Migrate from Termene to Mailchimp

Termene stores person-level contact records attached to company profiles. Each person record maps to one Mailchimp subscriber identified by email address. First name, last name, and email map directly. Company affiliation becomes a merge tag or tag assignment. This ensures that contact identity is preserved while maintaining the relationship to the parent company entity for segmentation and targeting purposes.

Mailchimp's built-in COMPANY merge field holds the company name. If multiple contacts share the same company, we assign a tag like 'Company: [Name]' to each subscriber for segment-level filtering by business affiliation. This dual approach preserves both the standard company field for native Mailchimp features and enables flexible segmentation through tagging for more granular audience targeting based on organizational relationships.

Termene role classifications like 'Administrator', 'Director', 'Angajat' map to Mailchimp's JOBTITLE merge field. Where role values are non-standard, a custom merge field or tag is created to preserve the full label. This ensures that all organizational positions are captured accurately, whether they follow standard titles or represent unique Romanian business designations, maintaining data integrity throughout the migration.

Termene's industry classifications (retail, IT, manufacturing, financial services) map to Mailchimp tags such as 'Industry: Retail' or 'Industry: IT'. High-cardinality industry values are mapped to a custom dropdown merge field with predefined pick-list options. This standardized approach allows for consistent industry-based segmentation across your Mailchimp audience while accommodating the full range of business categories present in the Termene data.

Termene tracks payment behavior: 'On Time', 'Delinquent', 'In Collection'. These become Mailchimp tags like 'Payment: Delinquent' or 'Payment: In Collection'. Segments can filter contacts by these tags for targeted outreach campaigns. GDPR compliance note: payment history may require consent documentation.

Termene's risk scores (numeric 0–100 or letter grades) are mapped to a custom number or text merge field in Mailchimp. If the score is bucketed (Low/Medium/High), we create tag assignments such as 'Risk: High' for segmentation without exposing raw scores in subscriber profiles.

Status values like 'Active', 'Insolvent', 'In Liquidation' from Termene's registry data become Mailchimp tags 'Status: Active', 'Status: Insolvent'. This preserves regulatory-status context for compliance-focused outreach without cluttering subscriber profiles. The tagging approach enables precise filtering of your audience based on company operational status, supporting targeted communication strategies for business development and risk assessment purposes.

Termene address components map to Mailchimp's built-in address merge fields. Romanian county codes (e.g., 'PH' for Prahova) map to REGION. Full address strings are split into structured components for proper Mailchimp formatting. This ensures compliance with Mailchimp's address field requirements while maintaining geographic specificity, enabling location-based segmentation and postal service integration where needed.

Romanian company fiscal codes (CUI for companies, CIF for VAT) have no Mailchimp native field. We create a custom text merge field (Fiscal_Code__c) to store this identifier for compliance verification and B2B deduplication. This custom field captures the essential regulatory identifiers that enable proper business verification and prevent duplicate records when multiple contacts share the same company affiliation.

Termene refreshes company data from Romanian registry sources. The last-update timestamp is stored as a custom datetime merge field on each Mailchimp subscriber, allowing segmentation on data freshness (e.g., exclude contacts with stale records). This approach ensures your audience reflects current business information, supporting accurate reporting and preventing outreach to contacts with outdated company data.

Termene's internal identifier (numeric ID or UUID) is stored on the Mailchimp subscriber record for traceability, delta-run deduplication, and cross-referencing back to the source Termene database during the migration window. This linking mechanism enables ongoing synchronization between systems, supporting audit trails and ensuring that any future data reconciliation can trace each subscriber back to its original Termene record.

Termene allows one person associated with multiple companies (e.g., a board member on three firms). Mailchimp supports one company per subscriber. We assign the primary company as the COMPANY merge field value and add tag entries like 'Also affiliated: Company B' for the additional associations.