Managing List Columns in Act-On

Before importing data, building automation, or updating values in a Marketing List, it’s important to understand what information the list already contains and how Act-On uses it. Identifying and managing list columns helps prevent mapping errors, duplicate fields, and unintended data changes.

Why identify list columns?

Identifying list columns means reviewing both the fields that exist in a Marketing List and how Act-On understands their purpose.

This is especially important when:

• Preparing to import or append new data
• Setting up list maintenance or automated programs
• Connecting a CRM or other integration
• Troubleshooting missing, duplicated, or unexpected values

Where to view and manage list columns

You view and manage list columns from the list’s actions menu.

1. Go to Lists > Marketing Lists.
2. Select the list you want to review.
3. Open the list actions menu.
4. Select Maintenance.

The Maintenance area shows the list’s columns along with their System Usage assignments.

Understanding System Usage

System Usage defines how Act-On interprets each column in a Marketing List.

For example, Act-On needs to know which column represents:

• The contact’s email address
• First and last name
• Company, job title, or department
• Mailing address information

In the Identify Columns view, you’ll see a System Usage column that shows the role each field plays, alongside the field name used in the list.

Correct System Usage assignments ensure that:

• Imports map data to the right fields
• Automated programs update the intended values
• CRM syncs align the correct fields
• Personalisation and reporting work as expected

Reviewing and adjusting System Usage

When reviewing System Usage:

• Confirm that required fields, such as email address, are correctly assigned
• Check that name and company fields align with your data source
• Avoid assigning the same System Usage to multiple columns unless intended

Changing System Usage does not delete data, but it can affect how existing data is interpreted. Always review downstream usage before making changes.

Standard and custom columns

Marketing Lists include standard columns commonly used across accounts, such as email address and name.

Custom columns allow you to store additional information specific to your audience or business needs.

Both standard and custom columns can have System Usage assigned, which controls how Act-On works with the data they contain.

When would you need to change list columns?

You may need to manage list columns when:

• A new data source includes fields that don’t yet exist
• You want to standardize column names or usage
• Fields are no longer needed
• You are preparing a list for automation or reporting

Adding, renaming, or removing columns

You can add, rename, or remove columns to keep a list clean and usable over time.

Before making changes, consider whether the column is used by:

• Segments
• List Maintenance Programs
• Automated programs
• Integrations or CRM syncs

Removing a column also removes the data stored in that column. If the data may be needed later, consider exporting it first.

What’s next?

• If you are preparing to add or update data, review Getting Started with Marketing Lists.
• If you need to update values automatically, continue to List Maintenance Programs.
• If you want to target subsets of a list, use segments.