Migrate from Thryv to Mailchimp

Thryv Clients map to Mailchimp Audience Members as the primary migration object. Email address is the unique identifier and dedupe key. First name, last name, phone, address, and birthday/anniversary date fields map to Mailchimp standard merge fields (FNAME, LNAME, PHONE, ADDRESS, BIRTHDAY). We run email hygiene before import to remove hard bounces, suppress invalid addresses, and flag role-based emails (info@, support@) that may increase bounce rates in Mailchimp. Each Client receives a double opt-in confirmation email from Mailchimp after migration unless the customer disables this in audience settings.

Thryv Companies do not map to a native Mailchimp object. We handle this in one of two ways based on customer preference during scoping: Company associations are written as a Mailchimp Note on the corresponding Audience Member (if the Company-Client relationship is 1:1 or the customer wants to preserve the company name as a human-readable attribute), or Company names are converted to a tag prefix such as Company: Acme Corp and applied to all Members belonging to that Company (if the customer wants to use Company as a segmentation dimension in Mailchimp campaigns). Multi-client Companies with multiple email addresses are deduplicated by email during import.

Thryv's freeform tagging system maps directly to Mailchimp Tags, which are labels applied to Audience Members for segmentation. We extract all distinct tags, deduplicate near-duplicates (case variants, plural/singular), and import them as Mailchimp Tags. If a Thryv contact carries multiple tags, all tags are applied to the corresponding Mailchimp Member. Mailchimp Tags have no hierarchy, so if Thryv uses hierarchical tag naming conventions, we flatten the structure and discuss with the customer whether to preserve hierarchy as prefix notation or collapse entirely.

Thryv custom fields map to Mailchimp merge fields. We check the source field type and map to the closest Mailchimp equivalent: text fields map to text merge fields (capped at 255 characters; any Thryv text field over this limit is truncated with a flag in the migration report), radio buttons and single-select dropdowns map to Mailchimp radio merge fields, checkboxes and multi-select dropdowns map to dropdown merge fields, and date fields map to text merge fields in YYYY-MM-DD format. Boolean fields (yes/no) map to text merge fields storing Y or N. Mailchimp allows up to 40 merge fields per Audience; if the Thryv account exceeds this, we prioritize the fields actively used in email templates and flag the rest for manual addition post-migration.

Thryv's communication history (sent emails, SMS threads, call logs) accessible via API on Keap tier accounts does not have a Mailchimp equivalent. We extract the log metadata (date, contact, message type, subject/body) and write it as a Mailchimp Note on the corresponding Audience Member. Full email body content is not migrated as a separate record; it remains in Thryv's export for compliance and audit purposes. The customer receives a written inventory of all communication logs with their destination status so that historical records remain accessible from Thryv's export file.

Thryv Opportunities (Deals) have no equivalent object in Mailchimp. Mailchimp is an email marketing platform, not a CRM or sales pipeline tool. We export the full Opportunity dataset (stage, value, close date, contact association) as a CSV file and include it in the migration deliverables. The customer should migrate Opportunities to a dedicated CRM (Salesforce, HubSpot, Pipedrive) if deal tracking is required; we do not migrate Opportunities into Mailchimp because no such object exists. We document this as an explicit unsupported object in the migration scope.

Thryv Appointments (booking records with date, time, duration, service type, and assignee) have no equivalent in Mailchimp. Mailchimp does not store calendar or scheduling data. We export Appointments as a structured CSV file with all fields preserved, and the customer can import this into a dedicated scheduling or CRM tool if needed. The migration deliverables include a written statement that Appointments are excluded from the Mailchimp import with a recommendation for a scheduling platform if one is not already in place.

Thryv Invoices (line items, totals, payment status, client associations) have no equivalent in Mailchimp. Mailchimp does not store billing or transaction data. We export Invoice records as a structured CSV file. ThryvPay payment processor relationships are not migratable; the customer must establish a new merchant account independently if they move payment processing off Thryv. We document this limitation and recommend QuickBooks, Stripe, or a dedicated invoicing tool for ongoing billing management.