How to Connect HubSpot CRM with Mailchimp (2026)

Integration Overview

HubSpot and Mailchimp can be connected through an official integration available in the HubSpot App Marketplace. This integration syncs contact data between HubSpot CRM and Mailchimp, allowing you to maintain email lists in Mailchimp while using HubSpot as your CRM and marketing platform.

That said, this is a pairing that comes with an important caveat: HubSpot has its own built-in email marketing tools. If you are already using HubSpot Marketing Hub, you may not need Mailchimp at all. This integration is most useful for teams that adopted Mailchimp first and later added HubSpot CRM, or teams that prefer Mailchimp's email builder and deliverability while using HubSpot for CRM and pipeline management.

What the Native Integration Does

The HubSpot-Mailchimp connector, available from the HubSpot Marketplace, provides the following capabilities:

• Contact sync: Sync HubSpot contacts to Mailchimp audiences and vice versa. New contacts added in either platform can be reflected in the other.
• List mapping: Map HubSpot lists (both static and active lists) to Mailchimp audiences and tags.
• Subscription status sync: Keep unsubscribe status in sync so contacts who opt out in one platform are respected in the other.
• Mailchimp activity in HubSpot: View Mailchimp email activity (opens, clicks) on HubSpot contact timelines, giving sales reps visibility into email engagement.

Setup via HubSpot Marketplace

Step 1: Find the Integration

In HubSpot, navigate to Settings (gear icon), then Integrations, then Connected Apps. Click Visit App Marketplace and search for "Mailchimp." Select the official Mailchimp integration from the results.

Step 2: Install and Authorize

Click Install app and follow the prompts to log in to your Mailchimp account. Authorize HubSpot to access your Mailchimp data. You will need admin access to both your HubSpot portal and your Mailchimp account.

Step 3: Configure Sync Settings

After connecting, configure the data sync:

• Choose sync direction: Decide whether contacts sync from HubSpot to Mailchimp, Mailchimp to HubSpot, or both directions.
• Map audiences: Select which Mailchimp audiences should sync with HubSpot. If you have multiple Mailchimp audiences, you can map each to a different HubSpot list.
• Field mapping: Map HubSpot contact properties to Mailchimp merge fields. Standard fields (first name, last name, email) map automatically. Custom properties need manual mapping.

Step 4: Set Up HubSpot Property to Merge Field Mapping

This is where the integration requires the most attention. Mailchimp uses merge fields (like FNAME, LNAME, COMPANY) while HubSpot uses contact properties (like firstname, lastname, company). The integration lets you map these to each other, but there are limitations:

• Mailchimp merge fields are flat — there is no support for nested or multi-value properties without custom workaround
• HubSpot properties with dropdown values may not translate cleanly to Mailchimp text merge fields
• Date format differences can cause issues if not configured correctly

Data Sync Details

Limitations of the Native Integration

The native HubSpot-Mailchimp integration covers the basics, but it has meaningful limitations that you should understand before relying on it:

• Merge field complexity: Mailchimp merge fields are simpler than HubSpot properties. Multi-select properties, calculated properties, and complex data types in HubSpot may not sync cleanly.
• Audience structure differences: Mailchimp's audience model (where each audience is essentially a separate list with its own merge fields) does not map neatly to HubSpot's unified contact database. If you have multiple Mailchimp audiences, syncing all of them can become complex.
• Segmentation gaps: HubSpot's active lists (dynamic, criteria-based) are more flexible than Mailchimp segments. A complex HubSpot active list may not translate into an equivalent Mailchimp segment.
• Sync frequency: The sync is not instantaneous. Depending on the integration version and your plan, there can be a delay of minutes to hours between when a contact is updated and when the change appears in the other platform.
• No campaign sync: The integration does not let you create or manage Mailchimp campaigns from HubSpot. You still need to build and send emails in Mailchimp's interface.
• No template sharing: Email templates cannot be shared between the two platforms.

Zapier Alternative for Complex Workflows

When the native integration does not meet your needs, Zapier provides a more flexible alternative. Zapier supports both HubSpot and Mailchimp as triggers and actions, enabling workflows that the native integration cannot handle:

• Conditional sync: Only sync contacts to Mailchimp when specific HubSpot properties match certain criteria (for example, only sync contacts with lifecycle stage "Marketing Qualified Lead").
• Multi-step workflows: Trigger a Mailchimp tag addition when a HubSpot deal reaches a certain stage, or add a contact to a specific Mailchimp audience based on form submission data.
• Custom field transformations: Use Zapier's built-in formatter to transform data between HubSpot and Mailchimp formats before syncing.
• Event-based triggers: React to specific HubSpot events (form submissions, deal stage changes, list membership changes) with targeted Mailchimp actions.

To set up a Zapier workflow, create a new Zap with HubSpot as the trigger app and Mailchimp as the action app (or vice versa). Common Zap configurations include:

1. Trigger: New Contact in HubSpot → Action: Add/Update Subscriber in Mailchimp
2. Trigger: New Subscriber in Mailchimp → Action: Create or Update Contact in HubSpot
3. Trigger: Updated Deal Stage in HubSpot → Action: Add Tag in Mailchimp

Zapier's free plan allows basic Zaps with limited runs per month. For production use with meaningful contact volumes, a paid Zapier plan is typically required.

Should You Use Both Tools?

Before investing time in this integration, consider whether you need both platforms. HubSpot Marketing Hub includes email marketing, automation, landing pages, and forms. If you are on HubSpot Marketing Hub Starter or above, you may be duplicating functionality by also running Mailchimp.

Reasons to keep both tools:

• Your team prefers Mailchimp's email builder and template system
• You have established Mailchimp audiences with long engagement histories that you do not want to migrate
• You are on HubSpot CRM Free and need more advanced email marketing than HubSpot's free tier provides
• Specific Mailchimp features (like postcards, landing pages with a different design system, or e-commerce integrations) that you rely on

If none of these apply, consolidating onto HubSpot's built-in email tools may be simpler and more cost-effective than maintaining an integration between two overlapping platforms.