Migrate from SimplyConvert to Mailchimp

Every SimplyConvert contact maps to one Mailchimp subscriber in the target audience. Email address serves as the primary match key for deduplication. If multiple SimplyConvert records share the same email, the first record imported takes precedence and subsequent duplicates are logged for your team to resolve. Unsubscribed contacts in SimplyConvert migrate as unsubscribed in Mailchimp to preserve suppression lists and prevent re‑activation.

SimplyConvert stores first name and last name as separate fields on the contact record. These map directly to Mailchimp's built‑in FNAME and LNAME merge fields, which are present in every audience by default — no custom merge field creation is required. If a contact lacks a name component, the respective merge field remains blank while the subscriber record is still imported.

Email address is the primary key in Mailchimp, so each subscriber must have a unique email value. We use the SimplyConvert contact email as the subscriber identifier, passing it to the Mailchimp API during import. If multiple SimplyConvert contacts share the same email, the first record imported becomes the subscriber and subsequent duplicates are logged for your team to review and resolve. This prevents duplicate subscribers and maintains data integrity.

Phone number maps to the PHONE merge field. If your Mailchimp plan supports phone number collection, we create the PHONE merge field during import. Because SimplyConvert stores phone numbers as free‑text, formatting can vary (with or without country codes, dashes, parentheses, etc.). Imported phone numbers are flagged for formatting review so your team can verify them before using in SMS campaigns or call‑tracking integrations.

SimplyConvert stores address components broken into street, city, state, and postal code. These map to Mailchimp's five address merge fields, which enable geolocation‑based segmentation and targeted campaigns. If a contact lacks a specific component, the corresponding merge field is left blank while the remaining fields are imported. This preserves all available address data and lets your team build location‑based segments without requiring a complete address for every subscriber.

Each active SimplyConvert case linked to a contact generates one row of merge field values on the corresponding Mailchimp subscriber. Case fields like status, type, intake source, and firm-specific criteria become named merge fields in Mailchimp. Multiple cases per contact generate multiple merge field sets — we apply the most recent case values.

SimplyConvert case statuses (New, Screening, Qualified, Signed, Rejected) map to a CASESTATUS merge field in Mailchimp. Each status value is written as the merge field value for the subscriber. Mailchimp segments can then filter by case status for targeted campaigns.

Case type (e.g., Personal Injury, Mass Tort, Employment) is written to a CASETYPE merge field on each subscriber. This mapping lets you filter contacts by case type within Mailchimp, so you can send newsletters, legal updates, or practice‑area announcements to the relevant audience. By preserving case type as a merge field, you avoid manually recreating audience segments and can dynamically target groups based on the case categories stored in SimplyConvert.

Intake source (Organic, Paid Ad, Referral Partner) and referred_by values from SimplyConvert are translated into Mailchimp tags on each subscriber. If a contact has multiple referral sources, each source receives its own tag, resulting in multiple tags per subscriber. These tags allow you to create Mailchimp segments that isolate contacts by their origin, run partner‑specific thank‑you sequences, and track the effectiveness of each acquisition channel over time.

SimplyConvert stores case criteria as dynamic JSON (accident date, injury type, policy limits, etc.) that varies by case type. We extract every unique field name across all cases and create a corresponding Mailchimp merge field per unique name. Fields exceeding 255 characters are truncated with a note in the migration log.

Case estimated value in SimplyConvert maps to a CASEVALUE merge field of type number. Mailchimp’s number merge fields allow you to perform comparative segmentation, such as filtering contacts whose case value exceeds a threshold (e.g., $100k) or sorting subscribers by projected case value. This enables targeted outreach to high‑value prospects, case‑status reports by value tier, and more accurate pipeline reporting within Mailchimp.

If your SimplyConvert CRM includes a lead scoring property, it migrates as a LEADSCORE merge field. Mailchimp does not have native lead scoring — this value serves as a reference attribute for segment filtering rather than an active scoring mechanism.

SimplyConvert records created timestamps map to an INTAKEDATE merge field. Mailchimp's DATE merge field type accepts ISO-format dates. Original intake date enables time-based segments (e.g., contacts who signed up in the last 30 days) without rebuilding the timeline in Mailchimp.

The SimplyConvert internal record ID is stored as a custom SRC_RECORD_ID merge field on each Mailchimp subscriber. This ID serves as a stable anchor for delta re‑sync runs, allowing FlitStack to import only records that have changed since the last migration. It also enables your team to cross‑reference Mailchimp subscriber data with the original SimplyConvert case record for reconciliation, audit trails, or to trigger downstream updates in other systems.

The SimplyConvert user ID or name assigned to the contact/case is written to an ASSIGNED_TO merge field on the Mailchimp subscriber. This mapping preserves internal accountability by linking each contact to its responsible attorney or intake representative. You can then create Mailchimp segments that filter contacts by the assigned user, enabling attorney‑specific drip campaigns, performance dashboards, and case‑load reporting directly within Mailchimp.

SimplyConvert stores PDF documents, evidence uploads, and intake form files attached to case records. Mailchimp has no document attachment or file storage feature. These assets cannot migrate. We recommend exporting document metadata (file name, upload date, owner) as a CASE_DOCS reference field and retaining the original files in SimplyConvert.

The SimplyConvert Instant Case Evaluator chatbot and its branching logic, qualification criteria, and automated retention rules do not have a direct equivalent in Mailchimp. These automations must be rebuilt as Mailchimp Customer Journeys. We export a plain-text description of each chatbot flow for your Mailchimp admin to reference during rebuild.

Referral partner records (partner name, fee agreement, referred case count) from SimplyConvert's referral module map to a REFERRAL_SOURCE merge field and a REFERRAL_TAG on each referred contact. This preserves partner attribution data without duplicating every referral partner as a separate Mailchimp audience.

SimplyConvert's custom reporting dashboards (case volume by source, conversion rates by intake channel) are configuration-based and do not export as data. Underlying contact and case data migrates, but the specific chart layouts, date ranges, and dashboard filters must be rebuilt in Mailchimp Analytics.