Skip to content

Contacts from non-HubSpot forms or pop-up forms not pushing to Mailchimp

Last updated: January 10, 2024

Available with any of the following subscriptions, except where noted:

All products and plans

If new contacts from your non-HubSpot forms or pop-up forms are not pushing to Mailchimp after connecting, it is likely an error caused by required merge tags in the corresponding Mailchimp list.

Generally, HubSpot does not send a value for merge tags, but will always push email addresses to Mailchimp since the email address for a contact is always known. If your forms include a first and last name field, HubSpot should also capture this information and send it to Mailchimp.

Please note: the pop-up forms tool is being sunset and will be phased out. Starting 17th July, all StarterProfessional, and Enterprise users will no longer be able to create or clone pop-up forms:

  • It will not be possible to sync contacts from HubSpot to Mailchimp using the new CTAs tool
  • While users can still edit existing pop-up forms, it is recommended to switch to HubSpot's data sync to sync information between HubSpot and Mailchimp instead. 


To identify and troubleshoot the most recent error in your email sync settings:
  • In your HubSpot account, click the settings settings icon in the top navigation bar.
  • In the left sidebar menu, navigate to Integrations > Email service provider. Review the most recent error reported by Mailchimp. The following are common errors caused by required Mailchimp merge tags:
    • FNAME must be provided - Please enter a value
    • LNAME must be provided - Please enter a value
    • MMERGE2 must be provided - Please enter a value
    • MMERGE(x) must be provided - Please enter a value
  • After confirming the error, resolve the error from Mailchimp: 
    • Log in to Mailchimp and locate the list your pop-up form or non-HubSpot form is connected to.
    • In the left sidebar menu, navigate to Settings > List fields and *|MERGE|* tags. The value in the Put this tag in your content column will correspond with the error reported in HubSpot.
    • Clear the corresponding Required? checkbox to allow HubSpot to push information to this list.
    • In the bottom left, click Save Changes.
Was this article helpful?
This form is used for documentation feedback only. Learn how to get help with HubSpot.