Does HubSpot Integrate with Mailchimp? Your Complete Guide to Connecting the Platforms

Figuring out if HubSpot integrates with Mailchimp can feel a bit like searching for buried treasure – you hear it’s possible, but the path isn’t always clear. The quick answer is yes, HubSpot does integrate with Mailchimp, but it’s not always a straightforward, one-click solution that solves every problem. You’ve got options, ranging from HubSpot’s own native app to using third-party tools, and even custom setups.

This whole idea of connecting these two powerful platforms comes from a real need. HubSpot is a fantastic all-in-one CRM Customer Relationship Management that helps you manage customer interactions across marketing, sales, and service. Mailchimp, on the other hand, really shines as an email marketing platform, especially for businesses looking to engage their audience and run killer campaigns. When these two team up, they can make your marketing efforts much more powerful, giving you a comprehensive view of your customers and streamlining your workflow.

We’re going to break down exactly how you can get HubSpot and Mailchimp to talk to each other, what benefits you can expect, and even when it might make sense to pick one over the other. By the end of this, you’ll have a much clearer picture of how to leverage both tools to supercharge your business.

The Straight Answer: Yes, But It’s Complicated Sometimes

So, yes, HubSpot can integrate with Mailchimp. You can definitely get them to talk to each other and share data, like contacts and email campaign performance metrics. However, it’s not always a simple, fully bi-directional sync right out of the box, especially with HubSpot’s native integration.

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Think of it like this: HubSpot has a direct integration in its App Marketplace that lets you connect the two. This is great for basic contact syncing and pulling some Mailchimp email activity into HubSpot. But, if you need more advanced, two-way data flow, where changes in Mailchimp also update HubSpot, you might need to look beyond the basic native connection. That’s where third-party tools or more custom solutions come into play.

Why Even Bother Connecting HubSpot and Mailchimp?

You might be wondering, “Why go through all this trouble to connect them?” Well, there are some pretty solid reasons why integrating Mailchimp with HubSpot can give your business a serious boost.

• Greater Contact Engagement: When you sync data between these platforms, you can use all those rich customer insights from HubSpot CRM to create super-targeted and personalized email campaigns in Mailchimp. This means you’re sending the right message to the right people, which often leads to higher engagement and conversions. Imagine sending an email about a specific product feature only to contacts who’ve shown interest in that area in HubSpot – that’s powerful stuff.
• Streamlined Workflows & Lead Nurturing: This is a big one. You can manage your contacts and email campaigns from a more centralized place, saving you a ton of time and hassle. For example, if someone fills out a form on your website managed by HubSpot, those contacts can automatically get added to a Mailchimp email list. You can then set up automated email sequences in Mailchimp, triggered by actions in HubSpot, to nurture those leads down your sales funnel. This means less manual data transfer and more automated customer journeys.
• Enhanced Reporting and Analytics: Integrating these tools gives you a more complete picture of your email marketing performance. You can see Mailchimp’s email metrics like opens, clicks, and bounces right within HubSpot CRM, alongside all your other customer data. This helps you understand how your email campaigns are influencing customer engagement and conversions, allowing you to make smarter, data-driven decisions.
• Managing Email Activity within One CRM: Instead of jumping between different systems, you can access and track campaign history, opens, clicks, and bounces directly within HubSpot CRM. This centralized view simplifies email management and gives you a holistic understanding of how customers are interacting with your emails.

In essence, it helps you eliminate manual tasks, improve data accuracy, and create more personalized and effective marketing campaigns. Is It Hard to Get a Job at HubSpot? Let’s Break It Down

How to Connect HubSpot and Mailchimp: Your Options

When it comes to getting HubSpot and Mailchimp to play nice, you’ve generally got a few main paths you can take. Each has its own set of pros and cons, and the best choice for you really depends on your specific needs and technical comfort level.

Option 1: The Native HubSpot-Mailchimp Integration

HubSpot offers a direct, built-in integration that you can find in its App Marketplace. This is often the first place people look because it seems like the simplest solution.

