Custom emails are individual email campaigns that you can create to target a specific audience based on the user information they've identified; i.e., user type, graduation year, content preferences, etc.  

Custom emails are useful when you want to create targeted campaigns that can address the specific needs, interests and goals of a unique audience. 

Custom emails should be sent with the intention of conveying a message that's specific to a targeted audience. Such emails are most effective when sent using relatable language for each group. For instance, you might decide that employer emails should be more formal than student emails.