Chimpmatic lets you trigger Mailchimp automations directly from Contact Form 7 submissions using tags. When someone fills out your CF7 form, Chimpmatic adds a tag to their Mailchimp profile, and Mailchimp’s Marketing Automation Flows (formerly Customer Journeys) detect that tag and launch a pre-built email sequence — welcome emails, lead magnet delivery, nurture series, or anything else you design. No code, no manual follow-up, no delay.
How CF7 + Mailchimp Automation Works
The automation chain has three links. WordPress handles the trigger, the Mailchimp API acts as the connector, and Mailchimp executes the action.
| Stage | Where | What Happens |
|---|---|---|
| 1. Trigger | WordPress | Visitor submits a CF7 form. Chimpmatic sends their email, name, and a tag (e.g., Ebook-Requested) to Mailchimp via the API. |
| 2. Connector | Mailchimp API | Mailchimp receives the subscriber data and applies the tag to their profile. This happens in real time — typically under 2 seconds. |
| 3. Action | Mailchimp | A Marketing Automation Flow detects the new tag and executes its sequence: send an email, wait 3 days, send another email, apply a new tag, and so on. |
This is the same mechanism that Mailchimp’s own embedded forms use, except CF7 gives you full control over form design, field layout, spam protection, and conditional logic — and Chimpmatic handles the API connection behind the scenes.
Why Tag-Based Triggers Beat Generic Welcome Emails
The old approach was simple: someone joins your list, they get a welcome email. The problem is that everyone gets the same welcome email regardless of which form they filled out.
If your site has a newsletter signup, a contact form, an ebook download, a webinar registration, and a quote request — all feeding into one Mailchimp Audience — a generic welcome email makes no sense. The person who requested a quote needs a different follow-up than the person who downloaded an ebook.
Tags solve this. Each CF7 form applies a unique tag, and each tag triggers a different automation flow:
| CF7 Form | Chimpmatic Tag | Mailchimp Automation |
|---|---|---|
| Newsletter signup | Newsletter |
Welcome series (3 emails over 7 days) |
| Ebook download | Ebook-Requested |
Deliver PDF + 2 follow-up tips |
| Webinar registration | Webinar-Feb-2026 |
Confirmation + reminder + recording |
| Quote request | Quote-Request |
Acknowledgment + sales follow-up |
| Contact form | Contact-General |
Thank you + expected response time |
One Audience, five forms, five completely different email sequences — all running automatically.
Step 1: Configure WordPress (Chimpmatic + CF7)
Before Mailchimp can trigger any automation, Chimpmatic needs to send the right tag when someone submits your form.
- Install and activate Chimpmatic (Lite or Pro) and Contact Form 7.
- Open the CF7 form you want to automate (or create a new one).
- Click the Chimpmatic tab in the form editor.
- Click Connect and Fetch Your Mailing Lists to load your Mailchimp Audiences.
- Select your Audience from the dropdown.
- Map your form fields to Mailchimp merge fields (
EMAIL,FNAME,LNAME). - In the Tags field, enter a unique tag name for this form — for example,
Ebook-Requested. - Click Save.
Important: The tag name you enter here must match the tag you select as the trigger in Mailchimp exactly. Mailchimp tags are case-insensitive, but avoid trailing spaces or special characters to prevent mismatches.
Chimpmatic Pro tip: Pro supports dynamic tagging — you can assign different tags based on dropdown selections, checkboxes, or radio buttons within the same form. This means a single “Contact Us” form can route to different automations depending on what the visitor selects.
Step 2: Build the Automation Flow in Mailchimp
Mailchimp’s automation system is now called Marketing Automation Flows (previously “Customer Journeys,” and before that, “Classic Automations”). Here is how to create a tag-triggered flow.
- Log in to Mailchimp and click Automations in the left sidebar.
- Click Build from scratch (or choose a pre-built template).
- Enter a flow name (e.g., “Ebook Delivery”) and select your Audience from the dropdown.
- Click Choose a trigger.
- Select Tag added from the trigger list.
- Choose the tag that matches what you configured in Chimpmatic (e.g.,
Ebook-Requested). - Optionally, click Filter who can enter this flow to add segment conditions.
- Click Save Trigger.
- Click the + icon below the trigger to add your first action.
- Select Send email, then design your email (subject, content, PDF link, etc.).
- Add additional steps as needed: time delays, more emails, conditional splits, tag/untag actions.
- Click Continue, then Turn flow on.
Your automation is now live. Every time Chimpmatic applies the matching tag to a new subscriber (or an existing one), Mailchimp starts the flow.
