Ever wish your email campaigns could speak directly to each subscriber, making every message feel personal? That’s exactly what custom fields in ActiveCampaign can help you achieve.
Understanding how to use custom fields lets you tailor your marketing, segment your audience, and boost engagement for better results. If you’re unsure where to start, you’re not alone.
This article will guide you through creating and using custom fields in ActiveCampaign, with straightforward steps and practical tips for smoother, more effective campaigns.
Related Video
How to Use Custom Fields in ActiveCampaign
Custom fields in ActiveCampaign unlock the true power of personalization and segmentation for your marketing automation efforts. Whether you’re new to ActiveCampaign or looking to master advanced workflows, understanding custom fields is essential for tailoring communications, segmenting contacts, and streamlining your business processes.
Below, you’ll discover what custom fields are, how and why to use them effectively, step-by-step instructions on setup, common challenges, and best practices to maximize their potential.
What Are Custom Fields in ActiveCampaign?
Custom fields are user-defined data points that you can add to contacts, accounts, or deals within ActiveCampaign.
Unlike standard fields (such as First Name, Email, or Phone Number), custom fields let you collect, store, and use information that’s unique to your business.
Examples of Custom Fields
- Customer interests (e.g., “Favorite Product Category”)
- Subscription details (e.g., “Plan Type” or “Renewal Date”)
- Customer lifecycle stage (e.g., “Lead Score” or “Last Contacted”)
- Account-specific data (e.g., “Industry,” “Number of Employees,” or “Annual Revenue” for B2B)
These fields form the backbone of personalized email campaigns, advanced segmentation, and automation workflows.
Why Use Custom Fields?
Custom fields provide tremendous value because they help you:
– Personalize messages at scale (such as using a contact’s favorite product in emails).
– Segment contacts precisely (targeting only those with certain interests or behaviors).
– Trigger automations based on unique data points (like sending reminders before a contract renewal date).
– Enrich reporting and analytics with data specific to your business operations.
Put simply, they help you deliver the right message to the right person at the right time.
Types of Custom Fields in ActiveCampaign
ActiveCampaign supports custom fields for different components:
-
Contact Custom Fields:
Store data tied to individual people, like preferences or purchase history. -
Account Custom Fields:
Store business/customer account data, such as company size or location. -
Deal (Opportunity) Custom Fields:
Track information about sales opportunities, like deal value or stage-specific notes.
Each type serves a particular need within sales, marketing, or customer care workflows.
Step-by-Step: Creating and Managing Custom Fields in ActiveCampaign
Let’s walk through how you can create and use custom fields for maximum impact.
1. Plan Your Custom Fields
Think carefully about which data you need:
– What’s missing from standard fields?
– What’s essential for personalization or segmentation?
– How will you use this information in automations?
Tip: It’s best to only create fields you’ll actively use. Too many unused fields can clutter your account and make management difficult.
2. Creating a Custom Field
For Contact Custom Fields:
- Go to the “Contacts” section of your ActiveCampaign account.
- Click on “Manage Fields” or “Add Field.”
- Choose the appropriate field type:
- Text Input (single line)
- Text Box (multi-line)
- Dropdown menu
- Radio button
- Checkbox
- Date, Number, or List
- Name your field and provide an optional description to clarify its purpose.
- Save your new custom field.
For Account or Deal Custom Fields:
– The process is similar. Navigate to the respective Account or Deal section and follow the prompts to create fields relevant to that entity.
3. Adding Information to Custom Fields
You and your team can update custom fields:
– Manually, by editing a contact/account/deal record in the platform.
– Through automation, using triggers that populate or update fields automatically.
– Via API, if you wish to sync data from another system.
4. Using Custom Fields in Email Personalization
- Personalize email greetings, subject lines, or content blocks using the data you collect.
- Simply insert a personalization tag (e.g., %FAVORITE_PRODUCT%) within your email template.
- Emails dynamically include each contact’s data when the message sends.
5. Segmenting Your Database with Custom Fields
Segments can be built using custom field values.
For example, you might create a segment for:
– Contacts whose “Subscription Type” custom field equals “Premium.”
– Companies where “Industry” custom field is “Software.”
6. Automation Triggers Based on Custom Fields
Custom fields become powerful triggers for workflows.
For instance:
– Send a renewal reminder 30 days before the “Renewal Date.”
