How to Create a Profile Property in Klaviyo: A Practical Guide for Smarter Marketing

If you’ve ever wished you knew more about your subscribers than just their email address, Klaviyo profile properties are your golden ticket.

They let you store extra data on each customer, like favorite product categories, referral source, or even their pet’s name.

Then you can use that info to personalize campaigns, build hyper-targeted segments, and improve automation.

In this guide, we’ll walk you through exactly how to create a profile property in Klaviyo, from quick one-off edits to bulk imports and even API-powered updates.

By the end, you’ll know not just how to set them up, but also how to actually use them to make your email marketing sharper.

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What Are Profile Properties in Klaviyo?

Every contact in Klaviyo comes with some standard properties (email, first name, location, etc.). 

But you’re not limited to what Klaviyo collects automatically.

You can create custom profile properties that are unique to your brand.

Think of them as labels you stick onto a customer’s profile.

You can label your customer profiles based on special preferences, like favorite product, colour, membership tier, etc.

These properties are the backbone of segmentation and personalization. 

For example, instead of blasting the same email to everyone, you can send “20% off cat toys” only to pet owners who listed “cats” as their pet type.

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1. Add a Profile Property Manually (Quick and Easy)

If you only need to update one or two contacts, the manual method is fastest.

Best for testing or editing a few subscribers, but not scalable for larger update.

• In Klaviyo, go to Profiles in the left-hand navigation.
• Search for and click the contact you want to edit.

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• Scroll to the Custom Properties section.
• Click Add Custom property
• Enter a Property Name 
• Enter the Value
• Hit Update Profile.

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2. Bulk Update with a CSV Import (Most Practical)

If you need to apply a property across hundreds or thousands of contacts, CSV import is your friend.

Klaviyo will add the property to existing contacts and create new profiles if the email doesn’t already exist.

This method is best for large-scale updates, surveys, and loyalty tiers, but properties must be cleanly formatted, or your data can get messy.

1. Open Google Sheets or Excel and create a CSV file with at least two columns:

• Email: subscriber email addresses
• Your new property: header should match the property name you want to add (e.g., Favorite_Brand). Example:

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2. In Klaviyo, go to Lists & Segments.

3. Select the list you want to update.

3. Click Manage List > Import Contacts.

4. Upload your CSV.

5. Map fields correctly:

• “Email” → Email
• “Favorite_Brand” → New profile property

6. Click Start Import.

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3. Use Signup Forms or Flows to Collect Properties

Want properties to update automatically when people interact with your brand?

This method is best for continuous, automated collection of data.

You can collect data straight from signup forms or automations.

1. Signup Forms

Add custom fields (like “Favorite Product Category”) so answers are stored as profile properties.‍

2. Flows

Use conditional splits or update actions (e.g., when someone completes a quiz, their profile updates with skin_type: oily).

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4. Advanced (Update Properties via API)

If you have developers or use a custom app, you can update profile properties in real time with the Klaviyo API.

This method is ideal for brands with custom websites, apps, or quizzes, but requires dev resources and API setup.

• Use the Identify API endpoint to pass profile data when a user takes an action (e.g., fills out a quiz, makes a purchase, or updates preferences).
• Example: After a skincare quiz, the API sends skin_type: dry directly to their profile.

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How to Actually Use Profile Properties (The Fun Part)

Creating properties is just step one. The magic comes when you use them:

1. Segmentation

You can build segments like “VIP customers who like Nike” or “Subscribed from Instagram.”

2. Personalization

You can use properties inside email copy → “Hey {{ first_name }}, here’s something for your {{ favorite_color }} style.”

3. Flows

Send different paths in a welcome series based on referral_source.

This is where your campaigns move from generic to laser-targeted.

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FAQs

What’s the difference between a profile property and an event?

A profile property is static info (email, location, favorite brand), whereas an event is an action taken (placed order, viewed product).

Can a property have multiple values?
Yes. Store them as a comma-separated list (e.g., red, blue) or as an array via API.

How long until updates appear?
Usually within minutes, though very large CSV imports may take longer.

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Key Takeaways

Knowing how to create a profile property in Klaviyo unlocks better segmentation, smarter flows, and more personalized campaigns.

It’s one of the most powerful (yet underused) features in Klaviyo, and it can make your marketing feel more human.

Manual edits are ideal for individual updates.

If you need a solution for bulk updates, consider using CSV imports for scalability.

You can automate property collection through Forms and flows, and utilize the API if you're implementing real-time, advanced updates.

Want help setting up advanced properties or automating your data capture?

Our email marketing team can help you build a smarter, more personalized email strategy.