A few days ago, Jane was looking for new sunglasses. Before she knew it, every page she visited showed her relevant ads.
It was not a magic. Only algorithms that work with behavioral data.
However, data acquisition is no longer something that we can do in the background. With increasing data protection concerns, companies must now rely on data with zero party.
And which better channel invest in communication with privacy as an email? A channel in which users choose personalized customer experiences.
I will guide you through the new rules for data acquisition, how well -established brands adapt and what you can do to stay in front.
Table of contents
Why prioritize the marketer zero party data
Post protection and Apple’s GDPR have accelerated the relocation to zero party data. The same applies to Google’s update, Although it was moved.
Apart from data protection laws, there are more reasons why you should contact data with zero party data.
Access to high -quality data
Studies show this 25% Data of poor quality than the main reason is of why they do not have customer expectations. But your audience choose Share data with zero-party data. This means that you receive more reliable knowledge than all data that has been passively collected.
Build up
With Phishing attempts On the advance, users worry about where their sensitive information ends. As a result, managing directors are difficult to create trust:
With data from zero-party, customers know exactly what they share. And according to Salesforce, 71% This is more likely when a brand explains how to use the information.
Create more personalized (cross channel) experiences
Precise data means that you can provide meaningful experiences on each channel. For example, a user takes a quiz on a cosmetic site to find its perfect lipstick. In the end, choose E -Mail and SMS updates. Now the brand can personalize every contact point, from e -mails with blushing recommendations to texts with discounts on lip stones.
Increase the e -mail delivery and interactions
If your e -mails meet the expectations of the subscribers, they interact with greater probability and mark e -mails as spam less likely. And so you keep E -mail delivery and sender call intact.
How to collect zero party data
In the following you will find the most effective ways to collect zero party data from your audience together with successful applications for each.
1. Registration forms
Make your registration form to collect more than one name and an e -mail address.
For example, Sephora uses back-in-standard notifications to find out more about the preferred communication channels of customers:
Another approach is to enter a field E -Mail preference and ask users:
- How often do you want to receive e -mails
- What kind of content do you prefer
- Which products/services are you interested in
With this optimization you can transform a simple registration form into a light e -mail preferential center.
Suppose you want to give your audience the opportunity to choose how often you hear from you-monthly, two weeks or weekly.
With an e -eMail tool like mossend, you can create a preference center so that subscribers determine their own frequency. What you get are three segments (which update automatically when users change your settings):
The next time you send an e -mail, select the corresponding group and the campaign reaches the correct inbox.
The more you understand people’s preferences, the more personalized your experience. As Georgia Riga, the Customer Success Manager from Moosend, does it:
“Collecting data with a zero party via an e-mail preferential center is only the beginning. The actual effects are based on the observance of customer preferences in future communication and the provision of consistency.”
2. Account creation
It is common to ask new users according to information such as their job title, company name and pain points.
However, if you ask too much in advance, you will be overwhelmed. A better approach? Divide the process into a multi -stage onboarding to employ users without causing friction.
Start with the essentials and then ask a few additional questions depending on your industry. For example, an E -Commerce company could ask the user’s birthday to send timely discounts.
Make sure that you combine every question with a clear advantage. Canva does an excellent job by clarifying how to use the required information:
3 .. Interactive tools
People love surveys and tests because they discover new things and have fun at the same time.
Imagine a quiz that users take and fill in your e -mails to achieve personalized results.
There you have it: real-time data recording in real time, plus a new subscriber (who did not feel forced).
Apart from fun, the average user will not appreciate it to carry out a strenuous process just to get a personal recommendation.
Stick on 3-5 questions and avoid dropdown menus or open questions. Some brands even let users skip one or two questions and still receive the results.
Frank Body embarks a skin quiz into his website as part of the registration process and offers an additional incentive.
After clicking on the CTA, visitors answer a few short questions, e.g. B.:
4. Reviews, reviews and testimonials
Customer reviews are not only a good social proof for potential customers – they also give you insights into your current customers.
However, time is important if you ask for feedback. You want to turn while your experience is still fresh-in an ideal manner within 1-3 days. Then customers deliver honest, accurate input.
How and where you can make the request:
- Create an automated email after purchase This leads users to your website or a review platform.
- Use chatbots for customer support This trigger of a review request after solving a problem.
- Send a short SMS message With a brand link. Text messages are particularly suitable for mobile apps.
- Contact people who mention or mark your brand on social media To see if they are open to their experiences.
