Audience Architecture

Custom Fields & Tags

Extend your subscriber profiles with flexible data points. MailRivo allows you to store and leverage custom attributes for precise personalization and segmentation.

Technical Index

Overview

Data Extensibility

Every subscriber in MailRivo is more than just an email address. Custom Fields allow you to store specific data like Purchase History, Job Title, or City. This data is stored in a high-performance `JSONB` format in your database, allowing for complex queries without slowing down your sending engine.

Field Definitions

Attribute Types

Standard Text

For strings like Company, City, or Country.

Numeric Data

For ID numbers, counts, or scores.

Date / Time

For birthdays, trial ends, or signups.

JSON Objects

For complex nested behavioral data.

Behavioral Tags

Labeling Protocol

Tags are multi-value labels used for grouping. A single user can have multiple tags likeVIP,Buyer, andUSA.

onboarding_completeclicked_july_saleabandoned_carthigh_ltv

Using Data in Emails

Personalization Engine

Injection Pattern

Use double curly braces to inject custom field data into your email templates. If a field is empty, it will gracefully fall back to an empty string.

Hi {{name}},

Check out your status for {{city}}:

Loyalty Score: {{loyalty_points}}

Own your audience.

Stop paying every month for your own subscriber list. Join smart marketers who own their system and save thousands every year.