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Integrating Mailchimp via Zapier

To get started make sure you already have:

  • a Close.io account
  • a MailChimp account
  • a Zapier account

Disclaimer: Integrations between MailChimp and Close.io work best when you are dealing with a single contact per lead. Otherwise, varying contact behavior within a lead will overwrite lead data, and it may not be as useful. If you have multiple contacts per lead, reach out and let us know what you’re trying to do.

Triggers

MailChimp supports the following triggers to start a zap.

  • New Subscriber
  • Updated Subscriber
  • New Campaign
  • New Subscriber in Segment
  • New Unsubscriber
  • New List

Let’s take a look at how we can use these triggers in some practical ways. As with any integration, the main question we’ll want to answer with each zap is “How much value is this really providing?”

Adding New MailChimp Subscribers as Leads in Close.io

Adding new MailChimp subscribers as leads in Close.io seems like a logical integration. But you’ll want to consider the context before syncing all of those leads over. A general rule of thumb is that you should only add leads to Close.io if you plan to reach out and connect with them personally.

For example, here at Close.io, if you’re only subscribed to our blog, you’re not in our Close.io yet. Only when you start a Trial do we add you and reach out.

If your new MailChimp subscriber is not considered a “warm” or “potential” lead, you may not want to immediately add them to Close.io.

In the scenario where we want to immediately add them, let’s walk through that zap.

The first step in our step in this zap is to set up our trigger. Which in this case will be “New Subscriber.”

Next, we’ll want to specify which list this trigger is acting on. If you have multiple lists in your MailChimp account, you’d have to set this zap up for each list.

Once that’s done, we’ll test that step. If everything is good, we now just need to decide what to do once we have a new MailChimp subscriber.

In this case, we’re going to use the “Find Lead” action in Close.io. This will search to see if the lead already exists within Close.io. Searching for the lead first helps us avoid duplicate leads in case the new MailChimp subscriber is already a lead in Close.io. If the lead isn’t found in Close.io, then it will go ahead and create a new lead.

We’re going to use email address as the way to look up this lead. And select the option to create the lead if it is not found.

When creating a new lead, Close.io is able to pull in information from MailChimp to populate fields automatically, or you can specify a value for fields. For example, you may want to set the Lead Status automatically, pull over first and last name, and mark a lead source custom field as “MailChimp.”

If have you have any additional fields associated with the leads, you can bring those over as well.

Simply look for any merges information within the subscriber. If you have a custom field matching that data, simply map it and the information will be pulled into Close.io when the subscriber is created.

Note: This will not pull over data continuously if the MailChimp data changes after the subscriber is created. For that, you would use the Updated Subscriber trigger. We’ll touch on that later.

Once that step is complete, your first zap is ready to go!

Removing/Updating MailChimp Unsubscribes in Close.io

Since you’re sending emails out of Close.io, you’ll likely want to know when a lead unsubscribes from the content you’re sending via MailChimp. Sometimes an unsubscribe has a bigger meaning, but sometimes it doesn’t.

  • If I’m a lead and I’m unresponsive and unsubscribe, you might want to stop trying to contact me.
  • If I’m a current customer, but unsubscribed from your newsletter just to clean up my inbox, maybe you shouldn’t look too far into it.

Because of this, we’d recommend using a custom field in Close.io as an indicator of a MailChimp unsubscribe. This way, you can maintain your current Lead Status, while acting on this information on a case-by-case basis.

Note: It is possible to have the zap only change the lead status if the lead is in a particular status already. If you’re interested in this type of configuration, please contact Support.

The first steps in building this zap are to use the New Unsubscriber trigger in MailChimp, and select the list the subscriber unsubscribed from.

Now that we have the trigger for an unsubcribe, let’s decide what we’re going to do within Close.io.

First, we’ll want to find the lead again:

The main difference between this zap and the previous is that we’re going to leave the option below unchecked. In this case, it’s an unsubscribe, so we don’t need that lead in Close.io if they’re not already.

Now that we’ve identified the lead, we’re going to ahead and create a step to update the lead.

We’ll need the Lead ID for the update, thankfully we’ll have this from Step 2.

The update is going to mark out MailChimp Unsubscribe field as True. Once we’ve finished and tested this step, our zap is complete!

Sync Subscriber Summary Engagement Stats, Merge Fields, and Member Rating to Close.io

In addition to adding/removing subscribers from MailChimp, one of the most useful things you can do is sync over engagement stats, member rating, and some additional data fields you have for your subscribers.

To do this, you’ll want to use the Updated Subscriber trigger from MailChimp.

The first step is the same of the examples above, you’ll choose your MailChimp account, and the list you’re setting the zap up for.

Our second is that we’re going to want to find the subscriber in MailChimp that was just Updated. The reason we’re going to do this is that MailChimp will provide more information regarding engagement statistics and member rating after using this search.

Our third step is also going to Find Lead similar to other steps. For this example, we can choose either to create or not create the lead. If you’re also using a zap to create new MailChimp subscribers, this may be unnecessary.

To sync the data we want over, we’re going to use Update Lead for the action step of our zap.

Now we can grab the additional engagement stats and update our lead.

For more information on what these stats mean, click here for MailChimp’s support article.

A useful way to act on this data would be to create a “hot lead” list of your MailChimp subscribers with a 4 or 5 member rating that aren’t yet customers and build a SmartView for them.

Anything else you’re looking for?

If you’re looking for a different type of integration, let us know! We’d be happy to explore some zap or automation possibilities with your team.