Discover how to unlock deeper personalization and more accurate targeting using flexible data structures. In this guide, you'll learn how to use Klaviyo's custom objects to model your business more effectively and connect richer data to your customer profiles.
Your checklist for core data use cases
Your business has its own way of doing things, and your data should support that. Klaviyo’s custom objects help you capture and use unique business details like appointments, reservations, family members, or loyalty statuses. In your first 30 days, these flexible data structures can power advanced personalization and smarter segmentation from day 1.
Expand the dropdowns below to learn how to set up your key funnels, custom metrics, and audience reporting.
Use custom objects in templates
Custom objects let you pull personalized, structured data directly into your messages, like a customer’s pet’s name and birthday or their upcoming reservation.
Popular use cases:
- Show upcoming appointment details (date, time, location).
- Personalize emails with pet or child names and milestones.
- Display loyalty status and renewal dates.
To use custom objects in your templates:
- Reference custom object fields with dot notation (e.g., {{ custom_objects.pets.0.name }}).
- Use conditional logic to show or hide object data.
- Add dynamic repeat blocks if multiple objects exist (like multiple pets or class bookings).
Best practices:
- Make sure to include fallback text in case the object is missing.
- Limit the number of displayed objects to keep your message clear and focused.
Use custom objects in flows
Custom objects open up new automation possibilities by letting you trigger and filter flows based on object data. This is ideal for appointment reminders, subscription milestones, or custom loyalty statuses.
Popular use cases:
- Send class reminders triggered by a “scheduled_class” object.
- Remind customers to renew a membership before the “renewal_date” on their loyalty object.
- Notify customers of an upcoming pet grooming appointment.
To use custom objects in flows:
- Choose a date or event-based trigger tied to your custom object.
- Add filters based on object fields (e.g., allergy noted = “peanuts”).
- Reference the object in your message content to personalize the experience.
Best practices:
- Use custom objects with recurring or scheduled use cases.
- Keep your data clean and structured for reliable automation.
Use custom objects in segments
Custom objects let you build dynamic segments based on rich profile-linked data. You can now use custom objects in segments to target based on relationships like class attendance, membership status, or product registration.
Popular use cases:
- Create a segment of members whose loyalty status = “Gold”.
- Target pet owners with pets aged 1–3 for puppy-specific campaigns.
- Re-engage customers who haven’t booked a service in the past 90 days.
To use custom objects in segments:
- Filter by properties on related objects.
- Combine object filters with profile or event data for precise targeting.
Best practices:
- Use segmentation to test the effectiveness of your object data.
- Layer object data with engagement metrics for more impactful targeting.
Use custom objects from day 1 to model your business data accurately and deliver personalized, automated customer experiences that work.