Subscriber information

What are custom fields?
A field is what holds the information a subscriber enters into a signup form.

There are nine default fields that exist in Sendimpactt when you create an account: Name, Last name, Email, Phone, Company, Country, State, City, and Zip.

Custom Fields are fields that you create in addition to these default fields. You’ll need to create a custom field if you want to gather additional information about your subscribers. You can use the additional information to further manage your subscribers and personalize your campaigns.

To create custom fields:

  1. Head to the Subscribers page.

  2. Find the Fields tab and click Create field in the top right-hand corner.


Enter the field name and the field type. There are three field types: Textnumber, and date.

It’s possible to add, remove, or update the data of a subscriber on your list. This includes details such as their email address, name, country, company, ect.

To edit a subscriber’s data:

  1. Head to the Subscribers page.

  2. Search the subscriber by email address using the search tool.


  1. Click on their email address to be taken to their profile.

  2. Scroll down to the Subscriber details section and click Edit


  1. Click Save changes once you are done editing the subscriber’s details.

Groups and segments

Groups are individual lists you create to help organize your contacts. Using groups allows you to target your emails to a smaller list of subscribers based on their interests.

Groups are often referred to as tagslists or audiences in other email marketing platforms.

Whenever you create a form, landing page, website or schedule a campaign, you will be asked to select the target group.

How to create a group

To create a group:

  1. Navigate to the Subscribers page.

  2. Click on the Groups tab.

  3. Click Create group.

  4. Enter the name of your new group.

  5. Click Create.

Your group is now created, and ready to have subscribers added.

How to create a group while importing subscribers

To create a new group during import:

  1. Navigate to the Subscribers page.

  2. Click Add subscribers.

  3. Import your subscribers by your chosen method.

  4. On the import settings page, the first step is to select a group. Type the name of your new group into the input field, and hit the return key to create it.

Segmentation is a powerful tool that allows you to target or organize specific audiences within your mailing list. A Segment is an organized list of subscribers automatically generated by a set of conditions.

Before you create your first segment, it’s important to know the difference between segments and groups.

On the Subscribers page, under the All subscribers tab, choose the filter(s) that will become the conditions of your new segment.

When you add conditions to a subscriber search, a green Save as segment button will appear. Click it to save all the subscribers who meet these conditions into a segment.

When setting conditions, pay attention to whether you are creating “and” rules, or “or” rules.

If you have condition 1 set and condition 2 set, then subscribers need to meet both of those conditions to be included in the segment.

If you have condition 1 set or condition 2 set, then subscribers only need to meet one of the conditions in order to be included in the segment.

Once a segment is created, all past and future subscribers who meet those conditions will be included in the segment automatically.

For example, if you wish to target subscribers located in the United States:

  1. Search your subscribers with the conditions Location > is > United States of America.

  2. Click Save as segment.

Note: Location data is pulled from your subscriber’s IP address at the time of sign-up. This information is not always provided and can be inaccurate if subscribers use VPNs or travel.


If you want other location data for each subscriber, you can add use the Country field, or create an additional field to your forms. Learn more about creating custom fields.

Segments can be used as recipients of any campaign. They can also be excluded from any campaign if the segment contains subscribers whom you do not want to receive a particular newsletter.

To include a segment in a campaign:

When choosing your recipients, select the segment you wish to receive your campaign.

To exclude a segment from a campaign:

When selecting recipients, click the Exclude segment button to the right of the segment you do not want to receive that newsletter.

Note: If a subscriber belongs to more than one segment or group, and one of the segments/groups is included in your recipients while the other is excluded, the subscriber will not receive the newsletter. Exclusion supersedes inclusion.

When creating an automation workflow, you can use the Condition step to alter the outcome of your workflow depending on a rule you set.

One of the options for the Condition step is Segment membership. To use your segment as a Condition step in an automation workflow:

  1. Add a Condition step to your workflow.

  2. In the sidebar, set the condition as Segment membership and select the segment you wish to use as the condition. This will split your workflow into two paths depending on whether your subscriber is included in the segment or not.

  3. Add additional steps for each path.

Your workflow may look something like this.

Learn about using automation to segment your subscribers by behavior and get inspiration on how to utilize segmentation.

So people are subscribing to your newsletter but they aren’t being added to any segments. What should you do?

If you are using multiple filters to create your segment, make sure you have correctly created them using the “and” or “or” option. You can check this by navigating to the Segments tab on Subscribers and selecting the segment you want to double-check.

If some subscribers are being added to your segment, but not all of them; double-check that the subscriber in question applies to the filter conditions you have set. You can find this information in each subscribers profile

Click on any subscriber’s email address to open their profile. Once in their profile, scroll down to Subscriber details.

Here you’ll be able to see all fields, groups, or stats that you have used as your segment’s conditions.

