From Third-Party Cookies to Zero-Party Data: The New Rules of Email Engagement

Collecting data quietly in the background no longer works. With more privacy concerns, businesses now rely on zero-party data. Email is the best place to use this data—people choose to sign up, so it’s more respectful of privacy. We’ll show you the new data rules, how big brands are adapting, and what you can do to stay ahead.

Why marketers choose zero-party data

Apple’s Mail Privacy Protection and GDPR rules have pushed us to use zero-party data. Google is moving this way, too, but their update is delayed. But apart from legal rules, there are more reasons to switch to zero-party data.

1. You get better data:

Research shows 25% of marketers say bad data is why they can’t meet customer needs. But zero-party data comes from users choosing to share. That makes it more accurate than passive data.

2. You build trust:

With more phishing scams, users worry about where their data goes. So businesses struggle to earn trust. But with zero-party data, people know what they share. Salesforce says 71% of people are more likely to share if brands clearly explain how they’ll use the data.

3. You deliver personal experiences across channels:

Accurate data lets you give meaningful information everywhere. For example, someone takes a quiz to find the right lipstick. They say yes to email and SMS updates. Now the brand can send them tailored emails about blush and texts with lip liner discounts.

4. You improve email results:

When emails match what subscribers want, they open and click more. That keeps them from unsubscribing or reporting as spam. This helps keep your email reputation strong.

How to collect zero-party data

Here are the best ways to gather zero-party data, with real-life examples:

1. Signup Forms:

Make your signup form ask for more than a name and email. For example, Sephora asks people to set back-in-stock alerts and choose their favorite way to be contacted. You can also ask:

• How often do you want emails?
• What type of content do you like?
• Which products interest you?

This turns a simple form into a mini “preference center.” Say you let people pick monthly, bi-weekly, or weekly emails. Tools like Moosend let subscribers choose and update their preferences. That way, we can email the right groups at the right time.

2. Account Creation:

We often ask new users for job title, company, or pain points. But too many questions at once can feel overwhelming. A better way is to use a step-by-step sign-up to keep people engaged. Start with the basics, then ask a few extra questions depending on your industry.

For instance, an e-commerce shop might ask for a birthday to send timely discounts. Always tie each question to a clear benefit. For example, Canva explains clearly why they need each piece of information during signup.

3. Use Fun Tools Like Polls and Quizzes:

People enjoy taking quizzes and polls because they can learn new things while having fun. Let’s say someone takes a quiz and then shares their email to see their results. That’s a win-win: we collect helpful data, and they get a fun, personal experience. It’s a great way to gather real-time zero-party data without making it feel like a task.

But remember, most people won’t enjoy long or boring quizzes. Stick to just 3–5 questions. Avoid dropdowns or questions where users have to type long answers. Some brands even let people skip a question and still get their results.

For example, Frank Body adds a skin quiz on its website during signup. They also offer a reward to encourage people to complete it.

4. Ask for Reviews, Ratings, and Feedback:

Reviews help build trust with new customers. But they also help us understand what current customers really think.

The best time to ask for a review is when the experience is still fresh. Try to reach out within 1–3 days after the customer has used the product or service. That’s when people are most likely to give honest and helpful answers.

Here are some simple ways to ask for a review:

• Send an automatic email after a purchase with a review link.
• Use a chatbot to ask for a review once a support issue is fixed.
• Send a quick SMS with a branded link — this works well for mobile apps.
• Message people who tag or mention your brand on social media and ask if they’d like to share more.

You can also give a small thank-you gift, like a freebie, discount, or a useful download. Keep the process short and mention how long it will take — people like to know what to expect.

For example, Virgin Atlantic sends a kind thank-you message. Then, they explain why they need a short survey and how long it will take.

5. Get to Know People Through Webinar Signups:

Webinar signups are great for getting leads, especially in B2B. They also help us learn more about the people we’re reaching. You can ask for useful details like:

• Full name and email
• Company name and job title
• Simple extra questions based on the webinar topic

These custom questions can tell you what someone’s goals are, how much they know, or what they hope to learn. If you want deeper insights, add one open-ended question to ask why they joined.

To make it easy, keep some fields optional. Or you can ask for more info later in a follow-up email. Even after the webinar ends, you can keep the conversation going. Send a quick email to ask for feedback and see what else they want to learn.

Digital Marketing Institute uses a very simple sign-up form. They only ask for key info, which helps them build a clear idea of who’s attending.

6. Customer Support and Chatbots:

When it comes to helping customers, chatbots are a popular choice for both brands and users. We can add them to our website, app, or even social media pages. These bots use the conversation to understand what users need and give support based on that. To make the data useful, here’s what we should keep in mind:

• Keep chatbot questions short and easy to understand. This helps figure out what the user wants.
• Use simple clickable buttons instead of asking people to type long answers.
• Don’t ask for personal info right away. Wait until they trust us or their issue is solved.
• At the end, ask for feedback like: “Was your problem fixed? If yes, would you like to leave a quick review?”

One brand, Attentive, keeps it simple by linking to helpful pages. But for actions like booking a demo, they ask for an email.

Things to Remember When Collecting Zero-Party Data

People may share their data with us, but that trust can be lost easily. If we send a message that doesn’t feel personal, they may stop trusting us. To keep that trust strong, here are a few things to remember:

Think About Cause and Effect

Subscribers don’t just give us information without expecting something in return. They’re asking, “If I tell you this, what will I get back?” So, when we collect data, the result should match the effort.

For example:

If someone signs up for an employee tool and chooses “HR Manager” as their job title, and they say their problem is keeping employees — Then, within a few hours, they should get an email with tips on how to fix that problem. When this connection makes sense, people feel like we understand them.

Only Ask for What You Need

Zero-party data isn’t about asking too many or random questions. If we ask too much, it may annoy people or make them feel unsafe. Instead, ask only for the info that helps us send better messages. Start by separating “must-know” from “nice-to-know” based on our business type.

Examples:

• A software brand might ask what job the user does to send the right onboarding.
• A travel company may ask for dream holiday spots to send good offers.
• A clothing store could ask for birthdays to send special birthday discounts.

Think About How Engaged They Are

We should change how we collect data based on where the user is in their journey. Let’s say we run a fitness app: Instead of a big survey, we can use a small form inside the app to ask what workouts they like. We can also ask how often they want to hear from us.

When they reach a goal, we can send a short pop-up asking about their workout habits to personalize their plan more. What about loyal customers? These people already like our brand, so they’ll likely be happy to share more details.

Update Data Regularly

Some data — like a birthday — we only need once. But other data (like family size or interests) can change. That’s why zero-party data collection should be something we do regularly.

So, how do we keep that conversation going?

• Ask people to update their preferences once or twice a year.
• Slowly build full customer profiles.

Start with simple info, then collect more as the relationship grows.

Moving Toward Zero-Party Data

Zero-party data works best when we focus on trust, honesty, and respecting privacy. When people choose to share, they’re saying, “I’m ready to hear from you — but on my terms.”

We’re not just sending marketing emails. We’re starting real conversations — like a thoughtful friend who remembers what they like and shows up at the right time with something useful.