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

In a fast-paced digital world we as marketers are expected to get to know our customers and foster strong relationships with them. We’re tasked with getting 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, enrich their profile information in the system, personalize your email marketing strategy, increase conversion rates and boost your ROI.

Big Data & 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, in contrast to third-party data which is collected from external sources and mostly gathered 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 the increasing consumer data privacy concerns. Coupled with the rise in 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 one big bulk marketing fodder. They want to be treated as the unique individuals they are, and care about how you interact and engage 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 seen and valued. Lots of eCommerce companies have already incorporated the strategy into their marketing efforts and reaping the rewards.

Another key reason to adopt zero-party data is the increasing consumer data privacy concerns. Coupled with the rise in 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.

Brands have no other option but to shift towards sourcing information that is backed by clear consent 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.

When it comes to the right collection methods, one of the best strategies includes conversational pop-ups and quizzes in your registration process or marketing campaigns.

1. Registration:

This method can be executed as soon as your potential customer subscribes to a membership. Right from the get-go, you can ask for basic personal information like a name, email address, phone number, or country of origin. Answers to these questions that will give you a preliminary insight into the present or potential relationship between your customer, your brand and products or services.

You can even go a step further and ask for details like gender, birthday, or size to personalize their browsing experience even further like this apparel did.


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, and the needs or preferences indicated. An integrated chatbot can also trigger a personalized email flow that is optimized to engage with 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 by using polls.

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 and incorporate introductory quizzes to the series. Outside of good copywriting, persuade consumers to participate with some kind of incentive – such as a discount.

If you already have a good quality list of subscribers you would highly benefit from gathering zero-party data through your email marketing strategy. This would be an organic, low-cost way of getting as much data as possible from your already engaged 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.

Armed with 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, target the right audience with each campaign, 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 – to be treated as unique individuals. It is driven by information consumers have personally shared with you, which means that your marketing messages can become highly targeted, relevant, and delivered at the right time.

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 and make people feel special, seen and understood. Collection methods you might try include:

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

As an e-commerce email marketing agency, Hustler Marketing has plenty of experience with the fact that customers like to feel heard. When implementing zero-party data collection strategy make sure your primary goal is to ultimately have more than just a conversation with consumers but to engage and connect with them in a way that makes them feel understood and sincerely cared for.

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