What are custom attributes in email marketing?

Custom attributes in email marketing refer to attributes that are specific to your app or site and have been tagged to provide detailed information about users. These attributes allow marketers to segment their audience more effectively and personalize communication based on individual user behavior, preferences, and other relevant data points.

By leveraging custom attributes, marketers can tailor their email content and ensure that it resonates with the end user, leading to higher engagement rates. This could include information such as user preferences, past purchase behavior, or other specific interactions with the app or website. Through this personalization, brands can create targeted campaigns that better meet the needs of their audience.

The other options do not encapsulate the concept of custom attributes accurately. Attributes specific to the campaign's email design relate more to design elements and layout rather than user data. Attributes that apply to all marketing campaigns are too general to provide the targeted insights that custom attributes offer. Lastly, while user engagement metrics are important for understanding how users interact with emails, they do not define the specific attributes that are custom to an app or site.