Chimpmatic lets you automatically tag Contact Form 7 subscribers in Mailchimp the moment they submit a form. Enter a tag name in the Chimpmatic tab of your CF7 form, and every submission adds that tag to the subscriber’s Mailchimp profile — no code, no manual sorting. With Chimpmatic Pro, you can assign different tags based on dropdown selections, checkboxes, or radio buttons within the same form.
Last updated: February 2026
What Are Mailchimp Tags?
Tags are internal labels you attach to contacts in your Mailchimp Audience. Unlike groups (which subscribers can see and choose on signup forms), tags are invisible to your contacts. Only you and your team see them.
Tags let you categorize subscribers by source, behavior, interest, or any other criteria without creating separate Audiences. When Chimpmatic sends a form submission to Mailchimp, it can include one or more tags that are automatically applied to the subscriber’s profile.
Common tag use cases:
- Source tracking:
Source:Website,Source:Landing-Page,Source:Webinar - Interest tracking:
Interest:SEO,Interest:Email-Marketing,Interest:Ads - Lead scoring:
Lead:Hot,Lead:Cold,Lead:Qualified - Automation triggers:
Ebook-Requested,Quote-Request,Webinar-Feb-2026
Tags vs. Groups vs. Segments
Mailchimp offers three ways to organize contacts. They serve different purposes and are not interchangeable.
| Feature | Tags | Groups | Segments |
|---|---|---|---|
| Visibility | Internal only (contacts cannot see them) | Can be shown on signup forms | Internal only (filter results) |
| Who assigns them | You, your team, or integrations (like Chimpmatic) | Subscribers choose from predefined options | Mailchimp auto-assigns based on conditions |
| Persistence | Static — stays until manually removed | Static — stays until subscriber changes preference | Dynamic — updates automatically as conditions change |
| Trigger automations | Yes (“Tag added” trigger) | Yes (“Joins group” trigger) | No (segments are filters, not triggers) |
| API support | Full — add/remove via POST /lists/{id}/members/{hash}/tags |
Limited — set via member interest categories | No direct API — Mailchimp computes dynamically |
| Chimpmatic support | Lite: static tags. Pro: static + dynamic tags | Pro only | N/A (managed in Mailchimp) |
| Best for | Internal categorization, automation triggers, source tracking | Subscriber preferences, interest selection | Campaign targeting, engagement filtering |
Rule of thumb: Use tags for anything the subscriber should not see (source, lead score, internal status). Use groups for anything the subscriber should choose (newsletter preferences, content topics). Use segments to combine tags, groups, and engagement data into targetable audiences for campaigns.
Static Tagging: One Tag Per Form (Lite + Pro)
Static tagging is the simplest approach. Every subscriber who submits a specific CF7 form receives the same tag. If you have five forms, each one applies a different tag.
| CF7 Form | Tag Applied | Purpose |
|---|---|---|
| Newsletter signup | Newsletter |
Identify newsletter subscribers |
| Contact form | Contact-General |
Track general inquiries |
| Ebook download | Ebook-SEO-Guide |
Trigger lead magnet delivery |
| Quote request | Quote-Request |
Route to sales follow-up |
| Webinar registration | Webinar-Feb-2026 |
Trigger webinar confirmation sequence |
Static tagging is available in both Chimpmatic Lite (free) and Pro. You can apply multiple static tags to the same form by entering them comma-separated in the Tags field (e.g., Newsletter, Source:Website).
Dynamic Tagging: Tags Based on Form Fields (Pro)
Dynamic tagging is a Chimpmatic Pro feature that assigns different tags based on what the subscriber selects in the form. Instead of every submission getting the same tag, the tag changes depending on dropdown values, checkbox selections, or radio button choices.
Example: Contact Form with Department Routing
Your CF7 form has a dropdown field [select department "Sales" "Support" "Billing"]. With dynamic tagging, Chimpmatic maps each option to a different tag:
| Dropdown Selection | Tag Applied | Automation Triggered |
|---|---|---|
| Sales | Inquiry-Sales |
Send product brochure + demo link |
| Support | Inquiry-Support |
Send knowledge base links |
| Billing | Inquiry-Billing |
Send billing portal link |
One form, three completely different tags and automations. Without dynamic tagging, you would need three separate CF7 forms to achieve the same result.
