Klaviyo Profiles: Everything You Can Track About a Customer

Most brands use Klaviyo profiles the same way they use a Rolodex. Name, email, maybe a phone number. They send campaigns to everyone the same way and wonder why their open rates plateau.

Meanwhile, the brands making $500K+ per month from email are treating each Klaviyo profile like a customer intelligence file. Every interaction, preference, behavior, and data point lives on the profile. When they send an email, they know exactly who they are talking to, what that person cares about, and what offer will get them to click.

The difference is not better copy or prettier templates. It is better data on the profile, used for smarter segmentation and personalization.

Here is everything a Klaviyo profile can store — and how to use each piece of data to drive revenue.

The Anatomy of a Klaviyo Profile

Every profile in Klaviyo has three categories of data:

1. Standard Properties

These are the built-in fields that Klaviyo tracks automatically:

• Email address — Primary identifier
• Phone number — For SMS marketing
• First name / Last name
• Location — City, state/region, country, zip, timezone (auto-detected from IP)
• Organization — Company name (if collected)
• Title — Job title (if collected)

Plus Shopify-synced properties (when Shopify integration is active):

• Shopify Customer ID
• First purchase date
• Last purchase date
• Total number of orders
• Total revenue (CLV)
• Average order value
• Last order date
• Accepts marketing (consent status)

These update automatically. You do not need to manage them.

2. Custom Properties

These are fields YOU define and populate. This is where the magic happens. Custom properties can be:

• Text (single-line or multi-line)
• Numbers
• Dates
• True/False
• Lists (arrays of values)
• JSON objects

Custom properties persist on the profile until explicitly changed. They represent "who this person is" rather than "what this person did."

3. Events (Activity History)

Events are timestamped records of things that happened. Klaviyo tracks standard events automatically:

• Placed Order — Order completed (with line item details)
• Ordered Product — Individual product purchased
• Started Checkout — Checkout initiated
• Added to Cart — Item added to cart
• Viewed Product — Product page visited
• Active on Site — Website session detected
• Opened Email — Email opened
• Clicked Email — Link clicked in email
• Received Email — Email delivered
• Subscribed to List — Signed up

You can also create custom events via the API or integrations.

Custom Properties That Drive Revenue

Standard properties are useful but limited. Custom properties are where brands differentiate. Here are the most valuable custom properties we add to Klaviyo profiles for eCommerce brands.

Preference Properties

Skin type / Product preference / Size / Style

Collected via quiz, signup form, or purchase behavior. Lets you send product recommendations that actually match what the person wants.

Example use: Send a "New Arrivals for Dry Skin" campaign only to profiles where skin_type = dry. Everyone else gets a different version or does not receive the email.

Preferred category / Primary product interest

What category does this person buy from most? Track it as a property and use it to prioritize which products appear in your emails.

Communication preferences

Does this person prefer promotional emails, educational content, or new product announcements? Let them self-select via a preference center and store the values as properties.

Behavioral Properties

VIP status / Customer tier

Based on total spend, order count, or engagement level. Tag profiles as Bronze, Silver, Gold, Platinum (or however you tier your customers). Use these for exclusive access, better offers, and differentiated treatment.

Quiz results / Product match

If you run a product quiz, every answer should become a profile property. The recommended product, their stated problem, their budget range — all stored for future personalization.

Loyalty points balance

Sync from your loyalty app daily. Use for "You have X points — that's $Y off" reminders that drive purchases.

Subscription status

Active subscriber, paused, cancelled, never subscribed. Each status gets different messaging.

Referral count / Referral source

How many people have they referred? Who referred them? This identifies your brand advocates and the channels that produce your best customers.

Calculated Properties

Days since last purchase

Updated daily via automation or API. Lets you trigger time-based flows ("It's been 45 days since your last order...").

Predicted replenishment date

For consumable products. Calculate when they should run out based on product duration and purchase date. Trigger reminders at the right time.

Customer risk score

Combine engagement data (opened emails recently?), purchase recency, and support history into a simple risk indicator. High-risk profiles get proactive retention outreach.

Lifetime value tier

Group customers into LTV brackets ($0-50, $50-200, $200-500, $500+). This determines how much you invest in retaining them and what offers they receive.

Building Segments from Profile Data

Properties alone are not useful until you build segments from them. Here are high-performing segments built from custom profile data.

