Why run Mailchimp surveys in ConvertFlow
Most survey tools give you a report. The answers sit in a dashboard, someone reads them once, and nothing downstream changes.
A survey wired into Mailchimp behaves differently. Each answer is written to a merge field on the subscriber's record — or assigns them to a group — so the response becomes a segment you can email against.
Connect Mailchimp to ConvertFlow
Connect Mailchimp from ConvertFlow's Integrations area. There's no API key — log into your Mailchimp account to authorize it.
ConvertFlow then pulls in your audiences, tags, groups and interests, so survey takers can be segmented the moment they answer.
Before you build: ConvertFlow maps survey answers into merge fields that already exist in your Mailchimp audience. Decide what you'll ask, then add the matching merge fields in Mailchimp first.
How to build the best Mailchimp surveys
By adding a survey to your ConvertFlow landing page, popup, or embed, you can ask visitors a question and present fixed answers for them to select.
To add one, click to add an element and choose the "survey" element type.
Survey options
Once you've selected a survey element, you'll be able to manage its options in the builder panel.
Add options, arrange their position, edit their text, and map the survey to a Mailchimp merge field. Toggle "multi-select" if visitors should be able to choose more than one — multiple values are written separated by commas.
Each option can also carry an image, so the survey can present clickable images rather than text.
To control additional settings for your survey options, such as:
- Separating the data value from the displayed label
- The image used in the survey option
- The score increase or decrease applied by the option
Click on the survey option to open a settings modal where you can control each of these.
Map survey answers to Mailchimp merge fields
Use the "Map to custom field" dropdown on the survey element and select from your Mailchimp merge fields. The merge field needs to exist in your audience already — there's no create-on-the-fly.
Keep your answer values short and consistent — too-expensive rather than It was a bit too expensive for me — because those are the strings you'll build Mailchimp segment conditions against.
Or assign a group instead
For a survey with a small fixed set of answers, assigning a Mailchimp group is often cleaner than writing to a merge field. Groups are built for exactly this — segmenting within one audience — and they show up in Mailchimp's segment builder without you having to remember a merge tag.
Styling your survey
Below the option settings and in the "Themes" tab, you'll find style controls — width, text alignment, fonts, colours, sizing, whether options are stacked or responsive, drop shadows and more.
Survey confirmation actions
With a survey element selected, click to the "Actions" tab to choose what happens when someone selects an option.
- Redirect visitors to a URL
- Show another step in the campaign, or specific steps based on the selection
- Display a thank you message
- Display another ConvertFlow campaign
- Open an SMS message to a phone number
Adding Mailchimp automations
Alongside ConvertFlow actions like lead alerts and tags, add automations that add the subscriber to a Mailchimp audience, apply a tag, or assign a group once they've answered — so segmentation happens at the moment of the answer rather than in a later sync.
Map preset fields to Mailchimp
Email address and first name are mapped for you. For the rest, use the Fields button on your Integrations page and enter the merge field's data name.
Running scripts & pixels on completion
By adding scripts to your survey's confirmation actions, you can fire conversion pixels and perform other custom javascript. ConvertFlow runs scripts added here only after a survey option has been selected.
Adding conditional logic
By default the survey performs the confirmation action you've set. Click "+ Add Conditional Action" to act only on visitors meeting your conditions — useful for routing by the sum of their selections, or assigning a different Mailchimp group per answer.
Target who gets asked
With Mailchimp connected, target the survey to specific Mailchimp segments — buyers only for a post-purchase question, a particular cohort for NPS — rather than showing it to all traffic and diluting the responses.
Segment and personalize in Mailchimp
Once answers are landing on Mailchimp subscriber records, build segments from those merge field values and group memberships, and target your campaigns against them.
You can also personalize your store for Mailchimp segments — so what someone told you in the survey changes what they see on their next visit.
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