Orchestrate relationship data
Group your customers based on how they relate to your business, and send relevant and timely messages with custom objects.
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Utilize all of your data
Enhance the relationship between customers and your business by leveraging all of your data to create rich, contextual experiences.
Go beyond profile data
Custom objects are anything your customers create, buy, schedule, or interact with. And each object has customizable attributes, just like people profiles.
Relate objects to profiles
Enable one-to-many relationships, meaning you can relate one object to multiple people (or vice versa) to connect how you customers relate to your business.
Put all your data to work
Send more powerful, nuanced, and targeted messages based on how customers relate to a custom object, going beyond traditional people attributes or events.
How do custom objects work?
Custom objects are designed for flexibility and can be as simple or as complex as your business requires.
Types of objects
An object type defines the one-to-many relationship you want to set, like accounts, employers, or job postings.
Creating objects
Create objects within the platform or automate it with API, reverse ETL, or Segment group calls.
Object attributes
Each object has its own attributes that you can use with Liquid to personalize your messages.
Relating objects to people
Segment users based on the groups they belong to and personalize messages with object data.
Activate custom objects
Custom objects can be your superpower for creating contextual messaging and personalized experiences based on your customers' relationships with your business.
SaaS
- Inform account admins when someone is added to an account.
- Drive feature adoption with personalized feature announcements.
- Prevent churn by engaging companies when they downgrade their account.
EdTech
- Send students a notification when a course is rescheduled.
- Send weekly summaries of homework, or reminders of upcoming assignments.
- Suggest new courses based on previously completed courses.
FinTech
- Track your customer account completion.
- Send weekly summaries of which accounts were most active.
- Nurture campaigns to upsell different features/plans based on their activity.
Marketplace
- Send weekly lists to candidates of jobs they’ve applied for and the current status of each.
- Notify applicants when a job posting is filled and include hiring manager, and HR teams.
- Personalize messages based on what your audience has viewed, shared, or favorited.
Healthcare
- Personalize appointment reminders with care provider information.
- Send paperwork that must be completed before a client’s first appointment.
- Easily target anyone who came to their first appointment but missed their follow-up.
Custom objects strategies
Explore more use cases and best practices to unlock aha moments.
The marketer’s guide to custom objects
10 powerful use cases for custom objects
Data tracking guide and templates
The developer’s guide to custom objects
Driving engagement across the customer journey
Introduction to objects in Customer.io Journeys
Preferred by product-led companies
I love the ease of segmentation. Whether it’s an action they have taken in the platform or a message they have already received to create personalized campaigns.
A big reason we chose to go with Customer.io is your ability to let us own our own data.
I created a segment for people who had asked for a feature we were launching. Those emails perform really well because people know that we’re paying attention to what they've asked for.
We know how important data is. Not only that, but to own your own data. That’s why we chose Customer.io.
Supercharge your messaging automation
- 14-day free trial
- No credit card required
- Cancel anytime