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.
Identify properties tied to your brand's products and marketing goals, such as birthday, favorite product type, or age range.
Gather data via a sign-up form, preference page, or email ask. Keep property names and values consistently spelled and capitalized across all profiles.
Reference profile properties in subject lines, email body text, and flow conditional splits to deliver content tailored to each subscriber.
Build segments using properties like location, purchase history, or browsing behavior, then send content designed specifically for that group.
Keep your privacy policy current, be transparent about how you use customer data, and give subscribers easy access to their data rights information.