To delete a segment:

  1. Navigate to the Subscribers page, then click on the Segments tab.

  2. Select the segment(s) you wish to delete.

  3. Click Delete.

Note: Deleting a segment will only delete the segment itself, not the subscribers inside it.


To export subscribers by segment:

  1. Navigate to the Subscribers page, then click on the Segments tab.

  2. Click View segment.

  3. Click the Export button and select your preferred file type.

Segmentation is the art of grouping subscribers together based on common traits in order to send more personalized, targeted campaigns. Each segment has at least one rule or condition from our filters that subscribers must meet to be part of it. Once the rule is met, the subscriber is automatically added to the segment. When you use segmentation, you’ll see that your email campaigns will be more relevant for readers, resulting in better open and click rates.

Groups or interest groups, on the other hand, don’t have rules or criteria that subscribers have to meet, so they aren’t automatically updated. You manually add and remove them from these groups, which you can also send campaigns to. This is useful when you want to group a certain amount of subscribers together without necessarily having criteria in common.

segment is a list of subscribers that is dictated by a “rule”. You create the rule with our filter and you can use different rules to get really detailed. The filter conditions vary: create segments based on groups, fields, segments, signup date, time zone, campaigns, automation workflows, time inactive—you name it.

Once you’ve set the rule(s), the list below the filter will show all the subscribers that comply with it. This gives you an insight into what your segment will look like in terms of size and individual subscribers.

For example, this is a segment of all subscribers that signed up in the last 60 days:

A subscriber can only be added or removed based on whether they do or do not fit the created rule.

Segments are updated automatically as soon as a subscriber complies or no longer complies with the created rule. For the above example, if a subscriber subscribed 31 days ago, they will no longer be active in the segment “Signup date is in the last 60 days”.

Note: Don’t forget to hit Save as segment to save and name the segment. Your segments are not saved automatically after creating the filter.

group or interest group is not dictated by a rule, so you can add and remove subscribers based on your wishes. Groups are not updated automatically and only change when you personally move a subscriber, or when an automation moves a subscriber with an Action step. It can also be done by a third-party application that has an API integration.

You can also filter out subscribers before saving them to a group instead of a segment. This is useful if you want to have a list of subscribers that meet certain criteria, but also a list that you can manually change. After choosing a rule, select a few or all of the filtered subscribers in the list, click Actions, and choose Add to group.

With groups and segments, you can group subscribers together in order to send them more targeted marketing campaigns or automations. When you’re sending a campaign, you’re sending it to either a segment, a group or all your active subscribers. You can also exclude certain segments or groups so these people won’t receive your campaign.

You can create the groups and segments beforehand on the Subscribers page.

Sending a campaign  
Importing subscribers from a file  
Setting up an automation trigger  
Creating a list that updates automatically  
Creating a list that you can update manually  
Using a sign-up form (pop-up, embedded, site)

Unsubscription management

Unsubscribed recipients are automatically removed from your active subscriber’s list as soon as they unsubscribe. They’ll no longer receive newsletters or be included in your automation workflows.

They can be found on the Subscribers page in your All subscribers tab when you toggle to view Unsubscribed.


You may need to manually unsubscribe someone if they contact you directly to be unsubscribed, or if you no longer want them receiving your newsletter.

To unsubscribe someone manually:

  1. Go to the Subscribers page and use the search bar to find the subscriber you wish to unsubscribe.

  2. Click on the email address to open their Subscriber profile.

  3. Click the Actions button followed by Unsubscribe.

That’s it! The subscriber is now moved to Unsubscribed and newsletters won’t be sent to that email address anymore.

To unsubscribe multiple recipients at once:

  1. Navigate to your All subscribers tab.

  2. If you need to, use a filter to search and find the subscribers you want to unsubscribe.

  3. Select all the subscribers you wish to remove. If you are using filter(s) to choose your subscribers, only subscribers that apply to the filter(s) you have will be visible.

  4. Click Actions followed by Move to unsubscribed.

Note: If you click Select visible, only subscribers visible on that page will be selected.

If you have subscribers that you want to unsubscribe in a file, you can import that file into a group; then open the group and follow the above instructions from step 4 onwards to move them to Unsubscribed.

Activating subscribers who have unsubscribed is quick and easy. However, you should have clear, documented permission from the subscriber to receive your emails.

You may need to do this in cases where you have accidentally moved the wrong subscriber to Unsubscribed; or if a subscriber contacts you asking to be resubscribed.

To active an unsubscribed recipient:

  1. Navigate to your Subscribers page and use the search tool to find the subscriber you wish to reactivate.

  2. Click on the email address to open the Subscriber profile.

  3. Click the Actions button followed by Subscribe.

The custom variable {$unsubscribe} generates a link to your unique unsubscribe page.

You can enter the custom variable {$unsubscribe} as a hyperlink or a button block.

