How to send quiz leads to Mailchimp with Zapier

You can send quiz leads to Mailchimp by using Quizably’s webhook as the trigger for a Zap. Each time someone finishes the quiz after leaving their details, Quizably posts the completed submission to a Zapier address, and Zapier creates or updates a Mailchimp contact, with the quiz result attached as a tag.

There is no built-in Mailchimp button in Quizably, so this is the route. It takes about half an hour the first time. Most of that time goes on testing, not setup, and this guide puts the effort there.

One note before you start. Zapier and Mailchimp change their menus and wording often, so I describe each step by what it does, not where to click. When the screen differs from what you read here, trust the tool’s current documentation.

What you need before you begin

• A quiz in Quizably with the lead form turned on, so it collects name and email. A quiz with a form sends two webhook messages per visitor (lead_captured and submission_completed), and this Zap acts on the second one.
• A Zapier account and a Mailchimp account with an audience (list) you can add contacts to.
• A decision on what a result means for that contact. You will store it as a tag, and you should know the tag names before you start.

Hypothetical example for the rest of this post: Harbor Street Bakery is a small shop with an online ordering page. Its quiz, “Which loaf belongs on your table?”, has three results: Sourdough Devotee, Seeded Brown Loaf and Soft White Classic. Each lead should land in the shop’s audience with a tag that matches the result.

Step 1: Start a Zap with a webhook trigger

Create a new Zap. For the trigger, choose Zapier’s built-in webhook tool and pick the event that catches a hook, often named “Catch Hook”. Zapier then shows you a unique address. Copy it.

Treat that address like a password. Anyone who has it can post data to your Zap, so keep it out of screenshots and shared documents.

Step 2: Paste the address into Quizably

Open your quiz in the builder and go to the Integrations tab. Switch on the webhook, paste the Zapier address into the Webhook URL field and save the quiz. If several quizzes should use the same Zap, you can set the address once as the default webhook URL on the Integrations screen. Any quiz without its own URL will use it, unless you’ve switched that quiz’s webhook off.

If you want the background on what is being sent and why, what a webhook is covers it in plain language.

Step 3: Send a real test submission

Go to the live quiz and take it yourself. Use an email address you control, and a name like “Test Baker” so you can spot it later. Choose answers that lead to one specific result.

Back in Zapier, ask it to find the test data. You should see a sample with these fields, all posted by Quizably. Expect two samples per test if the lead form is on, one with event set to lead_captured and one set to submission_completed. Use the completed one.

• event: which message this is. You will filter on it in a moment.
• quiz_title and quiz_type: which quiz, and what kind.
• result: an object with an id and a title. Use the title for tags.
• lead: an object with id, email, name, phone and double_optin_verified. It is null if the visitor skipped the form.
• score and breakdown: extra detail. A personality quiz may leave them empty or null, so do not build anything on them yet.
• timestamp and submission_uuid: when it happened and a unique id for this submission.

Zapier usually shows nested values with a flattened name, such as the lead’s email under something like “lead email”. If you only see one field called “lead” with everything inside, use the tool’s documentation to find how to pick apart nested data.

Step 4: Add the action that sends quiz leads to Mailchimp

First add a filter step that lets the Zap continue only when event equals submission_completed. Without it, each visitor would trigger the Mailchimp action twice, once from the form and once from the finished quiz. The completed message holds the lead and the result together, which is what you need for the tag.

Then add a step that creates or updates a contact in Mailchimp. Most automation tools offer an “add or update” style action, and that is the one you want, because it protects you from duplicates if someone retakes the quiz.

Map the fields like this:

Mailchimp field	Comes from the quiz payload
Email address	lead email
First name	lead name (see the note below)
Tag	result title
Source or note field (optional)	quiz_title

A note on names

Quizably collects a single name field, and Mailchimp contacts usually split first and last name. The simplest approach is to send the full value into the first name field. It looks fine in a greeting like “Hi Test Baker”, though it is slightly odd if your emails address people by first name only. If that matters, add a text-splitting step in Zapier before the Mailchimp step. Do it only if you need it.