Example: Interest-Based Tagging with Checkboxes
Your CF7 form has checkboxes for interests: [checkbox interests "SEO" "Email Marketing" "Social Media" "PPC"]. With dynamic tagging, each checked option adds its own tag. A subscriber who checks “SEO” and “PPC” gets both Interest:SEO and Interest:PPC applied to their Mailchimp profile.
Step-by-Step Setup
Static Tag Setup (Lite + Pro)
- Install and activate Chimpmatic (Lite or Pro) and Contact Form 7.
- Go to Contact → Contact Forms in WordPress and open the form you want to tag.
- Click the Chimpmatic tab in the form editor.
- Click Connect and Fetch Your Mailing Lists to load your Audiences.
- Select your Audience from the dropdown.
- Map your form fields to Mailchimp merge fields (
EMAIL,FNAME,LNAME). - In the Tags field, enter your tag name. For multiple tags, separate with commas:
Newsletter, Source:Website. - Click Save.
Every form submission now sends the subscriber to Mailchimp with the specified tag(s) applied automatically.
Dynamic Tag Setup (Pro Only)
- Open the CF7 form and click the Chimpmatic tab.
- Connect your Audience and map your fields (same as static setup).
- In the Tags field, use the CF7 mail-tag that corresponds to your dropdown, checkbox, or radio button field. For example:
[department]. - Chimpmatic Pro resolves the mail-tag at submission time and applies the subscriber’s actual selection as the tag.
- Click Save.
Important: The tag that gets applied is the raw value from the form field. If your dropdown options are “Sales”, “Support”, “Billing” — those exact strings become the Mailchimp tags. Plan your form field values with this in mind.
Using Tags to Trigger Automations
Tags are the bridge between CF7 form submissions and Mailchimp automations. The flow works like this:
- Subscriber fills out your CF7 form.
- Chimpmatic sends their data to Mailchimp and applies the tag (e.g.,
Ebook-Requested). - A Marketing Automation Flow in Mailchimp has “Tag added” as its trigger, listening for
Ebook-Requested. - Mailchimp detects the new tag and starts the automation: send email, wait, send another email, etc.
This is the mechanism behind every automated workflow — welcome sequences, lead magnet delivery, nurture campaigns, webinar reminders. For the full setup, see the CF7 Mailchimp Automation Guide.
Tags vs. “Signs Up” Trigger
Mailchimp also offers a “Signs up for email” automation trigger. The difference:
| Trigger | When It Fires | Best For |
|---|---|---|
| Signs up for email | Any new subscriber joins the Audience | One generic welcome email for all new contacts |
| Tag added | A specific tag is applied to a contact | Per-form automations, targeted sequences, routing |
If you have multiple forms feeding into one Audience, always use tag-based triggers. The “Signs up” trigger fires for every new subscriber regardless of which form they came from.
How Tags Work with Existing Subscribers
What happens when someone who is already in your Mailchimp Audience submits another CF7 form?
- Chimpmatic does not create a duplicate. It finds the existing contact by email address and updates their profile.
- The new tag is appended. If the subscriber already has tags
NewsletterandSource:Website, and the new form appliesQuote-Request, they now have all three tags. - Existing tags are never removed. Chimpmatic only adds tags — it never strips existing ones. To remove a tag, do it manually in Mailchimp or via an automation flow’s “Untag” action.
- The automation triggers normally. If the
Quote-Requesttag is new for this contact, any “Tag added” automation listening for it will fire.
This means subscribers can accumulate tags over time as they interact with different forms on your site — building a richer profile with every interaction.
Tag Naming Conventions and Best Practices
Use a Prefix System
As your tag list grows, finding the right tag becomes difficult. A prefix system keeps tags alphabetically sorted and filterable in Mailchimp:
| Prefix | Purpose | Examples |
|---|---|---|
Source: |
Where the subscriber came from | Source:Website, Source:Landing-Page, Source:Webinar |
Interest: |
What topics they care about | Interest:SEO, Interest:Email, Interest:Ads |
Status: |
Where they are in the funnel | Status:Lead, Status:Customer, Status:VIP |
Form: |
Which CF7 form they submitted | Form:Contact, Form:Quote, Form:Newsletter |
Campaign: |
Which marketing campaign drove them | Campaign:BF2026, Campaign:Spring-Sale |
Tag Naming Rules
- Keep names short and descriptive.
