The Update Profile Property flow action allows you to collect and track profile data as people move through flows. This is valuable when segmenting contacts based on how they have previously interacted with specific 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:
- Update Existing Property
This 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.
Klaviyo automatically detects and validates the data type of the property you choose. For example, if you have a property like "Age" and all the existing values are numbers, then you try to update the value to "tom" we'll display an error because "tom" is not a number.
- Remove Profile Property
The option allows you to remove an existing custom property from a profile. This will not only clear a value, but fully remove the property from the profile
- Create Profile Property
This 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 update the property value. Here, you can also configure the data type for the new property:
- 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 enact 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.
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.
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 was 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:
Collect Categories of Interest
The links someone clicks in an email can indicate both specific and general interests. Throughout a flow, you may feature products around different categories. At the end of a series, you can create a Split based on what categories or collections someone clicked on. 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 who clicks on "New Arrivals." This a good indicator this person is interested in the latest trends or new products. 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.
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 is triggered when shoppers make their 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.
Tag Profiles When They Complete a Welcome Series
You may not want subscribers to start receiving regular newsletter content until they've gone through your entire 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.