To compliment our list segmentation update, we also overhauled the process of creating custom fields. If you didn’t already know, custom fields allow you to capture extra info on each of your subscribers. This can be anything you like. Zip code, interests, sock color – whatever you need to capture so you can better target or personalize your campaigns.
It’s now super easy to create custom fields with pre-defined options. For example, you can create a custom field for Interests, with pre-defined options like Surfing, Skiing and Reading. You can also control whether a subscriber can choose multiple options, or just one. This makes it very easy to match up your user preferences when you create segments and ensures better data integrity for each subscriber.
We’ve also made the conscious decision to limit the number of custom fields to five (plus name and email address). There are a few reasons behind this one:
- Campaign Monitor is an email marketing tool, not a Customer Relationship Management (CRM) tool. We provide many ways to synchronize your subscriber lists with another database.
- After reviewing tons of sent campaigns, we confirmed that people aren’t personalizing their campaigns with any more than 2 or 3 custom fields, max.
- The less we store the faster, simpler and more scalable we can keep things.