{"id":37915,"date":"2026-05-21T13:34:19","date_gmt":"2026-05-21T11:34:19","guid":{"rendered":"https:\/\/madwise-agency.com\/blog\/?p=37915"},"modified":"2026-04-29T12:57:39","modified_gmt":"2026-04-29T10:57:39","slug":"zero-party-data","status":"publish","type":"post","link":"https:\/\/madwise-agency.com\/blog\/zero-party-data\/","title":{"rendered":"How to Use Zero-Party Data for Email Marketing"},"content":{"rendered":"\n<p><strong>Personalisation in email marketing<\/strong> isn\u2019t just a nice touch anymore. It\u2019s what makes campaigns feel real and keeps customers coming back. <\/p>\n\n\n\n<p>When brands shape messages around what people genuinely care about, they get <strong>higher engagement<\/strong>, <strong>stronger connections<\/strong>, and <strong>better sales<\/strong>. Businesses that use data customers willingly share see measurable gains in both loyalty and conversions. <\/p>\n\n\n\n<p>That\u2019s why <strong>zero-party data<\/strong>, shared directly with the brand, is now at the heart of effective email marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is Zero-Party Data?<\/h2>\n\n\n\n<p>Zero-party data is information customers choose to share directly with your brand through various marketing touchpoints. It includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preferences<\/strong>: how often they want to hear from you and through which channels, like email or SMS.<\/li>\n\n\n\n<li><strong>Interests<\/strong>: the products or services that truly catch their eye.<\/li>\n\n\n\n<li><strong>Feedback<\/strong>: opinions on previous purchases or experiences with your brand.<\/li>\n\n\n\n<li><strong>Demographic details<\/strong>: age, location, and other personal insights they decide to provide.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">How to Use Zero-Party Data in Email Marketing<\/h2>\n\n\n\n<p>Zero-party data gives you the power to <strong>personalise content<\/strong> in a way that actually feels relevant. It helps you design product recommendations and messages that match what customers truly want, creating stronger engagement and a more personal connection with your brand.<\/p>\n\n\n\n<p>Campaigns based on zero-party data consistently achieve <strong>higher open and click rates<\/strong> because they reflect real customer interests. When communication is built on trust, it feels authentic \u2014 and it delivers results.<\/p>\n\n\n\n<p>These insights also make <strong>targeting sharper<\/strong>, helping you run smarter campaigns and get more value from every email you send.<\/p>\n\n\n\n<p>At a time when <strong>keeping existing customers<\/strong> is far <strong>more cost-effective<\/strong> than <strong>finding new ones<\/strong>, this approach is becoming a must for brands that want to grow sustainably.<\/p>\n\n\n\n<p>Want to make sure your emails get opened and read? Check out our article <a href=\"https:\/\/madwise.si\/blog\/8-nasvetov-za-pisanje-e-maila-ki-ga-bo-kupec-odprl-prebral\/\"><\/a>\u2018<a href=\"https:\/\/madwise-agency.com\/blog\/email-copywriting-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Write Marketing Emails That Convert<\/a>\u2019 for practical guidance on creating engaging subject lines and messages.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Practical Ways to Gather Zero-Party Data<\/h2>\n\n\n\n<p>There are plenty of practical ways to gather zero-party data. <\/p>\n\n\n\n<p>You can start with <strong>short surveys<\/strong> that ask customers about their interests or product preferences. Another option is to include <strong>clickable buttons<\/strong> in your email campaigns that automatically record user choices in the background. <strong>Newsletter signup forms<\/strong> are also a valuable touchpoint, giving you a chance to collect relevant information without disrupting the user journey.\u00a0<\/p>\n\n\n\n<p>Within email marketing, let subscribers manage their own details through a preference center, where they decide what to share and how often they want to hear from you.<\/p>\n\n\n\n<p><strong>Transparency <\/strong>and <strong>GDPR compliance<\/strong> are just as important as the data itself. Always explain the value customers get by sharing their information, because trust is what keeps relationships long-term.<\/p>\n\n\n\n<p>Now, let\u2019s see how you can collect zero-party data even more easily with <a href=\"https:\/\/www.klaviyo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Klaviyo<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Collecting Data Through Signup Forms<\/h3>\n\n\n\n<p>Signup forms can capture additional details using <strong>hidden fields connected to CTA buttons<\/strong>. These fields activate automatically when someone clicks the button built into the form.