How it Works:

1. Access the Marketplace: Log into your HubSpot account, click on the Marketplace icon it looks like a shopping bag or store icon in the top navigation bar, then select “App Marketplace”.
2. Find the Integration: Use the search bar to find and select the Mailchimp integration.
3. Install and Connect: Click “Install App” and follow the prompts. You’ll need to enter your Mailchimp login credentials and grant HubSpot permission to access your Mailchimp data.
4. Configure Sync Settings: Once connected, you can configure settings. This usually involves choosing which Mailchimp audiences what they call lists you want to sync with HubSpot.
5. Sync Forms: You can also connect non-HubSpot forms on your website or HubSpot pop-up forms to push new contacts directly to a Mailchimp list.
6. Turn on Activity Sync: You can enable a setting to show Mailchimp email activities like opens, clicks, and bounces on your HubSpot contact records. This helps you track engagement directly within HubSpot.

Limitations of the Native Integration: Jobs at HubSpot Dublin: Your Guide to a Thriving Career

While easy to set up, this native integration has some important limitations you should know about.

• One-Way Contact Sync Mostly: Contacts can primarily be synced from HubSpot to Mailchimp, but not automatically from Mailchimp back to HubSpot. If you need a full two-way sync, where updates in Mailchimp reflect in HubSpot, this native option won’t cut it on its own. HubSpot recommends using its Data Sync feature if you need bi-directional contact synchronization.
• Limited Data Fields: HubSpot typically only sends a contact’s first name, last name, and email address to Mailchimp. If your Mailchimp lists have required merge tags for other custom fields, this can cause issues because HubSpot won’t send values for those additional tags.
• Historical Data: When you turn on Mailchimp activity sync, historical email campaign data is usually only synced for the previous month.
• Campaign Specifics: Only Mailchimp campaigns that meet certain conditions will sync. For example, the campaign can’t be older than 30 days before connecting, must have a subject line and title, and can’t be part of an A/B test or Customer Journey.
• Automation Trigger: HubSpot will only trigger auto-response emails using Mailchimp’s automation features.

So, the native integration is decent for basic contact push and viewing some Mailchimp activity in HubSpot, but it’s not a full, robust two-way data synchronization.

Option 2: Using Third-Party Integration Tools e.g., Zapier, Automate.io, Make, Outfunnel, Superjoin

This is where things get more flexible and, honestly, often more powerful. If the native integration doesn’t quite meet your needs, third-party tools are your best friends. Services like Zapier, Automate.io now part of Make.com, and Outfunnel are designed to connect different apps and automate workflows between them.

How These Tools Work:

These platforms act as a bridge between HubSpot and Mailchimp. You set up “Zaps” in Zapier or “automations” in other tools that specify: Landing Your Dream Sales Job at HubSpot: A Complete Guide

• A Trigger: What event in one app should start an action? e.g., “New contact added in HubSpot,” “New subscriber in Mailchimp,” “Contact fills out a form in HubSpot”.
• An Action: What should happen in the other app when the trigger occurs? e.g., “Create contact in Mailchimp,” “Update contact in HubSpot,” “Add subscriber to a Mailchimp list”.

You can often map specific fields from one platform to another, ensuring that custom data moves exactly where you need it to go. Some tools, like Outfunnel, are even specifically designed for sales-marketing integration, making the setup for HubSpot and Mailchimp quite straightforward.

Benefits of Third-Party Tools:

• More Flexibility and Control: You can create highly specific, customized workflows that go beyond what the native integration offers. This means true bi-directional syncing, custom field mapping, and more nuanced triggers and actions.
• Advanced Automations: You can build complex multi-step automations. For example, when a contact reaches a certain stage in a HubSpot workflow, they could automatically be added to a specific Mailchimp audience and receive a targeted email sequence.
• No Technical Skills Required Mostly: Many of these tools are low-code or no-code, meaning you don’t need to be a developer to set them up.
• Centralized Data: They help keep your customer data consistent across both platforms, reducing manual data entry and errors.

Drawbacks:

• Cost: While some have free tiers, extensive use often requires a paid subscription, adding to your overall software expenses.
• Added Complexity: While “no-code,” setting up intricate multi-step workflows can still take some time and thought to get just right.
• Multiple “Zaps” for Complex Needs: With tools like Zapier, you might need to set up multiple individual Zaps to cover all your desired data flows, which can count separately towards your subscription plan.

