diff --git a/lib/Newsletter/Shortcodes/ShortcodesHelper.php b/lib/Newsletter/Shortcodes/ShortcodesHelper.php
index d6fb61f363..eb8aee78dc 100644
--- a/lib/Newsletter/Shortcodes/ShortcodesHelper.php
+++ b/lib/Newsletter/Shortcodes/ShortcodesHelper.php
@@ -118,7 +118,7 @@ class ShortcodesHelper {
     return array_map(function ($custom_field) {
       return array(
         'text' => $custom_field->name,
-        'shortcode' => 'subscriber:cf_' . $custom_field->id
+        'shortcode' => '[subscriber:cf_' . $custom_field->id . ']'
       );
     }, $custom_fields);
   }
diff --git a/tests/unit/Newsletter/ShortcodesHelperTest.php b/tests/unit/Newsletter/ShortcodesHelperTest.php
index 1fd0edca4a..38550c6b99 100644
--- a/tests/unit/Newsletter/ShortcodesHelperTest.php
+++ b/tests/unit/Newsletter/ShortcodesHelperTest.php
@@ -29,7 +29,7 @@ class ShortcodesHelperTest extends MailPoetTest {
     $custom_subscriber_shortcode = end($shortcodes['Subscriber']);
     expect($custom_subscriber_shortcode['text'])->equals($custom_field->name);
     expect($custom_subscriber_shortcode['shortcode'])
-      ->equals('subscriber:cf_' . $custom_field->id);
+      ->equals('[subscriber:cf_' . $custom_field->id . ']');
   }
 
   function _after() {