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An e-mail address, a first name and a last name come with every subscriber. Everything else you know — a birthday, a plan, a number of orders — is a contact field. A field has a type, and the type is what makes it useful: a date compares as a date, a number as a number. Fields belong to the team, not to a list: the person is the same whichever list they are on.

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Create a field

The contact fields page

The fields of the team, each with its key and its type.

Settings → Contact fields → New field.
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text
required
What people see: in the import screen, the segment builder, the sign-up page.
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letters, numbers, . _ -
required
What templates and the API call it: {{ subscriber.attributes.birthday }}. It never changes afterwards.
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Text, Number, Date, Yes or no
required
How values are kept and compared.
A value that cannot be read as its type — “soon” in a date — is not lost: it is kept as it was given, and simply matches no comparison of that type. Dates are read in the usual forms (2026-05-12, 12/05/2026) and kept as 2026-05-12.
You do not have to declare every field first. A value that arrives under an unknown key — from an import, the API or a form — creates a Text field of that name by itself. Give it its real type afterwards.

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Change the type

Changing a field from Text to Date rewrites, in the background, what every contact holds under that key into the new shape. A value that cannot be read as the new type is left as it was. The Contacts with a value column says how many people the field is known for.

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Remove a field

The field is no longer offered in forms, imports and segments. What contacts hold under its key is kept: create the field again and the values are there.

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Where fields are used

  • Imports: a column of your file is matched to a field. See Import and export.
  • The sign-up page: you choose which fields it asks. See Pages and pop-up.
  • Segments: “birthday is before…”, “orders is greater than 3”. See Segments.
  • E-mails: {{ subscriber.attributes.plan }}. See Personalization.
  • The API: attributes on a subscriber, and /v1/fields to manage the fields themselves.