Zero Party Data: Transforming Ecommerce Email Marketing in 2025

Raymond Chen
January 6, 2025
7 min read
Data Analysis

We’ve all experienced it—the frustration of receiving an email that’s totally off the mark. Maybe it’s an ad for products you’ve never shown interest in, or worse, it’s a generic email that feels like it was sent to everyone.

Sound familiar?

In 2025, this kind of impersonal email marketing is becoming a thing of the past. Consumers are demanding more. More relevance, more personalization, and more respect for their preferences. So how can you deliver emails that truly speak to your audience?

The answer: zero party data.

Now, I know what you’re thinking: “Zero party data? What’s that?” Don’t worry, I’ll explain.

Zero party data is a game-changer for email marketing. It’s the key to creating a more personalized, humanized, and authentic experience for your customers. And in today’s ecommerce world, this is exactly what you need to stand out.

Let’s break down zero party data, why it’s so valuable, and how you can use it to level up your email marketing strategy in 2025.

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What is Zero Party Data?

Imagine this: You walk into a store, and the salesperson instantly knows your name. Not only that, but they also remember your preferences from previous visits and offer you recommendations based on what you’ve bought before. Sounds great, right?

Examples include:

A customer filling out a survey on your website about what types of products they like.
A user selecting their email preferences when subscribing to your newsletter.
A person telling you their favorite color, size, or style when they sign up for your emails or create an account.

Unlike other types of data—like first-party or second-party data, which are collected based on behavior or shared from other companies—zero party data comes directly from your audience.

And that’s what makes it so powerful.

Zero Party Data vs First-Party Data: The Key Differences

To understand why zero party data is so valuable, it’s helpful to compare it to other data types you may already be using in your email marketing. Let’s look at first-party data and how it differs from zero party data.

First Party Data

It refers to the information you collect directly from your customers through their interactions with your website, app, or other touchpoints.

This could include things like:

Browsing history (what pages they visit)
Purchase behavior (what items they buy)
Email engagement (open rates, click-through rates)

First-party data is incredibly useful because it reflects how a customer behaves on your site. But here’s the catch: It’s not always as precise as zero party data.

Why? Because it’s inferred from behavior, not explicitly shared by the customer.

Zero Party Data

Zero party data, on the other hand, is the information customers give you directly. It’s data they provide voluntarily, such as preferences, likes, or their intent. Since they’re telling you exactly what they want, zero party data is typically more accurate and actionable. It’s a clearer signal of what they’re looking for.

So, while first-party data gives you insights into customer behavior, zero party data tells you exactly what your customer wants—straight from the horse’s mouth.

Why Zero Party Data is Crucial for Ecommerce Email Marketing

So, why is zero party data such a big deal in ecommerce email marketing? Well, for a few key reasons.

1. Better Personalization = Better Engagement

Today, customers don’t want generic emails—they want content that speaks to them directly.

Zero party data lets you personalize your emails in a way that feels authentic and human. Instead of guessing what your customers want based on their past behavior, you can send them offers, content, and recommendations based on what they’ve explicitly told you.

For example, if a customer shares that they’re interested in eco-friendly products, you can send them personalized emails featuring sustainable options. This level of personalization increases the chances of engagement, whether that’s opening the email, clicking through to your site, or making a purchase.

2. Increased Trust and Transparency

Customers are more aware than ever about how their data is being used. With privacy regulations tightening, like GDPR, it’s important to be transparent about the data you collect and how you use it. Since zero party data is shared directly by customers, it’s a clear and trustworthy way to gather information.

When customers willingly provide this data, they are also signaling that they trust you to use it appropriately.

3. More Effective Segmentation

Segmentation is one of the most powerful tools in email marketing. By grouping your subscribers based on shared characteristics, interests, or behaviors, you can send more targeted, relevant messages.

Zero party data takes segmentation to the next level. Instead of relying on behavior or assumptions, you can create segments based on what customers have specifically told you they care about.

