Improve Email Targeting with Custom Object Data

Custom Objects

Using Data to Target Your Customers

Being successful at retail means you want to talk to each customer about things that matter most to them–and you want to do it at scale with ALL your customers.  Ecommerce marketers target recipients based on their interests, browsing behavior, buying patterns, and personal features, and you use that information to send customized content in automated email flows. The more data you have and use, the more successful you are at sending the messages your customers want to receive.

To help you gather and use your data, Klaviyo is releasing support for custom objects. This is a new feature to increase the flexibility with which you can add and access data & send the right information to the right people. Read on!

Custom Object Support

No matter how your data is structured, you can get it into Klaviyo and reference it in your messages.  Custom object support allows you to store data with any schema in Klaviyo. Use it to build segments, display specific fields on your profile pages, and pull custom record data into your emails.  There’s no limit to the number of different custom objects that can be included in your account, giving you full flexibility to collect and use your customer data to build segments and send precisely targeted emails.

Say you issue gift cards to your customers.  A single customer could have any number of gift cards (or none at all), issued at various times, with different starting values and different current values.  Now not only can you track this data, you can retain all the information for all the gift cards and use it to build segments.

If you want to build a segment of customers with at least one gift card worth less than $15, we can use your custom object data to do it.  You can send a customized email that includes all gift cards assigned to a customer, with their current balances and any other fields you want to include.  We also let you review your custom object data on profile pages in Klaviyo, so that you have visibility into the data we’re storing for each person.

Other options?

  • Track customer survey responses over time–you want to retain information from each survey a customer completed, and our custom objects let you do that.  You can then use it to send different campaigns to people with positive or negative responses to certain questions.
  • If you host in-person workshops and want to know which classes a customer has attended, our custom object service can store that data for you as well.  You could then use it to find customers who skipped a class in a multi-session workshop and send them a discount for the next series.
  • If you track conversations with your customers in your CRM and want to sync them into Klaviyo, we can make that happen.

The possibilities are literally endless – and you don’t have to choose between them.  Your account can include as many custom objects as you need it to, and you have full control over how you use and see this data.

Custom Objects & Netsuite

We also know that some customers are using NetSuite as their ERP, and want to pull unique types of NetSuite data into Klaviyo.  This is a perfect match for the new custom object capabilities.

If you’re using NetSuite, you’re not going to be satisfied with out-of-the-box data models.  You’ve already built out your Netsuite instance to match your business processes, and now you can include and use that data in your Klaviyo account. NetSuite custom object data can now be added to build segments and send emails to your customer base.

Next Steps

If you’re interested in learning more about our custom object support capability, please reach out to our support team.  We’d love to discuss what you need and how we can help.


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