<\/p>\n\n\n\n<p>Here\u2019s an example of how hidden fields are configured in Klaviyo:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-klaviyo-fields-1024x512.webp\" alt=\"Example of hidden fields setup in Klaviyo for zero-party data collection\" class=\"wp-image-37922\" srcset=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-klaviyo-fields-1024x512.webp 1024w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-klaviyo-fields-300x150.webp 300w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-klaviyo-fields-768x384.webp 768w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-klaviyo-fields.webp 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Hidden fields in Klaviyo make zero-party data collection effortless. Source: <a href=\"https:\/\/www.klaviyo.com\/blog\/customer-first-data\" target=\"_blank\" rel=\"noreferrer noopener\">Klaviyo<\/a><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/popup-signup-form-data-collection-1024x512.webp\" alt=\"Example of data collection in a pop-up signup form\" class=\"wp-image-37919\" srcset=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/popup-signup-form-data-collection-1024x512.webp 1024w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/popup-signup-form-data-collection-300x150.webp 300w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/popup-signup-form-data-collection-768x384.webp 768w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/popup-signup-form-data-collection.webp 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Pop-up signup forms help brands gather customer preferences and interests. Source: <a href=\"https:\/\/www.klaviyo.com\/blog\/customer-first-data\" target=\"_blank\" rel=\"noreferrer noopener\">Klaviyo<\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Collecting Data Through CTA Buttons in Emails<\/h3>\n\n\n\n<p>You can also gather zero-party data directly <strong>inside email campaigns<\/strong>. Add interactive elements such as quick polls or short quizzes, or simply ask a question. When subscribers click on a response button, their choice is stored in the background through hidden fields.<br><br>Here\u2019s how you can set up CTA buttons:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-email-buttons-example-1024x512.webp\" alt=\"Example of collecting zero-party data via CTA buttons in emails\" class=\"wp-image-37920\" srcset=\"https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-email-buttons-example-1024x512.webp 1024w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-email-buttons-example-300x150.webp 300w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-email-buttons-example-768x384.webp 768w, https:\/\/madwise-agency.com\/blog\/wp-content\/uploads\/2026\/03\/zero-party-data-email-buttons-example.webp 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">CTA buttons in emails capture zero-party data directly from user clicks. Source: <a href=\"https:\/\/help.klaviyo.com\/hc\/en-us\/articles\/115005255248\" target=\"_blank\" rel=\"noreferrer noopener\">Klaviyo<\/a><\/figcaption><\/figure>\n\n\n\n<p>In your CTA buttons, simply use the following code:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>{% update_property_link \u2018profile_property\u2019 \u2018property_value\u2019 \u2018redirect_link\u2019 %}<\/code><\/pre>\n\n\n\n<p>Make sure to name each hidden field (Profile property) correctly, set its value, and include the link where the user will be redirected after clicking.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Using Zero-Party Data for Better Email Campaigns<\/h2>\n\n\n\n<p>Zero-party data gives you the insight to <strong>segment your audience<\/strong> precisely and send content that feels relevant. It helps you identify who should receive your messages and adapt each email to fit their interests and needs.<\/p>\n\n\n\n<p>With zero-party data, your campaigns can go <strong>far beyond standard newsletters<\/strong>.&nbsp;<\/p>\n\n\n\n<p>You can send tailored product recommendations, exclusive offers, and automated flows that feel personal.&nbsp;<\/p>\n\n\n\n<p>It also makes it easier to create smart sequences such as welcome emails, product launch updates, or reactivation campaigns for subscribers who\u2019ve gone quiet.<\/p>\n\n\n\n<p>Need support <strong>building an email marketing strategy<\/strong> that actually performs? <a href=\"https:\/\/madwise-agency.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us<\/a>, and we\u2019ll design a solution that works for your goals.<\/p>\n\n\n\n<p>Explore next: \u2018<a href=\"https:\/\/madwise-agency.com\/blog\/email-marketing-vs-marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Email Marketing vs Marketing Automation Explained<\/a>\u2019.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zero-party data lets you turn every email into a personal conversation. It drives stronger engagement and builds real loyalty through messages people actually want to read. See how to use it to make your marketing smarter and more profitable.<\/p>\n","protected":false},"author":43,"featured_media":37921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[74],"tags":[],"class_list":["post-37915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-automation","entry"],"acf":{"alternate_povezava":"https:\/\/madwise.si\/blog\/podatki-zero-party\/","izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Use Zero-Party Data for Email Marketing - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Learn how to collect and use zero-party data to build trust, improve targeting, and increase ROI in your email marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise-agency.com\/blog\/zero-party-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Zero-Party Data for Email Marketing - 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