💬 How to Use First-Party Data to Create Better Email & SMS Campaigns |
|
You don't need creepy tracking or third-party hacks to send better campaigns. |
Just good, clean, first-party data your customers want you to have. |
Let's break down how to collect first-party data (without being annoying), use it smartly, and avoid common mistakes that keep brands stuck. |
But first… |
What Is First-Party Data? |
First-party data is information your customers choose to share with you. |
It includes things like: |
|
Best part? It's collected directly from your own channels, not borrowed from some third-party platform that barely knows them. |
That makes it accurate, relevant, and privacy-friendly. And since it's coming directly from the source, it's the most valuable kind of data for personalizing your campaigns. |
Why First-Party Data Matters More Than Ever |
First-party data is non-negotiable for brands today. Here's why: |
1. It builds trust |
People are more protective of their data than ever before. And honestly, who can blame them? No one wants to be tracked without knowing it. |
First-party data feels safer and more intentional because it comes directly from your customers. That builds trust, which keeps people clicking and coming back. |
2. It unlocks real personalization |
First-party data gives you real insights into what your customers care about, so you can tailor your emails and texts based on actual behavior, preferences, or purchases. |
Beyond engagement, it makes your brand feel more thoughtful and human. |
3. It improves engagement and deliverability |
When your emails and texts are actually relevant, people engage. |
Higher opens and clicks also send the right signals to inbox providers, which helps keep your messages out of the spam folder. |
The better your data, the more likely your content gets seen and acted on. |
How to Collect First-Party Data (3 Ways) |
Collecting first-party data doesn't mean you have to be annoying. You just need to make it easy and low-friction for your customers to share that data. |
Here are three ways to collect first-party data without hurting the customer experience. |
Polls |
Polls are super easy – just one question, one click. |
You can drop them into an email or SMS and ask something like: |
|
It takes seconds to answer, but gives you helpful insight into what people want. |
And when they're tied to something fun, seasonal, or product-related, they double as great engagement boosters. |
|
Quizzes |
Quizzes go deeper than one-click polls. |
They're interactive, fun, and feel more like a conversation than a survey. Plus, customers get something useful in return, like personalized product picks or a tailored routine. |
Let's say you're a pet brand. You could ask things like: |
|
Then, suggest the perfect product. You get details on their preferences, and they get a better experience. Win-win! |
Here's a live example from Freshpet: |
|
💬SMS Tip: Use texting to send customers to a short, mobile-optimized quiz or preference center. Remember, no one wants to fill out a long form on their phone. |
Surveys |
Surveys are perfect for getting a little more feedback, especially after a customer has made a purchase or hit a milestone. |
The trick is to keep it short and sweet – a few clear questions are all you need. Ask what they loved, what they'd improve, and what they want to see next. |
Bonus points if you offer a small incentive or loyalty points to thank them for their time! |
The Frye Company does this really well: |
|
How to Use First-Party Data to Boost Performance |
Collecting data is step one. Using it well is what sets you apart. |
Here's what you can do: |
Segment your list |
One of the best ways to put first-party data to work is through segmentation – breaking your list into smaller, more specific groups. |
Use quiz results, purchase behavior, or survey responses to create segments like: |
Customers with dry or sensitive skin Dog owners who buy grain-free or raw food People who always shop during sales or use discount codes Parents shopping for kids instead of themselves
|
Once you know who you're talking to, your messaging becomes instantly more relevant. |
For example, you wouldn't send your "20% off spring styles" campaign to someone who only shops neutrals and only during winter sales. |
|
💡Pro Tip: Use behavior tagging to automatically create segments. Notice repeat clicks on "New Arrivals"? Tag those customers and send them early access drops. |
Set up personalized automations |
Automations are even better when they're powered by first-party data. |
Instead of sending the same welcome or post-purchase flow to everyone, use what you know about each customer to shape the experience. |
Here's how that could look: |
New to your product? Send a simple onboarding series with beginner tips, quick how-tos, and low-commitment product recommendations. More experienced customer? Skip the basics and offer deeper content, like advanced tips, curated bundles, or early access to new products. Just made a purchase? Trigger follow-ups based on what they bought, like usage guides, accessories, or replenishment reminders.
|
We love this personalized post-purchase email from Pulp & Press: |
|
Create dynamic content |
First-party data also makes your content smarter. Instead of creating a whole new email for every segment, swap in specific sections based on what someone has told you. |
For example, if someone picked "I only shop cruelty-free" in a survey, feature your ethical product line front and center. |
|
It's a small tweak that makes a big difference. People are more likely to click when the message feels like it's speaking directly to them. |
Common Mistakes to Avoid |
Even solid strategies can fall flat if you're not careful. Here's what to watch out for when working with first-party data: |
Overdoing it. If you're constantly asking for feedback or sending survey after survey, you'll burn people out. Space things out and make sure each ask feels useful, not repetitive. Offering nothing in return. People are more likely to share data if there's something in it for them. Even a small discount, loyalty points, or early access can boost participation. Not using the data. If you're collecting info but not adjusting your messaging or strategy based on it, it's wasted effort. Make sure every data point has a purpose. Forgetting about mobile. Most of your audience is reading emails or filling out forms on their phone. If your quiz or survey isn't mobile-friendly, expect drop-offs.
|
|
Final thoughts: Make first-party data part of your workflow |
First-party data tells you exactly who your customers are, what they want, and how to talk to them – without being pushy or crossing lines. |
✅ Use quizzes, polls, and surveys to collect real input
✅ Power your segments, automations, and content with that data
✅ Keep it mobile-friendly, low-friction, and worth their time |
When your marketing reflects what people actually care about (with their consent), everything performs better. |
No comments:
Post a Comment