Syncing HubSpot with Mailchimp

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November 13, 2018

Are you using HubSpot and Mailchimp side by side? Wouldn’t it be great if these two apps were fully integrated?

Good news: PieSync helps you create a Mailchimp integration with HubSpot… and hundreds of other cloud-based apps in real time.

Doesn’t HubSpot already provide a Mailchimp sync?

True, HubSpot provides a built-in integration to Mailchimp. It is a feature tightly related with HubSpot’s lead flows. Unfortunately, it can only accomplish so much. In HubSpot’s own words, the built-in integration does the following:

HubSpot’s built-in integration to Mailchimp will automatically push new contacts who submit your form to your chosen Mailchimp list.

Apart from the word ‘automatically’, under the hood there’s not a lot of sync magic happening here.

  • Only a push: anyone already in Mailchimp is not part of this integration. Updates happening to subscribers in Mailchimp don’t sync back.
  • Only for new contacts: the database you already hold in HubSpot isn’t included in this.
  • Only when a form is submitted: contacts need to complete certain steps before going into Mailchimp.

Screen Shot 2018-11-05 at 22.02.32

In other words, their built-in integration, while it definitely works and is included at no extra cost in your HubSpot subscription, can only work in a very specific scenario.

There are other limitations, too, which include not being able to overcome required field limitations when syncing from HubSpot into Mailchimp. When a contact is sent over from HubSpot, it just copies the default contact fields, which are e-mail and name.

After you have this integration setup, HubSpot’s interface doesn’t show you which contacts have succesfully moved into Mailchimp - you just have to assume it’s worked for certain contacts, while others may still be in limbo somewhere if they didn’t sync succesfully.

How can PieSync help?

Mailchimp and hubspot

Unlike HubSpot’s built-in integration, PieSync will check several things prior to moving contacts from one side to the other:

  • Who is in the HubSpot database?
  • Who is on which Mailchimp list?
  • Who is in both apps?
  • Who should be subscribed? Who shouldn’t be subscribed at all?

This scan is needed so the sync can also act on historical data. Then, according to the sync rules you specify, PieSync will truly match up your HubSpot database with the lists on Mailchimp. Furthermore, it’s not a one-time thing. Contacts evolve constantly, so PieSync keeps them in sync moving forward.

PieSync’s easy setup comes with a complete mapping interface to translate HubSpot properties to Mailchimp’s merge tags and regular tags. You can manage group membership in Mailchimp, change lifecycle stages in HubSpot based on Mailchimp behavior and much more.

MAILCHIMP

PieSync will update both databases when you have a new subscriber in either system, and it will constantly check for updates to overwrite the information whenever a change is made.

This means you won’t have to worry about manually importing or exporting data ever again, and forget about having duplicates or outdated data!

Sync MailChimp with Hubspot 2-way

What about Zapier?

Zapier is a well-known web automation app often used to hook up HubSpot to Mailchimp. Compared to HubSpot’s native integration, Zapier does indeed provide more flexibility. In Zapier you can set up tasks based on any kind of trigger happening either in HubSpot or in Mailchimp.

For instance, a very straightforward zap could be one where, when somebody fills out a form in HubSpot, the zap subscribes that person to a list. Or in the other way round, when someone subscribes to a list in Mailchimp, a new contact is created in HubSpot.

modified-mailchimp

Yet these zaps also only work one-way, and if you need a straightforward connection, it may do the trick. But if you need various workflows, it gets convoluted.

We often see that building simple scenarios in Zapier is less than straightforward.

Do you need a Mailchimp-HubSpot integration with these requirements?

  • Certain contacts need to go on one Mailchimp list, others should go to a different list
  • Mailchimp groups need to be set according to their lead status in HubSpot
  • Tags in Mailchimp need to be pulled from a custom attribute in HubSpot
  • Unsubscribers in HubSpot need to sync to Mailchimp, but also the other way around

Zapier may be flexible, but it takes a lot of trial and error to set up your zaps the right way.

Again, like the native integration, Zapier will only work for new contacts or new subscribers… so anyone that’s already in either system won’t be part of the automation you’ve setup.

How do I get started?

PieSync is different from Zapier in that it truly reads into the two databases prior to syncing, so it knows when to create a contact and when to update them accordingly, and the rules make it easy to accomplish what you need.

MailChimp HubSpot

About Frans Leys

Frans helps various companies set up their data syncs, collecting all kinds of customer feedback to drive the PieSync platform forward. He started his career in corporate finance and switched four years ago to work with exciting software startups as a solutions engineer for SMEs.