Push GitHub Leads to Moosend: Developer Email Marketing Automation

Why Moosend for Developer Lead Nurturing

Moosend is a cost-effective email marketing and automation platform well-suited for developer tool companies that need triggered workflows without complex enterprise pricing. When you combine Moosend's automation with GitHub buying signals from GitLeads, you can send highly contextual developer emails triggered by real GitHub activity — not arbitrary time-based drips.

How GitLeads Connects to Moosend

GitLeads supports two integration paths for Moosend: a direct webhook that you handle with a middleware function, or a Zapier/Make automation that bridges the two platforms. For technical teams, the direct webhook approach gives more control and avoids extra platform costs.

Option 1: Direct Webhook to Moosend API

GitLeads fires a webhook for each captured lead. Your API endpoint receives the enriched lead data and calls the Moosend subscriber API to add the developer to the appropriate list with custom fields populated from the signal context.

// Next.js API route: /api/webhooks/gitleads-moosend
import type { NextRequest } from 'next/server';

const MOOSEND_API_KEY = process.env.MOOSEND_API_KEY!;
const MOOSEND_LIST_ID = process.env.MOOSEND_LIST_ID!;

export async function POST(req: NextRequest) {
  const payload = await req.json();
  const { lead, signal } = payload;

  // Only process leads with a public email
  if (!lead.email) return new Response('no email', { status: 200 });

  const subscriber = {
    Email: lead.email,
    Name: lead.name ?? lead.github_username,
    CustomFields: [
      `GithubUsername=${lead.github_username}`,
      `SignalType=${signal.type}`,
      `SignalRepo=${signal.repo ?? ''}`,
      `SignalKeyword=${signal.keyword ?? ''}`,
      `Company=${lead.company ?? ''}`,
      `Location=${lead.location ?? ''}`,
      `Followers=${lead.followers ?? 0}`,
    ],
  };

  const res = await fetch(
    `https://api.moosend.com/v3/subscribers/${MOOSEND_LIST_ID}/subscribe.json?apikey=${MOOSEND_API_KEY}`,
    {
      method: 'POST',
      headers: { 'Content-Type': 'application/json' },
      body: JSON.stringify({ Subscribers: [subscriber] }),
    }
  );

  if (!res.ok) {
    console.error('Moosend error', await res.text());
    return new Response('error', { status: 500 });
  }

  return new Response('ok', { status: 200 });
}

Option 2: Zapier or Make Bridge

If you prefer no-code, use GitLeads' native Zapier integration. Set GitLeads as the trigger (new lead event) and Moosend as the action (subscribe to list or trigger automation). Zapier's Moosend integration maps fields automatically, though you'll have less control over custom field names compared to the direct API approach.

Setting Up Moosend Automation Workflows

Once developers are in your Moosend list with signal context as custom fields, build automation workflows triggered by list join events. Branch the workflow based on signal type: stargazer signals get a 'we saw you starred X' introductory sequence; keyword signals get a more specific problem-solution email that references the exact keyword context.

• Trigger: subscriber added to list
• Condition: SignalType = stargazer → send repo-specific onboarding sequence
• Condition: SignalType = keyword → send keyword-context solution email
• Day 3: send product feature highlight relevant to their top language
• Day 7: send case study or social proof email
• Day 14: soft CTA for free trial or demo

Custom Fields to Configure in Moosend

Before pushing leads, create these custom fields in your Moosend list to store GitHub signal context. Navigate to Audience → Mailing Lists → your list → Custom Fields.

• GithubUsername (text) — for personalization tokens
• SignalType (text) — stargazer or keyword
• SignalRepo (text) — which repo triggered the signal
• SignalKeyword (text) — keyword matched in issue/PR
• Company (text) — employer from GitHub profile
• Followers (number) — for segmentation by influence