Migrate from Insider to Mailchimp

Insider Users map to Mailchimp Contacts using email as the primary key. Standard profile attributes (email, phone, first_name, last_name, city, country) map directly to Mailchimp's standard contact fields. We resolve the primary email address from Insider's profile and use it as the subscriber hash for Mailchimp API operations. Custom user attributes require pre-creation of Mailchimp merge fields before import; we create all merge fields in the target audience first and map each Insider custom attribute by name and type.

Insider events (product views, purchases, lifecycle stage changes) export via the Raw Export API with full event_name, timestamp, and event_parameters. Mailchimp does not have a native event-level history import; we map the most recent purchase event, last activity date, and lifetime order count to Mailchimp contact fields and tags. Event parameters that represent meaningful segmentation criteria (product category, cart value, subscription tier) are mapped to Mailchimp merge fields or tags rather than a historical event log.

Insider segments export as member lists with the segment's rule definition preserved as metadata. Mailchimp segments are created with the same membership criteria re-expressed in Mailchimp's segment builder using merge field conditions and tag filters. For dynamic segments based on event conditions, we document the equivalent Mailchimp segment rule during discovery so the customer can recreate it manually post-migration.

Insider static Lists export as user ID arrays. We create a corresponding Mailchimp Audience for each Insider List, import members by email, and tag them with the original list name. If multiple Insider Lists map to a single Mailchimp Audience, we create list-of-origin tags to preserve segmentation without splitting into separate audiences.

Insider product catalog data (sku, name, price, category, images) maps to Mailchimp Product records. Products in Mailchimp are used in conjunction with the Mailchimp for Shopify integration or equivalent ecommerce connector; we create the product catalog records so that they are available when the ecommerce integration is configured post-migration.

Insider transaction objects (order_id, total, items, currency, timestamps) map to Mailchimp Order records. Orders in Mailchimp are tied to a customer profile and a Product record. We map order total, currency, and item count to the Order object fields and create tag-based associations for product category when a direct product reference is not available.

Insider user tags export as arrays per profile. We recreate them as Mailchimp Tags applied to contacts at import time. Tags preserve list-of-origin, lifecycle-stage, and engagement-level metadata from Insider. Mailchimp's tag model supports up to 50 tags per contact in practice, which is sufficient for typical migration scopes.

Insider custom user properties map to Mailchimp merge fields. We create each merge field in Mailchimp before data import with the correct type (text, number, date, dropdown, checkbox) matching the Insider attribute type. Insiders with boolean values map to Mailchimp checkboxes; Insiders with date values map to Mailchimp date fields; Insiders with numeric values map to Mailchimp number fields. Text fields with multiple values are preserved as comma-separated text fields if no multi-select equivalent exists in Mailchimp.

Insider Journeys do not export via API. We deliver a written journey audit during discovery documenting every active Journey with its entry trigger, conditional gates, channel actions (email, SMS, WhatsApp, push), delay steps, and exit conditions. The customer's admin rebuilds equivalent Mailchimp Automations using the audit as a step-by-step guide. We do not rebuild Journeys as code because the event-triggered model in Insider differs structurally from Mailchimp's rule-based automation builder.