Plan Requirements
| Mailchimp Plan | Triggers per Flow | Steps per Flow | Conditional Splits |
|---|---|---|---|
| Free | 1 | Limited | No |
| Essentials | 1 | Up to 4 | No |
| Standard | Up to 3 | Up to 200 | Yes |
| Premium | Up to 3 | Up to 200 | Yes |
Most tag-triggered automations work on any paid plan. You only need Standard or higher if you want conditional splits, percentage splits, or multiple triggers on the same flow.
Tutorial: Lead Magnet Delivery Automation
This is the most common automation: someone downloads your ebook, checklist, or template, and Mailchimp delivers it instantly.
WordPress Side (Chimpmatic)
- Create a CF7 form with fields for Name and Email.
- In the Chimpmatic tab, connect your Audience and map fields.
- Set the tag to
Ebook-Requested. - Save the form and embed it on your landing page.
Mailchimp Side (Automation Flow)
- Create a new flow named “Ebook Delivery.”
- Set the trigger to Tag added → Ebook-Requested.
- Add a Send email action immediately (no delay).
- Design the email: subject line like “Here’s your [Ebook Name]”, include the download link prominently.
- Turn the flow on.
Test It
- Submit the form with a real email address.
- Check Mailchimp — the contact should appear with the
Ebook-Requestedtag. - Check your inbox — the delivery email should arrive within 1–2 minutes.
- If you have Double Opt-in enabled, the subscriber must confirm first. The automation triggers after confirmation, not after form submission.
Tutorial: Multi-Step Nurture Sequence
A nurture sequence goes beyond delivering one email. It builds a relationship over days or weeks, guiding the subscriber from “just browsing” to “ready to buy.”
| Day | Purpose | |
|---|---|---|
| 0 | Deliver requested content | Fulfill the promise (ebook, checklist, template) |
| 2 | “Did you get a chance to read it?” | Re-engage + share a bonus tip |
| 5 | Case study or success story | Social proof + soft product mention |
| 10 | Direct offer or consultation invite | Conversion opportunity |
| 15 | “Last chance” or move to newsletter | Final push or graceful transition |
How to Build This in Mailchimp
- Create the flow with Tag added as the trigger.
- Add the first Send email (Day 0 — content delivery).
- Add a Time delay of 2 days.
- Add the second Send email (Day 2 — follow-up).
- Continue adding delays and emails for each step in your sequence.
- Optionally, add a Conditional split (Standard plan) to check if the subscriber has already purchased. If yes, remove them from the nurture sequence. If no, continue.
- At the end, add a Tag action to apply
Nurture-Completeso you can segment these contacts later.
The entire sequence runs automatically. You set it up once, and every new form submission triggers the full multi-step flow.
Advanced Workflows and Real-World Examples
The Webinar Registration Funnel
A webinar registration form applies the tag Webinar-Feb-2026. The Mailchimp flow sends:
- Immediately: Confirmation email with Zoom link and calendar invite.
- 2 hours before event: Reminder email. (Use a Specific date trigger or manual tag for this step.)
- 1 day after event: Recording + slides delivery.
- 3 days after event: Related product or service offer.
Pro tip: With Chimpmatic Pro’s dynamic tagging, you can include the webinar topic in the tag (e.g., Webinar-SEO vs Webinar-Email) and run completely different follow-up sequences for each topic.
The Support Ticket Router
A “Contact Us” form with a dropdown for Department (Sales / Support / Billing) uses Chimpmatic Pro’s dynamic tagging to apply different tags based on the selection:
| Dropdown Selection | Tag Applied | Automation Action |
|---|---|---|
| Sales | Inquiry-Sales |
Send product brochure + book a demo link |
| Support | Inquiry-Support |
Send knowledge base links + ticket confirmation |
| Billing | Inquiry-Billing |
Send billing portal link + account info |
One form, three completely different automated responses — no manual sorting required.
The E-Commerce Upsell Engine
A post-purchase feedback form tags customers as Customer-Active. The flow waits 7 days, then sends a personalized upsell email with complementary products. If the customer buys again, a second tag (Repeat-Buyer) moves them into a VIP loyalty sequence with exclusive discounts.
Chimpmatic Lite vs Pro for Automations
| Feature | Lite (Free) | Pro |
|---|---|---|
| Add subscribers to Mailchimp | Yes | Yes |
| Static tags (one tag per form) | Yes | Yes |
| Dynamic tags (based on form field values) | No | Yes |
| Multiple Audience sync | No | Yes |
| Per-form Double Opt-in override | No | Yes |
| Mailchimp Groups support | No | Yes |
| Conditional field mapping | No | Yes |
| Priority support | No | Yes |
For automations specifically: Lite handles basic workflows perfectly — one form, one tag, one automation flow. Pro unlocks advanced scenarios where a single form needs to route subscribers to different automations based on their selections.
