{"id":92277,"date":"2024-02-27T13:34:14","date_gmt":"2024-02-27T18:34:14","guid":{"rendered":"https:\/\/www.litmus.com\/?p=92277"},"modified":"2024-11-05T11:54:15","modified_gmt":"2024-11-05T16:54:15","slug":"collect-zero-party-data-through-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/collect-zero-party-data-through-email","title":{"rendered":"How to Collect Zero-Party Data Through Email"},"content":{"rendered":"\n\n\t
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The era of third-party cookie tracking is over.<\/p>\n

In the before times, marketers could access data about their customers\u2019 travels around the Internet, picking up important information about their browsing habits and other purchases. You could easily manage advertising retargeting efforts or trigger the right kind of emails based on the data you\u2019ve collected.<\/p>\n

Sigh. It\u2019s not so easy anymore. Enter: The post-cookie era.<\/p>\n

The email data privacy landscape is ever-evolving<\/h2>\n

It all started with Google\u2019s plan to end third-party cookies by 2024<\/a> remains a key element of its Privacy Sandbox<\/a>. We\u2019ve known about this change since January 2020, when it was first announced\u2026 but it\u2019s still a punch in the gut. An Epsilon study<\/a> of US marketers found that 69% said the elimination of third-party cookies will have an even greater impact than GDPR<\/a> and CCPA on their marketing efforts. \ud83e\udd2f<\/p>\n

As Google goes, so does the rest of the market. It wasn\u2019t long after that Apple launched Mail Privacy Protection<\/a>, which hides subscribers\u2019 IP addresses\u2026 aka making it impossible to tell who opened your emails, if they\u2019re using Apple Mail.<\/p>\n

What\u2019s a data-driven email marketer to do?<\/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.<\/p>\n

What is zero-party, first-party, second-party, and third-party data?<\/h2>\n

This is the time to think more holistically about your data landscape\u2014what you collect, where you collect it, and how you use it. You can access four types of data<\/a> to build your email campaigns:<\/p>\n

1. Zero-party data<\/h3>\n

Zero-party data is explicitly given to you by your audience, through conversations via email, chat, or through forms and surveys. You\u2019re already collecting a lot of this data already: Names, addresses, and demographic information, for example. Anytime you\u2019re asking your subscribers a question and they answer it, it\u2019s zero-party data.<\/p>\n

2. First-party data<\/h3>\n

First-party data is the individual-level data collected from your audience, on your own channels. You have access to more information about your customers and prospects than you think, from behavioral tracking on your website, social media engagement, content performance, or intel from sales or analyst teams. This is all considered first-party data.<\/p>\n

3. Second-party data<\/h3>\n

Second-party data is data one company purchases from another. Second-party data helps you understand consumer trends, analyze the competitive landscape, or conduct research. Basically, it\u2019s someone else\u2019s first-party data that you\u2019re pulling into your universe.<\/p>\n

Second-party data gives you scale. It\u2019s best used to enrich your database and learn more about your audience\u2019s tastes and preferences. Think data integrations from your partners or industry players\u2014an example would be incorporating customer feedback from sites like Google or Tripadvisor into your database.<\/p>\n

One final note on second-party data: We know it\u2019s soooo tempting, but whatever you do, don\u2019t buy an email list. That\u2019s a great way to ruin your deliverability and your brand reputation in one go.)<\/p>\n

4. Third-party data<\/h3>\n

You already know about third-party data, which comes from tracking browsing activity, purchases, social networks, media mentions, and more. Aggregating this data allows you to build a comprehensive profile of your ideal customer and where you can find them around the Internet when they\u2019re not browsing with you. While third-party data isn\u2019t going away forever, it\u2019s going to be much more challenging to use and collect in the future.<\/p>\n

Why zero-party data matters the most in email<\/h2>\n

Of the four kinds of media data available, it\u2019s zero-party data that\u2019s going to matter the most for your email marketing efforts in the future. That\u2019s because\u2026<\/p>\n

You own your audience<\/h3>\n

Zero-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 zero-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

With this data, you can:<\/p>\n

Create personalized experiences<\/h4>\n

We as marketers may be driven to build zero-party data because of privacy changes\u2013but the audience shares zero-party data for their advantage. 71% of consumers expect companies to deliver personalized experiences, according to McKinsey<\/a>.<\/p>\n

