Identify 2 types of profile properties
Profile properties help you understand your subscribers on a personal level. You can then use them to create more personalized and targeted experiences to increase conversion rates.
In your Profiles tab, click into any customer profile. In the Details tab, you will see 2 cards: Custom properties, and Information. Here is where you can find Klaviyo's default properties and custom properties for any individual profile.
Klaviyo's default properties
Klaviyo's default properties are pre-built properties found in your Klaviyo account (e.g., email, phone number, first name).
Klaviyo adds customer information to default properties when a visitor interacts with your website or submits a sign-up form.
Custom properties
Custom properties are completely customizable properties that you create yourself in your Klaviyo account.
They are specific to your content, brand, and use case (e.g., favorite color, birthdate, gender). Klaviyo populates custom properties once a visitor shares this information with your brand (e.g., via a sign-up form).
Use custom profile properties
Create custom properties that meet your marketing needs. Perhaps you're a cosmetic brand that wants to know a customer's favorite lipstick color or you're a fishing company looking to capture their birthday in order to send a special birthday discount. The information you can collect is limitless.
Let's dive into how you can create and use custom properties to personalize your messages.
Determine what custom properties to collect
First, identify custom properties that are relevant to your business objectives and can help personalize your messages. Focus on your products, location, and target audience. Then, create a list of questions you'd like to ask your customers.
For example, Beantown wants to collect the following information from their customers:
- Favorite coffee roast (e.g., light, medium, or dark)
- Favorite coffee flavor (e.g., plain, vanilla, hazelnut)
- Birthday
- Age range (e.g., 20-30, 31-40, etc.)
Collect properties from audience members
Below are 3 main ways to collect information from a customer. Click on each option and bookmark step-by-step instructions:
Note: Properties in Klaviyo are case-sensitive, so stay consistent with capitalization and spelling of properties and their values throughout your account. This will help maintain data integrity and improve segmentation accuracy.
Personalize your campaigns and flows
Use profile properties to tailor your marketing communications and engage customers on a deeper level.
For example, Beantown includes a subscriber's first name in a subject line to capture their attention right away. They'll also add the subscriber's name to the body of the email (as shown below), as well as show or hide specific content blocks based on profile property information. That way, the content they display in each email directly relates to what the recipient has shown interest in.
They can do the same for flow messages, and even create distinct flow pathways based on profile properties. For instance, they set up a welcome series flow that greets new email subscribers who join their list; then, use profile properties to personalize each message. They add a conditional split to their flow so that people who love light roast versus dark roast coffee venture down separate flow pathways.
Segment your audience
Increase engagement and conversion rates when you tailor your messages, promotions, and product recommendations.
Create targeted email and text message campaigns that are more likely to resonate with your subscribers. Use profile properties to segment your audience based on location, purchase history, or browsing behavior. Then, create content that is specifically designed to resonate with that smaller segment of your audience.
For example, a fashion brand can send a text about best selling women's sunglasses to a segment of recently active female shoppers.
Comply with data collection laws
When leveraging profile properties, make sure to comply with data privacy regulations, such as GDPR or CCPA.
Collect proper consent by:
- Keeping your privacy policy up to date.
- Clearly communicating how you will use customer data.
- Providing customer rights information regarding their data.
To maintain trust, your privacy policy should be concise, transparent, intelligible, and in an easily accessible format.