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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Custom Fields

Custom fields are data properties you define to store extra information about each subscriber—like birthday, location, or preferences—beyond the standard fields, powering segmentation and personalization.

Also known as: custom properties, custom attributes, subscriber fields

Standard subscriber records only capture so much. Custom fields let you store the specific data that matters to your business, turning a plain list into a rich, segmentable database.

What can custom fields store?

Anything you collect: birthday, location, product preferences, loyalty tier, last product viewed, or answers from a quiz. You define the field and populate it from forms, integrations, or behavior.

How are custom fields used?

They power segmentation (group by any field) and personalization (merge field values into emails). A birthday field enables a birthday automation; a preference field enables tailored recommendations.

Custom fields vs. tags

Custom fields store a value (city equals "Austin"); tags typically mark a yes/no state ("VIP"). Both aid segmentation, but fields hold structured data you can merge and personalize with.

Related terms

Plain Text Email HTML Email Sender Name Alt Text Interactive Email Email Copywriting Hero Image Preheader Email Template Personalization Dynamic Content Merge Tags Responsive Email Subject Line Call to Action (CTA)

Related reading from Drip

How to Segment Email Lists with Tags, Custom Fields, and Events

Frequently asked questions

What are custom fields in email marketing?
Custom fields are data properties you define to store extra information about each subscriber—such as birthday, location, or preferences—beyond standard fields. They power segmentation and personalization.
How are custom fields used?
They let you segment your list by any stored value and personalize emails by merging those values in. For example, a birthday field can trigger a birthday automation, and a preference field can drive tailored recommendations.
What's the difference between custom fields and tags?
Custom fields store a value, like city equals 'Austin,' while tags usually mark a yes/no state, like 'VIP.' Both help with segmentation, but fields hold structured data you can merge into emails and personalize with.
How do I populate custom fields?
You can collect custom field data through signup and preference forms, sync it from integrations like your store or CRM, or set it automatically based on subscriber behavior.
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