Integrate Mailchimp with VinesOS to automatically sync your club members and customer contacts through a tag-based sync, using one audience with tags to organize them.
Streamline with Mailchimp Tags (Single Audience)
Send all contacts to one Main Audience in Mailchimp, and organize them using tags.
This helps prevent sending duplicate Mailchimp campaign emails to customers when they belong to multiple clubs or channels.
Enable Tags
In VinesOS, navigate to Settings > General Settings > Mailchimp section
Toggle on “Use Tags (single audience with tags)”
Select your Main Audience
Important: A Main Audience from your MailChimp account must be selected to use tags. All contacts will be routed into this single audience.
Managing Tags (Bi-Directional Sync)
Tags stay in sync between VinesOS and Mailchimp:
Tags created in VinesOS will automatically be added to your Mailchimp account
Tags created in Mailchimp will automatically appear in VinesOS
This allows you to manage tags from either system without needing to recreate them.
Key Concept: Single Audience Behavior
Once enabled:
All contacts are sent to one Main Audience
Tags determine how contacts are categorized
If a tag is not selected, new contacts from that category will not be added
Default Behavior (How Contacts Sync)
Your Main Audience is the contact list in Mailchimp. Tags are labels within that audience that help organize contacts.
In Settings → General Settings → Mailchimp, select or create a tag for each source you want to sync, then save.
Source | Example tag |
Newsletter | Newsletter Signup |
Ecommerce | Online Customers |
POS | Tasting Room Customers |
Events | Event Attendees |
These tags describe how someone connected with your business, rather than their club membership status. A club member can also shop online, visit your tasting room, or attend an event, so avoid naming these source tags “Non-Members.”
If a source has no tag selected, contacts from that source will not sync. Club tags are configured separately on each club.
Saving these settings enables automatic syncing for future activity. To add existing customers, follow the steps below.
Adding existing customers to Mailchimp
Go to CRM → Loyalty.
Apply filters for the customers you want to add, or leave the filters unrestricted for all customers.
Scroll below the customer list and click Use Template, next to Vines OS Email.
In the Campaigns dropdown, select a Mailchimp campaign associated with the audience you want to populate.
Click Add Members To List to add the customers in the search results to that campaign’s audience.
This action adds contacts to Mailchimp; it does not send the campaign.
Note: The dropdown displays campaign names, rather than audience names. The audience associated with the selected campaign determines where the contacts are added.
Sending a newsletter to members and other customers
In Mailchimp, select your Main Audience and send to all subscribed contacts, without restricting recipients to a club tag.
This includes both club members and other customers who are subscribed to receive marketing emails. Being in the audience does not necessarily mean a contact is subscribed.
Clubs with Tags (Important)
Clubs behave slightly differently and require their own setup.
How Club Tagging Works
Each club has its own Mailchimp Tag field
When a tag is selected:
Members are added to the Main Audience
The selected tag is applied to those members
If no tag is selected on a club:
❌ That club will not sync members to Mailchimp
Required Setup After Enabling Tags ⚠️
After turning on Use Tags, you must:
Go to each Club in VinesOS
Select the appropriate Mailchimp Tag
Click Save
Important: If you do not assign a tag to a club, that club will stop syncing members to Mailchimp.
Removing or Cancelling
The only instance in which a wine club member will be automatically removed from the Mailchimp Main Audience is when they cancel all clubs or you remove them manually, but only when no other non-club tags are in place. For example, if a member only has club tags and they cancel all of their clubs, they will be automatically removed, but if a member has any other tags (e.g., ecommerce, event, POS transaction, newsletter, etc.), you will need to manually remove the member from your Audience.
Syncing Behavior
When you assign or update a tag in a Club and click Save:
A copy of the existing members from the original Mailchimp audience (for that club) are synced to the new Main Audience that you selected in your VinesOS General Settings.
New members will be automatically added to that Main Audience going forward.
The original Mailchimp audience for the club and its members will remain in place in MailChimp, but no new members will be added to that audience going forward - only to the new Main Audience.
Tag Flexibility for Clubs
You can assign:
A club-specific tag (e.g., “Club – Red 2 Bottle”)
Or another tag depending on how you want to organize members
All members still go to the same Main Audience
Tags simply control grouping and segmentation
Important Considerations
Benefits of Tags
✅ Prevents duplicate emails for members in multiple clubs
✅ Keeps all contacts in one centralized audience
✅ Allows flexible segmentation using tags
✅ Easier campaign management in Mailchimp
When NOT to Use Tags
You may want to stick with Lists (multiple audiences) if:
You prefer completely separate audiences per club (then use the Legacy alternative below)
You do not want all contacts combined into a single audience
Once Tags are enabled, new contacts will no longer be separated by audience—they will all go into the Main Audience.
Switching Between Modes
If Tags are disabled:
Clubs revert to using Mailchimp List IDs
Your previous list-based setup continues to work, but only if you did not overwrite your list IDs with tag names when you enabled the feature. If you did overwrite the old IDs, you will need to type those IDs back in and save.
If Tags are enabled:
List-based syncing is no longer used for new activity
Tags control all contact syncing behavior
Legacy Option: Connect using Mailchimp List IDs (for when you need Multiple Audiences)
This option allows you to sync each club to a separate Mailchimp audience.
To set this up:
From the sidebar menu in VinesOS, go to Notifications/Terms > Email
On the Email page, click the blue Mailchimp Settings button at the top of the page
On the Mailchimp Settings page, enter your API Key and a default List ID, which you will need to get from your Mailchimp account, then click Save
On each of your club management pages:
Enter the Mailchimp List ID (Audience ID) for that specific club
Note: This List ID is unique to each Mailchimp audience and is different from the default List ID entered in step #3.
This Mailchimp article describes how to find your Mailchimp Audience (List) ID.
How it works
When you save a List ID on a club:
All existing members are synced to that Mailchimp audience
New members are automatically added to that audience
When a member cancels, they are removed from that audience
View the following visual tutorial to connect a Mailchimp audience list to a VinesOS club: https://www.screencast.com/t/0Ge4rIo0axfa
Summary
Lists (Audiences): Separate audiences per club
Tags: One audience + tags for organization (recommended)
Tags provide a cleaner, more modern approach that prevents duplicate emails and simplifies audience management. Just be sure to assign tags to every club and channel you want to keep syncing.
Your existing setups won't change unless you enable "Use Tags" in the general settings, and you can also switch back to list-based organization anytime by disabling the tags.