Understanding custom profile properties

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You will learn

Learn about custom properties in Klaviyo that you can use to store information about the contacts in your account.
Here are several examples of how you might use custom properties:

  • To collect additional information about your contacts, such as gender, size, coupon code, etc.
  • To collect contacts' preferences, such as email frequency, type of content, etc.
  • To collect contacts' responses to a questionnaire

You can collect virtually any type of information you'd like about a contact using custom properties, and then later use this information to tailor content, create segments, or filter flows. There is no limit to the number of custom properties that can be added to one profile.

How to add a custom property to a profile

There are two main ways you can add a custom property to a contact's profile:

  1. Add this information yourself (e.g. by manually adding it, or uploading a CSV)
  2. Ask contacts to provide this information

Add a custom property yourself

When uploading a list, any column after the "Email" column can be used to attach a custom property to a profile. For example, you could have a "Gender" column that corresponds with a contact's gender.

Hair color custom property being added during upload

If the property doesn’t yet exist on any Klaviyo profiles, you’ll need to create a new property during the upload. To do this, type the property name you’d like to use into the Klaviyo Field column of the new property’s row, then select Create option

Do not click Subscribe to Email Marketing in the Import review step, so that all profiles in the upload will retain their existing subscription status in Klaviyo. 

Create profile property option on a profile in Klaviyo

You can also add custom properties directly to a contact's profile. First, navigate to the profile you would like to add a custom property to. Then, scroll to the bottom of the page and find the Information section. Here, you will see an area labeled Custom Properties, with an option to Add. Click this and add the custom property you would like. 


Ask contacts to provide information that is collected as a custom property

You can collect custom properties straight from your subscribers when they sign up using a subscribe page, sign up form, or third-party list growth integration. You can also collect custom properties from existing subscribers using a manage preferences page. 

Any additional fields you add to a subscribe page or sign up form will be collected as custom properties. You can even use these methods as a questionnaire if you would like to filter segments or flows by the responses you receive.

If you use a signup form to collect this information, and the custom property does not yet exist in any Klaviyo profiles, you may have to create the option for the profile property name and value. First, type the name you'd like to use, then click Create option to select it.


To view all submissions to your form together, export the profiles as a CSV, along with the properties from your form. Note that only form submissions that are connected to a profile can be stored and exported. Further, if someone fills out the same form multiple times, only the most recent submission will be saved. If you need to track and store each form submission separately, we recommend using a survey tool like Typeform

How to use custom properties

You can use custom properties to segment your audience, filter flows, and include dynamic content within emails. Once you've created a custom property, you will see it populate in the segment builder when you select Properties about someone. If at least one contact has a certain custom property, you will see it populate in the dropdown menu. Likewise, this will happen when you add filters to a flow.

Segmenting based on custom property called Hair Color

You can also dynamically populate your emails with a custom property by using the "lookup" filter:

Your hair color is:

{{ person|lookup:'Hair Color' }}

Your hair color is:


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