Data is gold for any email marketer. And in eCommerce, it’s not just a “nice to have” anymore – it’s essential.
If you want to:
- Send highly relevant automations
- Build usable segments
- Personalize email content at scale
Then you need a solid, data-backed foundation.
The brands that collect and actively use customer data don’t just see better results – they build stronger relationships, drive higher conversions, and maximize the impact of their email marketing. In this article, I’ll break down how you can do the same.
What data can we collect?
Before we dive into tactics, let’s define the four types of data we can use in email marketing:
Zero-party data
Data customers voluntarily provide to your business.
Examples
Preferences (favorite brands, styles), wishlist items, survey responses, feedback forms.
First-party data
Data your business collects directly from customer interactions.
Examples
Website activity (page views, add-to-cart), purchase history, email engagement, loyalty program data.
Second-party data
Another company’s first-party data shared with you through a direct partnership.
Examples
Shared purchase history, loyalty program insights, customer segments from a partner brand.
Third-party data
Data collected and aggregated by external providers, not directly from your customers.
Examples
Demographics (age, income), interest-based segments, online browsing behavior.
Now, For most eCommerce brands, zero- and first-party data are the most valuable. First-party data is typically collected through your ESP, CRM, or eCommerce platform and flows through integrations.
But when it comes to true personalization, zero-party data is the real game changer.
Let’s break down how to collect it effectively.
Why is zero party data so valuable?
Zero-party data is one of the most powerful assets in email marketing.
It comes straight from the source – your customers. Unlike behavioral data, which requires analysis and interpretation, zero-party data gives you direct, actionable insights into what your customers actually want.
More importantly, it allows you to understand potential customers before they make a purchase. By collecting this data early, you can create personalized experiences that increase your conversions from lead to customer.
How to Collect (and use) Zero-Party Data effectively
Knowing the value of zero-party data is one thing – but how do you actually collect it?
Customers won’t just hand over their preferences without a reason. You need to create opportunities that feel natural, engaging, and beneficial to them.
Here are five proven tactics to gather zero-party data while enhancing the customer experience.
1. Multi-Step Popups
Traditional popups ask for an email and stop there. Multi-step popups, however, use a progressive approach – engaging visitors before asking for their details. By first offering a quick question (like “What are you shopping for today?”), you create a low-commitment interaction that leads to higher opt-in rates and more useful data.
Example
A skincare brand uses a multi-step popup where the first step asks, “What’s your skin type?” After answering, the next step offers a personalized incentive—“Get 10% off products for [Dry Skin]. Enter your email to receive your discount.”
Use Case
- The customer’s response (skin type) is stored as zero-party data.
- This data is then used to personalize welcome emails, featuring products that match their selection.
- It can also be used for segmentation, ensuring future campaigns align with their specific needs.
Because we know what the customers primary problem/concern is, we’re able to communicate directly to that pain point and showcasing the right solutions, giving the customer a better experience and increasing your chance for a conversion.
2. Interactive Quizzes & Product Finders
Customers love personalized recommendations, and quizzes make it easy for them to share their preferences in an engaging way. Instead of guessing what they want, you let them tell you—while making the shopping experience feel more interactive. Plus, a well-structured quiz boosts email capture rates because customers see value in getting tailored results.
Example
A coffee brand offers a “Find Your Perfect Brew” quiz. Customers answer a few quick questions about their taste preferences (e.g., bold vs. mild, whole bean vs. ground), and at the end, they get personalized coffee recommendations – along with a discount in exchange for their email.
Use Case
- The customer’s quiz responses (flavor preferences, brewing method, etc.) are stored as zero-party data.
- This data is used to send personalized product recommendations in the welcome email.
- It also helps create hyper-targeted segments for future promotions (e.g., an exclusive offer on whole bean coffee for those who selected it).
Quizzes aren’t just a data play—they’re a high-converting acquisition tool. Brands like Jones Road Beauty use them in paid ads to pull in high-intent customers before they even hit the site. Their “What’s Your Shade?” quiz doesn’t just grow their email list, it primes subscribers for purchase by delivering value upfront.
3. Targeted popups to existing subscribers
Most popups focus on new visitors, but your existing subscribers are just as valuable—if not more. Targeted popups let you collect deeper insights from people who are already engaged with your brand, making it easier to refine your segmentation and personalize future emails.
Example
A beauty brand shows a birthday collection popup to their existing subscribers, asking them to share their birthday to get a special gift (could be a discount or a gift with purchase).
Use Case
- The subscriber’s birthday is stored as zero-party data.
- This data triggers a birthday email automation with an exclusive offer.
- It also helps personalize loyalty rewards and special occasion campaigns.
The reason why this tactic works, is because it adds value for the customer and meets them where they are. You’ve already met, now, you’re just getting to know each other a little better.
And for your brand, it’s a win-win: better personalization, stronger customer loyalty, and an easy way to increase conversions.
4. Loyalty Programs
Loyalty programs don’t just drive repeat purchases – they’re also a goldmine for zero-party data. Members are far more likely to share additional insights if it means unlocking better rewards.
Example
A specialty tea brand introduces a loyalty program where customers earn points for purchases, reviews, and profile completion. When signing up, members are asked, “How do you take your tea?” with options like loose-leaf, tea bags, or iced. They’re also asked to share their birthday in exchange for points and a special treat.
Use case
The customer’s tea preference is stored as zero-party data.
- Preferences and birthday are stored in your ESP
- This data powers personalized product recommendations in emails, segmentation for campaigns as well as triggering birthday flows
Loyalty programs create a two-way value exchange – customers get rewarded, and your brand gets richer insights to personalize marketing. The more relevant the rewards, the more engaged your customers become, making it a self-sustaining retention loop that strengthens over time. It’s not a silver bullet, but in some cases, loyalty programs can be extremely profitable.
As a bonus, if you’re an omnichannel brand selling both via owned retail and online, loyalty and rewards programs can be a great way to connect your first party data from both channels as well, giving you a more complete picture of your customers.
5. Post Purchase Surveys
Understanding how customers find you is one of the most valuable insights you can gather. Post-purchase surveys provide direct feedback on what channels are driving conversions, what messaging resonates, and what truly influences a buying decision. Unlike attribution models that rely on click data, this method captures the customer’s own perception of what led them to purchase – helping you refine marketing strategies and optimize conversion rates.
Example
An outdoor gear brand triggers a post-purchase survey on the order confirmation page asking: “How did you first hear about us?” Customers select from social media, Google search, a friend’s recommendation, a YouTube review, or an online ad.
Use Case
- The customer’s response is stored as zero-party data.
- This data helps optimize marketing spend by identifying the most effective acquisition channels.
Post-purchase surveys give you conversion-rate optimization insights you can’t get anywhere else. Instead of guessing which channels or messages drive sales, you hear it directly from customers – allowing you to double down on what works and refine what doesn’t.
Activate the data
Collecting zero-party data is just the first step. What you do with it is what really moves the needle.
Every piece of data you gather should feed directly into smarter segmentation, better personalization, and higher-converting email campaigns. Whether it’s using quiz responses to tailor product recommendations, leveraging loyalty insights to craft exclusive offers, or optimizing acquisition channels through post-purchase surveys, the goal is the same: make every email feel like it was written just for that customer.
Brands that actively use their zero-party data don’t just improve their email performance – they build stronger relationships, higher retention rates, and a more profitable owned marketing strategy.