Troubleshooting Automation Issues
| Symptom | Cause | Fix |
|---|---|---|
| Tag applied but automation does not fire | Tag name mismatch between Chimpmatic and Mailchimp flow trigger | Compare the tag in Chimpmatic’s Tags field with the tag selected in your Mailchimp flow trigger. They must match exactly. Check for trailing spaces. |
| Subscriber shows as Pending, no automation email | Double Opt-in is enabled and subscriber has not confirmed | The tag is applied, but the automation waits until the subscriber confirms their email. Check their inbox (including spam) for the confirmation email. Learn more about DOI. |
| Form submits successfully but no email arrives | Automation flow is paused or in Draft status | Go to Mailchimp → Automations → find your flow. Check that its status is Active (not Draft or Paused). Click Turn flow on if needed. |
| Automation fires for new subscribers but not returning ones | Flow is set to trigger only once per contact | Edit the flow trigger settings and check the repeat/re-entry option. By default, flows only trigger once per contact per tag. Remove and re-add the tag to re-trigger, or create a separate flow. |
| Email arrives but hours late instead of immediately | Time delay configured in the flow, or Mailchimp send throttling | Open the flow and check for any Time delay steps between the trigger and the Send email action. Remove the delay if you want instant delivery. Mailchimp may also throttle sends on free plans. |
| Wrong automation email triggers for a form | Tag mismatch — two forms sending the same tag, or wrong tag in Chimpmatic | Open each CF7 form’s Chimpmatic tab and verify the tag is unique to that form. Each form should have its own tag that maps to its own flow. |
| Subscriber appears in Mailchimp but without the tag | Tags field left empty in Chimpmatic settings | Edit the CF7 form, go to the Chimpmatic tab, and check the Tags field. If it is blank, enter your tag name and save. Re-submit the form to test. |
Tag Mismatch Fix
Open the CF7 form in WordPress, click the Chimpmatic tab, and copy the exact tag text. In Mailchimp, edit your flow trigger and paste the same text. Mailchimp tags are case-insensitive (ebook-requested and Ebook-Requested match), but trailing spaces or special characters will prevent matching. Delete and re-type the tag in both places if you are unsure.
Double Opt-in Pending Fix
When Double Opt-in is enabled, Chimpmatic sends subscribers with pending status. The tag is applied to their profile, but the automation flow will not trigger until they click the confirmation link in their email. Check the subscriber’s status in Mailchimp: if it says Pending, they have not confirmed yet. Ask them to check their spam folder. Once they confirm, the automation fires automatically.
Flow Not Active Fix
Go to Mailchimp → Automations. Find your flow in the list. If its status shows Draft or Paused, it will not send any emails. Click the flow name, then click Turn flow on (or Resume for paused flows). You can check the flow’s activity log to see if contacts have entered but emails were held.
Repeat Trigger Fix
By default, Mailchimp Marketing Automation Flows trigger only once per contact for a given tag. If a returning subscriber re-submits the form, they already have the tag, so the flow does not restart. To re-trigger: remove the tag from the contact first (manually or via an automation), then re-add it. Alternatively, create a time-based re-entry flow.
Delayed Email Fix
Open your flow in Mailchimp and check every step between the trigger and the Send email action. If there is a Time delay step (even a 1-hour delay), that explains the wait. Remove it for instant delivery. Also check Mailchimp’s email delivery documentation — free plans may experience send throttling during high-volume periods.
Wrong Email Trigger Fix
When two CF7 forms accidentally share the same tag, both forms trigger the same automation. Open each form’s Chimpmatic tab and verify each tag is unique. Rename tags to be descriptive: Newsletter-Signup, Ebook-SEO-Guide, Webinar-Feb-2026 — not generic names like Tag1 or Subscriber.
Missing Tag Fix
If a subscriber appears in your Mailchimp Audience but without the expected tag, the Tags field in Chimpmatic was likely left blank. Edit the CF7 form, click the Chimpmatic tab, and enter your tag name in the Tags field. Save the form and test with a new submission. Existing subscribers who were added without tags will not be retroactively tagged — you will need to manually tag them in Mailchimp or have them re-submit the form.
FAQ
How do I trigger a Mailchimp automation from Contact Form 7?
Install the Chimpmatic plugin, open your CF7 form, go to the Chimpmatic tab, connect your Mailchimp Audience, and enter a tag in the Tags field. In Mailchimp, create a Marketing Automation Flow with “Tag added” as the trigger and select the same tag. Every form submission now triggers the automation automatically.
