Custom attributes exist only on the subscriber level, and are created upon upload of a subscriber list, based on any non-standard columns included in the uploaded file. There are specific guidelines and rules for creating custom variables, which are addressed in this page.


As with standard dynamic scripting variables, custom variables can be used to display values in the body of an email, or for conditional blocks. This page does not go into detail about using these variables for conditional blocks. For help on that topic, please see Dynamic Text Blocks, Operands, and Conditional Statements

There are no case requirements for the key/variables themselves. For purposes of these guides, all variables are in lowercase. Values returned, however, are in the case stored in the database, unless output case is otherwise specified by the user.

Notes About Custom Attributes

Custom attributes are commonly created when you upload a subscriber list to Engage, from any non-standard columns on the uploaded file. They can also be created on an individual subscriber record within Engage.  They can be used for Segmentation and Dynamic Sender Profiles as well as Dynamic Scripting. For information the process of uploading subscriber files, see Uploading a Subscriber List.

While we won't cover the process for uploading or creating custom attributes here, there are few notes to remember about Custom Attributes:

  • Custom attributes names cannot begin with numbers.
  • Custom attributes do allow for special characters and spaces in attribute names.
  • Custom attributes do allow for C# keywords in attribute names, such as int, float, and decimal, though their use may not be intuitive or necessary as custom attributes.

With those standards in place, custom Subscriber attributes can be used to expand your capabilities for dynamic scripting text and conditional text.

Calling Custom Attributes

Custom attributes from a Subscriber list on a send, campaign, or instance can be called by |*subscriber.attributes.<variable>*|, where <variable> is the attribute’s column header from the subscriber list. All spaces and special characters in the Attribute name are retained.

For example, a custom attribute called account-number is called with the syntax:


And a custom attribute called customer target base would be called with the syntax:

|*subscriber.attributes.customer target base*|