Migrate from Mailchimp to Nutshell

Mailchimp Audiences map directly to Nutshell Lists. We export each Audience's name, settings, and default opt-in status. The Audience's location and language settings map to List metadata in Nutshell. If the customer uses multiple Audiences to separate product lines or customer tiers, each becomes a separate Nutshell List that the CRM owner can attach to specific Companies or use for segmented email campaigns.

Mailchimp Contacts migrate to Nutshell People records. Standard fields (email, first name, last name, phone, address) map directly. We explicitly set the subscribed/unsubscribed/non-subscribed status from Mailchimp's member_status field on each record to prevent imported contacts from defaulting to a billable status. GDPR consent flags (GDPR fields, opt-in timestamp) migrate to Nutshell's custom field equivalents.

Mailchimp Tags are freeform labels stored per contact. We export all tag names and their contact associations and create matching Tags in Nutshell, which has a native tag feature for People. Tags that represent interest categories or product preferences also migrate as Nutshell Person Categories if the customer wants hierarchical segmentation. Tag names with special characters are normalized to alphanumeric with underscores.

Mailchimp Segments use dynamic filter conditions that are not portable to other platforms. We export each segment's rules as structured data (field name, operator, value) and map them to Nutshell Smart List filter equivalents. Where a direct filter mapping is not possible (Mailchimp-specific operators or behavioral triggers), we document the segment logic in plain English so the customer's admin can recreate it in Nutshell's list builder.

Mailchimp merge fields (FNAME, LNAME, PHONE, and any custom merge fields) map to Nutshell custom fields. We preserve the original field label, data type (text, number, date, dropdown), and per-record values. Field display order and section headers in the Mailchimp form are noted for the customer to replicate in Nutshell's People field configuration.

Mailchimp campaigns (sent emails) migrate as historical records: campaign name, subject line, send date, recipient count, and aggregate open/click metrics export to a structured reference table. The HTML body of each campaign is exported and provided as a downloadable file. Nutshell does not replicate sent campaign history as objects, so this becomes an audit reference document rather than a native record. Email template designs (used for recurring campaigns) are provided as raw HTML for manual rebuild in Nutshell's template editor.

Mailchimp Automations store workflow logic in a proprietary format with no export mechanism. We do not migrate automations as code. Instead, we inventory every active automation: trigger type (welcome, abandoned cart, birthday, date-based, tag-triggered), step count, delay configuration, conditional branches, and estimated enrollment size. This inventory is delivered as a structured checklist with Nutshell drip sequence equivalents for each step, allowing the customer's admin to rebuild workflows manually. The five-step automation limit on Mailchimp Standard is noted as a context flag for rebuild scope.

Mailchimp Groups are interest-based categories within a Group Category. Groups require their parent Group Category to exist first. We export both the Category and the Group and maintain the relationship during import. Groups map to Nutshell Person Categories with the Category name as the category label and Group names as category values. Contacts with multiple Group memberships receive multiple category entries in Nutshell.

Mailchimp email engagement events (opens, clicks, bounces, unsubscribes) export as activity records attached to the corresponding Person in Nutshell. We export the last 90 days of activity by default from the Mailchimp Marketing API. Open and click events appear as activity entries with the campaign name, timestamp, and event type. Hard bounces and unsubscribes update the Person's email status in Nutshell accordingly. Full historical activity (beyond 90 days) requires extended API pagination and is scoped separately.

Orders, products, and customers synced via Mailchimp's Shopify or WooCommerce integration are only accessible while the store connection is live. We export this data first, before any connection changes, and map e-commerce attributes (total spend, order count, last order date, product interests) to Nutshell custom fields on the Person record. Nutshell does not have a native e-commerce sync, so this data becomes structured contact metadata rather than a native commerce object.