‘Subscribe to Our Awesome Newsletter’. You offer valuable insights, tips and tricks and the subscriptions come in.

That’s great, but you want more.

You don’t just want people to subscribe and read your newsletter. You’re not a publisher, you run a company. You want to guide your subscribers to what you’re actually selling. Your goal is not to have a gazillion subscribers to the newsletter you send via Mailchimp. What you want, is to close more customers.

It’s not like you’re not doing what you can to convert newsletter readers to customers…

What are you doing right?

  • Your newsletter content is interesting for your target audience.
  • Your contact and website details are in the newsletter.
  • It is easy for your newsletter audience to visit your website.
  • Your website is informative and clear
  • There are several ways your visitors can reach out to you from your website.

Website visitors can learn more about your offer, and contact you when they are ready to take the next step and buy from you. And yet… only a small number of newsletter subscribers actually convert to paying customers. That’s frustrating.

What are you doing wrong?

Your mistake is that you’re not treating those newsletter subscribers as potential customers because your Mailchimp signups aren’t automatically added to your CRM. As a result, you have two lists to manage:

  • Your regular prospects in your CRM.
  • Your newsletter signups in Mailchimp.

Managing two lists creates unnecessary confusion. Want to keep your data clean? Ready to convert more subscribers to customers? Try synchronizing Mailchimp contacts with your CRM.

Why Mailchimp signups belong in your CRM

  • A lead that is not in your CRM, is not on the radar of your sales team.
  • Got a newsletter signup from somebody who is already in your CRM? This person deserves extra attention from your sales team.
  • Having the information in your CRM makes it easier to qualify the lead:
  • Has he signed up with a company email address? Perhaps the company is on your wishlist of potential customers.
  • If you use a CRM like Nimble, you automatically see information about your lead’s activity on social media. This opens up possibilities to continue the conversation.

Dianna Huff of Huff Industrial Marketing integrates her Mailchimp signups with her CRM for exactly that reason:

“I sync MailChimp with Nimble. When someone signs up for my weekly email, the person’s name is automatically entered into Nimble. With this sync, I’m able to keep track of those people who sign up and follow them on social media through Nimble.”Dianna Huff, President — Huff Industrial Marketing

Are you wondering why your newsletter signups don’t appear in your CRM? It’s not your fault. You haven’t overlooked a feature. It’s just that Mailchimp doesn’t offer CRM synchronization out of the box.

You’ll need to use a third-party service to make this happen. There are a few solutions around, but in my - entirely biased - opinion, it’s worth considering PieSync if you want a hassle-free sync between Mailchimp and your CRM.

What makes PieSync special is the possibility to set up a powerful two-way sync with minimal effort. This means that any changes in Mailchimp will be reflected in your CRM, and the other way round.

Currently PieSync syncs Mailchimp with the following apps:

It is, and always has been, really important to me to build real bi-directional synchronization between SaaS apps. Let me explain:

Why synchronization between your CRM and Mailchimp should be a two-way street.

  • If you change the email address of a contact in your CRM, your newsletter will go to the new address.
  • Subscribers can change their email address in the footer of Mailchimp emails. The change will immediately be seen in your CRM.
  • To avoid sending the same information twice. If a contact already exists in your CRM, PieSync won’t duplicate the record.
  • You can set up a sync between different tags in your CRM and different lists. According to the tag you assign to a contact in your CRM, she is added to a specific Mailchimp mailing list.


Written by Mattias Puttman