How to use Shopify metafields with Seguno | Seguno Email Marketing Support Center

Shopify metafields let you store custom data on customer profiles, such as loyalty point balances, birthday dates, and signup preferences. Seguno Email Marketing and Seguno Popups & Forms both integrate with Shopify metafields so you can personalize email content, build dynamic segments, and capture customer data through forms.

What are customer metafields?

Customer metafields are custom data fields stored on Shopify customer profiles. They let you track details specific to your business, such as a customer's loyalty tier, preferred product category, skin type, or upcoming event date, beyond standard fields like name, email, and phone number.

Metafields must be created and populated in the Shopify admin before they can be referenced in Seguno.

Note:

Customer metafields must be created in Shopify admin > Settings > Metafields and metaobjects > Customers before they can be used in Seguno Email Marketing or Seguno Popups & Forms.

If you have not set up your metafields yet, see Add metafield definitions in Shopify Help.

Before you begin

Make sure the following are in place before adding customer metafields to your emails or forms:

Metafields created: Your customer metafields are created in Shopify admin > Customers > Metafields.
Values populated: At least some of your customers have values for the metafield you want to use.
Namespace and key on hand: You have the metafield namespace and key, for example, custom.loyalty_tier. Find these in the Shopify admin, under your metafield definitions.

Tip:

Start with a metafield that has values for most of your subscribers. Metafields with sparse data will result in blank spaces in your emails for many recipients unless you configure a fallback value.

Use metafields in emails

Seguno Email Marketing lets you pull any customer metafield from Shopify directly into an email. This includes loyalty point balances, birthday dates, and any custom preferences collected at signup.

To insert a metafield into an email:

Open Seguno: Email Marketing and navigate to the email you want to edit.
Select the Rich Text section where you want the metafield value to appear.
In the editor toolbar, click the Metafield option.
Select the metafield namespace and key, for example, loyalty_points_balance, from the list.
The metafield token is inserted into the block and populates with each subscriber's value at send time.
Send a test email to verify the metafield renders correctly before publishing.

Tip:

Metafields that are empty for a subscriber render as blank. Configure a fallback value in your template to avoid gaps in your email content for subscribers who have not provided this data.

Warning:

If a subscriber has no value for the metafield and no fallback is configured, that portion of the email will appear blank. Always set a fallback to ensure every recipient sees meaningful content.

Activate segments and automations with metafields

Metafield values power dynamic Shopify segments that update automatically as customer data changes. These segments can also trigger Shopify Flow automations, for example, sending a marketing email when a customer's reward points reach a threshold.

To use metafields in a Shopify segment:

Open your Shopify admin and navigate to Customers > Segments.
Click Create segment.
Select a metafield-based condition, for example, metafield.vip_tier_name is equal to VIP.
Set the condition values and save the segment.
In Seguno: Email Marketing, select that segment as the audience for a campaign, newsletter, or automation.

Note:

Segment membership updates automatically when a customer's metafield value changes in Shopify. No manual refresh is needed.

Capture metafield data from popups and forms

Seguno Popups & Forms lets you map any form field to a Shopify customer metafield. Every customer response is stored as a metafield value, making the collected data immediately available for segmentation and personalization in Seguno Email Marketing.

To map a form field to a metafield:

Open Seguno: Popups & Forms and select the form you want to edit.
Click the field you want to map, for example, a date picker or multi-choice list.
In the field settings panel, select Metafield as the data destination.
Enter the metafield namespace and key, for example, custom.special_event_date.
Enter a label for the field as it will appear to customers.
Click Save and publish the form.

Tip:

Use a Date metafield type for date-based questions so the value can be used in date-triggered automations.

View your metafield data in Shopify

Seguno: Email Marketing automatically writes several metafields to your Shopify customer profiles to track engagement activity. View these in Shopify admin under Customers > select a customer > Metafields.

Some metafields may not be pinned to your customer details page. If so, click View all in the Metafields section, then update your pinned metafield settings.

Definition name	Type	Example usage
Seguno last click date	Date and time	Identify recently engaged customers
Seguno sends since last click	Integer	Filter by click recency
Seguno sends since last open	Integer	Filter by open recency
Seguno last sent date	Date and time	Avoid over-sending
Seguno last open date	Date and time	Target active openers

FAQs

What is the difference between a metafield namespace and key?

A namespace is a grouping label that organizes related metafields, for example, custom.
A key is the specific identifier for one metafield within that namespace, for example, loyalty_tier.
Together they form a unique reference: custom.loyalty_tier.

What types of metafields can I use with Seguno?

Seguno: Email Marketing supports all standard Shopify customer metafield types, including text, integer, date and time, and multi-choice lists.

Do I need a specific Shopify plan to use metafields?

Customer metafields are available on all Shopify plans.

What happens if a subscriber has no value for the metafield I am using?

If no fallback value is configured, the area of the email that references the metafield will appear blank. To prevent this, set a fallback value when inserting the metafield token.

Can I use metafields from order or product records in emails?

Seguno: Email Marketing currently supports customer metafields. Order and product metafields are not available in the email editor at this time.

Does Seguno create metafield definitions automatically?

Seguno Email Marketing creates its own engagement-tracking metafield definitions automatically.
For custom metafields used in forms or emails, you must create the definition in the Shopify admin first.

Can I use customer metafields to create segments?

Yes. You can use a customer metafield value as a condition when building a segment in Shopify, for example, creating a segment of all customers whose custom.skin_type equals Dry, and then send a campaign to that segment in Seguno: Email Marketing.