Migrate from Netmera to Mailchimp

Netmera Users map to Mailchimp Members within an Audience. Email address is the dedupe key. We extract users via segment-based export, normalize the email field to lowercase, and import as subscribed Members. Users without valid email addresses are excluded from migration and listed separately for the customer's review because Mailchimp requires an email address as the primary identifier.

Custom Netmera profile attributes (string, number, boolean, date types) map to Mailchimp Merge Fields. We create the corresponding merge field in the Mailchimp audience before import and map attribute values directly. Multi-value attributes or arrays from Netmera are flattened to pipe-delimited strings or stored as Mailchimp Tags depending on the attribute cardinality.

Netmera segments define audience rules and membership. We map each Netmera segment to Mailchimp Tags applied at the Member level (recommended for behavioral segments) or to Static Segments (recommended for fixed audience lists). Dynamic segments in Netmera that update automatically cannot be replicated as static lists; we create the corresponding Mailchimp Saved Segment filter criteria instead and document the equivalent filter logic for the customer's admin to activate.

Netmera email campaign metadata (name, subject, content blocks, send date, audience) migrates as campaign reference data. Email body content and HTML blocks transfer where the source format is compatible. Campaign performance metrics (open rate, click rate, delivery rate) are recorded in a migration summary report. Actual campaign records in Mailchimp are recreated by the customer's team using the content we provide.

Netmera behavioral events (page views, custom actions, SDK-tracked triggers) do not have a direct Mailchimp equivalent because Mailchimp's tracking is limited to opens, clicks, and purchases from integrations. We map event names to Tags on Member records for high-signal events (purchase, signup, unsubscribe) and document the full event schema in a written event inventory. Customer journey analysis and funnel reporting do not transfer and require rebuild in Mailchimp's analytics or an external BI tool.

Device records in Netmera contain push tokens, OS version, device model, and app version. This data is not migrated because Mailchimp does not support mobile push notifications or device-level targeting. We flag this in the scoping document and recommend planning a re-engagement campaign in the new platform to rebuild opted-in push audiences separately if push is a required channel.

Netmera Journeys define multi-step user-entry flows with conversion tracking. We document the entry condition logic, step sequence, and channel assignments in a written Journey map. Mailchimp's Customer Journeys builder is rebuilt by the customer's team using this map as the blueprint. Conversion counting semantics differ: Netmera counts one conversion per user per journey; Mailchimp counts per occurrence, so we note this in the KPI alignment document.

Netmera widget assets (tooltips, pop-ups, in-app messages) with 1MB image and 12MB video limits are not transferable to Mailchimp because Mailchimp does not support in-app message formats. We extract widget content and copy for reference and flag it in the creative inventory delivered to the customer's team. Visual assets require redesign in Mailchimp's email template builder or are sourced separately.

Netmera Tags used for labeling users migrate directly to Mailchimp Tags. Tag names and associations to Member records transfer as-is. Mailchimp Tags are additive labels (not exclusive categories), which aligns with Netmera's tag model. We deduplicate tag names during import and flag any naming conflicts.