Default contact properties

These are the default properties for every contact on Loops. They cannot be deleted.

Contact PropertyExampleMerge TagAPI Attribute
Email[email protected]{email}email
First NameChris{firstName}firstName
Last NameFrantz{lastName}lastName
NotesFavorite color is blue.{notes}N/A
User GroupInvestors{userGroup}userGroup
User Idask523236{userId}userId


“Source” describes where the contact originated from.

By default, this value will be “Form” for contacts added via a form, or “API” for contacts added via the API. You can specifiy custom “Source” values when adding contacts via forms and the API.


The “Subscribed” value determines whether a contact is able to receive loops and campaigns. Unsubscribed contacts will receive all transactional emails.

Some important notes:

  • We do not charge for unsubscribed contacts.
  • We suggest you keep unsubscribed contacts in your audience. If you delete and then re-add them in the future somehow, they may end up being “subscribed” even though they have been unsubscribed.
  • You cannot re-subscribe contacts via a CSV upload or from the Audience page in Loops. You can re-subscribe contacts with the API and with some of our integrations.

User Group

“User Group” is a useful optional property that you can use to segment contacts. It is a free text field that allows you to easily divide contacts into groups like “Users”, “VIPs”, “Investors” or “Customers”.

Contacts can currently only have one user group value.

User Id

“User Id” is a unique external ID you can assign to each contact in your audience. For example, this could be a customer ID from your store or a user ID from your SaaS.

This field is optional but is very useful if you are working with our API. For example, you need a user ID to be able to change a contact’s email address.

Custom contact properties

Custom contact properties are additional fields that you can create to store information about contacts. You can create custom contact properties of type string, number, or boolean (Dates coming soon).

Add a property

Option 1

To create a custom contact property visit your Audience and click on any of the column headers and select “Add property”:

Option 2

Alternatively, scroll to the end of the Audience table and click the Plus button at the end of the column headers.

Note that Loops does not allow properties with the following reserved names:

  • id
  • listId
  • softDeleteAt
  • teamId
  • updatedAt

The same column header menu can be used to delete properties.

To edit the name or type of a contact property, please reach out to [email protected] and we’d be happy to handle that for you.

Deleting contact properties

To delete a contact property, visit your API Settings page and click the trashcan icon next to contact property you’d like to delete.

Note that once a contact property is deleted, all associated data will also be deleted and cannot be recovered. It’s important to be sure that you won’t need the information stored in a property before deleting it.

Property in use warning

If you receive a “Property in use” warning modal while deleting a contact property, there are a few things you can check before you’re able to delete the property.

  • If the listed email is a Campaign:
    • Check if the property is in use within a Merge Tag inside the email editor
    • Ensure this property is not being actively used in the Audience filter
  • If the listed email inside a Loop:
    • Make sure a draft or running Loop is not using it as part of the Audience filter or as a Trigger