For example, if a customer indicates that they’re interested in fitness products, you can add them to a segment that receives emails focused on new workout gear. This includes healthy living tips and exclusive promotions related to fitness. The more detailed and specific the data, the more targeted and effective your email campaigns will be.

4. Building a Stronger Customer Relationship

The more you know about your customers, the better you can serve them. And zero party data lets you do just that. By collecting and using this data to personalize your emails, you’re showing your customers that you value them as individuals—not just as anonymous clicks or transactions.

This kind of relationship-building leads to higher loyalty, repeat purchases, and long-term customer satisfaction. When customers feel seen and understood, they’re more likely to stick around.

Read this too: The Latest Updates in 2025 Email Compliance and Data Privacy

How to Collect Zero Party Data

You might be wondering: “How do I start collecting zero party data?” Here are a few practical ways to gather this valuable information:

1. Surveys and Polls

Surveys and polls are an excellent way to gather zero party data. You can ask customers for feedback on your products, their preferences, or even what they’d like to see more of in your email campaigns.

You can collect this data through:

Email surveys
On-site pop-ups
Social media polls

2. Preference Centers

A preference center is a section on your website or within your email subscription form where customers can select their interests, communication preferences, and even product categories they’d like to hear about.

For example, if you’re a fashion retailer, your preference center could allow customers to choose whether they want to receive emails about new arrivals, seasonal sales, or exclusive discounts.

3. Quizzes and Interactive Content

Quizzes are a fun and engaging way to collect zero party data while providing value to your customers. For instance, a beauty brand might ask customers to take a skincare quiz that recommends products based on their skin type and concerns.

By answering questions, customers voluntarily share information that helps you personalize their experience. This kind of interactive content is a win-win: It helps you gather data while also entertaining and educating your audience.

4. Loyalty Programs

When customers join your loyalty program, you can ask them for additional preferences and insights into their interests. This could be as simple as asking for their favorite product categories, preferred shopping times, or their communication preferences.

Loyalty programs are also a great way to reward customers for sharing this data, making them feel valued while also collecting useful information.

Zero Party Data: Challenges and Considerations

While zero party data offers a ton of benefits, it does come with its challenges. Let’s take a look at some of the things to keep in mind as you start using this data in your email marketing.

1. Data Collection Can Be Slow

Unlike first-party data, which you can collect passively as customers interact with your site, zero-party data requires active participation. Not all customers will take the time to fill out surveys, update preferences, or take quizzes. This means it might take a while to build up a rich database of zero-party data.

2. Maintaining Trust

As you collect more data from your customers, it’s crucial to maintain their trust. Make sure you’re transparent about how you’re using their data and always respect their preferences. If you promise not to share their information, stick to that promise. If they opt out of certain communications, honor that request.

3. Data Management

With more data comes more responsibility. To make the most of your zero-party data, you need an effective system for managing and organizing it. This is where a solid Customer Relationship Management (CRM) system comes into play. You’ll want a platform that allows you to track preferences, segment your audience, and deliver personalized emails efficiently.

Looking Ahead: The Future of Zero-Party Data

As we move further into 2025, zero-party data is set to play an even bigger role in ecommerce email marketing. With growing concerns around data privacy and the increasing demand for personalization, zero-party data is the answer to delivering more meaningful and relevant email experiences.

But it’s not just about collecting data—it’s about using it in ways that feel natural and respectful to your customers. When done right, zero-party data helps you create a more personalized, human connection with your audience.

You surely don’t want to miss this: Email Marketing Trends in 2025 That Will Show Results

Ready to Leverage Zero-Party Data in Your Email Marketing?

Now that you understand what zero-party data is and why it’s so important, it’s time to start using it in your email campaigns. By focusing on what your customers are telling you directly, you’ll be able to create more personalized, engaging, and effective email marketing strategies.

Want to dive deeper into how you can collect and use zero-party data? Visit our website for more resources, strategies, and tips to help you get started.