Category: Email Marketing
Custom fields in email marketing (also known as merge tags or custom tags) allow us to store extra information about our subscribers and use it to customize and segment our email sendings.
This customization allows us to be closer and adapt the content to the interests and needs of each of our subscribers, which alse means higher open / click ratios and also more conversions.
The most well-known use of merge tags is to personalize our email campaign by calling the subscriber by name, for example by inserting it at the beginning of the newsletter, like: "Hi [Name]". When we send the newsletter, the [Name] field will be replaced by the name of each of the subscribers of our list.
But calling our subscribers by name is just a small part of all we can do with custom fields. Here are some examples that can help you understand their full potential:
These are just a few examples of everything you can get to personalize your communications thanks to the information you store from your subscribers. If you also use dynamic content and segment your sendings, you will see how your results in email marketing improve substantially.
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