Migrate from Delivra to Mailchimp

Delivra Contact records map directly to Mailchimp Audience members. We migrate email address, first and last name, phone number, and all standard properties 1:1. Custom contact properties map to Mailchimp merge fields or tags depending on the property type. GDPR consent flags (HasOptedOutOfEmail equivalent) migrate to Mailchimp's Marketing Permissions array. Subscription status migrates as member status (subscribed, unsubscribed, cleaned, or pending for double opt-in). We run suppression list import first to ensure bounced and unsubscribed addresses are excluded before the active subscriber import to avoid immediate delivery reputation issues.

Delivra Custom Tables with 1:1 relationship to Contact (one record per contact) denormalize into Mailchimp merge fields. We extract the table schema during discovery, map each table column to a Mailchimp merge field of equivalent type (text, number, date, phone, address, or dropdown), and append the merge field values to the contact record during import. Merge field values appear in email personalization tokens (e.g., *|FNAME|*, *|CUSTOMFIELD|*) and are available for segmentation in Mailchimp Customer Journeys.

Delivra Custom Tables with 1:many or many:many relationships do not have a direct Mailchimp equivalent because Mailchimp has no relational table model. We denormalize the relationships by extracting related record values as comma-separated tags (e.g., multiple product interests become multiple tags on the contact record) or by creating tag-based segments that filter contacts by related table values. The customer selects the tag strategy during scoping. Complex relational queries that relied on Delivra's join capabilities become Mailchimp segments with multiple tag filter conditions, which have different performance characteristics at scale.

Delivra segment definitions using filter conditions based on contact properties and behaviors translate to Mailchimp Segments. We extract the full segment criteria (property name, operator, value) and rebuild as Mailchimp segment rules using the equivalent merge field names and Mailchimp's condition operators (is, is not, contains, starts with, greater than, less than, etc.). Multi-condition segments with AND/OR logic map to Mailchimp nested condition groups. Segments with date-based conditions (e.g., last activity within 30 days) map to Mailchimp's date-based segment conditions.

Delivra Campaign records (name, status, targeting criteria, and associated content) map to Mailchimp Campaigns. Campaign targeting criteria map to Mailchimp segment conditions or audience filters applied at send time. Campaign status (draft, scheduled, sending, sent) carries over as Mailchimp Campaign status. We do not migrate campaign send history (open rates, click rates) as records; those metrics are available in Delivra's reporting export and can be referenced in the delivered reconciliation document but do not recreate in Mailchimp.

Delivra workflows built with triggers, conditions, and actions document as written configuration for rebuild in Mailchimp Customer Journeys. We extract the full workflow tree including all decision branches, time delays (in days or hours), action types (send email, update property, add tag, wait, goal), and goal definitions. Delivra's behavioral triggers (e.g., opened email, clicked link, visited page) map to Mailchimp's automation triggers. Delivra workflows with complex multi-branch branching that Mailchimp Customer Journeys cannot replicate are flagged as limitations in the handoff document. Rebuild in Mailchimp is performed by the customer's admin or a Mailchimp partner.

Delivra Lead Scoring models with point values assigned to contact attributes and behaviors export as numeric merge field values on the contact record. We export the current score value and the model rules (which attributes contribute which point values). The scoring model must be re-implemented in Mailchimp using a combination of automation rules and segment conditions, or retained as a static score that is updated manually or via external scoring tool. Mailchimp does not have a native lead scoring engine.

Delivra email templates built with the drag-and-drop editor export as HTML and convert to Mailchimp template format. Simple templates with static layouts map 1:1. Templates with conditional content blocks, dynamic personalization tokens, or complex nested modules require re-creation in Mailchimp's template editor. We deliver a template conversion report identifying which templates migrate as-is and which require manual rebuild. The rebuilt templates are outside migration scope and handled by the customer's design team or a Mailchimp partner.

Delivra engagement metrics (click tracking, open tracking, engagement history) associated with contact records migrate as Mailchimp merge fields containing the most recent engagement date or a summary engagement score. Full engagement history (every open, click, and conversion event) does not migrate because Mailchimp does not expose a per-contact engagement event log in the same structure. We deliver a summary export of engagement statistics at the contact level for import as merge fields. Historical campaign-level open and click rates are available from Delivra's reporting export.

Delivra user accounts with role-based permissions export as a user list. Mailchimp accounts have a single admin model with contributor and viewer roles that differ structurally from Delivra's granular permission model. We export user email addresses and role assignments. Role mapping is documented (e.g., Delivra Admin maps to Mailchimp Admin) with any limitations noted. New Mailchimp users are provisioned by the customer's admin post-migration.