Shopify Form segment automation (tags and custom metafields)

Shopify Plus
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1

Hi there,

I’d like to gather some information about customers using Shopify Forms app.
I’m running a bookstore and I would like to improve the newsletter by filtering customers based on their interests. To do this, I need to create segments according to what they like and I would like to automate that.
I have two main questions:

1. tags or custom metafields?
When it comes to storing customer information, does it make more sense to use customer tags or customer metafields? I currently use tags for customers, but I have to add them manually each time (in the bookstore I ask the customer and then I insert the tag in the POS app tag field) and on the website they can just subscribe to the newsletter, without choosing anything specific. I already use custom metafields for products, and they are very useful, but I’ve never created them for customers. Are they a better option than tags?

2. Automatically connecting form replies to customers
I’d like to automate information collection by adding multiple-choice options in the Shopify form to understand customer interests (e.g., new arrivals, exhibitions, courses, etc.). Is it possible to let customers select one or more of these options in the form and link this informations to their profiles so I can automatically filter them adding them to the right newsletter segment maybe using Flow?

Please let me know.
Thanks!
M.

2

Hi @MarcoInuit , I hope this can help you

  1. Tags are easier to work with for simple automation and segmentation, but custom metafields offer more flexibility for structured data.

If your goal is quick filtering and automation, tags are fine, but since you’re manually adding them, automating this through Shopify Forms and workflows would be ideal. Customer metafields would be better if you want to store detailed preferences (e.g., favorite genres) and integrate them into personalized marketing.

To automate:

  • Use Shopify Flow (if available) to assign tags based on form submissions.
  • If metafields are preferred, set them up in Shopify Admin → Settings → Custom Data and connect them with Shopify Forms or a custom app for automation.
3

Yes! You can automate form replies and link them to customer profiles for segmentation using Shopify Forms + Flow

Here’s how:

  1. Set up a Shopify Form with multiple-choice checkboxes (e.g., “New Arrivals,” “Exhibitions,” “Courses”).
  2. Use Shopify Flow to create an automation:
  • Trigger: “Customer subscribes via Shopify Form.”
  • Condition: Check which options were selected.
  • Action: Add customer tags based on selected interests.
  1. Segment your newsletter audience in your email marketing tool (e.g., Klaviyo, Shopify Email) based on tags.
4

When a Shopify Form is submitted it creates a metaobject entry so you can use the Metaobject entry created trigger and then pass along the relevant responses as variables in an Add customer tags action.

5

Hey Marco i know this isnt the solution your looking for but i just thought you might find this helpful to pump out emails a bit faster,

Im not selling anything btw just looking for a minute of your time.

I’m building an AI tool to make ecom email marketing effortless in a few clicks,

I would really appreciate it if you could help me see if this is something you would use

You’ll get early access at the end if you would like,

https://forms.gle/D6CmzwipLLzxuf8x8

Appreciate it! :raising_hands: