How to use custom fields in your emails.

Published 9 months agoΒ β€’Β 6 min read

How to use custom fields in your emails

Read these two paragraphs below; they're examples of how you can dynamically change the text in your emails, depending on the subscriber, based on information that they've shared with you;


Paragraph 1

"Hi, John.

I know you're just getting started in business, so I wanted to share this article with you because I know it will really help you get a jumpstart on your sales. Click here to access the article."

Paragraph 2

"Hi, John.

I know you've been in business for a while now and you're looking to grow your income, so I wanted to share this article with you because it's what helped me to do exactly that in my business. Click here to access the article."


πŸ‘†These two paragraphs above are different, based on where your subscriber is in their business journey. And the power of making it bespoke and personal to each subscriber can be automatically controlled using 'custom fields'.

But what are 'custom fields', I hear you ask.

Let me explain...

Think on them as ways to capture personal information about a subscriber that you can subsequently use to make their experience of interacting with you, much more meaningful.

When you're sending your emails out to your email subscriber list, you want to make what you write as appealing as you can for every reader - and the most effective way to do that is to make it personal to them and let them know that you're speaking directly to them, and not just a number in a crowd (which a lot of people do).

How do you use custom fields?

I personally use ConvertKit as my email marketing platform of choice. In my opinion, it's the best option on the market right now for service-based solopreneurs (of which I'm one) and so I'll show you how I use custom fields in my setup.

One of the many custom fields I use is entitled "business_status" which can have one of two values;

  • starting
  • growing

I can therefore tailor the content in each email (if I choose to) so that it's more relevant for each reader.

Using the examples above, this is what my email would look like;

Hi, Reader.

I know you've been in business for a while now and you're looking to grow your income, so I wanted to share this article with you because it's what helped me to do exactly that in my business. Click here to access the article.

And so depending on which value you have stored for each subscriber, the text they see in their email will be specific to them, based on what you know about them, and I can even have different links to the most relevant article for each subscriber.

So, below you can see what the email would look like if it was sent to someone who was looking to grow their income (i.e they had business_status = "growing");


Once you wrap your head around the power and flexibility that custom fields offer, you'll be thinking of creative ways in which you can enhance your subscribers' experience with more and more personal touches.


The power of reciprocity and why you should embrace it.

If truth be told, this is NOT just a business tip, but more of a 'life' tip.

The power of reciprocity.

It refers to the principle that we tend to feel obligated to repay others in kind for the favours, gifts, or actions they have given us. In a business sense, understanding and utilising the power of reciprocity can have several benefits. Here are some ways it can be advantageous:

  1. Building relationships: By initiating a positive action or offering assistance to others, you create a sense of goodwill and foster stronger relationships with customers, clients, partners, and colleagues. When people feel indebted to you, they are more likely to reciprocate by engaging in beneficial behaviors such as making a purchase, providing referrals, or offering support.
  2. Influencing decision-making: Reciprocity can be a persuasive tool in business. When you provide something of value to others without expecting an immediate return, they often feel compelled to reciprocate by considering your proposals, ideas, or offers more favorably. This can influence their decision-making process in your favour.
  3. Generating trust and loyalty: When you consistently demonstrate acts of generosity or go the extra mile for your customers or clients, you create a perception of trustworthiness and reliability. This fosters loyalty and encourages repeat business. Customers are more likely to remain loyal and continue to support your business if they feel they have received value beyond their expectations.
  4. Collaborative opportunities: The power of reciprocity can facilitate collaborations and partnerships. By offering assistance, sharing resources, or providing expertise to other businesses or individuals, you increase the likelihood of receiving similar cooperation or partnership opportunities in return. This can lead to mutually beneficial arrangements that help growth and encourage success.
  5. Positive reputation and referrals: When you consistently demonstrate acts of reciprocity, your reputation in the business community improves. People are more likely to speak positively about your business and recommend you to others. Word-of-mouth referrals can be powerful in attracting new customers or business opportunities.

It's important to note that the power of reciprocity should always be exercised genuinely and with sincerity. People will quickly detect insincere or manipulative actions, which'll have a negative impact on your reputation. Authenticity and a genuine desire to help others are crucial for building meaningful and long-lasting relationships in the business world.

πŸ’‘Tip: Get started with reciprocity today. Figure out something that you can do to help someone out and watch how that sense of help will automatically imbue a willingness to reciprocate the sentiment. It may not be immediate, but think of it as reciprocity points stacking up in your account. And if you can figure out a way of making this a habit, your 'account' will be overflowing!


How one man built an empire, brick by brick.

In 1932, a 41-year old carpenter called Ole Kirk Christiansen, from Billund in Denmark, started a business making wooden toys for kids, including pull-along ducks and yo-yos. He grew his business steadily for 15 years before making the transition into plastic toys and leaving the wooden products behind.

The company's name was formed by taking the first two letters of two Danish words, 'leg godt' (translates to 'play well') - birthing the name, LEGO.

By 1947, with the business having invested in a plastic injection-moulding machine, Christiansen's son, Godtfred, began manufacturing interlocking plastic bricks.

The bricks were designed with precision to ensure they fit together securely and could be easily disassembled. This unique feature allowed children to build and create various structures, unleashing their imagination and fostering creativity.

Today, LEGO is a global brand with a presence in over 130 countries. Their products continue to inspire and engage children and adults alike, promoting creativity, problem-solving skills, and imaginative play. The company remains family-owned by Ole's grandson, Kjeld Kirk Kristiansen, and operated, with founder Ole's descendants actively involved in its management.

LEGO's story is a testament to the enduring power of play, innovation, and the pursuit of excellence.

Despite facing revenue downturns and numerous business challenges in the past, LEGO made a remarkable turnaround through innovation and a focus on its core products.

They've since ventured into video games, movies, TV shows, and amusement parks.

Today, LEGO is a global brand that promotes creativity and problem-solving through play. Now employing more than 24,000 staff and generating revenue in excess of $9 billion (USD), LEGO is valued at more than $12 billion.

Here are a few fun facts about LEGO bricks...

Laid end to end, the number of LEGO bricks sold in a year would reach more than five times round the world.

On average there are 80 LEGO bricks for every person on earth.

The famous LEGO brick that we play with today is more than 60 years old. The bricks made way back in 1958 will still fit perfectly with those you play with today!






If we're not already connected on LinkedIn, then let's fix that now!

If you're new around here, let me give you a brief intro to who I am and what I do;

πŸ‘‹ Hi, I'm John, a solopreneur with 30+ years experience in software development, business start-up and growth strategies, and digital marketing, specialising in email marketing.

I help service-based solopreneurs to grow their businesses by showing them how to effectively implement an email marketing system that'll bring them leads, prospects, and new clients, complemented with proven success strategies for solopreneur-type businesses.



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