Tags vs Custom Properties

Learn why and when custom properties may replace tags

Oskar avatar
Written by Oskar
Updated over a week ago

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


Contacts' Tags

Tags can be added to your customers' profiles using various options, including automation workflows and sync from your store platform. They can be removed and re-added easily to 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 in your Omnisend account. It's not possible to do that via API. If you want to automate tag removal 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 for 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 helpful for a one-time reference and won't be as necessary later.

Choosing tag or custom property on manual import

Tags and custom properties can be used to Segment your contacts, trigger automations, and Segment-based splits. But when it comes to manual import, each 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, custom properties should be used on manual import to identify unique data pieces. While tags as unique identifiers of your imports.

💡 If you need to import a piece of data having comma-separated values, like Languages: English, German, you may use contains operator in the Segmenting menu. All of the custom properties can be found at the bottom of segmenting filters marked as Custom properties:

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

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