Popular examples include:

• Zapier: Known for its vast number of app connections and “if-this-then-that” automations.
• Automate.io now Make: Similar to Zapier, offering various integrations and automation options.
• Outfunnel: Specifically built for sales-marketing data syncing, including HubSpot and Mailchimp, and can sync email engagement back to HubSpot.
• Superjoin: Uses Google Sheets as an intermediary to seamlessly transfer data between Mailchimp and HubSpot, offering advanced control and real-time updates.

Option 3: Custom Integrations for the Tech-Savvy

For businesses with very unique or complex data needs, a custom integration using APIs Application Programming Interfaces might be the way to go. This typically involves developers writing code to connect the two platforms directly. Remote Jobs at HubSpot: Your Guide to a Flexible Career

When This is Necessary:

• When off-the-shelf solutions native or third-party can’t handle your specific data requirements or workflow intricacies.
• When you need absolute control over every piece of data being exchanged and how it’s processed.

Brief Overview of APIs:

Both HubSpot and Mailchimp provide APIs that allow other software to interact with their data and functionalities. Developers can use these APIs to build a direct bridge, dictating exactly what data is sent, received, and how it’s transformed.

Pros:

• Ultimate Customization: You get exactly what you need, tailored perfectly to your business processes.
• Scalability: Custom solutions can be built to scale with your business without being limited by third-party tool plans.

Cons: Is HubSpot Worth It? Your Candid Guide to the All-in-One Platform

• Cost and Time: This is usually the most expensive and time-consuming option, requiring developer resources.
• Maintenance: Custom integrations need ongoing maintenance and updates as HubSpot or Mailchimp change their APIs or platforms.
• Technical Expertise: You’ll need skilled developers on your team or hire a consultant.

For most businesses, a native integration, augmented by a powerful third-party tool, will be more than enough to achieve their integration goals.

What Data Moves Between HubSpot and Mailchimp?

Understanding what data actually moves between these platforms is key to a successful integration.

With the native HubSpot-Mailchimp integration:

• HubSpot to Mailchimp: Primarily contacts’ first name, last name, and email address. When a contact submits a non-HubSpot form or a HubSpot pop-up form, they can be added to a Mailchimp list.
• Mailchimp to HubSpot: Limited email activity data, such as sends, opens, clicks, and bounces, can be synced to HubSpot contact records. This data helps you see engagement directly within your CRM. However, this typically only syncs for campaigns sent within the last month and under specific conditions.

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• Much More Flexible: You can usually configure the sync to include a wider range of contact properties and custom fields from HubSpot to Mailchimp and vice versa.
• Bi-directional Sync Often: Many third-party tools allow for a two-way sync, meaning changes in one platform can update the other, keeping your data consistent.
• Detailed Engagement Data: Tools like Outfunnel can sync email engagement opens, clicks, unsubscribes from Mailchimp back to HubSpot, giving your sales team a clearer picture of a lead’s interest.
• Audience Segmentation: You can sync specific HubSpot lists or segments to Mailchimp audiences, ensuring your email campaigns are highly targeted.

In general, the goal is to ensure contact information, subscriber status, and campaign performance metrics are shared. This allows you to leverage HubSpot’s comprehensive CRM for customer insights and Mailchimp’s powerful email delivery for targeted campaigns.

Common Use Cases for an Integrated Setup

When you connect HubSpot and Mailchimp, you unlock a ton of possibilities. Here are some common ways businesses use this integrated setup to streamline their operations:

• Lead Magnet Delivery: Imagine someone downloads an ebook from a HubSpot landing page. With integration, that new lead can automatically be added to a specific Mailchimp audience e.g., “Ebook Downloaders” and immediately receive a welcome email or a nurturing sequence via Mailchimp.
• Webinar Registrations: When people sign up for your webinar through a HubSpot form, their details can be pushed to Mailchimp, where you can then manage all your webinar-related communications, like reminders and follow-ups, with Mailchimp’s robust email delivery.
• E-commerce Follow-ups: While Mailchimp has strong e-commerce integrations with platforms like Shopify more on that later, if you’re managing customer data in HubSpot, you can use the integration to trigger abandoned cart emails or post-purchase follow-up sequences in Mailchimp for specific customer segments identified in HubSpot.
• Newsletter Sign-ups: If you have a simple newsletter sign-up form on your website either a HubSpot form or a non-HubSpot form connected to HubSpot, new subscribers can automatically flow into your main Mailchimp newsletter audience, ready for your next big send.
• Segmented Campaigns: You can use HubSpot’s advanced segmentation capabilities to create highly targeted lists based on lead source, purchase history, website activity, or engagement level. These segmented lists can then be synced to Mailchimp, allowing you to send hyper-personalized campaigns that resonate with specific groups.
• Sales Follow-ups: When a lead takes a specific action in a Mailchimp email like clicking on a pricing page link, that activity can be synced back to HubSpot. Your sales team can then see this engagement in the contact’s timeline and trigger a personalized follow-up call or email from HubSpot.