– Notify your sales team when a custom score field exceeds a threshold.
Benefits of Using Custom Fields in ActiveCampaign
-
Advanced Personalization:
Craft tailored communications beyond basics like name or email. -
Better Segmentation:
Target, tag, and communicate with precision. -
Improved Automation:
Dynamically modify automations based on unique attributes. -
Stronger Customer Insights:
Analyze and report on data specific to your business needs. -
Time Savings:
Automate data capture and handling, reducing manual work.
Challenges and How to Overcome Them
While custom fields are valuable, be mindful of these common challenges:
-
Data Bloat:
Creating too many fields can clutter your system.
Tip: Audit fields regularly and delete any that are unused. -
Inconsistent Data Entry:
Staff may enter information differently (“Premium” vs. “premium”).
Solution: Use dropdowns or radio buttons to enforce consistent choices. -
Lack of Organization:
With dozens of custom fields, finding the right one can be tricky.
Tip: Use groups or sections to organize related fields. -
Duplicate Fields:
Sometimes teams create similar fields with different names.
Tip: Establish naming conventions and train your team.
Best Practices for Custom Fields
-
Name Fields Clearly:
Use specific, descriptive names (e.g., “Product_Category_Interest” rather than “Interest”). -
Choose the Right Field Type:
For set choices, use dropdowns or radio buttons rather than free text, which improves data quality. -
Limit Field Creation:
Only add fields when you have a plan for use. -
Review Regularly:
Audit your custom fields every quarter to remove obsolete or unused ones. -
Document Usage:
Maintain a guide noting what each custom field is for and how it’s used in automations/emails. -
Coordinate With Your Team:
Avoid duplication and make sure everyone is on the same page.
Practical Tips for Using Custom Fields Effectively
-
Start Simple:
Begin with a core set of custom fields. Expand gradually as your use cases grow. -
Map Your Workflows:
Identify automation opportunities before creating new fields. -
Leverage Import and API:
If you have customer data elsewhere (like a CRM or website forms), import or sync it via the API to ensure your fields stay up to date. -
Use Tags Where Appropriate:
Tags are great for one-off or temporary segmentation. Use custom fields for long-term data that changes less frequently. -
Test Automations Carefully:
Before rolling out automations based on custom fields, test thoroughly to ensure the correct triggers and actions.
Cost Tips Related to Shipping or Fulfillment Operations
If your business deals with shipping goods or managing fulfillment, wisely-designed custom fields can help you:
-
Track Shipping Addresses and Preferences:
Create fields like “Preferred Shipping Method” or “Second Address” to personalize the experience. -
Calculate Shipping Costs:
Use custom fields to note “Shipping Tier,” “Carrier Selection,” or “Eligible Discounts.” -
Segment By Region:
Run regional promotions or update customers about shipping delays using geographic custom fields. -
Tip*: Avoid storing sensitive payment information in custom fields, as this may not comply with security standards. Use custom fields for non-sensitive shipping or fulfillment data only.
Concluding Summary
Custom fields in ActiveCampaign are powerful yet user-friendly tools to personalize your communications, improve segmentation, and automate essential processes. By carefully planning, organizing, and maintaining your custom fields, you position your business to deliver a tailored and engaging customer experience.
Stay organized, keep your data clean, and use custom fields strategically within your marketing and sales workflows for the best results.
Frequently Asked Questions (FAQs)
How many custom fields can I create in ActiveCampaign?
ActiveCampaign allows you to create a large number of custom fields, but best practice is to keep only those you actively use to maintain clean data and efficient workflows.
What is the difference between a custom field and a tag?
Custom fields store fixed values (like subscription plan or favorite color), whereas tags are flexible markers for segmentation (like “Attended Webinar”). Use fields for structured data, and tags for quick, temporary, or behavioral segmentation.
Can custom fields be updated automatically?
Yes, you can update custom fields through automations, during imports, via manual editing, or with API integrations from other systems.
How do I delete or edit a custom field?
You can edit or remove custom fields through the field management areas in Contacts, Accounts, or Deals. Be cautious, as deleting a field removes all associated data.
Can I use custom fields in email templates?
Absolutely! Insert the personalization tag for your custom field within your template to dynamically include contact-specific data in each message.
With this knowledge, go forth and make your marketing automation truly personal, targeted, and streamlined using custom fields in ActiveCampaign!