How To Automatically Add Webflow Form Submissions to Marketing Campaigns

For those businesses that utilize Webflow to host their sites and MailChimp for at least some portion of their marketing campaigns, this is a how-to guide to ensure any website form submissions you receive are automatically added to drip campaigns.

1. Login to both Mailchimp and Webflow:

2. Access Zapier:

Zapier is an API system that will enable MailChimp and Webflow to communicate (for free!). Open this page and click on the " Integrate” button.

3. Webflow Settings:

Log in or create an account with Zapier if necessary, and continue to follow the prompts to set up the basics of the integration. For the first event, the trigger will be a new form submission from your Webflow account.

Next, you’ll configure the specific origin site (your Webflow may host multiple sites). Then, select the relevant submission form, which ideally should be aptly named with enough context (for example, “Newsletter Spring 2025 Submissions”). Please note that you’ll need to replicate this “zap” or integration action for each separate submission form you may have.

Then, test the trigger.

4. MailChimp Settings:

The reciprocal MailChimp event trigger will be adding/updating a subscriber, from your MailChimp account.

Next, you’ll configure the audience, email, status, and other settings.

• Audience: You may have different audiences segmented in MailChimp; pick the appropriate one for this particular instance.
• Email: Click the “+,” and under “New Form Submission,” select the appropriate field with the subscribers' submitted emails. In the example below, it would be “Form Response Email.”

• New email: Can be left blank
• Status: Should be Subscribed
• Double opt-in: Mark as False
• Update existing: Select Yes

• Leave Replace Groups, Groups, and Language Code blank for now. They can always be revisited if needed.
• Tag the leads; we recommend this for proper digital marketing hygiene. You should have at least one tag to track how these leads came into the campaign, though you may have more.
• The remaining fields should be left blank. Again, they can always be revisited.

As always, test the step to ensure it’s configured correctly. Note that this test will actually execute; a new subscriber should be created in MailChimp. Use this to verify.

Congratulations, you’ve done it!!! 🎊

Repeat steps #1-4 entirely for each form you’d like to send to MailChimp campaigns.

Automation and drip campaigns are crucial in business marketing in today's fast-paced digital landscape. By leveraging automation, companies can streamline their outreach, nurture leads efficiently, and maintain consistent engagement with their audience. Drip campaigns, in particular, enable businesses to deliver personalized, timely content that guides potential customers through the buyer’s journey, increasing conversions and customer retention. When used effectively, these tools save time and resources and enhance the overall customer experience, making them essential components of a modern marketing strategy. Hopefully, this guide will help you save time as you continue excelling in digital marketing outreach.