To enter the new unsubscribe link as a hyperlink:

  1. Highlight the text to which you want to add the unsubscribe link.

  2. Click the Link icon and click Insert link.

This sort of blacklist allows you to exclude certain subscribers from receiving your newsletters and automation emails by creating a segment with the filter:

Fields > Email > Equals > [email address you don’t want to send newsletters to]

To achieve this:

  1. Head to Subscribers.

  2. Click on Choose a filter and select Email

  3. In the next field, choose the operator Equals.

  4. In the last field, enter the email address you don’t want to send newsletters to.

  5. Click Save as segment, give it a name, and click Create.

There are three ways you can remove a subscriber from your account: 

  • Delete: removes the subscriber from your account, but all their information is still kept in case they re-subscribe to your list.

  • Forget: removes the subscriber from your account and all information will be completely deleted in 30 days. This feature is GDPR compliant.

  • Unsubscribe: removes the subscriber from your active subscriber list and newsletters won’t be sent to them.

The Unsubscribe page is the page subscribers are redirected to when they click the Unsubscribe button in one of your campaigns.

A custom unsubscribe page is an opportunity to re-engage your subscribers. You can edit your unsubscribe page to include content that might convince your subscribers to stay. To locate the unsubscribe page:

  1. Navigate to the Account settings page.

  2. Choose Unsubscribe settings.

  3. Click the Edit content button.

If a subscriber marks or reports your newsletter as spam, this is called a spam complaint. Spam complaints are automatically removed from your active subscribers list.

You can locate spam complaints on the Subscribers page by clicking on the dropdown menu on Active subscribers.

Subscribers found under Spam complaints can not be contacted through Sendimpactt and will not receive any future campaigns. Once they mark your email as spam, their status will be changed from active to junk.

When subscribers mark your campaigns as spam, it increases the likelihood that future newsletters will get directed to the spam folder for all of your subscribers.

Some tactics that help you maintain a good sender reputation are:

  • Practice well-founded subscriber collection methods: Your reputation is based on the quality of your list, not the number of subscribers you have. We recommend enabling double opt-in on all of your forms to weed out spambots and less enthusiastic subscribers. These subscribers are more likely to take up space in your plan while never opening or engaging with your content.

  • Regularly clean up inactive subscribers: Inactive subscribers are more likely to mark your emails as spam. They’re subscribers that are not opening your mail at all. Continuing to send mail to them, when it is clear they are not engaged, can lead to a poor sender’s reputation; or worse, spam complaints.

  • Use surveys to get feedback from engaged subscribers: Ever wanted to ask subscribers what they want to read or how often they want to read your emails? This allows you to send highly targeted content to subscribers who have asked for it themselves.

Custom fields

field is what holds the information a subscriber enters into a signup form.

There are nine default fields that exist in Sendimpactt when you create an account: NameLast nameEmailPhoneCompanyCountryStateCity, and Zip.

Custom Fields are fields that you create in addition to these default fields. You’ll need to create a custom field if you want to gather additional information about your subscribers. You can use the additional information to further manage your subscribers and personalize your campaigns.

To create custom fields:

  1. Head to the Subscribers page.

  2. Find the Fields tab and click Create field in the top right-hand corner.

Enter the field name and the field type. There are three field types: Textnumber, and date.

Once you have entered your field name and type, click Create.

Your new field will appear on your Fields page.

Every field in MailerLite has an accompanying Tag, including the fields you created yourself.

For example:

  • {$email} – inserts your subscriber’s email address.

  • {$name} – inserts your subscriber’s first name (if it’s available).

Personalized variables are an excellent way to personalize your campaign. For example, rather than writing “Hey guys!” or “Dear readers”, you can speak directly to each subscriber by using the name entered in their Name field.

To add personalized variables to your campaign using the Drag and drop editor, we recommend using the Variable button {x}. This will allow you to choose from all of your available merge tags.


When viewing your mailing list on the Subscribers page, you can see your subscribers’ email address, opens, clicks, the date they subscribed, and their location. If you wish to add data from custom fields to the general overview:

  1. Click Toggle columns.

  2. Select all the additional fields you wish to display.

To collect more information about your subscribers, you can add any custom field to your pop-up, embedded form or landing page. That way, subscribers can provide this data themselves when they sign up.

To add custom fields to your forms:

  1. Click the Edit button next to the title of your form to open your form editor.

  2. Click the Email field to access settings for your form.

  3. In the right-hand panel, click Add new field.

You can then select which field you would like to add and how you would like to label it depending on your design preferences.

You can use your custom fields as conditions for the creation of a segment. For everything you need to know about creating and using segments, see How to create and use segments.

Using the Preference center in your Sendimpactt account (Advanced plans only), your subscribers can choose their preferences and edit their own information.

See our guide for more information: How to use the Preference Center.