How integrations work
RightMessage connects directly with your email platform or CRM to create a two-way link between your website and your subscriber data. This guide explains how that connection works before you dive into the setup guide for your specific platform.
Why integrations matter
Without an integration, RightMessage can only work with what it sees on your website. A visitor arrives, you might show them a survey, but that data lives in a silo.
Once you connect your ESP or CRM, everything changes:
Segment data collected on your website automatically syncs to your subscriber's contact record
Existing subscriber data (tags, custom fields) flows back into RightMessage to personalize your site
Visitors are recognized across devices whenever they click a link in one of your emails
Your email platform becomes the single source of truth for subscriber data, and your website stays in sync with it.
How the two-way sync works
RightMessage maintains a bi-directional, real-time connection with your email platform. This means data flows in both directions:
Pushing data to your ESP: When a visitor answers a survey question, submits a form, or meets a segment condition, RightMessage writes that data to their contact record in your email platform within seconds. This lets you send targeted emails based on what people told you on your website.
Pulling data from your ESP: When an identified visitor lands on your site, RightMessage checks their contact record for tags, custom fields, and other data. This lets you personalize your website based on what you already know about someone from your email marketing.
This two-way sync happens on every page load, which is why we connect directly via API rather than through tools like Zapier or Make. Real-time personalization requires sub-second response times that webhook-based tools can't provide. We have a dedicated article explaining this if you're curious.
Field mapping explained
For the sync to work, RightMessage needs to know where to store segment data in your ESP. This is called field mapping.
Each Segment Group or Question in RightMessage maps to a custom field in your email platform. For example, your "Industry" segment group might map to an industry custom field in your ESP, with values like saas, ecommerce, or coaching.
You configure this from the "Sync with..." tab inside any Segment Group or Question editor.
Strategy tip: Use lowercase values with underscores (like business_starter instead of "Business Starter"). This prevents issues across different systems and makes it easier to use the data in email automations and API calls.
What happens when a visitor is identified
Most visitors start out anonymous. RightMessage identifies them when one of these things happens:
They submit a form powered by a RightMessage Flow
They click a link in a marketing email that includes their subscriber ID
They land on a page with an
?email=parameter after a form redirect
Once identified, RightMessage immediately pulls their existing data from your ESP. If they were already segmented in your email platform (say, industry=saas), that segment is applied on your website right away, even if they've never answered a survey on your site.
This also works across devices. Someone might join your list on their phone, then click an email link on their laptop. Both devices are now linked to the same contact record, and both see personalized content.
Supported platforms
RightMessage integrates directly with the following email platforms and CRMs:
Each platform has its own setup guide covering API keys, subscriber identification, and platform-specific details.
Don't see your platform? Email us at [email protected] and let us know what you're using.
Common questions
Do I need to create custom fields in my ESP first? Not necessarily. You can create custom fields directly within RightMessage when setting up your field mapping. If a field already exists in your ESP, RightMessage will detect it and let you select it from the dropdown.
What if a visitor answers a survey but isn't subscribed yet? RightMessage holds onto that data locally. When they eventually subscribe through a RightMessage form, all their segment data is sent to the new contact record at once.
Can I sync to tags as well as custom fields? Yes. RightMessage can sync segment data to both custom fields and tags in your ESP, depending on how you configure the field mapping for each Segment Group or Question.
Does the sync happen automatically? Yes. Once you've mapped a Segment Group or Question to a custom field and published your changes, the sync is automatic for all identified visitors going forward.