Migrate from RETAINUSER CRM to Mailchimp

RETAINUSER Contact records map to Mailchimp Audience members. Email address is the primary identifier and dedupe key. Standard fields (first name, last name, phone, address) map to Mailchimp's equivalent address and phone merge fields. Custom fields on RETAINUSER Contacts map to Mailchimp merge fields, which are limited to 40 per audience. We extract the full custom field schema including field type and picklist values during scoping, and only migrate fields that can be represented as Mailchimp merge field types (text, number, date, phone, address, dropdown). Picklist values map to Mailchimp dropdown merge fields.

RETAINUSER Leads merge into the same Mailchimp Audience as Contacts because Mailchimp has no separate Lead object. We preserve lead source, lead status, and assignment owner as Mailchimp tags or merge field values so the marketing team can segment based on origination data. If the customer needs to distinguish leads from customers post-migration, we recommend a 'lifecycle_stage' tag applied to all migrated records.

RETAINUSER Company records have no Mailchimp equivalent. Mailchimp does not maintain a company or account object; contacts are stored as flat audience members without relational links to organizations. We do not migrate Company records. If the customer requires company-level segmentation in Mailchimp, we recommend creating a 'company_name' text merge field on the Audience and populating it from the RETAINUSER Company name, but the relational linkage between contacts at the same company is not preserved in Mailchimp.

RETAINUSER Deals do not migrate to Mailchimp. Mailchimp has no deal, opportunity, or pipeline object. Deal values, pipeline stages, expected close dates, and deal owners cannot be represented in Mailchimp's schema. We flag all open Deals during scoping and deliver a written Deal inventory with stage, value, owner, and close date so the customer's team can maintain this data in a separate spreadsheet or re-implement deal tracking in a dedicated CRM if needed post-migration.

RETAINUSER Pipelines do not migrate. Mailchimp has no pipeline or sales process object. The full pipeline configuration including stage names, stage order, win criteria, and loss criteria is documented as a JSON artifact for the customer to evaluate whether a dedicated CRM is needed for pipeline management, or whether Mailchimp's tagging and segment strategy is sufficient for their pipeline tracking needs.

RETAINUSER Activity history (calls, meetings, tasks, notes) does not migrate. Mailchimp tracks email engagement (opens, clicks, bounces) per campaign but has no native call log, meeting, task, or note object. We extract the activity count and date range per Contact as a 'last_activity_date' text merge field for basic reference, but the full chronological activity timeline is not portable. Historical email content sent from RETAINUSER migrates as template content only.

RETAINUSER email templates migrate as content artifacts. We export template bodies, subject lines, and merge field placeholders. Templates transfer as HTML content that can be pasted into Mailchimp's template builder. RETAINUSER's merge field syntax (its own placeholder format) is documented and mapped to Mailchimp's merge field format (|*FNAME*|, |*LNAME*|, etc.). Personalization tokens are mapped explicitly to avoid silent blanks. Note that template-level automations (e.g., 'send this template when a lead enters stage X') do not migrate as workflow rules; only the template content transfers.

RETAINUSER SMS and WhatsApp templates migrate as plain text content. Mailchimp supports SMS in higher tiers but does not natively support WhatsApp. We export the full template library as text artifacts with character count and recommended channel (SMS or WhatsApp). The template-to-contact associations and any SMS-sending automations do not migrate; these require manual rebuild in Mailchimp's automation builder or a dedicated SMS tool like Klaviyo or Attent if WhatsApp is required.

RETAINUSER tags (applied to Contacts and Leads) migrate to Mailchimp tags. Tags are one of the few objects with a direct structural equivalent. We export the full tag taxonomy and apply tags to the corresponding Audience members during import. If the same tag name exists from multiple RETAINUSER sources (e.g., 'Lead Source: Facebook' and 'Source: Facebook'), we normalize to a single tag namespace during migration.

RETAINUSER workflow rules do not migrate. Workflow engines are not portable across platforms. We document the complete workflow logic including trigger events, condition branches, and action sequences as a structured JSON specification. The customer uses this specification to rebuild equivalent automations in Mailchimp's Automations builder (Journey Builder for Mailchimp Standard and Premium tiers). We do not rebuild workflows as part of the migration scope.