As your subscribers opt-in, you can use this opportunity to collect preferences about messaging, collect personal information and ask any questions that’ll help you segment your audience for future campaigns.

Both tags and custom properties are powerful tools for collecting data about your customers. Understanding the ideal use case for each will help you implement them effectively.
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If your primary goal is to segment an audience, tags are the recommended tool. Tags make it significantly easier and quicker to create and manage customer segments for targeted campaigns and communication.
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Custom properties are ideal for saving unique, specific data points about a customer. Use them when you need to generate detailed reports or sync information with external systems, such as a CRM.
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For the most robust data strategy, we recommend using both tags and custom properties in your workflows. This combined approach allows you to leverage the easy segmentation of tags while capturing the detailed, unique information that custom properties provide, leading to more powerful and efficient customer management.
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To store responses to quick reply buttons or lists:

Now a tag will be applied to the contact’s profile once they answer.

In our March Product Release webinar, Grace showed us how to store custom properties in Journeys.

To store free-text responses (i.e. what your customer messages you back) like email;

Now the customer’s response will be store as a Custom properties