What are Mailchimp Marketing Automation Flows?
Marketing Automation Flows (formerly called Customer Journeys, and before that, Classic Automations) are Mailchimp’s current automation system. They let you build multi-step email sequences triggered by events like tag additions, signups, purchases, or dates. Classic Automations were retired in June 2025 and replaced by this system.
Can I run multiple automations from one Mailchimp Audience?
Yes. You can create unlimited automation flows within a single Audience. Each flow listens for a different trigger (usually a different tag), so you can run dozens of independent automations — one Audience, many workflows. Mailchimp recommends this approach over maintaining multiple Audiences. See our guide on merging Audiences.
Does Chimpmatic support dynamic tags based on form fields?
Chimpmatic Lite supports one static tag per form. Chimpmatic Pro supports dynamic tagging — you can assign different tags based on dropdown selections, checkboxes, or radio buttons within the same form. This lets a single form route to multiple different automations.
Will automations trigger if Double Opt-in is enabled?
Yes, but with a delay. When Double Opt-in is active, the subscriber enters Mailchimp with pending status and the tag is applied to their profile. However, the automation flow does not fire until the subscriber clicks the confirmation link and their status changes to subscribed. See the Double Opt-in setup guide for details.
What happens if a subscriber already exists in Mailchimp?
If someone submits a CF7 form and their email already exists in your Audience, Chimpmatic updates their profile with any new data and adds the new tag. If the tag is new to that contact, the automation flow triggers normally. If the contact already has that tag, the flow will not re-trigger unless you remove and re-add the tag.
Can I send different emails based on dropdown selections in CF7?
Yes, with Chimpmatic Pro. Use dynamic tagging to assign different tags based on the selected dropdown value. Create a separate Mailchimp flow for each tag. When a visitor selects “Sales” they get a sales follow-up; when they select “Support” they get a support response — all from the same form.
Which Mailchimp plan do I need for tag-based automations?
Any paid Mailchimp plan (Essentials, Standard, or Premium) supports tag-triggered automation flows. The free plan has limited automation capabilities. Standard and Premium plans add conditional splits, percentage splits, and up to 3 triggers per flow.
How do I test my automation before going live?
Submit your CF7 form using a real email address you control. Check Mailchimp to confirm the subscriber appears with the correct tag. Verify the automation flow status is Active. Check your inbox for the automated email. If using Double Opt-in, confirm the subscription first, then check for the automation email.
What replaced Mailchimp Classic Automations?
Mailchimp retired Classic Automations on June 1, 2025. They were replaced by Marketing Automation Flows (previously called Customer Journeys). All existing classic automations were archived. If you still have classic automations, migrate them to flows using Mailchimp’s conversion tool. The tag-based trigger system works the same way in the new system.
Why is my Mailchimp automation not triggering?
The five most common causes: (1) Tag mismatch between Chimpmatic and the flow trigger. (2) The flow is in Draft or Paused status. (3) Double Opt-in is enabled and the subscriber has not confirmed. (4) The subscriber already has the tag from a previous submission. (5) The Tags field in Chimpmatic is blank. See the troubleshooting section above for detailed fixes for each scenario.
Can I use Contact Form 7 with Mailchimp without a plugin?
Technically, you could write custom PHP to call the Mailchimp API directly from CF7’s wpcf7_mail_sent hook. But this requires managing API authentication, error handling, tag logic, field mapping, and Double Opt-in status yourself. Chimpmatic handles all of this with a visual interface — no code required.
Why Contact Form 7 + Chimpmatic Beats Embedded Mailchimp Forms
| Feature | Embedded Mailchimp Form | CF7 + Chimpmatic |
|---|---|---|
| Form styling | Generic Mailchimp design, hard to customize | Inherits your WordPress theme CSS |
| Field flexibility | Limited to Mailchimp’s field types | Conditional fields, file uploads, multi-step forms |
| Spam protection | Basic reCAPTCHA | reCAPTCHA, Turnstile, Akismet, honeypots |
| Tag control | Groups only (visible to subscriber) | Background tags (invisible to subscriber) |
| Multiple actions | Subscribe only | Subscribe + send CF7 email + third-party integrations |
| Automation trigger | “Signs up” trigger only | Tag-based triggers (unlimited automations per form) |
Next Steps
- Connect Contact Form 7 with Mailchimp — initial setup guide
- Tag Contact Form 7 Subscribers in Mailchimp — tagging deep dive
- Mailchimp Double Opt-in Setup — understand how DOI interacts with automations
- Merge Mailchimp Audiences — consolidate before building automations
- Contact Support — we are here to help