Klaviyo custom properties are a powerful tool for e-commerce marketers looking to enhance their email and SMS marketing strategies. Custom properties allow you to store specific data about your contacts, enabling advanced segmentation, personalized messaging, and more effective automation.
In this guide, we'll walk you through how to add custom fields in Klaviyo, provide best practices, and share insights to optimize your use of contact properties.
What Are Klaviyo Custom Properties and Why Are They Important?
Klaviyo custom properties are additional data fields that you can assign to your contacts to store specific information beyond the standard fields like name and email address. These properties can include anything from a customer's favorite product category to their birthday or purchase preferences. Using custom properties effectively allows you to create highly personalized marketing campaigns, improve segmentation, and boost engagement rates.
How to Create Custom Properties for Your Lists in Klaviyo: Quick Answer
To create custom properties in Klaviyo, go to the "Profiles" section, select a specific profile, click "Add Property," enter the property name and value, and save the changes. You can also import custom properties using a CSV file or through integrations with other platforms.
Step-by-Step: How to Add Custom Fields in Klaviyo
Follow these detailed steps to create custom properties for your contact lists in Klaviyo:
1. Log Into Your Klaviyo Account
Visit www.klaviyo.com and sign into your account.
2. Navigate to the "Profiles" Section
On the left-hand menu, click "Profiles" to access all your contact profiles.
3. Select a Specific Contact Profile
Use the search bar or browse through your contacts to select the profile to which you want to add a custom property.
4. Add a Custom Property to a Profile
Once in the contact's profile, scroll down to the "Properties" section.
Click "Add Property."
5. Enter the Property Name and Value
In the "Property Name" field, enter the name of the custom property (e.g., "Preferred Product Category" or "VIP Status").
In the "Property Value" field, input the relevant information (e.g., "Skincare" or "Gold Member").
Click "Save" to apply the custom property to the profile.
6. Bulk Add Custom Properties via CSV Import
To add custom properties to multiple profiles at once, use the "Import Contacts" feature:
Go to "Lists & Segments" > Select a list > "Manage List" > "Import Contacts."
Prepare a CSV file with columns for "Email" and your custom properties.
Upload the file and map the custom properties to the corresponding columns in Klaviyo.
7. Verify Custom Property Creation
Once uploaded, check a few profiles to ensure the custom properties have been added correctly.
You can now use these properties in segmentation and email personalization.
Best Practices for Using Klaviyo Custom Properties
1. Use Clear and Consistent Naming Conventions
When adding custom properties, use descriptive and standardized names.
Avoid using spaces or special characters in property names; use underscores instead (e.g., "favorite_product" instead of "Favorite Product").
2. Leverage Custom Properties in Segmentation
Create dynamic segments based on custom properties.
Example: Create a segment of "VIP Customers" by filtering contacts with a "VIP Status" property equal to "Gold Member."
3. Personalize Campaigns Using Custom Properties
Use custom properties in your email and SMS templates to dynamically insert personalized content.
Example: "Hi {{ first_name }}, we think you’ll love our new {{ favorite_product }} collection!"
4. Keep Custom Properties Up-to-Date
Regularly audit your custom properties to ensure they remain accurate and relevant.
Use automation and integrations to update properties based on customer behavior.
5. Automate Property Updates with Flows
Use Klaviyo flows to automatically set or update custom properties based on specific triggers.
Example: When a customer makes a purchase, update their "Last Purchase Date" custom property automatically.
Common Mistakes to Avoid When Using Klaviyo Custom Properties
❌ Overloading Profiles with Unnecessary Properties
Only create custom properties that add value to your marketing strategy. Too many properties can complicate segmentation and personalization efforts.
❌ Using Inconsistent Property Names
Avoid confusion by maintaining a standardized naming structure for all custom properties.
❌ Failing to Test Segments with Custom Properties
Always test new segments and automations that use custom properties to ensure they function as expected.
❌ Not Utilizing Custom Properties in Automation
Missing the opportunity to automate personalized experiences by not using custom properties in Klaviyo flows.
How to Use Custom Properties to Enhance Your Klaviyo Strategy
Advanced Segmentation: Create highly targeted segments based on specific customer attributes and behaviors.
Personalized Email Content: Dynamically insert custom property values into email and SMS campaigns for a tailored experience.
Enhanced Automations: Use custom properties in automated flows to trigger specific actions, such as sending special offers to "VIP" customers.
Improved Reporting: Analyze how custom property segments perform compared to broader segments to refine your marketing approach.
Conclusion: Ready to Implement Klaviyo Custom Properties?
Creating custom properties in Klaviyo is a powerful strategy for personalizing your email and SMS marketing, enhancing segmentation, and automating more precise workflows. By following the steps outlined in this guide, you can effectively add custom fields to your contact lists and leverage them to drive better marketing results.
📩 If your email program is underperforming and you’re unsure how to optimize frequency, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
Comments