Migrate from Right On Interactive to Mailchimp

Right On Interactive Contacts migrate 1:1 to Mailchimp subscribers within an audience. We map first name, last name, email address, phone number, and postal address fields directly. The contact's unique identifier from Right On Interactive is preserved in a custom merge field for audit traceability. Subscriber status (subscribed, unsubscribed, bounced) maps directly from Right On Interactive engagement flags.

Right On Interactive Account records with firmographic data (company name, industry, employee count, annual revenue) map to Mailchimp's Company feature if the customer has Mailchimp Plus or Premium, or to subscriber merge fields on contacts if using Standard or Essentials. Company data contributes to the demographic dimension of the 3D score and is preserved as custom fields on each contact record.

Right On Interactive lifecycle stages (Prospect, MQL, SQL, Customer, Advocate, or account-configured equivalents) do not have a direct Mailchimp analog. We map each unique lifecycle stage label to a Mailchimp tag applied to the contact. Alternatively, for organizations with few stage values, we create static segments. The mapping table is built during discovery from the customer's Right On Interactive configuration and validated before import.

The behavioral sub-score from Right On Interactive's 3D scoring model migrates as a custom numeric merge field on the Mailchimp subscriber (e.g., BEHAVIORAL_SCORE). Mailchimp supports custom number fields up to 10 digits. This sub-score preserves the engagement dimension from the original model.

The demographic sub-score from Right On Interactive's 3D scoring model migrates as a custom numeric merge field on the Mailchimp subscriber (e.g., DEMOGRAPHIC_SCORE). Organizations using the demographic score for segmentation can filter subscribers by this field in Mailchimp audience reports.

The firmographic sub-score from Right On Interactive's 3D scoring model migrates as a custom numeric merge field on the Mailchimp subscriber (e.g., FIRMOGRAPHIC_SCORE). This field captures the company-level engagement signals separate from individual contact behavior.

Right On Interactive engagement events (email opens, link clicks, form submissions, event registrations) migrate as merge fields capturing the most recent activity date and activity count per type. Mailchimp does not store a full chronological activity log per subscriber the way lifecycle platforms do, so we preserve summary metrics (last_open_date, last_click_date, total_engagements) as custom fields. Individual engagement events are not replicated as separate records.

Right On Interactive campaign membership (which campaigns a contact was part of and their response status) maps to Mailchimp subscriber tags prefixed by campaign name. A contact who responded to three campaigns receives three tags. We also set a custom field campaign_response_count reflecting total campaign interactions.

Event and webinar registrations from Right On Interactive migrate as a tag (EVENT_REGISTRATION) and a custom field (last_event_name) capturing the most recent event. Registration status (registered, attended, no-show) is preserved as a custom text field.

Right On Interactive automated workflows tied to lifecycle stage triggers cannot be exported as executable rules. We document each automation's trigger conditions, filter logic, and action sequence in a migration playbook. The customer's team rebuilds these in Mailchimp Customer Journeys using lifecycle stage tags as the enrollment trigger equivalent. Automations are not migrated as code.