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! At this point, if you\u2019re not delivering a personalized experience, you\u2019re at a major disadvantage. Zero-party data can help you do it.<\/p>\n

Cut through the noise<\/h4>\n

You can\u2019t blast your audience with one message and hope that some of them convert. According to our 2021 State of Email report<\/a>, 71% of consumers expressed frustration with impersonal experiences.<\/p>\n

Your subscribers\u2019 inboxes are more crowded than ever. With the end of third-party cookies, it\u2019s your chance to build 1:1 relationships with your subscribers and make them feel seen. You may have less information about their Internet wanderings, but if you make an effort to talk to them\u2014ask them what kinds of messages they want to see, what they\u2019re interested in, and how they prefer to interact with you\u2014you won\u2019t be like every other email that lands in their inbox.<\/p>\n

Boost ROI<\/h4>\n

The more you create personalized, relevant experiences for your subscribers through email, the more you\u2019ll see a return on your investment<\/a>. That same McKinsey report<\/a> found that companies that grow faster drive 40% more of their revenue from personalization when compared to their slower-growth counterparts.<\/p>\n

Email is still one of the best channels for ROI, with a whopping $36 return for every $1 spent. That number can go even higher if you sift through your zero-party and first-party data for the gems that make your experience that much better.<\/p>\n

Imagine that you\u2019re out at dinner and you spill something on your favorite shirt. We all have that friend that will swoop in with a stain remover\/spare shirt\/well-placed accessory just when you need it. Be the email marketing equivalent of that friend.<\/p>\n

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

With third-party data gone, it\u2019s time to focus on what you can control: Your zero-party and first-party data.<\/p>\n

You can gather first-party data through user interactions on your website, app, community, or physical store. This type of data is invaluable as you build personalized experiences for your subscribers. But it has one major drawback: it\u2019s limited in what you can collect.<\/p>\n

Enter: Zero-party data.<\/p>\n

Email can get around those limitations by giving you the chance to start a conversation directly with your subscribers to collect zero-party data instead. Here\u2019s what to keep in mind before you ask your subscribers a single question:<\/p>\n

1. Consider what data you have\u2014and what you still need<\/h3>\n

The zero-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 before you ask them for more, think about what first-party data you\u2019ve already been collecting in the background. Your 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

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

You and your subscribers get the most value out of zero-party and first-party data when you take the time to prioritize what you really 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

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

You\u2019re playing the long game when you\u2019re building zero-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

4. Hierarchically set data priorities based on your current database<\/h3>\nBuilding zero-party data <\/a>with email can present a \u201cchicken or the egg\u201d conundrum. Do you start with strategy\u2013or 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 zero-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 you collect data, make sure you put it to use.<\/a> Your subscribers know that they\u2019re exchanging their data for a better experience, so you need to deliver on that promise<\/a>. That\u2019s why we segment our audience based on how they self-identify. After all, B2C and B2B companies have different interests, tactics, approaches, channels.<\/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

Collecting zero-party data through email<\/h2>\n

Now that you\u2019ve set up your personalization data strategy<\/a>, it\u2019s time to talk about specific ways to collect better zero-party data via email to inform your future campaigns. We\u2019ll talk about some of our favorites in a minute.<\/p>\n

One thing to remember: 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 listen:<\/p>\n

1. Craft captivating opt-in forms<\/h3>\n

When you craft an opt-in form, you want it to be as streamlined as possible. That\u2019s why most forms these days are often as simple as an email address.<\/p>\n

\"Image<\/p>\n

While that\u2019s a great place to start, you may find other opportunities to ask for a few more pieces of information in your opt-in form depending on the context. For example, if someone wants to opt-in for a back-in-stock email, you can ask them their size or color preferences or their phone number to opt-in to texting. Or if they\u2019re looking to talk to a sales rep, you can ask for more detailed information about their company size, job title, or interested services.<\/p>\n

2. Embed engaging interactive content<\/h3>\n

Interactive content<\/a> can be a doozy to pull off in your code but it pays off with the kind of data you can collect (and a fun, engaging experience you can build for your subscribers.) The biggest perk? Your subscribers don\u2019t have to go anywhere to answer your questions. It\u2019s all right there in the inbox.<\/p>\n

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Image source<\/small><\/a>\n

You can use an interactive form to:<\/p>\n