Migrate from Nurture to Mailchimp

Discovery and contact audit

We audit the source Nurture portal for contact volume, company count, deal count and pipeline structure, active tags, custom properties, engagement record types, and suppression list size. We also identify unsubscribed, bounced, and cleaned contacts that need to be imported as a Mailchimp suppression list before any active contacts. The discovery output is a written migration scope document that specifies the exact contact count, tag taxonomy, merge field list, and deal-to-tag transformation rules. If the contact volume suggests Mailchimp's pricing will exceed Nurture's flat fee at scale, we flag the cost trajectory during this phase.

Mailchimp account setup and audience configuration

We configure the destination Mailchimp account: creating the primary audience, defining merge fields to match Nurture custom properties (e.g., Nurture custom field nurture_industry becomes Mailchimp merge field INDUSTRY of type text or dropdown), setting up tag groups to match Nurture's tag taxonomy, and configuring default subscription status. If the customer uses multiple Nurture workspaces or lists, we consolidate into a single Mailchimp audience and flag any contacts that share an email address across workspaces for deduping. Mailchimp's domain authentication (SPF and DKIM) is configured at this stage to protect deliverability before first send.

Suppression list import

We export all unsubscribed, bounced, and cleaned contacts from Nurture and import them into Mailchimp as a suppression list before importing any active contacts. Mailchimp requires suppression list entries to be uploaded per audience, so if the customer has multiple audiences in Mailchimp, we create suppression lists for each. This step protects the account's sender reputation and ensures Mailchimp's deliverability metrics are healthy from the start. We verify the suppression list count against Nurture's suppression data and confirm no active contacts are present in the suppression import file.

Active contact migration with tag and merge field mapping

We run the active contact migration using Mailchimp's API (REST with batch endpoint) or CSV import depending on volume. Contacts are inserted with email address as the dedupe key, standard fields mapped to Mailchimp merge fields, and Nurture custom properties mapped to additional merge fields. Company affiliation tags (one per Nurture Company the contact belongs to) are applied at this stage. Deal pipeline stage tags are applied per Nurture Deal associated with the contact. Owner tags are applied using a standardized owner-name tag format. After bulk import, we run a reconciliation report comparing Nurture contact count to Mailchimp audience member count to confirm no records were dropped.

Segmentation verification and handoff

We verify Mailchimp segment previews against Nurture's pipeline stage filter views to confirm the tag-based segmentation reproduces the customer's original pipeline board visibility. Any missing tags or merge field gaps are corrected before cutover. We deliver a written automation inventory: every active Nurture workflow, follow-up sequence, and automated pipeline action is documented with its trigger conditions, actions, and recommended Mailchimp Customer Journey Builder equivalent. Automations, calling sequences, and SMS workflows do not migrate as code; this document is the handoff for the customer's admin team to rebuild in Mailchimp.

Cutover, validation, and post-migration support

We freeze writes to the Nurture account and run a final delta migration of any contacts modified during the migration window. We confirm Mailchimp audience member count, tag distribution, and merge field coverage against the migration scope document. The customer closes the Nurture account and Mailchimp becomes the system of record for email marketing and audience management. We offer a one-week hypercare window for reconciliation issues. Ongoing Mailchimp account management, campaign creation, and automation rebuilds are outside migration scope and are the customer's responsibility post-handoff.