Zapier email automation guide

Using Zapier to connect your email marketing tools lets you automate repetitive tasks, keep contact data in sync, and build powerful workflows without code. This how-to guide walks you through choosing the right email platform, then layering automation on top so your marketing runs more smoothly.

The steps here are based on the comparison of ActiveCampaign and Mailchimp, and will help you design a process that works no matter which tool you choose.

Step 1: Choose your core email platform before using Zapier

Before you start building automation with Zapier, you need a primary email marketing platform. Two of the most popular options are ActiveCampaign and Mailchimp, and each offers different strengths for automation and ease of use.

Compare key features for Zapier-friendly workflows

When you evaluate email platforms, focus on how well they support automation and how they will pair with Zapier. Look at these areas:

Automation builder: Visual workflows, triggers, and conditions.
Segmentation: Ability to target subscribers based on behavior and data.
Forms and landing pages: How you capture leads and send them into your system.
Integrations: Native apps plus support for Zapier connectors.
Pricing and limits: Contacts, emails per month, and feature tiers.

For a detailed comparison of the two tools you can read the original review at ActiveCampaign vs. Mailchimp on Zapier’s blog.

Decide between a simple or advanced automation stack

ActiveCampaign typically appeals to teams that need complex automations, CRM features, and advanced segmentation. Mailchimp often suits users who want a simple interface for newsletters and basic journeys.

Decide which of these best matches your needs. A clearer choice means cleaner workflows when you later connect everything through Zapier.

Step 2: Map your automation goals before building Zaps

Zapier works best when you already know what you want to automate. Start by defining a few business goals, and then turn them into workflows.

List the processes you want Zapier to automate

Think about the full journey from first touch to loyal customer. Common automation ideas include:

Adding new leads from forms or landing pages into your email list.
Tagging subscribers based on what they download or which pages they visit.
Sending a welcome sequence when someone joins a list.
Notifying sales when a subscriber completes a key action.
Syncing unsubscribe or bounce data back to your CRM.

Write these down and group them by objective, such as lead capture, onboarding, sales follow-up, or retention. Each objective will turn into one or more Zaps later.

Define triggers and outcomes for each Zapier workflow

For every process, specify:

Trigger: What event should start the workflow? (Example: new form submission.)
Data: Which fields must be captured? (Name, email, product interest, etc.)
Actions: What should happen next? (Add to list, apply tag, start campaign.)
Destination apps: Which tools should receive the data via Zapier?

This simple outline becomes your blueprint as you move into building Zaps.

Step 3: Prepare ActiveCampaign or Mailchimp for Zapier

Before you connect anything, configure your email platform so it can receive data correctly from Zapier.

Set up lists, tags, and basic structure

Whether you choose ActiveCampaign or Mailchimp, complete these steps:

Create primary lists or audiences that match your customer segments.
Define tags or custom fields that Zapier can update, such as lead source or product interest.
Build essential automation flows inside the platform, like welcome sequences or nurturing campaigns.
Set up basic forms or landing pages if you plan to use them natively.

Having this structure ready ensures that every contact coming through Zapier lands in the right place and receives the right messages.

Connect other tools you already use

Your email app may offer native integrations with CRMs, ecommerce platforms, or payment tools. Combine those native integrations with Zapier when needed:

Use native integrations for real-time, high-volume events when available.
Use Zapier when you need cross-app logic or when no native integration exists.

This layered approach avoids duplication and keeps your stack efficient.

Step 4: Build your first lead capture workflow with Zapier

With your email platform configured, it is time to create a practical workflow using Zapier. A classic starter workflow is sending new leads from a form tool into your email list.

Example: Send form submissions to your list via Zapier

Here is a simple step-by-step outline you can follow inside the Zap editor:

Choose the trigger app: Select your form or landing page tool.
Select the trigger event: Usually “new submission” or “new entry.”
Connect the account: Authorize Zapier to access your form tool.
Test the trigger: Pull in a real or sample submission.
Add an action step: Choose your email platform as the action app.
Pick the action: “Create or update contact,” “add subscriber,” or similar.
Map fields: Match name, email, and custom fields from the form to your email app.
Apply tags or lists: Use static tags (like “Web form”) or dynamic values.
Test and publish: Send a test, verify it appears correctly in your email platform, then turn the Zap on.

Once this Zap is running, every new form submission will flow into your list and can automatically enter any sequences you have set up.

Step 5: Build behavior-based automations with Zapier

After lead capture, use Zapier to respond to subscriber behavior across your stack, not just in your email tool.

Use Zapier to enrich and segment contacts

Consider workflows such as:

When someone makes a purchase, tag them with the product or plan they bought.
When a support ticket is created, add a tag that signals potential churn risk.
When a webinar is attended, move contacts into a follow-up campaign.

In each case, Zapier listens for an event in one app, then updates the subscriber in ActiveCampaign or Mailchimp so your existing automations can react.

Use multi-step Zaps for smarter journeys

Instead of a trigger plus a single action, you can chain multiple steps in Zapier:

Trigger from an event, like a new payment.
Lookup or find a contact in your CRM.
Filter based on plan level or lifecycle stage.
Send the contact into a different email sequence depending on the filter result.

These branching flows help you keep campaigns relevant without manually moving contacts around.

Step 6: Monitor, test, and improve your Zapier automations

Once your core Zaps are running, continue to refine them so they stay reliable and aligned with your marketing strategy.

Use analytics in your email platform plus Zapier logs

Track these metrics in your email app:

Open and click rates for automated sequences.
Conversion rates for key workflows (like onboarding or reactivation).
List growth and unsubscribe trends.

Combine that information with Zap history logs to confirm that data arrives on time and in the right format. If performance drops, review whether your triggers, tags, and segments still match your audience behavior.

Iterate your workflows regularly

Schedule periodic audits of your Zaps and email automations:

Remove steps that no longer add value.
Update tags and segment rules as your products evolve.
Split long workflows into smaller Zaps for easier troubleshooting.

This ongoing maintenance keeps your automation stack stable and easier to scale.

Next steps and more optimization resources

To take your implementations further, you can pair automation with strategic optimization from specialized consultants. For broader marketing and technical support, explore the services at Consultevo, which covers SEO, analytics, and systems strategy that complements your automation work.

By choosing the right email platform up front, then layering focused workflows using Zapier, you can build a streamlined marketing system that saves time, keeps data consistent, and delivers more relevant messages to your audience.

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