How to Enrich Profiles with Zero Party Data and Personalize your Email Marketing Strategy

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How to Enrich Profiles with Zero-Party Data and Personalize your Email Marketing Strategy

As marketers, we have need to get to know our customers and foster strong relationships with them. To do that, we strive to get consumers to engage with us in ways that will eventually boost customer retention and brand loyalty. Accomplishing this on any digital marketing channel can be challenging. But with the right tools, it is very possible.

Here we look at how you can take advantage of zero party data to collect valuable information on your customers. We’ll also look how to use that information to enrich profiles in your system, personalize your email marketing strategy, increase conversion rates and boost your ROI.

What is Zero-Party Data?

These days, big data is the fuel behind every business. With the combination of structured, semistructured and, unstructured data collected by all types of organizations, we’re able to gain insight on existing and potential customers.

Despite all the talk about the power and potential of data, one type of data is often overlooked: zero party data. This is the type of data that a customer intentionally and proactively shares with a brand. On the other hand, third-party data is data you collect from external sources, usually without the customer’s knowledge or consent.

Given the demands that the General Data Protection Regulation (GDPR) law places on marketers, third-party data has become harder and harder to source. This has made zero-party data more important than ever.

The Importance of Zero-Party Data for email marketing

Another key reason to adopt zero-party data is increasing consumer data privacy concerns. Along with the rise of data protection legislation like the GDPR and iOS data privacy updates, it has become that much harder for brands to collect consumer data using third-party cookies.

Customers are increasingly demanding to be seen and understood by brands instead of being treated like  bulk marketing fodder. That means they want to be treated as the unique individuals they are. It also means they’re paying more attention to the way you engage with them.

With a well-implemented zero-party strategy you can get the necessary information to empower you to adapt marketing campaigns to your customer’s needs.

This will improve their experiences, and make them feel that you value them. Many eCommerce companies have already incorporated this strategy into their marketing efforts. And they are already reaping the rewards.

Another key reason to adopt zero-party data is the increasing consumer data privacy concerns. Data protection legislation like the GDPR and iOS data privacy updates make it harder to collect consumer data using third-party cookies.

As a result, brands have no other option but to shift towards sourcing information directly from customers.

The Benefits of Zero-Party Data for email marketing

Thanks to zero-party data, your business will be able to create a more personalized experience for your customers. This will drive more engagement and attract potential customers organically, which will ultimately boost retention and lower acquisition.

  • Quality data at your disposal
  • Personalized campaigns
  • Better understanding of your customers’ preferences
  • Lower cost per acquisition (CPA)

When collecting zero-party data, be strategic about the questions you pose. To truly reap the rewards of the strategy, it is important to gain relevant, actionable data that will make it easier for you to send targeted content to your audience.

Collecting Zero-Party Data from your potential and current customers

If you have the right strategy and resources, collecting zero-party data can be a pretty easy task.

One of the best ways to do this is with conversational pop-ups and quizzes. You can use these in your registration process or marketing campaigns.

1. Registration:

You can use this method as soon as your potential customer subscribes to a membership. Once this process begins, you can ask for basic personal information. This includes a name, email address, phone number, or country of origin. The answers to these questions will give you a preliminary insight into the present or potential relationship between your customer and your brand.

You can even go a step further and ask for details like gender, birthday, or body size, if appropriate. This information can help to personalize their browsing experience even further. This apparel brand is doing this really well:


2. Your website:

Add an intelligent, AI-powered chatbot on your website or key landing pages to proactively engage with visitors with questions and helpful guidance. Use the answers you receive to give a personalized list of recommendations to your customers based on their responses. An integrated chatbot can also trigger a personalized email flow that engages your audience in the most organic way. If you have this as a goal, make sure your messaging offers value to the customer enough to persuade them to provide their email address and subscribe to your mailing list.”

3. Social media:

Social media is a great way to reach a large group of people and gain lots of data about trends, demographics, community and feedback. Polls are perfect for this.

4. Email campaigns:

Email flows are a great way to collect zero-party data. Let’s say you were running a welcome email flow. In order to use the flow as a data collection tool, go beyond just sending a warm welcome. Consider also adding introductory quizzes to the series. In addition,  persuade consumers to participate with some kind of incentive – such as a discount. This requires good copywriting in addition to a clear and coherent strategy.

All of these strategies enable you to get more data from your subscriber list. And each of them is an organic, low-cost way of getting information about your buyers and potential buyers.

Making the Most Out of Zero-Party Data With Email Marketing

We’ve discussed the whats and whys of zero-party data. We’ve also looked into several ways of gathering this data through different channels, all with the goal of gaining as much information as possible about your consumer base.

Once you have the right data, you will have a better understanding of your audience, their needs, and what they expect from your brand. This will allow you to create super specific segmentation to target the right audience with each campaign. The goal is to deliver messages that are always relevant and ultimately increase brand loyalty and conversions.

Now, why is personalized marketing important? Unlike traditional marketing, personalized marketing engages consumers one on one. It allows you to give consumers what they want from brands – treatment as an individual. To achieve that, it reslies on information consumers have personally shared with you. This means that your marketing messages can become highly targeted, relevant, and timely.

Use Cases for Zero-Party Data in Email Marketing

Creating tailored email campaigns is the best way to take advantage of your zero-party data. These campaigns make people feel like you care about and understand them. Collection methods you might try include:

  • Introductory quizzes in the welcome flow – as we saw above
  • Supplementary surveys
  • Targeted email flows to different customer groups
  • Customized campaign messages based on preferences

As an eCommerce email marketing agency, Hustler Marketing understands that customers like to feel heard.  That’s crucial to an effective zero party data collection strategy. It’s also why your primary goal is to have more than just a conversation with consumers. If you can engage and connect with them in a way that makes them feel that you care, you are well on your way to solving your data problem and unlocking new avenues for personalization.

Andrea Bustos

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