Tags

What tags are best for

Tags are subscriber labels. Unlike custom fields that store typed data values, a tag is binary — a subscriber either has it or they do not. This simplicity makes tags fast to apply, easy to filter on, and straightforward to reason about across your team.

Use tags to represent facts about what a subscriber has done, where they came from, or what state they are currently in. Good examples:

• Lead source: "source-webinar", "source-paid-search", "source-referral"
• Journey stage: "trial-started", "onboarding-complete", "churned"
• Engagement: "opened-last-30-days", "clicked-pricing-page"
• Interest: "interest-integrations", "interest-enterprise"
• Purchase behavior: "purchased", "repeat-buyer"

Use custom fields when you need structured typed data — a company name, a date, a lifecycle dropdown, a numeric score. Tags work best for labels that represent categorical state or behavioral history.

Create, edit, and import tags

Create tags from the Tags page by clicking Add tag and giving it a name. Mailrith shows the subscriber count next to each tag so you can see at a glance which tags are actively used and which have gone stale.

Tags can also be created in bulk through a CSV import. If your existing subscriber data already includes category or source information, include a tags column in the import file and Mailrith will create and apply those tags automatically.

Keep the tag directory clean as your workspace grows. If multiple tags represent the same concept — for example "trial", "in-trial", and "on-trial" — consolidate them before they spread across automation conditions and broadcast filters. Tags that are inconsistently applied produce unreliable segment results.

Double opt-in options

Individual tags can be configured with double opt-in. When a tag has double opt-in enabled, a subscriber added to that tag through a form will receive a confirmation email first. The tag is not fully applied until the subscriber clicks the confirmation link.

This is useful when a specific list or audience group requires explicit subscriber consent before sending — for example, a high-frequency newsletter where deliverability quality is critical. Double opt-in reduces unconfirmed contacts, keeps your list cleaner, and helps maintain a healthy sender reputation over time.

Double opt-in is configured per tag, not globally — so you can require confirmation for some subscriber groups while keeping a frictionless sign-up experience for others.

Using tags across Mailrith

Tags appear as an input or output in nearly every major Mailrith feature:

• Subscriber imports: assign one or more tags to all contacts in a CSV import in a single step.
• Forms: automatically apply tags when a subscriber submits a signup form, so list acquisition also handles the first layer of segmentation.
• Broadcasts: include or exclude subscribers by tag when defining the send audience — for example, include everyone with "newsletter-subscriber" but exclude those with "already-purchased".
• Sequences: filter individual sequence emails to only send to subscribers who have (or do not have) specific tags at the time of delivery.
• Automations: trigger flows when a tag is added or removed, or use add/remove tag as an action step within a flow.
• Magic links: add or remove tags the moment a subscriber clicks a link inside an email.
• Segments: use tags as conditions in dynamic audience rules that update automatically as subscribers gain or lose tags.