When I review my list activity I would like to be able to see columns that are important to me. For example, if I see that 10 people unsubscribed, I would like to be able to see a custom column so that I can evaluate a commonality. Perhaps they all unsubscribed because they were also associated with X. Now, I might conclude that X people are less interested in my newsletter and I can make adjustments. If I need to look at each person individually, it is challenging to make such an assessment.
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