Mailchimp


Add new leads to a Mailchimp audience automatically, or take them out of one, based on what they do on your website.

In short: Bread & Butter adds a lead to the Mailchimp audience you choose, or removes them from it, whenever they reach the trigger you set: a lead stage, or a funnel you've saved. You connect with a Mailchimp API key and the audience's ID. Mailchimp receives the List, the lead's name and email address, as soon as we capture their email address. The List costs no credits, and Mailchimp is available on the Free plan and the Pro plan. For example, when a visitor becomes an engaged lead, you can add them to a "Subscribers" audience so they receive your welcome email or weekly updates.

Step 1: Get your API Key and Audience ID from Mailchimp

You need two things from Mailchimp: an API Key, so Bread & Butter can reach your account, and the ID of the audience you want to update.

Get your API Key.

  1. Log in to your Mailchimp Account at https://login.mailchimp.com.
  2. Click on your user icon at the top right, then select Account & billing (or Profile, depending on your plan).

  3. Click the Extras dropdown menu and select API keys.

    Extras, API keys

  4. Click Create A Key.

    Create A Key

  5. Name your key (e.g., "Bread & Butter Integration") and click Generate Key.
  6. Copy the API Key to your clipboard.

Get your Audience ID.

  1. Log in to Mailchimp and click Audience in the left menu. Mailchimp's guides explain how to create an audience and create a regular email campaign.
  2. If you have more than one audience, click the Current audience dropdown and select the one you want to work with.
  3. Click the Settings (3 dots) dropdown menu (top right) and select Audience settings.
  4. On the right side, under Audience ID, you will find a string of letters and numbers (e.g., a1b2c3d4e5 ).
  5. Copy this ID.

Step 2: Create the integration in Bread & Butter

  1. In Bread & Butter, open Integrations and choose the Mailchimp tile. If you already have integrations, click Add New first.
  2. Integration name: a name your team will recognize, like "Mailchimp - Engaged Leads".
  3. API Key: paste the key from step 1.
  4. Audience ID: paste the ID from step 1.
  5. Trigger: choose which leads are sent, either a lead stage (Engaged Lead is the default) or a funnel you've saved.
  6. What to send: Mailchimp receives the List, so there's nothing to choose here.
  7. Choose whether to add the lead to the audience or remove them from it. Adding creates a new contact, or updates the contact if they're already in the audience.
  8. Click Save & close. The new integration appears on your Integrations page, with a switch to pause it at any time.

Leads are only sent once we've captured their email address, and each one goes to Mailchimp straight away. Leads who were already in the stage or funnel when you saved the integration aren't sent; it acts on new arrivals from then on.

To keep more than one audience up to date, create one integration for each. Adding and removing work well together: one integration can add new Engaged Leads to a nurture audience, and a second, triggered on Won/Closed, can remove them once they've become a customer.

What Mailchimp receives

Mailchimp gets the List: the lead's first name, last name and email address. The research, scores and journey stay in Bread & Butter. To send the full Intelligence Brief to your team, use Slack or a Webhook.

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