These use cases help ensure that your marketing and sales efforts are aligned, contacts receive timely and relevant communications, and you’re not manually transferring data back and forth.

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When to Consider Not Integrating or Choosing One Over the Other

While integrating HubSpot and Mailchimp can be super beneficial, it’s not always the right move for everyone. Sometimes, it makes more sense to choose one platform or even stick with them separately. This often comes down to understanding the core strengths of each tool.

Difference Between Mailchimp and HubSpot: Core Strengths

• Mailchimp: Historically, Mailchimp has been the go-to for email marketing and audience engagement. It’s known for its user-friendly email builder, extensive template library, and robust email delivery. It’s often more affordable, especially for smaller teams or those primarily focused on email campaigns. Mailchimp also offers basic CRM functionalities, allowing you to manage contacts, track interactions, and segment audiences. It has good native integrations with e-commerce platforms like Shopify.
• HubSpot: HubSpot, on the other hand, is a much broader all-in-one CRM platform that covers marketing, sales, customer service, content management, and operations. It excels in comprehensive lead nurturing, advanced automation, detailed analytics across multiple channels, and robust contact management with extensive segmentation capabilities. HubSpot tends to be more expensive, reflecting its wider range of features and scalability for growing businesses.

When HubSpot Alone Might Be Enough or Better:

• You’re All-In on a CRM Strategy: If your business is committed to using a single, comprehensive platform for all its marketing, sales, and service needs, HubSpot’s Marketing Hub which includes its own email marketing tools might suffice.
• Advanced Automation Needs: HubSpot’s workflow automation capabilities are generally more advanced than Mailchimp’s, offering complex branching logic and multi-channel automation. If your email sequences need to be highly intertwined with other sales or service actions, HubSpot might be a better fit.
• Consolidated Reporting: If you want all your marketing, sales, and service data in one place for unified reporting and analytics, HubSpot provides a more comprehensive view without needing to integrate two separate email platforms.
• Cost vs. Features: For some, consolidating all efforts within HubSpot might be more cost-effective than paying for two separate robust platforms, especially at higher tiers where HubSpot’s Marketing Hub capabilities rival or surpass Mailchimp’s email features.

When Mailchimp Alone Might Be Enough or Better:

• Budget-Conscious Small Businesses: If you’re a small business or startup with a tight budget and your primary need is straightforward email marketing, Mailchimp’s free or lower-tier plans can be very cost-effective.
• Ease of Use for Email: Mailchimp has a reputation for being beginner-friendly and having a shallower learning curve, making it easy to jump in and start sending emails quickly.
• Primary Focus on Email and Basic Automation: If your marketing strategy is heavily focused on email newsletters, basic drip campaigns, and simple audience segmentation, Mailchimp might provide everything you need without the added complexity of a full CRM.
• E-commerce Centricity: Mailchimp has excellent native integrations and features specifically tailored for e-commerce businesses, especially with platforms like Shopify. If your main goal is to drive sales through email marketing for an online store, Mailchimp is a strong contender.

Ultimately, the decision depends on your business size, budget, team’s technical skills, and the complexity of your marketing and sales processes. Many businesses find value in integrating the two to leverage the best of both worlds, while others choose one based on their primary needs. Are hubspot academy courses free

Beyond Mailchimp: Other Integrations You Might Care About

While we’re talking about connecting tools, it’s worth noting that both HubSpot and Mailchimp play well with a lot of other platforms. This is super important , where businesses use a variety of tools to get things done.

