Syncing to Mailchimp

Breww is integrated with Mailchimp so you can run your marketing campaigns in Mailchimp without ever needing to manually sync your Breww customers and contacts. Breww keeps your Mailchimp audience up to date automatically every day.

You can choose to sync all your customers, or a specific subset of them using a Breww customer list built with BrewwQL. The audience itself must already exist in Mailchimp -- Breww then takes over control of the members of that audience.

Breww will never send emails from your Mailchimp account on your behalf. You still design and send campaigns inside Mailchimp -- the benefit of this integration is that you don't need to keep your audience in sync with Breww manually.

This integration is available at no extra charge on all Breww price plans.

Connecting Mailchimp to Breww

  1. Go to Integrations -> Marketing and scroll down to Mailchimp.

  2. Click Set up Mailchimp now.

  3. Give the integration a name and consent to the data transfer. The name is useful if you have more than one Mailchimp account (for example, if you manage multiple brands). If you only have one, the default is fine.

    step1|690x261

  4. You will be taken to Mailchimp to log in.

  5. Confirm to Mailchimp that you're happy to grant Breww access to your account.

  6. You'll be returned to Breww. Click the orange button to configure which customers or contacts you want Breww to sync to which Mailchimp audience.

    step4|690x153

Setting up a list sync

From the list management page, click the green button in the top-right to add your first list. You'll be asked to configure:

  • Customers to sync -- all customers, or a specific Breww customer list. Use BrewwQL to build lists filtered by anything Breww knows about a customer -- customer type, delivery area, tags, last order date, churn probability, next expected order, and more.
  • Mailchimp audience -- choose the audience Breww should take control of.
  • Members to sync -- customer organisation email addresses only, contact email addresses only, or both.
  • Tags to sync -- only the tags you tick here are pushed to Mailchimp. Mailchimp limits each audience to 60 interest options, so Breww will enforce the same ceiling.
  • Allow Breww to remove list members -- if on, Breww will remove subscribers from the Mailchimp audience when they no longer match your Breww list.

Once configured, Breww will start the first sync automatically.

step7|690x261

From the list management page you can:

  • Trigger an immediate sync with the Sync now button (useful when you've just added new customers in Breww and don't want to wait for the daily sync).
  • View sync messages if Mailchimp rejects any records. These errors are surfaced per-list with the exact Mailchimp reason, so you can fix the underlying data in Breww.
  • Disable, edit, or delete a list sync.

What Breww sends to Mailchimp

Breww creates (or re-uses) a set of merge fields on your Mailchimp audience and populates them on every member. The merge tag (column name) is what you reference in Mailchimp templates with *|MERGETAG|*.

Merge tag Mailchimp field name Populated from
FNAME First name Contact first name (contacts only)
LNAME Last name Contact last name (contacts only)
BUSINESS Business Breww customer name
TYPE Customer type Customer type
GROUP Parent company Parent company name
PRICE_BOOK Price book Price book the customer is on
ADDRESS Address Delivery address (as a Mailchimp address merge field)
LAST_ORDER Last order date Date of the customer's most recent order
DEL_AREAS Delivery areas Semicolon-separated list of delivery area names
AVG_ORDER Average order value Customer's average order value
ORDER_CNT Number of orders Count of invoiced orders
NEXT_ORDER Next expected order Predicted next order date
CONTACT_BY Contact after date Recommended follow-up date
CHURN_PROB Churn probability Probability (0-100) that the customer has churned
OVERDUE_PB Overdue probability Probability (0-100) that the customer is overdue

Breww also sends the customer's latitude/longitude as Mailchimp location data, and pushes tags through a dedicated Breww tags interest group so they behave like proper segmentation categories in Mailchimp's audience UI rather than plain tags.

Merge field limits

Mailchimp caps how many merge fields an audience can have:

  • Standard plan -- 30 merge fields per audience.
  • Premium plan -- 80 merge fields per audience.

Breww's sync adds about 15 merge fields. If your Mailchimp audience already has a lot of custom merge fields, you may need to remove unused ones to make room. Breww will show a sync message if Mailchimp refuses a field.

Segmentation ideas

The order-prediction fields (NEXT_ORDER, CONTACT_BY, CHURN_PROB, OVERDUE_PB) turn Mailchimp into a powerful sales-driven marketing tool. A few examples of segments you can build:

  • Win-back campaign -- CHURN_PROB is greater than 60 (a 60% or higher chance of churn) and LAST_ORDER is more than 60 days ago.
  • Nudge before they lapse -- OVERDUE_PB is greater than 40 (a 40% or higher chance of being overdue) and CHURN_PROB is less than 60.
  • Pre-order reminder -- NEXT_ORDER is within the next 7 days.
  • High-value VIP flow -- AVG_ORDER is greater than your threshold and CHURN_PROB is less than 20 (less than a 20% chance of churn).
  • Geographic campaigns -- combine delivery postcode, delivery areas, or the latitude/longitude location data to target a specific region.

For more on how Breww calculates these prediction fields, see Order predictions and churn risk.

Sync behaviour and access

  • Automatic daily sync -- Breww re-syncs every list once per day.
  • Manual sync -- press Sync now from the list management page.
  • Mailchimp access revoked -- if you disconnect Breww from inside Mailchimp, Breww's syncs will auto-disable and you will see a notice in Breww.
  • Audience deleted in Mailchimp -- Breww will disable the sync for that specific list only.

If you have any questions about Breww's Mailchimp integration, please get in touch.

On this page