Troubleshooting Custom Variables in Email Sequences

Custom variables in email sequences require proper setup to function correctly. Issues with custom variables are a common cause of high email block rates and sequence failures. Understanding how different audience types handle custom variables is crucial for successful sequence deployment.

Understanding Audience Types and Custom Variables

Custom variables behave differently depending on how your audience is created:

Setting Up Custom Attributes for CSV Upload

1. Go to Settings > Data Management > Person > Add attribute > select type Text > name it to match your CSV column name

2. Re‑upload your CSV and map that column to the newly created attribute

3. Open one of the uploaded contacts in People and confirm the field is populated – if it’s blank, the mapping didn’t take and you’ll need to re‑upload

4. Use the variable picker in the sequence email editor to insert the custom variable (avoid typing the syntax manually to prevent blocked enrollments)

CSV-Uploaded Audiences

• Custom variables (like 'Company Status') are properly populated when mapped during the CSV upload process

• The audience must be created from a CSV upload with custom fields explicitly mapped during upload

• This method ensures all custom variables referenced in your sequences have corresponding data

• Custom attributes must be created in Settings > Data Management > Person before CSV upload to ensure proper mapping

Condition-Based Audiences

• Custom variables may not be populated even if they exist in other audiences or your CRM

• These audiences don't inherit custom field mappings from CSV uploads or custom field data from elsewhere in the system

• The same contacts may have populated variables when enrolled via CSV but missing variables when enrolled through audience conditions

Common Issues and Root Causes

High email block rates (up to 88% in some cases) often occur when:

• An audience is created using conditions rather than CSV upload

• Email sequences reference custom variables that aren't populated in the selected audience

• There's a mismatch between the audience type and the custom variables used in the sequence

Prevention Best Practices

To avoid custom variable issues:

1. Use the variable picker when inserting custom variables: Always use the variable picker in the sequence email editor rather than typing the variable syntax manually. Manually typing the variable syntax can cause blocked enrollments.

2. Choose the correct audience type that has the required custom variables populated

3. Verify your enrollment method supports the required field population before launching

4. Test with a small sample to confirm variables populate correctly before full deployment

5. Consider CSV upload over audience conditions when sequences rely heavily on custom field variables

6. Verify all custom variables in your email templates have corresponding data in your uploaded CSV

Troubleshooting Steps

If you're experiencing issues with custom variables:

1. Check your audience type: Determine if your audience was created from CSV upload or conditions

2. Review variable availability: Ensure all referenced custom variables will have values for contacts in your audience

3. Consider switching methods: If using condition-based audiences, consider uploading a CSV with required fields mapped instead

4. Modify sequences if needed: Update sequences to use variables that are available for your audience type

Fixing Blocked Enrollments

If you have blocked enrollments due to missing variables, you can resolve this retroactively:

1. Upload a CSV containing the blocked contacts

2. Ensure all required fields are properly filled and mapped during upload

3. The system will update the variable data for previously blocked enrollments

4. Blocked contacts will then be able to proceed through the sequence