Custom valuesReusable merge fields. Junk drawers here break every email

Custom values is not a software feature. It is an operating word. If you cannot explain it in five lines, your team is using it as decoration.

1. 01

   Custom values: Reusable merge fields. Junk drawers here break every email.

2. 02

   The usual failure: Mail merge prints empty first names and dead offers. Fields were added in a panic. Nobody owns the drawer.

3. 03

   What to make true: Fields have owners. Custom values are documented. Forms write to the spec. Dead fields are removed on purpose.

4. 04

   If a new hire needs a story to explain the word, it is still a mood — not a definition you can audit.

5. 05

   If this is the leak you actually have, read Custom values and fields next.