Custom tables solve various data challenges, allowing businesses to store and organize information effectively. By leveraging custom tables, companies can improve data management, enhance segmentation, and personalize marketing efforts.

Key Use Cases

1. Expanding Contact Fields
   Some businesses require more than the standard set of contact fields. Custom tables allow them to store additional information, such as alternate email addresses, secondary phone numbers, or custom fields tailored to their industry.

2. Storing Multiple Records per Email Address
   If a contact needs multiple records linked to the same email address, a custom table provides a solution. For example, an e-commerce store can store every order a customer has made, linking them to a single email address.

3. Sharing Records Across Multiple Contacts
   Some data points, such as property details or group memberships, need to be shared between multiple contacts. A custom table allows multiple users to be associated with the same data, such as a real estate company linking multiple tenants to a single rental property.

4. Connecting External Data to Contacts
   Businesses often need to merge external data that isn’t stored in standard contact records. For example, a restaurant may need to incorporate its operating hours into marketing emails but doesn’t store this data within individual contact records.