Custom fields can be used to store additional contact information such as a subscriber's address, city, country, phone number or other relevant data like interests, birth date or answers to a survey.
Every subscriber list you create has two default fields: name and email address. Any extra fields added to a list are called custom fields. You can add up to 50 custom fields to each list.
Note: Each custom field value has a data limit of 250 characters.
On this page
Creating a new custom field
Navigate to the subscriber list you want to add a custom field to. On the list details page, click Custom fields in the right sidebar. The "Manage custom fields" page will open.
Enter a name for the field and use the Data Type drop-down menu to select what type of field it will be, as shown here:
After you click Add custom field it will appear below, in the list of "Your existing fields". To make any changes, click edit next to the custom field name, as shown here:
Tags in the "Personalization Tags" column can be used in email content and subject lines. See more detail on this below.
The "Preference Center" column is where you can control which fields are visible to subscribers in the Preference Center, if you use one, and which of those are "required" fields.
To delete a custom field, hover your mouse over the field row and clicking the trash can icon that displays on your right.
Important: Please be aware that deleting a custom field will also delete any data already stored in that field for all of the subscribers on your list.
Viewing and editing custom field data
Now that your custom fields are set up, you can start populating them with data. There are two ways you can do this:
Option 1. Fill in the fields yourself
If you already have the data recorded, you can either import it as a file or enter it manually. Both methods are explained below.
Import the data - You can import a file which includes custom field data, using the Add new subscribers function. See instructions here. If the field values are for email addresses already on your list, the subscriber's profile will simply be updated with the new custom field information.
Tip: If you have existing data for multiple value custom fields, this can also be imported as a file. Check out our guide on how to format your file correctly.
Manual entry - When you are viewing subscriber lists in your account, only the email address and name fields are shown. To see or edit the custom field values for a specific subscriber, click their email address to open the subscriber snapshot:
On the snapshot page, click the Edit <Name> button to add or edit field data, then click Save changes.
Option 2. Allow subscribers to update fields
Any custom fields created for a list can be included on your list's sign up form. The help topics below contain instructions for adding custom fields to forms:
Custom fields can also be included in Preference Centers for existing subscribers to see and edit.
Smart ways to use custom fields
At their most basic, custom fields can be a great way to capture and store additional information about your subscribers. This information can then be used to personalize campaigns and target content to better suit your subscriber's profiles, preferences and interests:
Personalize email campaigns
All subscriber list fields have personalization tags that you can use in email campaigns to personalize content for each recipient. For example, you could personally greet a subscriber by name, or populate parts of the campaign content with data relevant to the subscriber.
Check out our help topic on personalizing your campaigns to learn more.
Segment your audience
You can also use the information in your custom fields to create segments in your subscriber list that you can send targeted campaigns to. For example, you could create campaign content that is of specific interest to people living in Canada and send it only to your subscribers who live in Canada.
Some other ideas for segments are grouping subscribers who have purchased a house in the last year, or targeting those who have a birthday in August, or you could customize campaigns for list segments based on age groups. To learn more, see our instructions for creating and using segments.