Consider offer a small incentive like a giveaway, a downloadable resource or a discount. Also keep the process short and, if possible, mention how long it will take to be completed.
In this email, Virgin Atlantic begins with a heartwarming thanks. If you continue, explain why you need this NPS survey (net promoter score) and time.
5. Webinar registrations
Webinar registrations are not only an excellent tool for the lead generation, but also help you to learn more about your audience, especially in the B2B industry.
What kind of public knowledge should you ask for? Try this:
- Name and E -Mail address
- Company name, industry, job title
- User -defined questions based on the webinar topic
User -defined questions can include specific interests and specialist knowledge. Would you like to dig deeper goals of the participants? Add an open question to understand why you decided to register.
To remove obstacles, make some fields optional. Alternatively, record more information in a follow-up email after registration.
You can even continue the conversation as soon as the webinar is complete. Send an email to the participants to collect feedback and find out what else you want to learn.
The digital marketing institute uses this simple form for the lead generation and only asks for basic information to build a professional participant profile.
6. Customer service and chatbots
When it comes to customer service, chatbots are the first choice according to brands and consumers, so Drift Kings Media’s Service of Service Trends Report:
Whether on your website, app or Social media Channels, chatbots analyze data throughout the conversation to offer tailor -made support. To ensure that these data is useful, take these factors into account:
- Create Chatbot conversations with short and simple questions to identify the user’s intention.
- Use clickable buttons for answers instead of asking users to enter the entire answer.
- Avoid asking about sensitive information in advance. Wait instead until the user is busy or as soon as the problem is solved.
- Upon optional feedback requirements, such as: “Was the problem solved as expected? If so, would you like to leave a short rating?”
Things simply keep your attention by offering links to valuable resources. For specific actions such as receiving a demo, the visitor must fill out his e -mail address.
Things that must be taken into account during the data acquisition of zero party
Users may trust you. But this trust is fragile – send a generic message and it disappears. To build on this trust, you have to take this into account.
Think of the cause-and-effect pattern.
Subscribers do not passively consume content. You ask questions: “When I tell you x Will you give me y “ So if you collect data with zero party, make sure the result justifies the victim.
Take this example: A user registers for an employee management platform. They fill out “HR Manager” as their job title and fill the employee loyalty of the employees as a challenge. A few hours later, you will receive an E -Mail series that offers implementable strategies for storing employees.
If the cause-effect relationship feels consistent, subscribers see the relationship as mutually.
Prioritize the data you need.
At zero-party data, you bomb your audience with random questions.
Ask too much – or the wrong things – and you risk lifting red flags.
Identify the exact information you need to create tailor -made e -mails. Then separate the must-havees from the Nice-to-Haves based on their industry and their goals.
For example:
- A SAAS company could ask the professional role of the user to provide personalized onboarding.
- For a travel agency, it would be more helpful to know the dream goals of the subscribers.
- A retailer, on the other hand, could ask customers’ birthdays to send timely offers.
Consider your audience’s commitment.
If you adapt your approach based on the customer trip, the data acquisition naturally feels.
Let us assume that you carry out a fitness app.
Instead of sending new subscribers to send a long survey, indicate a short in-app form to learn more about the content you are interested in and how often you want to hear from you.
When a user reaches a milestone, a push notification triggers that leads to a short survey. Ask your training habits to further adapt your fitness plan.
What about members of you? Loyalty? Here you can continue the data acquisition of zero party. These are the people who recognize the value of their products so that they are more likely to react.
Collect new data regularly.
If you ask about data from zero party, there are guys that you will only ask about once (e.g. your subscriber’s birthday).
Almost all other data, such as their family status, could be outdated. User preferences can also be changed.
For this reason, a zero party data recording, according to Natalia Georgiadou, the product owner of Moosend, is not a one-off request:
“You should treat the preference center as Talking starters instead of a setting page. Create your E -Mail preference center with the aim of promoting this dialogue. And unlock zero party data that drive real personalization over the entire customer trip. “
How can you keep the lines of communication open?
- Set up regular check-in. Ask the users once or twice a year to update their settings.
- Build customer profiles step by step. Start with the basics with tools like Drift Kings Media -Progressive profil creation. Then enter more specific knowledge over time.
Make the relocation to zero party data
Data with zero-party go hand in hand with trust, transparency and data protection marketing. If consumers voluntarily share knowledge, give them permission to connect to their conditions.
But they don’t just send e -mails. They have meaningful discussions. Those who feel like news from a thoughtful friend who remembers what they love and appear with the right time.