Mailchimp

How to integrate Mailchimp with Webflow

Mailchimp offers multiple integration paths for Webflow users, from simple form connections to advanced API-based workflows.

While Mailchimp doesn't have an official Webflow Marketplace app, you can use automation apps like Zapier and Flowstar Form Connectors for enhanced automation, use Webflow Custom Embed features for basic subscriber capture, or build custom integrations using Mailchimp's Marketing API for complete control over audience segmentation, e-commerce tracking, and campaign management.

Use third-party apps

Several apps bridge the gap between Webflow and Mailchimp with specialized features.

Zapier provides the most versatile integration, enabling automated workflows between Webflow forms and Mailchimp audiences without code.

Install Zapier from the Webflow Apps panel, then create "Zaps" that trigger when forms are submitted, automatically adding subscribers to specific Mailchimp audiences or tags.

Key third-party solutions include:

• Zapier workflows for conditional subscriber routing based on form responses
• Multi-step automations that sync Webflow CMS data with Mailchimp segments
• E-commerce triggers connecting purchases to customer journey automations

Flowstar Form Connectors offers another approach with pre-built templates for newsletters and surveys, including advanced display rules for targeting specific visitor segments.

The app supports conditional logic for group-based subscriptions and automatic Google Sheets logging for backup.

Use native integration and embeds

Webflow provides built-in Mailchimp integration through form settings, eliminating the need for custom code in basic scenarios. Navigate to your form's settings and add the Mailchimp action URL (found in your Mailchimp embedded form code). This method automatically syncs submissions to your chosen audience.

Native form configuration requires:

• Copying the action URL from Mailchimp's embedded form HTML
• Setting form method to POST
• Matching field names exactly (e.g., EMAIL for email fields, FNAME for first name)

Embedded forms offer another option through Webflow's Embed element.

Copy Mailchimp's form code and paste it into an embed block to retain Mailchimp's styling and validation while displaying forms on your Webflow site. This method supports advanced features like group subscriptions and CAPTCHA, but may require CSS adjustments to match your site design.

Build with Webflow and Mailchimp APIs

Direct API integration unlocks capabilities beyond forms, including programmatic audience management, campaign creation, and detailed analytics. This approach requires server-side implementation since Webflow doesn't execute backend code, typically using serverless functions or external servers.

Mailchimp’s Marketing API enables sophisticated workflows that standard integrations can't achieve, such as real-time segmentation based on user behavior, automated campaign triggers from CMS events, and synchronized e-commerce data for personalized product recommendations.

Implement advanced audience segmentation

Create dynamic segments based on Webflow user behavior:

1. Capture behavioral data using Webflow's CMS API to track content engagement, then send events to Mailchimp via Mailchimp’s POST /lists/{list_id}/segments
2. Build conditional logic that assigns tags based on form selections, using Mailchimp’s POST /lists/{list_id}/members/{subscriber_hash}/tags endpoint
3. Sync CMS collections to create segments for different content interests, product categories, or membership tiers

Automate e-commerce workflows

Connect your Webflow store to Mailchimp's e-commerce features:

1. Register your store using Mailchimp’s POST /ecommerce/stores with your Webflow store domain
2. Sync product catalogs by pushing CMS product data to Mailchimp’s POST /ecommerce/stores/{store_id}/products
3. Track purchases through webhooks that send order data for abandoned cart campaigns and product recommendations

Build custom reporting dashboards

Aggregate marketing metrics in Webflow:

1. Fetch campaign performance via Mailchimp’s GET /reports/{campaign_id} to display open rates and click data
2. Monitor list growth using Mailchimp’s GET /lists/{list_id}/growth-history for visualization in Webflow CMS
3. Track automation performance through the Automations API to optimize customer journeys

What you can build

Integrating Mailchimp with Webflow enables powerful marketing automation and customer engagement capabilities across your entire digital presence.

• SaaS onboarding sequences: Capture trial signups through Webflow forms and trigger educational email series based on user actions, increasing conversion rates by guiding users through product features
• Event registration systems: Build event pages in Webflow that sync attendee data to Mailchimp for automated confirmation emails, reminders, and post-event follow-ups
• Membership site integration: Connect Webflow's member areas with Mailchimp to deliver exclusive content, manage subscription tiers, and automate renewal reminders‍
• B2B lead nurturing: Qualify leads through interactive Webflow calculators or assessments, then route high-value prospects to targeted Mailchimp campaigns with personalized content