Field and property types
Every subscriber record is made up of fields (also called properties). The type you assign to a field controls how a value is stored, validated on import, and formatted when you use it in a personalization tag. Choosing the right type keeps your data clean and makes segmenting and personalization reliable.
The table below lists the common field types and how each behaves. Exact type names and options vary by account (confirm the available types in your account).
Reference
| Type | Stores | Example value | Formats as | Typical use |
|---|---|---|---|---|
| Text (short) | Free-form single-line string | Acme Corp | As entered | Names, titles, IDs |
| Text (long) | Multi-line string | Notes about the account… | As entered | Notes, descriptions |
| Number | Integer or decimal | 1250.50 | Numeric; can be formatted with separators | Amounts, counts, scores |
| Boolean (Yes/No) | True/false flag | true | Yes / No | Opt-in flags, entitlements |
| Date | Calendar date | 2026-07-02 | Localized date, e.g. Jul 2, 2026 | Renewal, birthday, join date |
| Date & time | Timestamp | 2026-07-02 14:30 | Localized date/time | Last activity, appointment |
| Single-select | One value from a fixed list | Gold | The chosen option label | Tier, region, status |
| Multi-select | Several values from a list | Sports; News | Delimited list | Interests, preferences |
| Validated email address | sam@example.com | Lowercased, trimmed | Secondary contact address | |
| URL | Web link | https://example.com | As entered | Profile or account link |
Notes
- Match the source data. Import a date column into a Date field (not Text) so date-based segments and (is within N days) rules work correctly.
- Empty values. A blank field is treated as empty, not zero or
No. Use a fallback in your personalization tags for subscribers who are missing a value. - Type changes are not always reversible. Converting a populated field to a stricter type (for example Text to Number) can drop values that no longer fit. Test on a small segment first.
- Formatting on send. How a value appears in an Edition depends on the field type and any format option on the personalization tag, not on how it looked at import.
- Naming and keys. Keep field keys stable — signup forms, imports, and API integrations reference them. Rename the display label rather than recreating the field.
Related
Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.