Fields

Fields are the data you store against each contact (such as first name, company, city, or audience). They are the basis for personalisation, segmentation, and forms.

The essentials

Every contact has standard fields (email, first name, last name) and an unlimited number of your own fields.

A field consists of a key (for merge tags and segments), a label (visible to users), and a type (text, dropdown, checkbox).

You can use fields in forms, imports, and campaigns — for example by placing %%firstname%% in the newsletter — and to build segment rules based on interests or location.

Available field types

1. Text — short free-form text.
2. Textarea / Multiline — longer text.
3. Email — unique email addresses.
4. Numeric — for numeric values and comparisons.
5. Date — for dates and date ranges.
6. Dropdown — a single choice from a fixed list.
7. Radio button — a single visible choice from several options.
8. Checkbox — multiple choices possible.

Creating a field

1. Choose a unique, permanent "Field name". You use this to show the value in the newsletter (for example "Debiteurennummer") or to segment on.
2. Give it a readable label.
3. Select a type.
4. Add values if needed (for a dropdown, radio, or checkbox).
5. Optionally add a placeholder — think of a subscribe form that already shows an example value so people know what is expected.
6. Under advanced validation you can set a default value — for example "relatie" when someone's first name is missing.
7. Optionally choose a minimum and maximum length for the field. Note: if you are not sure what this does, leave it alone.
8. Save.

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Required is set per form

Whether a field is required or optional is decided per form, not at field level. The same field can be optional on one form and required on another.

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Labels and placeholders are per-form

Labels and placeholders can be adjusted per form without changing the underlying key — so segments and merge tags stay intact.

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Avoid changing field names

Preferably never change a field name once it exists, because campaigns and segments depend on it.

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Empty fields render empty

When a field has no value, it renders as an empty value if you pull it into the newsletter (for example when someone's first name is missing). Set a default value under advanced validation to avoid that.

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Deleting a field deletes its data

Deleting a field also removes all stored data for that field.

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Practical field examples

Webshop: customer_segment, lifetime_value, last_order_date. SaaS: plan_type, signed_up_at, trial_ends_at. Publisher: subscription_tier, interests, language. Well-chosen fields make targeted segmentation and relevant communication possible.

Why is my merge tag rendering empty?

The contact has no value stored for that field, so an empty value renders in its place. Set a default value under advanced validation (for example "relatie" when a first name is missing), or send only to a segment where you know the field is filled in.

Can I change a field name after creating it?

Avoid it. Campaigns and segments reference the field name directly, so changing it can break them. Labels and placeholders, on the other hand, you can adjust freely per form.

How do I mark a field as required on a subscribe form?

The required setting lives on the form, not on the field definition. Open the form, place the field in the layout, and set "required" for that specific form.

See also

• Contacts overview
• Merge tags and personalisation
• What are segments