Ebook-SEO-Guideis better thanDownloaded_the_SEO_Guide_from_the_Website. - Use hyphens, not spaces. While Mailchimp allows spaces in tag names, hyphens are safer across integrations and avoid trailing-space mismatches.
- Be consistent with casing. Mailchimp tags are case-insensitive for matching (
Newsletterandnewsletterare the same tag), but consistent casing makes your tag list readable. - Avoid generic names.
Tag1,New, orTestbecome meaningless within weeks. Use descriptive names from day one.
Audit Your Tags Quarterly
Tags accumulate fast. Every quarter, review your Mailchimp tag list:
- Go to Audience → Manage Audience → Tags.
- Sort by contact count. Tags with 0 contacts are candidates for deletion.
- Look for near-duplicates (
Newslettervsnewsletter-signupvsNewsletter-Signup). - Merge similar tags by adding the canonical tag to affected contacts and removing the old one.
- Delete unused tags to keep the list clean.
Chimpmatic Lite vs. Pro for Tagging
| Feature | Lite (Free) | Pro |
|---|---|---|
| Static tags (same tag for every submission) | Yes | Yes |
| Multiple static tags (comma-separated) | Yes | Yes |
| Dynamic tags (based on form field values) | No | Yes |
| Tags from dropdown selections | No | Yes |
| Tags from checkbox selections | No | Yes |
| Tags from radio button selections | No | Yes |
| Mailchimp Groups support | No | Yes |
| Multiple Audience sync | No | Yes |
| Per-form Double Opt-in override | No | Yes |
| Priority support | No | Yes |
For tagging specifically: If every form needs just one fixed tag, Lite does the job perfectly. If you need a single form to apply different tags based on what the subscriber selects, you need Pro.
Troubleshooting Tag Issues
| Symptom | Cause | Fix |
|---|---|---|
| Subscriber appears in Mailchimp but without the tag | Tags field left empty in Chimpmatic settings | Edit the CF7 form, go to the Chimpmatic tab, enter the tag name, and save |
| Wrong tag applied to subscriber | Tag name mismatch or wrong form linked | Verify the tag in the Chimpmatic tab matches your intended tag exactly |
| Tag applied but automation does not fire | Tag name mismatch between Chimpmatic and Mailchimp flow trigger | Compare tags character by character; check for trailing spaces |
| Dynamic tags not working (shows mail-tag literal) | Using Chimpmatic Lite (dynamic tags require Pro) | Upgrade to Pro, or switch to static tags |
| Duplicate tags appearing in Mailchimp | Inconsistent naming across forms | Standardize tag names; merge duplicates in Mailchimp |
| Subscriber is Pending and tag seems missing | Double Opt-in is enabled; tag is applied but hidden until confirmation | Tag is there — check after subscriber confirms. See DOI guide |
Missing Tag Fix
Open the CF7 form in WordPress, click the Chimpmatic tab, and check the Tags field. If it is blank, enter your tag name and save. Subscribers added before the tag was configured will not be retroactively tagged — you need to manually tag them in Mailchimp or have them re-submit the form.
Wrong Tag Fix
If subscribers are getting the wrong tag, check two things: (1) Make sure you are editing the correct CF7 form — if you have multiple forms, each one has its own Chimpmatic tab with its own tag setting. (2) Check the tag text for typos. Copy the tag from the Chimpmatic tab and paste it into Mailchimp’s tag search to verify they match.
Tag Exists but Automation Does Not Fire
The tag name in Chimpmatic and the tag selected in your Mailchimp automation flow trigger must match exactly. Mailchimp tags are case-insensitive (Newsletter and newsletter match), but trailing spaces or invisible characters will prevent matching. Delete and re-type the tag in both places. Also verify the automation flow status is Active, not Draft or Paused.
Dynamic Tags Not Working
If the Tags field contains a mail-tag like [department] and Mailchimp shows the literal text “[department]” as the tag instead of the actual value, you are using Chimpmatic Lite. Dynamic tag resolution (replacing mail-tags with form field values) is a Pro-only feature. Either upgrade to Pro or switch to static tags.
