Migrate from Mailchimp to Twenty CRM

Mailchimp Audiences are top-level containers that hold contacts, tags, groups, segments, and merge fields with their own opt-in settings and GDPR compliance flags. Twenty CRM organizes data within a single workspace per deployment. For migrations with one Audience, we create a single workspace. For multi-Audience migrations, we assess whether contacts belong in one workspace (with a source_Audience label) or whether separate workspaces are warranted, and we preserve the original Audience name as a custom field mc_original_audience__c on each Contact record for audit and segmentation purposes.

Mailchimp Contact records map directly to Twenty CRM Contact. We map standard fields: email (EMAIL), first name (FNAME), last name (LNAME), phone (PHONE), address fields (CITY, STATE, COUNTRY, ZIP, ADDRESS fields). Subscription status (subscribed, unsubscribed, non-subscribed, cleaned) maps to a custom picklist field mc_subscription_status__c on Twenty Contact. GDPR consent flags (GDPR_consent, GDPR_consent_sent) map to a boolean field mc_gdpr_consent__c. Merge field values migrate to their corresponding custom fields in Twenty's Contact schema.

Mailchimp Tags are freeform labels applied to individual contacts. We export all tag names and their contact associations. Tags migrate 1:1 to Twenty CRM as labels on each Contact record. Twenty stores tags as a tag_ids array on the Contact object. We resolve each tag by name, creating the tag in Twenty if it does not already exist. Tags preserve the full contact-to-tag relationship so that segmentation logic in Twenty can reference the same tag set that was used in Mailchimp.

Mailchimp Segments are dynamic filter definitions applied to an Audience based on field conditions (tag, merge field value, engagement status, signup source). These depend on Mailchimp's query syntax which is not portable. We export the segment rules as structured JSON metadata and apply them as static filters in Twenty CRM at migration time where feasible, or document them as named Filters in Twenty's filter builder for the admin to recreate. For segments based on engagement history (opened, clicked, purchased), we convert the segment into a static Contact list in Twenty by querying the migrated engagement data.

Mailchimp Groups are category-based groupings within an Audience (e.g., a 'Product Interest' category with groups 'Widget A', 'Widget B'). Groups require their parent Category to exist first. We export both Category and Group names and preserve the relationship. If the group count is small (under 20 total), we map Groups to Tags in Twenty. If the group structure is complex or used for preference management, we map to a custom multi-select picklist field on Contact (e.g., product_interest__c with options 'Widget A', 'Widget B'). The customer's admin chooses the strategy during scoping.

Mailchimp Merge Fields are custom contact properties beyond the standard fields. We preserve all merge field names, types (text, number, date, address, phone, email, dropdown, radio, checkbox, birthday), and values per contact. We create equivalent custom fields in Twenty CRM's Contact schema before import, using the appropriate Twenty field type (text, number, date, select, multi-select, checkbox). Field display labels migrate as Twenty field labels; the original Mailchimp merge tag (e.g., *|FNAME|*) is noted in the field description for reference.

Mailchimp Campaign records represent sent emails, automations, or ads. We export campaign metadata (name, subject line, send date, recipient count, open rate, click rate, bounce count, unsubscribe count) as structured fields and attach a Campaign summary Note to each Contact in Twenty CRM who was a recipient. The Note includes the campaign name, send date, and a summary of the Contact's engagement (opened, clicked, bounced, unsubscribed). Full campaign content (HTML body) is exported separately as an HTML file and referenced in the Note for the admin to review.

Mailchimp's automation engine (Welcome emails, abandoned cart, birthday, post-purchase, date-based, API-triggered) stores workflow logic in a proprietary format with no export mechanism. We do not migrate automations as code. We inventory every active automation with its trigger type (e.g., 'Contact joins segment', 'Date arrives', 'API call'), step count, enrollment count, and action summary. We deliver this as a structured checklist with recommended equivalents in Twenty CRM's task and activity model. The customer's admin rebuilds automations manually or connects an external workflow tool (n8n, Zapier) using Twenty's REST API.

Mailchimp email templates use Mailchimp-specific content block syntax (variables, images, dividers) that does not render natively in other platforms. We export templates as raw HTML files. In Twenty CRM, there is no native email templating feature in the core open-source release; teams that need email outreach templates typically connect a dedicated email sending tool (Gmail SMTP, Mailgun, Postmark) via Twenty's API or a Zapier/n8n integration. We flag which templates require visual rebuilding and note the original block structure for reference.

Mailchimp Email Activity tracks individual open, click, bounce, and unsubscribe events per contact. We export the last 90 days of activity by default. Each event becomes an Activity record in Twenty CRM attached to the Contact: opens and clicks as Activity with type 'Email interaction' and metadata (campaign name, timestamp, action), bounces as a status update to mc_subscription_status__c, unsubscribes as a status update plus an Activity record. Full history pagination across multiple API pages is handled during export to ensure no events are skipped.

Mailchimp suppressed and cleaned addresses (bounced, unsubscribed, compliance-cleaned) are flagged in our export with their suppression reason and date. We do not import suppressed records as active Contacts in Twenty CRM unless explicitly requested. We deliver a suppression list as a CSV of email addresses and suppression reasons. If the customer wants a complete historical record, we import suppressed records as Contacts with mc_subscription_status__c set to 'cleaned' or 'unsubscribed' so the status is visible in Twenty without counting toward active outreach.

Orders, products, and customers synced via Mailchimp's e-commerce integration (Shopify, WooCommerce, BigCommerce) are only accessible while the connected store remains linked. If the customer migrates to Twenty CRM and intends to disconnect the Mailchimp store connection, we export e-commerce data to a structured CSV before the connection is severed. Twenty CRM has no native e-commerce connector in its core release; the customer will need to establish a new integration between their store and Twenty via API, Zapier, or a partner connector. We document the e-commerce data exported from Mailchimp and note the fields for mapping into any new e-commerce CRM integration.