Start Adding Rich Data to Contact Profiles with Flows

graphc of open envelope, peop, & collecting data on recipients

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.

Starting today, Klaviyo Flows no longer just run on existing data, they can help you collect and track more profile data as well!

Our latest new flow action, “Update Profile Property”, lets you tag recipient profiles as they move through a flow series. You can update an existing profile property, remove a property, or create a brand new one.

How does it work?

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:

  1. The Update Existing Profile Property option allows you to update the value of an existing 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.
  2. The Remove Profile Property option allows you to remove an existing profile property.
  3. The Create Profile Property option allows you to create a brand new property and assign the value. If the property already exists for a given recipient profile, we’ll simply update the property value.

In some cases, you may want to run 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 always re-order steps by dragging them around.

What does it help me do??

In short, the “Update Profile Property” action lets you learn about recipients as they move through a flow and update their profiles accordingly. You can tag profiles simply to indicate they’ve reached a certain stage in a flow, or tag profiles with information based on how they engage. Here are two examples of how you can 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 add 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 in an email. 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 (even if they might not have shown interest in that product category before) with a subject line that plays to this “what’s new” 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 date someone reaches the step. 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 important 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. Stay tuned!

To get started with this new feature, open any existing flow (or create a new one!) and look for the “Update Profile Property” action in the main component sidebar. How are you planning to use this flow action? Let us know in the comments!


Recipes for Linking Analytics to Decisions: A New Approach



Email strategy teardown –



Leveling up: The Ecommerce Email Marketing Maturity Model


.yuzo_related_post img{width:260px !important; height:250px !important;}
.yuzo_related_post .relatedthumb{line-height:16px;background: !important;color:!important;}
.yuzo_related_post .relatedthumb:hover{background:#ffffff !important; -webkit-transition: background 0.2s linear; -moz-transition: background 0.2s linear; -o-transition: background 0.2s linear; transition: background 0.2s linear;;color:!important;}
.yuzo_related_post .relatedthumb a{color:#323b43!important;}
.yuzo_related_post .relatedthumb a:hover{ color:}!important;}
.yuzo_related_post .relatedthumb:hover a{ color:!important;}
.yuzo_related_post .yuzo_text {color:!important;}
.yuzo_related_post .relatedthumb:hover .yuzo_text {color:!important;}
.yuzo_related_post .relatedthumb{ margin: 0px 0px 0px 0px; padding: 5px 5px 5px 5px; }

jQuery(document).ready(function( $ ){
//jQuery(‘.yuzo_related_post’).equalizer({ overflow : ‘relatedthumb’ });
jQuery(‘.yuzo_related_post .yuzo_wraps’).equalizer({ columns : ‘> div’ });

Back to Blog Home
Get email marketing insights delivered straight to your inbox.