Duplicate Tags Fix
If you see similar tags like Newsletter, newsletter-signup, and Newsletter Signup in your Mailchimp Audience, they were created by different forms with inconsistent naming. To fix: choose one canonical tag name, add it to all affected contacts, remove the old tags, and update all CF7 forms to use the canonical name. Follow the naming conventions section to prevent this going forward.
Pending Subscriber Tag Fix
When Double Opt-in is enabled, Chimpmatic still applies the tag to the subscriber’s profile at submission time. However, the subscriber’s status is Pending until they confirm. The tag is there — but automation flows with a “Tag added” trigger may not fire until the subscriber’s status changes to Subscribed. This is expected Mailchimp behavior, not a bug.
FAQ
How do I tag Contact Form 7 subscribers in Mailchimp?
Install the Chimpmatic plugin, open your CF7 form, click the Chimpmatic tab, connect your Mailchimp Audience, and enter a tag name in the Tags field. Every form submission now applies that tag to the subscriber’s Mailchimp profile automatically.
What is the difference between Mailchimp tags and groups?
Tags are internal labels invisible to subscribers — you use them for categorization, tracking, and automation triggers. Groups are subscriber-facing options that can appear on signup forms as checkboxes or dropdowns. Use tags for anything the subscriber should not see; use groups for anything they should choose.
Can I add multiple tags to one form?
Yes. Enter multiple tag names separated by commas in the Chimpmatic Tags field. For example: Newsletter, Source:Website, Interest:Email. All three tags will be applied to every subscriber who submits that form.
Can I assign different tags based on dropdown selections?
Yes, with Chimpmatic Pro. Use the CF7 mail-tag for your dropdown field (e.g., [department]) in the Tags field. Pro resolves the mail-tag at submission time and applies the subscriber’s actual selection as the tag. Lite does not support this.
Are Mailchimp tags case-sensitive?
No. Mailchimp treats Newsletter and newsletter as the same tag when matching. However, the display name preserves the casing of the first version created. For consistency, always use the same casing across all your forms.
Do tags trigger Mailchimp automations?
Yes. Mailchimp Marketing Automation Flows support a “Tag added” trigger. When Chimpmatic applies a tag to a subscriber, any flow listening for that tag fires automatically. See the Automation Guide for the full setup.
What happens to tags when a subscriber already exists?
Chimpmatic appends new tags to the existing subscriber profile without removing any current tags. The contact keeps all previously applied tags plus the new ones from the latest form submission.
How do I remove a tag from a subscriber?
Chimpmatic only adds tags — it does not remove them. To remove a tag, go to the subscriber’s profile in Mailchimp and delete the tag manually. You can also use a Mailchimp automation flow’s “Untag” action to remove tags automatically as part of a workflow.
Why are my tags not appearing in Mailchimp?
Three common causes: (1) The Tags field in the Chimpmatic tab is empty — enter a tag name and save. (2) You are using Chimpmatic Lite with a mail-tag like [department] — dynamic tags require Pro. (3) The subscriber has not been added yet — submit a test form and check Mailchimp.
Can I use tags to send campaigns to specific subscribers?
Yes. When creating a campaign in Mailchimp, you can target subscribers by tag. Go to the recipient selection step and choose “Tag” as a segment condition. You can combine multiple tag conditions (e.g., contacts tagged Source:Website AND Interest:SEO) for precise targeting.
Is there a limit on how many tags I can use?
Mailchimp does not impose a hard limit on the number of tags per Audience or per contact. However, for practical management, keep your tag list under 50 active tags and follow a naming convention to stay organized.
How do I see which tags a subscriber has?
In Mailchimp, go to Audience → All contacts, click on a subscriber’s email address to open their profile, and scroll to the Tags section. You will see every tag currently applied to that contact.
Next Steps
- CF7 Mailchimp Automation Guide — use tags to trigger automated email sequences
- Connect CF7 with Mailchimp — initial setup guide if you have not connected yet
- Mailchimp Double Opt-in Setup — understand how DOI interacts with tag-based automations
- Merge Mailchimp Audiences — consolidate Audiences and use tags for segmentation instead
- Sync CF7 with Multiple Audiences — when one Audience is not enough
- Contact Support — we are here to help