Obtaining Data from Customers for Email Marketing

Chapter 3 of Segmentation and Personalisation in Email Marketing

Brands’ proprietary data is coming into greater use as third-party cookies are increasingly phased out. This chapter looks at the definitions of zero- and first-party data and the opportunity of loyalty programmes.

By Kath Pay

10 minute read

The phaseout of third-party cookies means that brands’ proprietary customer data is coming into greater use for segmentation. This chapter looks at different types of data, covering:

Zero-party data: Shared explicitly by customers either when they subscribe or at a later point, what are some of the benefits and drawbacks of this data type?
First-party data: Referred to as implicit or inferred preferences, how can this type of data be gathered and assessed?
Loyalty programmes: Zero- and first-party data is subject to rising acquisition costs. How do loyalty programmes offer a solution to this?