User properties are customer fields used for personalization and targeting. Keep them clear, reliable, and safe so messages do not feel broken or invasive.

What this guide helps you do

• Choose properties for personalization and Audience rules.
• Use fallbacks when a property may be missing.
• Avoid exposing private or internal-only fields in customer-facing content.

Before you start

• Know which customer fields are reliable enough for automation.
• Decide whether the field should be visible to customers or internal only.
• Check imports, forms, and CRM setup when a property is missing or inconsistent.

Do it manually

1. Open Audience, Engagement, or CRM field settings depending on where the property is managed.
2. Review available customer properties and how they are populated.
3. Use simple, well-named fields for targeting or personalization.
4. Add fallback text in email templates when a field may be blank.
5. Preview messages with sample customers.
6. Update forms or imports if the property needs better data.

Ask Faster AI

• Review our customer properties and suggest which are safe for email personalization.
• Find personalization fields in this newsletter that need fallback text.
• Suggest Audience rules using lifecycle stage and last form submission without exposing private notes.

Review before saving, sending, or starting

• Do not personalize with fields that may be wrong, private, or sensitive.
• Preview at least one contact with full data and one contact with missing data.
• Use customer-friendly labels and fallback language.

Common issues and fixes

• If a property is blank, check forms, imports, and CRM mapping.
• If a property name is confusing, rename or document it before broad use.
• If personalization renders badly, add fallbacks or remove the field.

After you use this Audience

• Review who entered the Audience after the first send, journey start, or follow-up task.
• Open a few customer records to confirm the group still matches the business intent.
• Keep a note on why the Audience exists, when it should be reviewed, and who owns changes.
• If the Audience should stay current automatically, convert the one-time logic into clear rules and preview it again.

Audience segmentation strategy

For choosing customer properties that are reliable enough for targeting and personalization, read the customer segmentation article. Customer Segmentation for Small Teams: Send Less, Sell More.

Placeholder media

• Screenshot placeholder: add an annotated screenshot of manage user properties for personalization with customer names, emails, counts, and private campaign data blurred.
• Video placeholder: add a short walkthrough that starts from Engagement, shows the manual path, then shows the review step before any journey, broadcast, newsletter, or sequence goes live.

Related help

• Create a segment from customer behavior
• Manage email templates
• Map form submissions to customer records