Tagging by result

Map the result title to a tag on the contact. Keep the titles short and stable. If you later rename “Sourdough Devotee” to “Sourdough Fan” in the quiz, the new tag will be different from the old one, and your segments will split in two. Decide on the names first and change them rarely.

Step 5: Decide what status the contact gets

This is the step people skip. Mailchimp has a notion of whether a contact is subscribed, and your Zap may let you choose. Think about what the person agreed to when they submitted the form.

• If your quiz form clearly says they will receive emails, and you are comfortable treating the form as their consent, a subscribed status may be appropriate.
• If you want a confirmation step, turn on double opt-in in Quizably. The lead is saved as pending and gets a confirmation email, and visitors still see their result. The completed message is sent before they click, with double_optin_verified: false, and it isn’t sent again after they confirm. So if you only want confirmed people in Mailchimp, act on the lead_captured message instead, which Quizably sends only after the click. It carries the result if they had finished the quiz by then. Double opt-in for quiz leads explains how that changes your list.
• Rules about consent differ by country and I cannot give legal advice. A clear note beside the form helps.

Step 6: Test all three results, not just one

A Zap that works for Sourdough Devotee can still fail for the others, for instance if you typed one tag by hand. Take the quiz three times, once per result, with three different test emails, and check Mailchimp afterward.

Use this checklist for each run:

1. Did the Zap run, and does its history show success on both steps?
2. Is the contact in the audience?
3. Is the name in the field where you expected it?
4. Is the right tag attached, and only that tag?
5. Did any welcome email or automation you set up in Mailchimp start as expected?

Then test a repeat. Take the quiz again with the same email and a different result. Decide whether you want the new tag added, or the old one replaced. Zapier and Mailchimp can do either, but you choose.

Step 7: Turn it on and keep a safety net

Switch the Zap on. Quizably sends the message in the background, so visitors never wait for Zapier, and it retries failures up to three times, after about 1, 2 and 4 minutes. Then add a backup: Quizably can email the site owner when someone submits or leaves their details, so you will still know a lead arrived if the Zap ever stops. Turn these on in Quizably’s Settings, under Notifications (“Email me on new submissions” and “Email me on new leads”). Quizably keeps no delivery log, so the Zap history and these emails are how you spot a gap.

The Leads dashboard also lets you search, filter and export as CSV, with the result, score and answers included. If the automation breaks for a day, you can export those leads and import them into Mailchimp by hand, and you have lost nothing.

Problems you will probably meet

The Zap never triggers

Check the Zap is switched on and the address in Quizably matches exactly. Quizably sends webhooks in the background through WordPress cron, so if your host has cron disabled and no real cron job, nothing is delivered. Webhook addresses on localhost or private networks are refused too.

The contact is created without a tag

Usually the tag field in your action was left empty or mapped to the wrong item. Open the Zap history, look at the data that went in, and compare with the map.

Mailchimp rejects the contact

The email may be invalid, blocked, or already present with an unsubscribed status. Read the error message in the Zap history, because it names the cause.

Duplicates pile up

You used a “create” action instead of “add or update”. Switch it, then clean up the duplicates in Mailchimp.

A quick word on volume and cost

Each lead runs at least two steps in your Zap, the trigger and the Mailchimp action, and adding a tag can be a third. The filter step may count too, and the extra lead_captured message can use a task even though it is filtered out, so check how your plan counts that. Automation plans often count steps or tasks, so multiply your expected leads by the steps before a big promotion. If a launch could bring hundreds of leads in a day, check the limits first and keep the CSV export in mind as your fallback.

What to send once the contacts arrive

The wiring is only half the job. Give each tag its own short sequence, starting with an email that repeats the result. To see where this fits in a larger plan, read how to grow your email list with a quiz.

If you later decide to use a different email tool. If you’re still comparing quiz plugins, what to check in a quiz plugin’s integrations explains why a webhook matters. For how quiz leads fit into a whole marketing plan, see the guide to quiz marketing.

Before you close the tab, open your Zap history and scroll to the first test lead from Test Baker. Leave it there as your reference. The next time something looks off, compare a failing run to that good one.