01 · How it works
Zoho is the source. Mailchimp follows.
All automated tags in the Mailchimp audience Stores/Sales are calculated from Zoho CRM. Nobody needs to set them by hand — keeping Zoho accurate is enough.
Instant
When a contact, account, deal or meeting is edited in Zoho, the profile tags of the affected contacts update within seconds: status, lang, cluster, gender, category, account, prospect, meeting.
Nightly · 04:15 Berlin (winter 03:15)
A full check of every contact. Adds missing tags, removes outdated ones, creates store, country, ordered, booked, visited, and copies unsubscribes from Mailchimp back to Zoho.
Ground rules
- The automation owns thirteen prefixes: status: lang: cluster: gender: category: store: country: account: prospect: meeting: ordered: booked: visited:. Tags with these prefixes are added and removed automatically. Manual changes to them in Mailchimp are overwritten.
- Every other tag belongs to the team — campaign and event tags such as AW26 Paris - Thank You. The automation never touches them.
- Unsubscribes are managed in Mailchimp. Mailchimp's status wins and is copied to Zoho every night.
- Contacts with Role/Function Finance and functional mailboxes — logistics, accounting and customer service (e.g. logistik@, wareneingang@, invoice@, service@, support@) — are excluded from the newsletter and archived in Mailchimp. Use a person's own address for buyers.
- Stores that no longer exist (locked accounts in Zoho) are always status:Closed.
02 · Profile tags
Who the store is
Describe the relationship and the store profile.
| Tag | Meaning | Zoho source |
|---|---|---|
| status:Buyer | Current customer. | Account › Account Type = Account |
| status:Lead | New lead, no relationship yet. | Account Type = Lead |
| status:Prospects | Engaged, not yet buying. | Account Type = Prospects |
| status:Previous | Former customer: Account Type is Previous or empty and the account has ordered at least once. | Account Type + order history |
| status:Closed | Closed account or the store no longer exists (locked account). Always exclude from campaigns. | Account Type = Closed, or account locked |
| lang:DE · lang:EN | Language for communication. | Contact › Language |
| cluster:Designer · Contemporary · Active | Positioning of the store. Multiple possible. | Account › Clusters |
| gender:Women · Men · Kids | Segments the store carries. | Account › Genders |
| category:RTW · Bags · Footwear · Accessories | Product categories the store carries. | Account › Product Categories |
| store:<Store Type> | Boutique, Department Store, Specialty Store, E-Tailer, Bridal, Beauty, Home. Multiple possible. Nightly. | Account › Store Type |
| store:Top Store | Selected key accounts. Nightly. | Account › Top Store |
| country:<Country> | Country of the store, e.g. country:Germany. Nightly. | Account › Billing Address Country, then Shipping Address, then Contact › Shipping Country |
| account:<Brand> | Active brand: the account ordered it (Ordered or Partially Cancelled) within the last 9 months. Expires 9 months after the last order. | Account › Active Brands Rollup (from Deals) |
| prospect:<Brand> | Brand we are pitching: a deal that is not an order (Targeted, Contacted, Selected, Scheduled or Closed Lost) created within the last 18 months and no order since. Becomes account: once ordered; expires after 18 months without a new deal. | Account › Prospect Brands Rollup (from Deals) |
| meeting:booked | Contact has a meeting in the last 12 weeks or an upcoming one. | Meetings with linked contact |
Brand names are written exactly as in Zoho › Vendors, e.g. account:Diemme Men's. Inactive brands never produce tags.
03 · Season tags
What happened in which season
Created by the nightly run. They record orders, bookings and showroom visits per season — the basis for win-back, thank-you and invitation segments.
| Tag | Meaning | Example |
|---|---|---|
| ordered:<Brand>-<Season> | The account placed an order for this brand and season (Ordered or Partially Cancelled). Set on every contact of the account. | ordered:Barena Women-SS27Pre |
| booked:<Brand>-<Season> | The contact had a meeting for this brand in the season's sales round. If the meeting has no contact, all contacts of the linked account get the tag. | booked:Zenggi-SS27Pre |
| visited:<Location>-<Season> | The guest was checked in (Check-in time or “Came?”) at this location. | visited:ParisShowroom-SS27Pre |
Season codes
Year and half from the Zoho season, Pre and Main kept separate: 2027 SS Pre › SS27Pre, 2027 SS Main › SS27Main, 2026 FW Pre › FW26Pre. The eight most recent seasons are kept; older season tags are removed automatically.
