Make HubSpot and Mailchimp Play Nice Together

How to Connect HubSpot and Mailchimp (And Keep Them in Sync)

HubSpot to Mailchimp is one of the most common integration challenges brand owners face when managing their marketing stack. Whether you’re migrating fully or keeping both tools running together, here’s the short answer:

The fastest ways to connect HubSpot and Mailchimp:

1. HubSpot’s native integration – One-way sync only (HubSpot → Mailchimp); pushes first name, last name, and email from form submissions
2. HubSpot Data Sync (Ops Hub Starter, ~$45/mo) – Real-time two-way contact sync with custom field mapping
3. Zapier – Bidirectional automation with flexible triggers; free plan checks for updates every 15 minutes
4. Outfunnel – Purpose-built for HubSpot-Mailchimp sync with pre-defined workflows and lower maintenance overhead
5. Manual CSV export/import – Works for a one-time migration; not suitable for ongoing sync

Bottom line: If you need a full migration, export your HubSpot contacts as CSV files and import them into a single Mailchimp audience. If you need ongoing sync, Zapier or HubSpot Data Sync are your best bets.

Getting HubSpot and Mailchimp to work together sounds simple — until you hit the reality. The native integration is one-way, only passes three contact fields, and won’t sync historical data older than 30 days. Groups don’t sync. Custom properties don’t carry over automatically. And if your Mailchimp lists have required merge tags, the whole thing breaks.

For brand owners who rely on both platforms — HubSpot for CRM and lead management, Mailchimp for email campaigns — the gaps in native functionality can quietly create messy, out-of-sync data that undermines your marketing.

This guide walks you through every option: from a clean one-time migration to setting up a permanent two-way connection that keeps both platforms aligned.

I’m Ron Vernon, CEO of ELMNTL, a strategic marketing agency where I’ve helped brands navigate complex HubSpot to Mailchimp integrations and migrations as part of broader digital marketing transformations. I’ll walk you through exactly what works, what doesn’t, and how to avoid the mistakes that cost teams weeks of cleanup.

Why Move from HubSpot to Mailchimp?

While HubSpot is a powerhouse for all-in-one CRM and inbound marketing, many businesses find themselves looking at a hubspot to mailchimp move for several strategic reasons. The most common driver is cost efficiency. HubSpot’s pricing scales significantly as your contact list grows, especially once you cross the threshold into Professional or Enterprise tiers. Mailchimp, conversely, often offers more digestible pricing tiers for businesses that primarily need robust email marketing without the overhead of a full-scale enterprise CRM.

Another major factor is the specific focus on email. You might ask, is email marketing effective enough to justify a dedicated tool? Absolutely. Mailchimp remains a gold standard for user-friendly design and high-volume delivery. However, the native integration between the two has notable limitations that often push users toward a full migration or a more sophisticated third-party sync.

The native “Mailchimp email integration” is strictly one-way. It pushes data from HubSpot to Mailchimp but won’t pull subscriber updates back into your CRM without extra tools. Furthermore, it only syncs three basic fields: First Name, Last Name, and Email Address. If you have complex custom properties or rely on specific merge tags, the native sync will fail to send those values, often causing errors if those tags are “required” in Mailchimp. There are also historical data gaps; HubSpot only syncs Mailchimp activities for the previous 30 days, meaning you lose the long-term engagement history of your leads if you rely solely on the basic connection.

Step-by-Step: Migrating HubSpot to Mailchimp

When you decide to make the leap, a methodical approach is the only way to ensure data integrity. You aren’t just moving names; you’re moving relationships.

The first step is a comprehensive property audit. Before you Exporter vos dossiers, you need to know exactly what data points matter. HubSpot allows for a massive amount of custom data, but Mailchimp organizes things differently.

1. Clean your data: Delete bounces, unsubscribes, and “junk” leads in HubSpot first. This keeps your Mailchimp bill lower and your deliverability higher.
2. Export by List: Don’t just export “All Contacts.” Export your HubSpot lists individually. This allows you to maintain your segmentation during the import process.
3. Map your fields: Create a spreadsheet that matches HubSpot “Properties” to Mailchimp “Merge Fields.” If a field doesn’t exist in Mailchimp yet, create it before you start the import.

Preparing Your Data for a HubSpot to Mailchimp Export

Effective migration requires more than just a data dump. You need to respect the tag/email-marketing hierarchy. In HubSpot, you likely use “Active Lists” based on lifecycle stages or behavior. In Mailchimp, these should be translated into Tags or Groups.

Identify your most engaged contacts. Migration is the perfect time to “prune the garden.” If a contact hasn’t opened an email in 12 months, consider leaving them behind. This proactive hygiene ensures that your new Mailchimp account starts with a high sender reputation. Pay close attention to custom properties like “Product Interest” or “Lead Source”—these are vital for recreating your targeted segments later.

Importing Contacts into Mailchimp Audiences

Mailchimp’s best practice is to use a single audience and manage your segments using tags and groups. This prevents you from paying for the same contact twice and keeps your data “flat” and searchable.

When importing your CSVs:

• Validate subscription status: Ensure you are only importing “Subscribed” contacts to your marketing lists to remain compliant with anti-spam laws.
• Handle Merge Tags: Mailchimp will not sync with a list that has required merge tags if the incoming data is missing those values. We recommend making all merge tags optional during the migration to prevent import failures.
• Accuracy Check: After the first import, spot-check ten random contacts. Do their names, locations, and custom tags match what was in HubSpot?

