{"id":47127,"date":"2022-04-29T08:00:00","date_gmt":"2022-04-29T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=47127"},"modified":"2025-12-12T08:58:39","modified_gmt":"2025-12-12T13:58:39","slug":"email-for-first-party-data","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-for-first-party-data","title":{"rendered":"Email: The Perfect Place for Building First-Party Data"},"content":{"rendered":"\n\n\t
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The email marketing community has had all eyes on privacy shifts in recent years\u2014for good reason. Last year marked the launch of Apple\u2019s Mail Privacy Protection<\/a>. Google\u2019s plan to end third-party cookies by 2024 remains a key element of its Privacy Sandbox<\/a>.<\/p>\n

There\u2019s a lot of uncertainty about the future of data privacy and what it will mean for email marketers. But we know that change will come\u2014and the dust will eventually settle. We marketers will find ourselves challenged to think and do differently\u2014and eventually, in a newer normal. Yet again!<\/p>\n

I believe email marketing will prove to be the power player in this adjustment. But to make that pivot as seamless as possible, we\u2019ll first have to use our email programs to proactively build first-party data<\/a>\u2014and store and segment that data effectively.<\/p>\n

What first-party data is\u2013and why it has become so important<\/h2>\n

The \u201ctextbook\u201d definition of first-party data is pretty straightforward: individual-level data collected from your audience, on your own channels.<\/p>\n

But that explanation doesn\u2019t capture why first-party data is so important for email marketers to build. First-party data puts the emphasis back on self-reporting and how critical it is. Your prospect or customer inherently gives you permission to know more about them. Every time they say \u201cyes\u201d to providing their first-party data, they are saying \u201cyes\u201d to a continuance of their relationship with you.<\/p>\n

That consent is incredibly powerful\u2013as is the responsibility that comes with it. Consumers expect that the business they trust with their information will use it effectively. As privacy restrictions<\/a> become even more of an issue in coming years\u2013which will absolutely happen\u2013the emphasis will be on having your own data.<\/p>\n

How email overcomes typical first-party data challenges<\/h2>\n

There are many ways to collect first-party data\u2013from loyalty programs to website and app activity. But email is the closest thing in marketing to a one-to-one connection. Done well, it\u2019s the next best thing to an actual conversation. Any marketer can run an ad targeting people based on age or a set of specific interests. But the effectiveness of that data set and or the ability to personalize based on it will never be as powerful as the data collected in email.<\/p>\n

Why? Almost all of the data points we gather via email or form fills are self-reported. The subscriber is telling us how they\u2019d like us to market to them. It\u2019s our job to take that information and make use of it.<\/p>\n

Here are four strategies that can make building your first-party data in email more beneficial to you and your subscribers.\u00a0<\/strong><\/p>\n

Consider what data you have\u2013and what you still need<\/h3>\n

The first-party data you capture by way of your email marketing is the most important source of truth you\u2019ll find; it came right from the horse\u2019s mouth with their permission and encouragement. But email subscribers are probably engaging in your app, social media, on your website or in a physical store or place of business, too.<\/p>\n

Looking at engagement across multiple platforms will give your big picture data view<\/a>. Through that lens, you can take stock of what information you currently have\u2013and what you still need to know.<\/p>\n

Identify what data points to prioritize<\/h3>\n

You and your subscribers get the most value out of first-party data when you take the time to prioritize what you really<\/i> need to know. (And anticipate that it\u2019s subject to change at any given time!)<\/p>\n

Start by identifying what data points you want, based on the biggest strategic impact. If you\u2019re a retailer and knowing your customer\u2019s birthday is a key part of your promotional strategy, focus on how you can collect that data for as many customers as possible.<\/p>\n

If you\u2019re a B2B brand and a person\u2019s role and company size will determine how you present your solutions, collecting that information should be your top priority.<\/p>\n

Only ask subscribers for as much information as they can stomach at one time\u2013and make sure you know how you\u2019ll use it to provide value on the back end.<\/p>\n

Keep your data collection gentle<\/h3>\n

You\u2019re playing the long game when you\u2019re building first-party data\u2013but it shouldn\u2019t feel that way to your customers. Tools like progressive forms meet the customer where they are without burdening them. These essentially swap out fields of information you already have about a person from a past visit, with a new field that asks the next best thing.<\/p>\n

When you have their attention, don\u2019t forget to borrow from the age-old \u201cwhile I have you\u201d tactic. For example, \u201cyou\u2019ve told us you love summer dresses\u2013do you like to wear heels, sandals or tennis shoes the most in the summer?\u201d<\/p>\n

Hierarchically set data priorities based on your current database<\/h3>\n

Building first-party data with email can present a \u201cchicken or the egg\u201d conundrum. Do you start with strategy\u2013 or collection of the data? Both need to be tightly aligned so you don\u2019t have endless data points that aren\u2019t complete.<\/p>\n

Start by considering how your audiences differ\u2013both in what they value and how they may respond. Then decide how that will play into your first-party data collection strategy.<\/p>\n

At Litmus, we serve both B2C and B2B audiences. We know they are very different business models, and that our data approach can and should change based on how they identify. When we\u2019re collecting first-party data that may mean that in some campaigns, we apply a unique strategy for our B2C brands. After all, they have different interests, tactics, approaches, channels than a B2B brand.<\/p>\n

Once we\u2019ve made that distinction, deciding what to ask requires a hierarchical understanding of the most important data point. For us, company size means a great deal because it determines what kind of Litmus products are most likely to be a benefit. Beyond that, a person\u2019s title may further change the experience we deliver. It\u2019s about understanding dotted lines that connect your audience, and which buckets in your own strategy really matter. One data point can completely inform a contrasting strategy.<\/p>\n

Building first-party data for mutual benefit<\/h3>\n

We as marketers may be driven to build first-party data because of privacy changes\u2013but the audience shares first-party data for their advantage. A study from Publicis Epsilon found <\/a>that 80% of customers are more likely to make a purchase from a brand that provides personalized experiences<\/a>. More than once, I\u2019ve put things in an online shopping cart hoping someone will remind me what I forgot in an email\u2013or might send me a discount, highlighting how personalized content contributes to email marketing success<\/a>! <\/p>\n

Data collection and management is a continual challenge;\u00a0 it\u2019s not a \u201cset it and forget it\u201d proposition. Be flexible on what you want to know from customers and how you\u2019ll ask for it. Establish your own \u201cwhy\u201d for collecting certain types of information, and form an actionable plan to make it come to life in a more personalized and contextually relevant customer experience.<\/p>\n

You\u2019d be surprised how much information your subscribers will offer up, once you prove that you are asking them questions with the intent of making their life easier or better.<\/p>\n

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