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Full ReviewThe HubSpot and Mailchimp integration connects your CRM and marketing automation platform with Mailchimp's email marketing service, enabling you to sync contacts between both systems and leverage HubSpot's CRM data for targeted Mailchimp campaigns. While HubSpot has its own built-in email marketing tools, many teams use Mailchimp for its email design capabilities, deliverability reputation, or because they adopted Mailchimp before migrating to HubSpot for CRM.
The integration syncs HubSpot contacts to Mailchimp audiences and brings Mailchimp email engagement data (opens, clicks, bounces) back into HubSpot contact records. This allows you to use HubSpot's CRM data — lifecycle stage, deal status, lead score, and custom properties — to segment your Mailchimp audience, while keeping all engagement history visible in HubSpot for sales follow-up.
This connection is typically set up using Zapier, the HubSpot-Mailchimp integration available in the HubSpot App Marketplace, or a direct API connection. The HubSpot App Marketplace integration is the simplest approach and is covered in this guide.
In HubSpot, go to Settings > Integrations > Connected Apps. Click Visit App Marketplace. Search for "Mailchimp" and find the official Mailchimp integration. Click Install app. If a native HubSpot integration is not available, search for "Mailchimp" on the Marketplace and use the recommended third-party connector, or set up the connection through Zapier.
After clicking Install, you will be prompted to log in to Mailchimp. Enter your credentials and click Allow to authorize HubSpot to access your Mailchimp account. Select the Mailchimp audience you want to sync with HubSpot. The connection will be established and you will be redirected back to HubSpot.
In the integration settings within HubSpot, configure the sync direction. Options include: HubSpot to Mailchimp (push HubSpot contacts to a Mailchimp audience), Mailchimp to HubSpot (import Mailchimp subscribers as HubSpot contacts), or Two-way sync (keep both platforms synchronized). Choose the direction that matches your workflow. Most teams push HubSpot contacts to Mailchimp for email campaigns.
Map HubSpot contact properties to Mailchimp merge fields. At minimum, map: First Name, Last Name, and Email (email is mapped automatically). Also map any HubSpot properties you want available for Mailchimp segmentation — such as Lifecycle Stage, Company Name, Job Title, and any custom properties relevant to your email campaigns. Create custom merge fields in Mailchimp if needed to receive these values.
Configure which HubSpot contacts sync to Mailchimp. You can sync all contacts or filter by criteria such as: contacts in a specific HubSpot list, contacts with a specific lifecycle stage (e.g., only Marketing Qualified Leads and Customers), or contacts with specific property values. Using filters prevents syncing your entire CRM database to Mailchimp, which could increase your Mailchimp billing.
If supported by your integration method, enable Mailchimp engagement data sync back to HubSpot. This creates activity records on HubSpot contacts showing when they opened or clicked Mailchimp emails. If using Zapier, create a separate Zap with Mailchimp as the trigger (using events like "New Subscriber Activity") and HubSpot as the action (using "Create Engagement" or "Update Contact").
Start the initial sync. Depending on your contact volume, this may take a few minutes to an hour. After it completes, check your Mailchimp audience to verify contacts from HubSpot appear with the correct field mappings. Send a test email through Mailchimp to a synced contact and verify the engagement data flows back to HubSpot.
Sync frequency depends on the integration method. Native integrations typically sync every 10-30 minutes. Zapier-based connections sync within 1-5 minutes on paid Zapier plans or every 15 minutes on free plans. You can configure tag mapping (HubSpot lists to Mailchimp tags), unsubscribe handling (sync Mailchimp unsubscribes back to HubSpot's email opt-out property), and duplicate detection rules.
| Data | Direction | Frequency |
|---|---|---|
| Contact records and properties | HubSpot to Mailchimp | Every 10-30 minutes |
| Custom property/merge field data | HubSpot to Mailchimp | Every 10-30 minutes |
| Email engagement (opens, clicks) | Mailchimp to HubSpot | After campaign send |
| Unsubscribe/opt-out status | Two-way | On change |
| New subscribers | Mailchimp to HubSpot (if enabled) | On subscribe |
Check your sync filters in the integration settings. Contacts may be excluded if they do not match the filter criteria. Also verify the contacts have valid email addresses and have not previously unsubscribed from the Mailchimp audience (Mailchimp will not re-subscribe them automatically).
Duplicates occur when contacts exist in Mailchimp with a different email than in HubSpot. The integration matches by email address only. Clean up duplicates in Mailchimp using the audience management tools. Ensure email addresses are consistent across both platforms.
Engagement sync may not be available on all integration methods. If using a basic connector, you may need a Zapier workflow to bring Mailchimp engagement data into HubSpot. Verify the Zap is active and the HubSpot action is configured to update the correct contact properties.
For advanced workflows, use HubSpot Workflows to manage the Mailchimp sync dynamically. Create Workflows that add contacts to or remove them from Mailchimp-synced lists based on CRM events — for example, moving a contact to a "Customer Onboarding" Mailchimp segment when their deal closes in HubSpot, or removing them from marketing campaigns when they submit a support ticket. You can also use HubSpot's Operations Hub for more sophisticated data sync with custom field transformations and bi-directional sync rules.
