Email type

The Email attribute type allows customers to enter and store an email address as a dedicated attribute in the identity store. Unlike generic string attributes, the Email type includes built-in validation and email-specific behavior, making it suitable for identity verification, fraud detection, and account search use cases.

This attribute type is introduced to clearly distinguish email addresses from generic string values and enable email-specific processing in identity verification and risk analysis.

In the customer journey

When used in a customer-facing journey (for example, registration or account management), the Email attribute presents an input field that validates entries as a properly formatted email address.

Invalid email values are rejected immediately.
Customers see a clear validation message when the input does not meet email format requirements.

The Email attribute uses the same validation logic as Strivacity’s email identifier.

Configuration

When creating the attribute

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The following settings can only be changed until the attribute is added (saved for the first time) to the identity store. These settings are disabled when editing an existing attribute.

Attribute type: Defined when selecting the attribute type. Choose Email from the list of available attribute types.

Attribute path: The storage path created for the attribute in the identity store (for example, emails.primaryEmail). Used together with the Attribute name to reference the attribute in lifecycle events and integrations.

Attribute name: The display name of the attribute in the identity store.

Attribute searchability: Defines whether and how the attribute can be searched in account management.

Searchable: The email attribute can be used in the account search menu.
Searchable and unique to identity store: The email value must be unique per account and is searchable.
Not searchable: The attribute cannot be used for account search.

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You can add a maximum of 5 indexed attributes to an identity store. Indexing cannot be revoked once added.

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Indexed Email attributes support email domain search, similar to email identifiers and email-based native claims. This allows administrators to search for accounts by email domain (for example, @company.com).

Native claim: Optionally map the attribute to a native claim to populate it from an external identity provider.

Remote path: (Optional) Map the attribute to a remote connector’s account structure.

Configure any time (with caution)

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Editing the identity store schema can affect live customer experiences. Proceed with caution.

Enable attribute: Toggle whether the Email attribute is active.

When disabled:

The attribute is hidden from self-service and the Admin Console.
It is excluded from customer journeys.
Its value is not available to lifecycle event hooks or mappings.

Display options

Attribute display name: The label shown to customers for the email input field.

Make the attribute mandatory: Require customers to provide a value before continuing their journey.

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Mandatory attributes are automatically enforced through progressive profiling if not collected earlier in the journey.

Self-service settings

Show attribute during registration: Choose whether to display this attribute during self-service registration.
Show attribute on My Account page: Choose whether to show this attribute in a customer's self-service account or an admin user's My Account portal.
Enable editing of attribute on My Account page: You can enable or disable the editing of the personal data contained in the attribute in self-service settings (only available if the previous option is checked).

Admin console settings

Show attribute in Admin console: Choose whether to display this attribute for the customer account in administrative account handling.
Enable editing of attribute in Admin console: You can enable or disable the editing of the customer data contained in the attribute for administrative users (only available if the previous option is checked).

Organization portal settings

Show attribute in Organization portal: Choose whether to display this attribute for the customer account in organizational account handling.
Enable editing of attribute in Organization portal: You can enable or disable the editing of the customer data contained in the attribute for organization users (only available if the previous option is checked).

Attribute hook

This feature allows you to build dynamic customer forms by applying JavaScript to attributes. With customizable code snippets, you can make attribute behavior conditional on the state or value of other attribute fields. You can specify which customer interaction will modify the visibility, selectability, default value, etc. of the attribute using the available JavaScript parameters.

Validation behavior

The Email attribute includes built-in validation and does not expose configurable validation settings.

The implicit validation rules are:

Minimum length: 0 characters
Maximum length: 254 characters
Validation logic: Detects whether the value is a valid email address
Error message: “Please provide a valid email address.”
Default value: Not supported

Notes and limitations

Identity stores already created before the introduction of this feature are not automatically migrated to use the new Email attribute type.
Email attributes are available by default only for new identity stores.
Brands can manually migrate non-identifier email strings from existing identity stores to the Email attribute type with assistance from Customer Success.
For new identity stores and instances, the primary email attribute (emails.primaryEmail) uses the Email type instead of a generic string.