Update Profile Property Action



Tools for advanced segmentation and targeted email sending only get you so far if you don’t have one key ingredient: data. The more data you collect on your customers and subscribers, the more targeted and personalized you can get with your sending.

With the "Update Profile Property" flow action, you can collect and track profile data as people move through flows.

Add the Update Profile Property Action


The Update Profile Property flow action can be placed on any path in a flow series. Once you add this action, it will be in a Draft state by default. There are three ways you can use this action to update profiles:

The Update Existing Property option allows you to update the value of an existing custom property. If the property you select is a list of values, you can choose to add or remove a value from the list. If the selected property doesn’t yet exist for a given recipient profile, we’ll first create the property and then update the value.

  • We'll automatically detect the "data type" of the property you choose, and we'll make sure the value you want to update is valid (e.g. if you have a property like "Age" where all the existing values are numbers, and try to update with the value "tom" we'll display an error because "tom" is not a number).

The Remove Profile Property option allows you to remove an existing custom property from a profile.

  • This option will not just clear out a value, it will fully remove the property from the profile

The Create Profile Property option allows you to create a brand new custom property and assign the value. If the property already exists for a given recipient profile, we’ll simply update the property value.

  • Here, we'll let you tell us what "data type" you want this new property to be:
    • Text: This is any regular string of text, like "Tom" or "Chocolate"
    • Number: This is any numeric value, like 0, 5, or 750
    • List:  This is a list of values, and we'll let you input all the values you want to be part of your new list
    • Boolean: A boolean is a binary variable, having two possible values called “true” and “false"; we'll ask you to choose True or False from a dropdown

In some cases, you may want to execute several different profiles updates at once. Within a single action, you can add as many steps as you’d like. Steps will by default occur in the order you add them in, but you can re-order steps by dragging them.

Note that this flow action can only be used to update custom properties associated with a profile. It is not possible to create, update, or remove special Klaviyo-reserved properties (like Email Address) using this feature.

View Activity

You can see a summary of who is waiting, and who has moved through this step, in the configuration side-panel.

If you click View All Activity, you will be able to see the following:

  • Who is scheduled and Waiting
  • Who is in Needs Review (if the flow action is/was Manual)
  • Who has successfully moved through the action and is Completed
  • Who got Skipped due to failing the flow filters or otherwise no longer qualifying at send time

Update Profile Property Examples

You can tag profiles simply to indicate they’ve reached a certain stage in a flow, or tag profiles with information based on email engagement. Here are three examples of how you could use this feature:

Example #1: Collect Categories of Interest

What someone clicks on inside an email can indicate both their specific interests and also what they like in general. Throughout a flow, you may feature products around different categories. At the end of a series, you can create a Split based on whether someone clicked through to explore certain key categories or collections. Using the “Update Profile Property” action, you can create a Categories of Interest property and easily capture this engagement.

One example to consider is someone that clicks to look at New Arrivals. This a good indicator this person’s interest is peaked by the latest trends, or what’s new and fresh. Use this to your advantage -- when launching a new product, send a specific campaign to those you know typically engage with new arrivals, with a subject line that plays to this theme.

Example #2: Tag Profiles with Important Dates

Another great way to use this feature is to take advantage of the built-in method to set or update a property as the current date. If you have a New Customer Thank You series that triggers when shoppers make a first purchase, add the “Update Profile Property” action as a first step to tag each profile with First Purchase Date.


Having certain dates stored, like a First Purchase Date, can come in handy for further analysis as well as triggering date-based automation. In the coming weeks, Klaviyo will be releasing a way to trigger flows around stored date properties -- including counting down to dates! -- which will open up even more possibilities for this property update action so stay tuned!

Example #2: Tag Profiles When They Complete a Welcome Series

You may not want want subscribers to start getting regular newsletter content until they've completed a full Welcome Series.

At the end of a Welcome Series flow, add a Completed Welcome Flow property with the value True. You can then segment your main subscriber list to only include those that have this property set to True.


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