Subscriber tags
Create coloured labels for your subscribers, see how each tagged group engages, and use tags to build segments.
What tags are
A tag is a label you put on people, such as "VIP", "Podcast listener" or "Conference 2026". One person can have as many tags as you like. Tags never change what anyone receives on their own. You use them to group people, mainly in segments.
Where to find them
Tags are managed on the Tags tab of Audience > Subscribers. Old links to the Subscriber tags page take you there.
The tab has two parts: the Tag mix table at the top, and your tags below it.
Creating and editing tags
Click New Tag and fill in:
- Name: required, up to 50 characters. Each tag name can only be used once in your publication, and capital letters don't count as different, so "VIP" and "vip" are the same name.
- Color: pick one of the preset colours, or choose your own with the colour picker or a hex code such as
#3B82F6.
A Preview shows how the tag will look. Click Save.
Each tag appears as a card showing how many subscribers have it. Use the card's menu to Edit or Delete it. Above the cards you can search tags by name and sort them by Newest First or Oldest First.
Putting tags on people
There are four ways to tag people:
- On a subscriber's profile: open the Tags section and pick tags from the list. Click the cross on a tag to remove it.
- During an import: under Advanced Configuration, use Apply Subscriber Tags. The tags go on the people that import adds to your list.
- With an automation: add an Update Subscription Data step and choose tags under Apply tags. This step only adds tags. It never removes them.
- With preference groups: each group in your preference centre has its own matching tag. These tags start with
pref:and are managed for you. See the Preference centre guide.
Using tags
In a segment, add the Subscriber tags condition (under Subscriber Data > Attribute), pick a tag, and choose Includes or Excludes. You can then send newsletters to that segment, or start automations when people join it. See the Segments guide.
The Tag mix table
Tag mix shows how each tag covers your audience, and how the people with that tag engage, over the time range chosen at the top of the Subscribers page. If you've selected a segment, the table covers just that segment.
| Column | What it shows |
|---|---|
| Tag | The tag. |
| Subscribers | How many people have it, and what share of the audience that is. |
| Open rate | How often people with this tag opened your emails in the time range. |
| Click rate | How often they clicked. |
| Engagement | The average of the open rate and click rate. |
A few things to know:
- One person can have several tags, so the shares can add up to more than 100%.
- Subscriber counts and shares are exact for every tag. Open and click rates are worked out for the 25 largest tags on the page.
- A tag with more than 20,000 people shows "Too large to measure" instead of rates.
- A dash means there's no rate to show, for example because nothing was sent to those people in the time range. A dash is not the same as 0%.
- The table shows 100 tags per page, largest first.
Deleting a tag
Deleting a tag removes it from everyone who has it. This can't be undone.
Any segment that uses the tag changes too: an Includes condition for a deleted tag matches nobody. Check your segments before deleting a tag they rely on.
Troubleshooting
"A tag with this name already exists": another tag already uses that name, perhaps with different capital letters. Pick a different name, or use the existing tag.
I can't delete a tag that starts with pref:: it belongs to a preference group. Delete the group in your preference centre instead, which removes its tag too.
A dynamic segment doesn't include someone I just tagged: dynamic segments update once a day. Open the segment and click Recalculate to update it now.
The Tag mix table is empty: nobody has a tag yet, or, if a segment is selected, nobody in that segment has one.
A tag shows no open or click rate: no newsletters were sent to those people in the chosen time range, or the tag isn't among the 25 largest on the page.