Mailchimp incoming webhook setup guide

This article describes how to use the Mailchimp data source to create a webhook in your Mailchimp account and send actionable events to Tealium.


  • Mailchimp account
  • Tealium AudienceStream account

How it works

Mailchimp offers a webhook API that sends outgoing requests to an endpoint that you specify. These requests inform Tealium AudienceStream about activity in your Mailchimp account. When you add the Mailchimp data source a unique endpoint will be generated that you will use to configure the Mailchimp webhook.

Mailchimp data source

The Mailchimp data source generates a unique URL to use as the HTTP POST URL in your Mailchimp configuration. The generated URL is in the format of:

To add the Mailchimp data source to your Tealium Customer Data Hub profile, see Data Sources. After adding and connecting the data source, save and publish your profile.

Mailchimp setup

Once you have your data source endpoint you can proceed to your Mailchimp account to create the webhook.

  1. Log in to your Mailchimp account.
  2. Navigate to your Lists.
  3. Choose the list that you wish to configure.
  4. Click the Settings menu option, then choose Webhooks.
  5. Click Create New Webhook and paste your data source endpoint.

Events and attributes

All incoming Mailchimp event attributes are automatically prefixed and underscored with mailchimp_. For example, when the Mailchimp webhook sends data[merges][EMAIL] , the matching EventStream event attribute is mailchimp_data_merges_email.

See the full list of webhook events and attributes generated by Mailchimp:

Event Attribute Type Example
mailchimp_data_action String “unsub”
mailchimp_data_campaign_id String “4fjk2ma9xd”
mailchimp_data_email String
mailchimp_data_email_type String “html”
mailchimp_data_id String “8a25ff1d98”
mailchimp_data_ip_opt String “”
mailchimp_data_ip_signup String “”
mailchimp_data_list_id String “a6b5da1054”
mailchimp_data_merges_email String
mailchimp_data_merges_fname String “Mailchimp”
mailchimp_data_merges_interests Array “Group1,Group2”
mailchimp_data_merges_lname String “API”
mailchimp_data_new_email String
mailchimp_data_new_id String “51da8c3259”
mailchimp_data_old_email String
mailchimp_data_reason String “Some reason”
mailchimp_data_status String “sent”
mailchimp_data_subject String “Test Campaign Subject”
mailchimp_fired_at String “2009-03-26 21:40:57”
mailchimp_type String “subscribe”, “unsubscribe”, “upemail”, “profile”, “cleaned”, or “campaign”

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This page was last updated: January 7, 2023