Recreating Your Marketing Assets in Mailchimp

Moving your contacts is only half the battle; you also need to move your “brain”—your automations and templates.

Mailchimp’s Customer Journey builder is where you will recreate your HubSpot workflows. While HubSpot workflows are often triggered by CRM events (like a deal stage change), Mailchimp journeys focus on email engagement and API triggers.

• Email Templates: You cannot directly “import” a HubSpot template. Instead, export the HTML code from HubSpot and use Mailchimp’s “Code Your Own” feature to paste it in. Be sure to replace HubSpot’s personalization tokens (e.g., {{contact.firstname}}) with Mailchimp’s merge tags (e.g., *|FNAME|*).
• Automation Logic: If you had a lead scoring system in HubSpot, you might need to use a third-party tool like Zapier to “push” a score into a Mailchimp custom field, which then triggers a journey.
• Testing: Always send a test email to see how your HTML renders. Mailchimp and HubSpot use different CSS processing, and what looked perfect in HubSpot might need a few tweaks in Mailchimp.

Choosing the Best Tools for a HubSpot to Mailchimp Sync

If you aren’t doing a full migration and instead want a “best of both worlds” setup, you need a sync tool.

Feature	HubSpot Native	Ops Hub Starter	Zapier	Outfunnel
Direction	One-way (HS to MC)	Two-way	Two-way	Two-way
Sync Speed	15 Minutes	Real-time	1-15 Minutes	Real-time
Custom Fields	No	Yes	Yes	Yes
Complexity	Low	Medium	High	Low
Cost	Free	~$45/mo	Free to $$$	Paid

For those looking for a robust, automated solution, the Mailchimp Data Sync integration via HubSpot’s Operations Hub is a game-changer. It allows for real-time, two-way contact data sync. This means if a user updates their preferences in Mailchimp, it reflects in HubSpot immediately.

Alternatively, some users prefer specialized tools. Outfunnel is purpose-built for this exact connection, offering pre-defined workflows that require much less maintenance than a “homemade” Zapier setup.

Setting Up a Permanent HubSpot to Mailchimp Connection

If you choose the Zapier route, you have the most flexibility but also the most setup work. At ELMNTL, we often see 87% of Forbes Cloud 100 companies using Zapier for a reason—it works.

To set up a permanent sync:

1. Trigger: “New Contact in HubSpot” or “Contact Property Changed in HubSpot.”
2. Action: “Add/Update Subscriber in Mailchimp.”
3. Handle Non-HubSpot Forms: If you use third-party forms (like WPForms or Typeform), ensure they are connected to HubSpot first, then let the sync push them to Mailchimp.
4. Multi-Checkbox Sync: To sync HubSpot “Groups” or interests, use a multi-checkbox property in HubSpot. You can then use Zapier to add specific Mailchimp Tags based on which boxes are checked.

Testing and Overcoming Migration Challenges

Migration is rarely a “set it and forget it” event. You must validate your work. Common challenges include duplicate records and the loss of historical email activity. HubSpot’s native sync only looks back 30 days. If you need a full history of every click and open from the last three years, you may need to export those reports as CSVs and attach them to contact records as notes or custom objects.

Our Migration Checklist:

• Parallel Operations: Run both systems for at least 30 days. This ensures that any “straggler” leads who enter through old forms are caught.
• Deliverability Check: Monitor your bounce rates in Mailchimp for the first three sends. If they spike, your data cleaning wasn’t thorough enough.
• Sync Errors: Check the “Sync Errors” dashboard in HubSpot’s Connected Apps settings. Usually, errors are caused by missing required fields or invalid email formats.

Frequently Asked Questions about HubSpot to Mailchimp

What data is lost during a HubSpot to Mailchimp migration?

Directly, you will lose historical email engagement data (opens/clicks) older than 30 days if using the native sync. You also cannot “migrate” HubSpot’s internal notes, tasks, or deal history into Mailchimp, as Mailchimp is primarily an ESP, not a full-service sales CRM. These should stay in HubSpot if you are running a hybrid model.

Can I sync Mailchimp Groups with HubSpot properties?

Yes, but not through the basic native integration. The “Mailchimp Data Sync” (Ops Hub) or Zapier can map HubSpot properties to Mailchimp Groups. A common workaround is using HubSpot Smart Lists to trigger a Zap that adds a specific Tag in Mailchimp.

How long should I run HubSpot and Mailchimp in parallel?

We recommend a 30-to-60-day overlap. This allows you to update all your “live” assets—landing pages, pop-up forms, and ad integrations—without a gap in lead flow. It also gives you a safety net if you realize an automation trigger was missed during the initial setup.

Conclusion

Mastering the hubspot to mailchimp connection is about more than just moving data; it’s about creating a seamless experience for your customers and a manageable workflow for your team. Whether you are looking for the cost-savings of Mailchimp or the specialized email features it provides, the key is a clean migration and a reliable sync.

At ELMNTL, we specialize in these types of technical transitions. Our 15+ years of expertise in integrated marketing means we don’t just look at the data—we look at the strategy behind it. We ensure that your branding remains consistent and your marketing remains effective, no matter which tools you use.

If you’re feeling overwhelmed by field mapping or worried about losing your lead scoring logic, we can help. More info about integrated marketing services is just a click away. Let’s make your marketing stack work for you, not the other way around.