Although tags and custom properties are two different tools, sometimes you may have a good reason to use one instead of the other. In this article, we will explain the difference to help you make a reasonable choice.


Contacts' Tags
Custom properties
Choosing tag or custom property on manual import

Contacts' Tags

Tags can be added to your customers' profiles using a variety of different options, including automation workflows and sync from your store platform. They can be removed and re-added easily in the platform, therefore they suite for storing dynamic data.

Here, you may see that 2 out of 3 tags are based on your contacts' engagement. This information is dynamic and changes over time.


The only way to remove tags is to do that in your Omnisend account. It's not possible to do that via API. If you want to automate tag removing via API, you can add another tag to trigger the automation that will remove the tag that you want to be removed. For example, I want to remove 'tag1'. I'll need to add 'remove-tag1' to the contact I want to remove the 'tag1' from, then the workflow will be triggered and 'tag1' will be removed, as shown on the screenshot below:

Also, remove the tag you've added to remove 'tag1'. So, in the future, if 'tag1' will be added to this contact again and you'd like to remove it once more, you'll be able to do that, as 'remove-tag1' will be added once again and this workflow will be triggered.

Custom properties

Custom properties can be assigned to your customers' profiles permanently. It is not possible to remove them but only change the value assigned. Therefore, custom properties are suitable for storing data that doesn't change often. Or when the data can be changed manually by the customer.

Here, we have three different values. If you want to ask your contacts' about the Language they prefer, you should ask that information in person, using the Signup form or Subscriber preference center. So the only way to change this property is to fill in this form again.

The other two properties were passed to Omnisend by third-party apps, Loyalty Lion, and MailChimp. If your loyalty points count changes, Loyalty Lion will push a new update value to your contacts' profiles. As for the average click rate collected with MailChimp, this data is useful for a one-time reference and won't be as necessary later.

Choosing tag or custom property on manual import

Both tags and custom properties can be used to Segment your contacts, trigger automations, and Segment-based splits. But when it comes to the manual import, each of them plays a different role. And here is why:

  • you can assign only one tag per your contacts import;

  • custom properties can be used in the Email message content;

  • a single custom property can have different values. For example, a custom property named Language can be set to English, French, and German for various contacts.

Therefore, on manual import, custom properties should be used to identify unique pieces of data. While tags as unique identifiers of your imports.

💡 If you need to import a piece of data having comma-separated value, like Languages: English, German, you may use contains operator in the Segmenting menu.

If you have more questions or need any assistance, talk to our Support Team via In-app chat or at [email protected].

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