Tag new leads with the offer they came from
Each lead joins the audience carrying a tag for the offer they filled in the form for, so segments stay honest without manual clean-up.
New submission on a gated content or demo-request form
Add the contact to the audience and apply a Mailchimp tag such as pricing-page or ebook-download
One-directional. A submission triggers the action — nothing is written back into your form.
A lead is worth as much as the context that arrives with it. This flow puts the contact on your audience and stamps it with the offer that produced it — the pricing enquiry, the ebook, the demo request — so a segment built three months later still knows why each address is there.
Marketing teams running several offers at once reach for it. It is the difference between a nurture sequence that references what someone downloaded and one that greets every address the same way.
Setting it up
- 1
Publish one lead generation form per offer in formformform — the pricing enquiry, the ebook, the demo request — so each has its own form to watch in Zapier.
- 2
Build a Zap on formformform's New Submission trigger and select the form that sits behind a single offer.
- 3
Add Mailchimp's Add/Update Subscriber action, pick the audience your nurture campaigns run on, and map Work Email to the email address field.
- 4
Split Full Name into first and last with Zapier's Formatter before the Mailchimp step, or ask for the two names separately on the form if the split matters.
- 5
In the tags field, type the offer tag by hand — ebook-download, pricing-page — rather than mapping it, so every lead from this form carries an identical value.
- 6
Map What are you most interested in? (check all that apply) to a second set of tags, keeping the wording identical to the option labels so Mailchimp does not accumulate near-duplicates.
- 7
Duplicate the whole Zap for each remaining offer and change only two things: the trigger form and the fixed tag.
- 8
Run a test submission through each offer form, check the tags on the resulting contact, then turn all the Zaps on.
What maps where
Using the Lead Generation Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Mailchimp |
|---|---|
| Work Email | Subscriber email address on your nurture audience |
| Full Name | FNAME and LNAME merge fields, after a Formatter step splits the name |
| Company Name | A COMPANY merge field, so account-led campaigns can name the business |
| Phone Number | PHONE merge field, kept for the sales follow-up rather than for sending |
| What are you most interested in? (check all that apply) | One Mailchimp tag per selected option |
| How did you hear about us? | A source merge field, which keeps the tag list from filling up with channel names |
Variations worth knowing
Map Company Size to a merge field and build a Mailchimp segment for the sizes your sales team wants first. The tag records which offer they took, the merge field says whether it is worth a call, and both arrive from one submission.
Resist a Mailchimp audience per campaign. Mailchimp bills on contacts per audience, so the same person downloading two guides becomes two contacts if you split them. Keep a single audience and let tags do the dividing instead.
If something isn't arriving
Mailchimp creates a tag for any string it has not seen before, and the Zap passes through whatever the form option said. Settle on one casing, merge the strays in Mailchimp's tag manager, and type fixed tags into the Zap rather than mapping free-text answers.
A tag is not a task. Add a second action to the same Zap — a Slack message, or a record in your CRM — so a person sees the request. Mailchimp is holding the marketing history here, not a work queue.
Frequently asked questions
Should each lead magnet have its own form, or one shared form?
One form per offer is easier to wire, because the Zap can hold a fixed tag and never has to parse an answer to work out the source. A shared form works if you add a question naming the offer and map that answer to the tag.
Can I tag someone without adding them to the audience?
No. Mailchimp tags belong to contacts on an audience, so Add Subscriber to Tag needs the contact to exist first. Put an Add/Update Subscriber step ahead of the tag step, or use one action that does both at once.
Does Mailchimp tell the form which leads converted?
It does not. Submissions travel out to Mailchimp and nothing travels back, so conversion lives in Mailchimp's reports and in whichever CRM you send the lead to. The raw responses stay in formformform for export.
Related automations
- Add newsletter signups to your Mailchimp audience
A signup on your site becomes a subscribed Mailchimp contact straight away, topics and all, with no list maintenance between campaigns.
- Attach survey scores to the subscriber as a note
The score and the comment land on the contact record in Mailchimp, where whoever writes the next campaign will actually see them.
- Build a launch list from pre-orders with merge fields filled in
Pre-order signups arrive in Mailchimp with merge fields populated, ready for a launch email that names the product they asked for.
- Start a Mailchimp journey when someone registers for a webinar
A registration applies a dated tag, and that tag is what starts the Mailchimp journey sending the confirmation and the reminders.
- Unsubscribe people who ask to stop hearing from you
An opt-out request reaches Mailchimp on its own, so the member stops receiving the mail they asked to leave behind.
- Add buyers to a customers list after each order
Each order form submission adds the buyer to a Customers list in Constant Contact for updates and repeat-purchase emails.
Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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