Migrate from Wetroo to Mailchimp

Wetroo Contacts migrate to Mailchimp Members within a single consolidated Audience. The primary email address becomes the Member email, first name and last name map to Mailchimp FNAME and LNAME merge fields, and phone number maps to PHONE if the Mailchimp plan includes SMS or is preserved as a custom merge field for reference. We deduplicate by email against any concurrent Lead export to avoid creating duplicate Members. Wetroo Contact owner is preserved as a tag owner:<name> on the Member record for segmentation by sales rep.

Wetroo Leads migrate to Mailchimp Members in the same consolidated Audience as Contacts. Lead status (New, Contacted, Qualified, Lost) maps to a tag lead_status:<value> on the Member, enabling post-migration segmentation without rebuilding a CRM-style pipeline. Lead score from Wetroo, if populated, migrates as a custom numeric merge field lead_score__c if the customer's Mailchimp plan supports custom fields, or is encoded in a tag for reference.

Mailchimp has no Deal or Opportunity object. We preserve deal data as tags and merge fields on the Member record. Deal value maps to a custom merge field deal_value__c (created as a NUMBER merge field in the Audience). Deal stage maps to a tag pipeline_stage:<stage_name>. Deal owner maps to owner:<name> tag for rep-based segmentation. If the customer requires deal tracking going forward, we document the recommended Mailchimp segment structure (one segment per pipeline stage) and a post-migration rebuild using Mailchimp segments and tags to approximate a pipeline view.

Wetroo Pipelines with customer-defined stage names have no Mailchimp equivalent. We export the full pipeline definition (pipeline name, stage names, stage order, stage probabilities) as a structured reference document. Post-migration, the customer rebuilds the pipeline view in Mailchimp using one Audience per pipeline with segments representing each stage, and automation triggers based on tag application. This is a manual rebuild not included in data migration scope.

Stage names and order from Wetroo migrate as pipeline_stage:<name> tags on the Member record, with the original sequence preserved in the migration package. The customer uses these tags to build Mailchimp segments representing each stage of their sales process. We do not configure Mailchimp segments as part of the migration; we deliver the stage inventory and tagging logic for the customer to implement.

Wetroo custom fields on Contacts and Leads map to Mailchimp merge fields within the destination Audience. Mailchimp supports approximately 40 merge field slots per Audience. For migrations exceeding this count, we prioritize the top 30-40 most operationally critical custom fields and encode the remainder as tag-based key-value pairs on the Member record (e.g., cf:<field_name>:<value>). Merge field data types map from Wetroo field types: text to TEXT, number to NUMBER, date to DATE, dropdown to TEXT.

Wetroo Owner records (name and email associated with each Deal and Lead) map to owner:<full_name> tags on the Member. This enables Mailchimp segmentation by sales representative post-migration. We do not create Mailchimp user accounts; owner mapping is tag-based for audience segmentation purposes. If the customer requires rep-level access controls in Mailchimp, we flag this as a separate Mailchimp user provisioning task.

Wetroo automation playbooks and WhatsApp workflow triggers are JSON-based configurations tied to chat events that do not map to Mailchimp's email automation model. We export playbook definitions (sequence name, trigger conditions, step types, delays, and actions) as a structured reference document. The customer rebuilds these in Mailchimp's automation tools manually or with a Mailchimp partner. We do not migrate automation sequences as executable code.