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Custom fields let you store information Retainful doesn’t track by default — anything from a customer’s shoe size to their loyalty tier.

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Create a custom field

  1. Go to Settings → Custom Fields.
  2. Click Add field, name it, and choose its type:

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How fields get filled

  • Imports — map CSV columns to custom fields in the import wizard.
  • Signup forms — add a question to your form and store the answer in a field.
  • Manually — edit any contact’s profile.
  • API — send custom_properties when creating contacts from your own systems.
  • Store sync — some platform data (like tags) arrives as properties automatically.

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Using custom fields

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Personalization

Insert any field into your emails with merge tags — “Hi Jane, your Gold membership renews soon.” See Personalization.

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Segmentation

Filter on custom fields in the segment builder — for example, everyone whose “loyalty_tier” is “Gold” and who hasn’t ordered this quarter.

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Automation branching

Use a field in a Binary step to send different emails to different groups inside one automation.
Keep field names consistent and lowercase (like loyalty_tier, not “Loyalty Tier!”) — it keeps imports, API calls, and segments tidy as your usage grows.