Currently kept: FW25Main, FW26Main, FW26Pre, FW27Pre, SS26Main, SS26Pre, SS27Main, SS27Pre
Locations
| Location | Showroom |
|---|---|
| ParisShowroom | Melagence Paris, Rue de Rivoli |
| MunichShowroom | Melagence Munich |
| BerlinShowroom | Melagence Berlin |
| MilanShowroom | Milan |
| ChristianWijnantsShowroom | Christian Wijnants, Paris |
| BarenaShowroom | Barena, Paris |
| DiemmeShowroom | Diemme @ Blender, Paris |
| AguaShowroom | Agua by Agua Bendita, Paris |
| VeilanceShowroom | Veilance, Paris |
| IvyOakShowroom | Ivy Oak @ 247, Paris |
| ElisaGaitoShowroom | Elisa Gaito |
| UpperHightsShowroom | Upper Hights @ Tranoi, Paris |
Good to know
- Pre and Main are often sold in the same round. A guest who saw a Pre brand and a Main brand in Paris gets both visited:ParisShowroom-SS27Pre and visited:ParisShowroom-SS27Main.
- Meetings not linked to a deal take the brand from the title and the season from the brand's sales round. A title with only the brand family (“Barena”, “Mackintosh”) produces booked:Barena-… instead of booked:Barena Men-….
- A meeting without venue and city takes the showroom of the other meetings on the same day.
- Meetings with neither contact nor account produce no tags.
04 · Segment recipes
Common segments
In Mailchimp: Audience › Segments › New segment › condition “Tags … contact is tagged / is not tagged”. A segment matches all or any conditions, not a mix — for mixed logic use two segments.
| Goal | Conditions | Note |
|---|---|---|
| Win-back for a brand | ordered:Barena Men-SS26Main and not ordered:Barena Men-SS27Main | Ordered last year's season, not this year's. |
| Booked but no order yet | booked:Zenggi-SS27Pre and not ordered:Zenggi-SS27Pre | Follow-up after the appointment. |
| Thank-you after a showroom round | visited:MunichShowroom-SS27Pre | Everyone checked in in Munich. |
| Invite past Paris visitors | any of visited:ParisShowroom-SS27Pre · visited:ParisShowroom-SS27Main | Use “any” matching. |
| DACH + Benelux | any of country:Germany · country:Austria · country:Switzerland · country:Netherlands · country:Belgium · country:Luxembourg | Replaces the old tag DACH + BENELUX. |
| Pitch a brand to existing buyers | status:Buyer and cluster:Contemporary and not account:Zenggi | Contemporary customers not yet buying Zenggi. |
| Specialty stores in Switzerland | store:Specialty Store and country:Switzerland | |
| Active prospects of a brand | prospect:Veilance Women's | Deal (not ordered) created in the last 18 months. |
| Recent meetings | meeting:booked | Rolling 12-week window — not for long-running journeys. |
Add and not status:Closed to every outbound campaign.
05 · For Sales
Keeping Zoho clean
- Every meeting needs a contact. Without one, the guest gets no booked or visited tag.
- Link the meeting to its deal when there is one — brand and season then come directly from the deal.
- Title format: Store @ Brand @ City, with the brand exactly as in Zoho (Barena Men, not Barena).
- Check guests in at the showroom. The check-in creates the visited tag.
- Use the standard showroom venue so the location is recognised.
- Accounts: Store Type, Top Store and the billing address country. They drive store: and country:.
- New contacts: e-mail, Language and Role/Function, linked to their account. Without an account, set Shipping Country in English (e.g. Germany).
- Store closed: lock the account. Its contacts become status:Closed overnight.
06 · For the newsletter team
Working with tags
- Do not create, rename or delete tags with the thirteen automated prefixes. They will be reset overnight.
- Own tags: any name without those prefixes, e.g. AW27 Paris Invite.
- Regions come from country: tags. The old tags DACH + BENELUX, German speaking and English speaking were retired.
- Need a new automated tag, or a tag looks wrong? Ask Ben.