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Custom fields hold the key to email personalization. You can create custom fields to store just about any data you can imagine, using that information to create personalized subject lines, email content, and segments.
Learn what custom fields are in Chapter 1, how to add a custom field in Chapter 2, and how to take your next steps in Chapter 3.
Custom fields are essential to personalizing your email campaigns, sending to segments—or groups of similar subscribers—and ensuring that you’re managing fewer lists in your account.
In short, any data that you collect along with your subscriber’s name and email address is stored within custom fields.
For example, imagine you use email to promote local events. You could store the subscriber’s city in a custom field, allowing you to send relevant events based on their location.
In your subscriber list, add a custom field for city. Create the custom field, name it, and then specify what kind of data field it is. In this case, City is a text field. Select visible to make this field editable by your subscribers in your list’s Preference Center.
You can use the following types of custom fields:
Every time you add subscribers with custom field data to an existing list, new subscribers will be added, while existing subscribers and their custom fields will be updated automatically. You can add and update subscribers by:
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