HubSpot’s Integration Ecosystem:
HubSpot boasts a massive app marketplace with over 1,000 integrations. This means it can connect with a wide array of tools across different categories:

• CRM Systems: Besides Mailchimp, HubSpot can integrate with other CRMs like Salesforce to centralize customer data and streamline lead management.
• Website Builders: If you’re using a platform like Wix, HubSpot has an app that can automatically capture leads from Wix forms, install its tracking code, and sync Wix contacts to HubSpot, letting you track website traffic and analytics.
• E-commerce Platforms: HubSpot can integrate with various e-commerce solutions, though direct native integrations might be fewer than Mailchimp’s offerings for some platforms. However, through third-party tools, the possibilities are vast.
• Other Marketing Tools: SEO tools, live chat, social media management, and more.

Mailchimp’s Integration Ecosystem:
Mailchimp also has a robust integration directory with over 300 integrations. It focuses heavily on tools that complement its email marketing strengths:

• E-commerce Platforms: Mailchimp has excellent direct integrations with popular platforms like Shopify. This allows you to sync customer and order data, create targeted e-commerce emails like abandoned cart reminders, and track sales performance directly. Although there was a period when the direct app was unavailable, Mailchimp now offers an official app for Shopify.
• CRM Systems: Mailchimp integrates with Salesforce, allowing you to sync leads and contacts, create segmented lists, and view campaign reports directly from Salesforce. This is often done through an AppExchange plug-in.
• Social Media: Mailchimp can integrate with platforms like LinkedIn to sync lead gen form data, allowing you to create targeted campaigns for your LinkedIn leads. You can also use third-party tools like Zapier to automate sharing new Mailchimp campaigns on LinkedIn.
• Other Business Tools: It integrates with popular apps like QuickBooks, Stripe, WordPress, Google Sheets, Zoom, and more.

The point is, whether you’re using HubSpot or Mailchimp or both, these platforms are designed to be part of a larger ecosystem. If a direct integration isn’t available, chances are a third-party automation tool can bridge the gap, helping you connect the dots across your entire tech stack. Is HubSpot a CMS or CRM? Unpacking the All-in-One Growth Platform

Frequently Asked Questions

Is there a direct native integration between HubSpot and Mailchimp?

Yes, HubSpot offers a native integration with Mailchimp that you can install from the HubSpot App Marketplace. It allows you to sync contacts from HubSpot to Mailchimp and view some Mailchimp email activities within HubSpot contact records.

Can Mailchimp contacts automatically sync to HubSpot?

The native HubSpot integration primarily syncs contacts from HubSpot to Mailchimp. If you need a full two-way sync where contacts and their updates in Mailchimp also reflect in HubSpot, you’ll likely need to use HubSpot’s Data Sync feature or a third-party integration tool like Zapier or Outfunnel.

What kind of data can be synced using the native integration?

With the native integration, HubSpot typically sends a contact’s first name, last name, and email address to Mailchimp. From Mailchimp to HubSpot, you can sync email activities like sends, opens, clicks, and bounces, but with certain conditions and limitations on historical data. HubSpot’s Free Digital Marketing Certification: What You Need to Know

What are the main benefits of integrating HubSpot and Mailchimp?

Integrating these platforms allows for greater contact engagement through personalized email campaigns, streamlined workflows for lead nurturing, enhanced reporting and analytics by centralizing data, and the ability to manage email activity more effectively within a single CRM platform.

Are there any limitations to HubSpot’s native Mailchimp integration?

Yes, there are a few. The contact sync is mostly one-way HubSpot to Mailchimp, only basic contact fields are synced, historical email activity syncing is limited to the last month, and certain Mailchimp campaign types like A/B tests or Customer Journeys may not sync their activity.

When should I use a third-party tool for integration instead of the native one?

You should consider a third-party tool like Zapier or Outfunnel if you need a true two-way sync of contacts, want to sync more custom fields, require more complex automated workflows between the platforms, or need to pull more detailed Mailchimp engagement data back into HubSpot.

Is Mailchimp a CRM like HubSpot?

While Mailchimp offers some CRM tools for managing contacts, tracking interactions, and segmenting audiences, it primarily focuses on email marketing and audience engagement. HubSpot is a much broader, all-in-one CRM platform covering marketing, sales, customer service, and operations.

Is HubSpot a CRM Application? Absolutely, and Here’s Why It Matters for Your Business