How to Use Zero-Party Data for Email Marketing

Personalisation in email marketing isn’t just a nice touch anymore. It’s what makes campaigns feel real and keeps customers coming back.

When brands shape messages around what people genuinely care about, they get higher engagement, stronger connections, and better sales. Businesses that use data customers willingly share see measurable gains in both loyalty and conversions.

That’s why zero-party data, shared directly with the brand, is now at the heart of effective email marketing.

What Is Zero-Party Data?

Zero-party data is information customers choose to share directly with your brand through various marketing touchpoints. It includes:

• Preferences: how often they want to hear from you and through which channels, like email or SMS.
• Interests: the products or services that truly catch their eye.
• Feedback: opinions on previous purchases or experiences with your brand.
• Demographic details: age, location, and other personal insights they decide to provide.

How to Use Zero-Party Data in Email Marketing

Zero-party data gives you the power to personalise content 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.

Campaigns based on zero-party data consistently achieve higher open and click rates because they reflect real customer interests. When communication is built on trust, it feels authentic — and it delivers results.

These insights also make targeting sharper, helping you run smarter campaigns and get more value from every email you send.

At a time when keeping existing customers is far more cost-effective than finding new ones, this approach is becoming a must for brands that want to grow sustainably.

Want to make sure your emails get opened and read? Check out our article ‘How to Write Marketing Emails That Convert’ for practical guidance on creating engaging subject lines and messages.

Practical Ways to Gather Zero-Party Data

There are plenty of practical ways to gather zero-party data.

You can start with short surveys that ask customers about their interests or product preferences. Another option is to include clickable buttons in your email campaigns that automatically record user choices in the background. Newsletter signup forms are also a valuable touchpoint, giving you a chance to collect relevant information without disrupting the user journey. 

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.

Transparency and GDPR compliance 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.

Now, let’s see how you can collect zero-party data even more easily with Klaviyo.

Collecting Data Through Signup Forms

Signup forms can capture additional details using hidden fields connected to CTA buttons. These fields activate automatically when someone clicks the button built into the form.

Here’s an example of how hidden fields are configured in Klaviyo:

Collecting Data Through CTA Buttons in Emails

You can also gather zero-party data directly inside email campaigns. 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.

Here’s how you can set up CTA buttons:

In your CTA buttons, simply use the following code:

{% update_property_link ‘profile_property’ ‘property_value’ ‘redirect_link’ %}

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.

Using Zero-Party Data for Better Email Campaigns

Zero-party data gives you the insight to segment your audience 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.

With zero-party data, your campaigns can go far beyond standard newsletters. 

You can send tailored product recommendations, exclusive offers, and automated flows that feel personal. 

It also makes it easier to create smart sequences such as welcome emails, product launch updates, or reactivation campaigns for subscribers who’ve gone quiet.

Need support building an email marketing strategy that actually performs? Contact us, and we’ll design a solution that works for your goals.

Explore next: ‘Email Marketing vs Marketing Automation Explained’.