"Ready to Reorder"

• Conditions: Days since last purchase is greater than their average order interval minus 7 days AND has purchased more than once
• Use: Trigger replenishment email with their last purchased products

"High-Value At-Risk"

• Conditions: Lifetime value above $300 AND last purchase more than 90 days ago AND has not opened email in 30 days
• Use: Personal outreach, exclusive win-back offer, or even a phone call

"Quiz Completed but Never Purchased"

• Conditions: Quiz result property exists AND total orders equals zero
• Use: Aggressive product recommendation flow based on their quiz answers

"Loyalty Points Expiring"

• Conditions: Points balance above 100 AND points expiry date within 14 days
• Use: Urgency-driven "use your points before they expire" campaign

"Brand Advocates"

• Conditions: Total orders above 5 AND referral count above 0 AND left a review
• Use: VIP treatment, early access, exclusive content, referral program amplification

"Price-Sensitive Buyers"

• Conditions: Has only purchased during sales/discount events AND has never bought at full price
• Use: Different messaging (lead with value, not price)

Enriching Profiles Over Time

The more data you add to profiles, the more powerful your segmentation becomes. Here is how to continuously enrich profile data.

From Forms and Popups

Every form is a data collection opportunity:

• Signup popup: Collect product interest alongside email
• Post-purchase survey: "How did you hear about us?" stored as acquisition_source
• Quiz: All answers stored as properties
• Preference center: Category interests, frequency preferences

From Purchase Behavior

After each order, calculate and update:

• Favorite product category (most purchased)
• Average order value
• Days between orders
• Full-price vs. discount buyer
• Product type preferences

From Browsing Behavior

Track and store:

• Most viewed product category (last 30 days)
• Visited pricing page (B2B interest signal)
• Read specific blog posts (content interest)
• Viewed specific collections repeatedly

From External Systems

Sync data from:

• Loyalty program (points, tier, rewards history)
• Customer support (satisfaction score, ticket history)
• Subscription platform (status, frequency, upcoming renewal)
• Quiz platform (results, product matches)
• Review platform (has left review, average rating given)

Personalization With Profile Data

Once profiles are rich with data, personalization goes far beyond "Hi ."

Dynamic content blocks:

Show different email content based on profile properties. A single campaign email can display:

• Different product recommendations based on preferred_category
• Different offers based on customer_tier
• Different copy based on skin_type or primary_concern
• Different CTAs based on subscription_status

Personalized subject lines:

"New arrivals in " or "Your skin routine just got better" — subject lines that reference stored data get significantly higher open rates.

Flow branching:

Split flows based on profile properties:

• Post-purchase flow: Branch by customer_tier — VIPs get a thank-you gift offer, new customers get an educational sequence
• Win-back flow: Branch by price_sensitive — discount buyers get a coupon, full-price buyers get a new product announcement

Data Hygiene and Maintenance

Profile data is only valuable if it is accurate. Here is how to keep it clean.

Regular audits: Monthly, check for profiles with conflicting data (e.g., skin_type = dry but purchased oily-skin products). Investigate and correct.

Expiring properties: Some data gets stale. A quiz taken 18 months ago might not reflect current preferences. Consider adding a quiz_date property and targeting for re-quiz if it is older than 12 months.

Deduplication: Customers sometimes use multiple email addresses. Klaviyo profiles are email-based, so the same person might have two profiles. Periodically check for profiles with the same name and address but different emails.

GDPR and privacy: Only store data you have a legitimate use for. Delete unnecessary properties. Honor data deletion requests completely. Document what data you collect and why in your privacy policy.

The Profile Data Flywheel

Rich profiles drive better personalization. Better personalization drives higher engagement. Higher engagement generates more behavioral data. More data enriches the profile further.

This is the flywheel:

1. Collect data through forms, quizzes, and behavior tracking
2. Store it on profiles as custom properties
3. Build segments based on that data
4. Send personalized campaigns and flows to those segments
5. Track engagement and purchases (which adds more data)
6. Refine and enrich profiles further
7. Repeat

Brands that run this flywheel for 12+ months have profiles with 20-30 custom properties per customer. Their email marketing performs at 2-3x the revenue per recipient of brands that only use basic demographics.

The Bottom Line

Your Klaviyo profiles are only as powerful as the data they contain. The brands winning at email marketing invest continuously in enriching profiles — through forms, quizzes, integrations, behavioral tracking, and calculated properties.

Every piece of data on a profile is a personalization opportunity. Every personalization opportunity is a revenue opportunity. The math is simple: richer profiles equal more relevant emails equal more money.

Start enriching. The compounding effect is remarkable.

---

Want us to audit your Klaviyo profiles and build a data enrichment strategy? Book a free strategy call and we will identify the custom properties that will drive the most revenue for your brand.