With customer profile enrichment, your view of the customer goes far beyond a simple email address or phone number. Profiles are populated with deep insights like purchase history, browsing behavior, predicted customer lifetime value (LTV), channel preferences, and more. You understand not just who your customers are, but what they want, when they want it, and how they prefer to engage.
Why it matters
Why Klaviyo
Key features
Get started
Why does customer profile enrichment matter?
Generic marketing doesn’t work anymore. Customers expect personalized experiences that feel relevant to their individual needs and preferences.
Customer profile enrichment makes this possible by giving you the data foundation you need for true personalization. Ideally, customer profile enrichment happens automatically as customers interact with your brand. Each click, purchase, and engagement adds another layer of insight, creating profiles that become more valuable over time.
With enriched customer profiles, you can send messages that feel more personal, and use AI-powered predictive insights to:
- Identify behavioral changes before they happen so you can adjust your messaging proactively.
- Time your outreach.
- Choose the right channels for connecting with customers.
Why choose Klaviyo for customer profile enrichment?
1. Real-time data foundation with over 350 integrations
Klaviyo connects to your entire tech stack through over 350 pre-built integrations, automatically pulling data from your website, subscription management software, data warehouse, and more. This creates a complete customer view without manual data entry or complex set-up.
2. AI-powered predictive insights
Klaviyo AI (K:AI) analyzes customer behavior patterns to predict future actions like churn risk, LTV, and next purchase date. These insights appear automatically on every profile, giving you actionable intelligence for better targeting and personalization.
3. Behavioral and preference tracking
Klaviyo captures every customer interaction, from email opens and product views to purchase patterns and channel preferences. This behavioral data enriches profiles continuously, so you always have the most current picture of each customer.
4. Custom property collection and management
Collect specific customer preferences through sign-up forms, preference centers, and surveys. Klaviyo stores this information alongside behavioral data, creating profiles that reflect both what customers do and what they tell you directly.
Key features of Klaviyo’s customer profile enrichment
Feature | Description | Available with Klaviyo |
|---|---|---|
Unified customer profiles |
| ✔️ |
Probabilistic matching |
| ✔️ (Limited Availability) |
|
| ✔️ |
| Track website activity, email engagement, text message interactions, and purchase behavior to build a complete view of every customer’s relationship with your brand. | ✔️ |
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| ✔️ |
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| ✔️ |
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| ✔️ |
How to get started with customer profile enrichment
- Connect your data sources. Install Klaviyo’s tracking code and connect your ecommerce store. Customer profiles begin enriching automatically as data flows in from your website and other integrated tools.
- Review your merged profiles. Navigate to your unified customer profiles to see how Klaviyo has combined data from every touchpoint into a single view—and, where applicable, how probabilistic matching has merged profiles that likely belong to the same person. Use this view to confirm you’re working with a complete picture of each customer.
- Gather more zero-party data. Create sign-up forms, preference centers, and surveys to collect customer interests, preferences, and attributes directly from your audience—like favorite product categories, communication frequency, or lifestyle details. This zero-party data enriches profiles beyond what behavior alone can tell you.
- Enrich profiles with AI/ML. Let Klaviyo’s AI do the rest. As customers browse, make purchases, and engage with your messages (opens, clicks), Klaviyo automatically generates insights like channel affinity, predictive LTV, RFM score, and churn risk—no data scientist required. These properties appear on every profile and power smarter segmentation and personalization.
- Use enriched data for targeting and personalization. Put your profiles to work. Build segments and trigger flows—like birthday discounts, cross-sell sequences, or win-back campaigns—using behavioral data, predictive insights, and custom properties. Personalize by sending to the channel each customer prefers and by dynamically tailoring content (for example, using a show/hide block conditional on whether someone is an RFM Champion) so every message feels relevant.
- Monitor and optimize. Track how enriched profiles improve your marketing performance through better segmentation, personalization, and LTV growth.
Customer profile enrichment transforms scattered data points into a complete understanding of each customer. With Klaviyo, this process happens automatically, giving you the insights you need to build stronger relationships and drive sustainable growth.