This guide walks you through connecting Interact with Mailchimp so quiz leads are automatically added as new contacts in your Mailchimp account. You’ll be able to:

Send quiz leads to Mailchimp in real time
Choose which Mailchimp list (audience) new leads should be added to
Map quiz results and answers to Mailchimp merge fields and tags
Use quiz data for segmentation, automation, and email campaigns

Before you start

Make sure you have the following:

An active Interact account
An active Mailchimp account
Permission to log in to Mailchimp and authorize integrations
At least one created quiz in Interact

💡 Note: This feature is only available in the latest Interact user dashboard at app.tryinteract.com. Log in there to access it.

Step 1. Connect Mailchimp integration

Log in to Interact.
From your dashboard, go to Quizzes.
Click Edit to open quiz builder.
Go to Lead Generation > Integrations.
If opt-in form not enabled, turn it on.
Find Mailchimp and click Connect.
In the Mailchimp login window, log in to your Mailchimp account to approve access.

You’ll see a confirmation once the connection is successful.

Step 2. Map quiz results to Mailchimp

When someone completes your quiz, Interact can take different actions in Mailchimp based on the quiz result they receive.

In the integration setup flow, go to the Results step.
You’ll see each quiz result listed separately.

For each quiz result, you can choose what happens in Mailchimp by adding actions.

Add to audience

When someone completes your quiz, Interact can add them to a Mailchimp list (audience).

Click Add actions.
Find Add to list.
Select the Mailchimp list (audience) from the dropdown you want quiz leads added to.

❗ Important: Each quiz result must map to an Add to list action. Mailchimp merge fields and tags are list-specific, so adding to a list is required for any other actions you want to take for a result or answer.

💡 Tip: Many customers create one Mailchimp list per quiz to keep segmentation clean.

Update merge field

You can store the quiz result directly on the Mailchimp contact record as a merge field value.

Click Add actions.
Find Update merge field.
If no list selected, choose a Mailchimp list (audience) from the dropdown.
Select the merge field you want to update from the dropdown.

Important: Merge fields must be created in Mailchimp before connected to Interact. Refer to Mailchimp documentation for instructions on creating new merge fields for your Mailchimp lists (audiences).

5. Set the value (by default, this is typically the quiz result title, but you can customize it).

❗ Important: Merge fields are tied to a specific Mailchimp list (audience). If the lead isn’t being added to that list for this result, the merge field update won’t apply.

Add tag to contact

You can tag the contact in Mailchimp based on the quiz result they receive.

Click Add actions.
Find Add tag to contact.
Select the Mailchimp list (audience).
Enter the tag you want applied for that quiz result.

❗ Important: Tags are tied to a specific Mailchimp list (audience). Make sure your result also includes Add to list for the same list (audience).

Step 3. Map quiz answers to Mailchimp (optional)

In addition to quiz results, you can also send individual quiz answers to Mailchimp and use them for segmentation and automation.

This works the same way as mapping quiz results, but instead of triggering actions based on the final result, actions are triggered based on how someone answers a specific question.

💡 Tip: Quiz answers are great for capturing preferences, intent, or qualifiers (for example: budget, experience level, or goals).

Step 4. Configure Mailchimp settings

After you finish mapping answers, go to the Settings step.

Find the Double opt-in setting for Mailchimp.
Enable or disable Double opt-in based on how you want subscriptions handled.
Save your settings.

⚠️ If Double opt-in is enabled, contacts may need to confirm subscription via email before they’re fully subscribed to your Mailchimp list (audience). When testing, check the confirmation email inbox and confirm the subscription if needed.

Step 5. Map opt‑in form fields to Mailchimp

Next, connect your Interact opt‑in form fields to Mailchimp fields (merge fields) for the list (audience) you’re adding contacts to.

Go to the Fields step in the setup flow.
You’ll see Interact fields on the left and Mailchimp field mappings on the right.

3. Click the dropdown on the right of the form field you want to map (None Selected means it is not mapped).

4. Select the corresponding Mailchimp field.

❗ Important: If your Mailchimp list (audience) has required fields, you must collect and map those required fields in Interact. Otherwise, test leads and live leads can fail to sync.

Step 6. Send a test lead

Before your integration is fully active, you’ll need to send a test lead.

This step verifies the connection between Interact and Mailchimp and activates the integration.

Click Send test lead.
Fill out all Opt-In Form fields to send as test lead information.
(Optional) Navigate to Quiz Data tab to customize test quiz data.
Click Send test lead to submit.
Log in to Mailchimp and verify the contact was created successfully in the correct list (audience), with the expected tags and merge field values.

Step 7. Publish your quiz

Any changes you make to your integration won’t be live until your quiz is published.

Before sharing your quiz:

Click Publish in the top-right corner of the quiz editor.
Confirm your changes by clicking Publish changes.

Once published, your Mailchimp integration will be active on the live version of your quiz.

FAQs

How does Interact handle existing contacts in Mailchimp?

When a quiz lead is sent to Mailchimp, Mailchimp identifies contacts by email address.

Here’s how it works:

If no existing contact is found, a new contact is created.
If an existing contact is found, the contact can be updated with the latest quiz data based on the actions you’ve mapped (list/audience, tags, merge fields).

What are common reasons a test lead fails?

Here are the most common causes:

Contact is unsubscribed or was previously deleted Try submitting again using a new email address (for example, add a “+” alias like name+test1@domain.com).
Missing required fields Make sure you’re collecting and mapping all required fields for the Mailchimp list (audience) you selected.
Double opt-in is enabled Check the inbox for the confirmation email and confirm the subscription. Until confirmed, the contact may not appear as fully subscribed.

Disable Mailchimp integration for your quiz

If you want to stop sending leads from a specific quiz to Mailchimp, you can disable the integration without disconnecting your Mailchimp account.

Edit the quiz in Interact.
Go to Lead Generation > Integrations.
Navigate to Connect step.
Click Disable.

⚠️ Remember: After making changes to your integration or opt-in form, publish all changes to update your live quiz.

Once disabled, new quiz submissions from this quiz will no longer be sent to Mailchimp. Your Mailchimp account remains connected and other quizzes are unaffected.

❗ Important: After disconnecting an integration from your quiz, your opt-in form will remain disabled until a new or existing integration is connected. Select .csv File Download to keep your opt-in form enabled with no integration connected.

Disconnect your Mailchimp account

Disconnecting your Mailchimp account removes the authentication between Interact and Mailchimp entirely. This is similar to uninstalling the integration.