Integrating An Effective Zero-Party Data Strategy With Your Email Marketing (From Opt-In To Post-Purchase)
This is a partner guest article by Dalton James from SmartSites.
Learn more about SmartSites here.
Over the past six years, we have seen data privacy laws and restrictions
becoming ever more prevalent. Last year, Google announced they would be
disabling the use of 3rd party cookies within Chrome. In 2021, the year
email marketers were convinced the sky was falling, we saw IDFA opt out
by default and Mail Protection Privacy introduced through iOS 15.
Despite these new road blocks, we have seen brands in the ecommerce
space who have managed to not only come through unscathed, but thrive in
the face of these new restrictions.
How are they doing it? Through implementing an effective Zero-Party Data
strategy with email marketing.
As a quick refresher, Zero-Party Data is information your subscribers
and customers have willingly and proactively shared with you. Caught up
to speed? Great, let’s dive in and learn how to thoughtfully incorporate
a Zero-Party Data strategy into your email marketing.
Step 1: Understanding The Zero-Party Data You Want To Collect
Understanding the Zero-Party Data you want to collect will come down to
your brand's goals. Do you want to send new subscribers more relevant
content? Are you trying to convert more prospective customers on the
front end? Are you trying to increase first-time customer AOV?
We’re going to be using the popular bone broth brand Kettle &
Fire for our examples throughout this
blog post.
Kettle & Fire offers seventeen different flavors of bone broth, they
have seven categories for these flavors, and they group their broth into
three separate “Health Focuses”.
We could take a number of approaches when collecting Zero-Party Data for
them, such as:
- Asking potential subscribers their Health Focus on their sign-up
form.
- Asking potential and current subscribers if they are on a special
diet.
- Asking potential subscribers if they are interested in drinking K&F
broth, cooking with it, or if they’re more interested in their bone
broth soups.
These are just a handful of examples, and there are so many more
approaches we can take, but hopefully this is getting your creative
juices flowing.
Step 2: How To Collect Zero-Party Data
Once you’ve honed in on the kind of Zero-Party Data you want to collect,
implementing a strategy to collect that data becomes much easier. We
will be focusing on the two most popular ways to collect Zero-Party Data
from new and current email subscribers.
1) Sign Up Forms
Sign-up forms are the tried-and-true method of collecting one of the
most common forms of Zero-Party Data from your site visitors; their
email address.
Continuing with our Kettle & Fire example, let’s imagine that we want to
learn what our potential subscribers' health focus is. Once we learn
this information, we will be able to present our subscribers with
tailored promotions, product offerings, and content to provide a better
experience for them.
Currently, Kettle & Fire is only asking site visitors for their email
address on their sign-up form.
Creating a new sign up form to collect the kind of Zero-Party Data we
need can be as simple as creating a new form within Klaviyo.
Radio buttons are the perfect way to add multiple options to your
sign-up form while keeping the process relatively frictionless for your
visitors. To avoid impacting your submission rates, aim to only ask 2-5
questions on this form and make it a non-required field.
Keep reading as we’ll go more in-depth on how to utilize this data in
your automated flows and email campaigns below.
2) Surveys
Surveys are an excellent, yet highly under-utilized way to gather
Zero-Party Data from your current subscribers.
Many brands struggle to figure out what kind of content their
subscribers prefer, what promotions they should send, how often they
should email them, etc. Sometimes, it’s really as simple as asking them.
Fairing’s Question Stream™ serves brands
incredibly well with surveys in mind. Many brands will see up to a 20%
improvement in attribution data the moment they launch their
post-purchase survey.
Step 3: Now That You’ve Collected Your Zero-Party Data, How Do You Use It?
You’ve collected your Zero-Party Data, now what? The most logical step
would be to personalize your automated Welcome Series with the
information your subscriber provided on your sign-up form.
This flow typically produces the highest amount of revenue for most
ecommerce brands, so using customer data effectively can be the
difference between making an extra five to six figures a year (or more)
depending upon the size of your brand.
Welcome Series:
Let’s take a look at the first email in Kettle & Fire’s Welcome Series.
It presents the reader with their opt-in discount and an immediate
call-to-action, gives a bit of information on what Kettle & Fire is all
about (good vibes, better wellness, no-fillers, no-nonsense broths) and
doesn’t overload the reader with too much information all at once.
Straight-forward, to the point, and I’m sure it works tremendously well
for them. But, what if we were to curate this email based on our new
subscriber’s preferences they shared with us on our mock sign-up form?
Imagine that our new subscriber self-segmented by choosing the ‘weight
loss’ health focus on our sign-up form. Clicking through Kettle & Fire’s
site, we can see that four kinds of bone broth are advertised under this
category.
If K&F was looking for a quick and painless approach to using Zero-Party
Data, they could simply plug these four products into their Welcome
Series’ first email and say “Hey, we noticed you were interested in
weight loss! Here are our best-selling bone broths formulated to help
you shed those unwanted pounds”.
Now, if they wanted to dive deeper, they could restructure the entire
email so that it is tailored toward their customer persona that is
looking to lose weight.
Repeat this process with the remaining health focuses on their site and
Kettle & Fire is on their way to building out an effective Zero-Party
Data strategy.
Post-Purchase Flow:
Collecting and utilizing Zero-Party Data doesn’t stop at the first sale.
Having a post-purchase flow in place that not only uses, but collects
Zero-Party Data is an effective way to increase your customer’s lifetime
value (LTV) and turn them into raving fans of your brand.
How can we do this?
1) Send your customers relevant post-purchase content
Running with our Kettle & Fire example, let’s say our new customer
purchased two bone broths from our weight loss category.
Rather than simply adding them to your engaged customer segment and
calling it quits, let brainstorm some campaign ideas that would be more
relevant to the customer, and more effective in generating additional
revenue.
- Teach your customer how to use your new product by sending them your
favorite bone broth weight loss recipes
- Share your favorite Kettle & Fire weight loss transformations to
build a community of buyers with the same goal
- Send this customer targeted promotions and incentives when they are
about to run out of broth so they can continue their weight loss
journey
- Asking potential subscribers their Health Focus on their sign-up
form
Here is an example of an excellent Kettle & Fire email campaign that
subtly targets women on their list who may be interested in weight loss
by promoting their guide to intermittent fasting.
2) Send targeted promotions to your list
My favorite use case of Zero-Party Data is being able to send highly
targeted promotions to anyone who has shared Zero-Party Data with us.
Sending your list the standard 10% - 15% off discounts from time to time
certainly works for some brands, but you can only do it so many times
until the strategy becomes predictable and ineffective
In our example, if a subscriber or customer shared that they were
interested in bone broth for weight loss, we can tailor each interaction
they have with Kettle & Fire. This includes the way they perceive our
brand through sales and discounts.
Let’s say a customer made their first purchase with them, but never
reordered after they finished their first 30-day bone broth supply.
Instead of sending them standard newsletter content, hoping they will
place a second order, Kettle & Fire can tip the odds in their favor by
sending them a campaign tailored to them.
Since they never placed an order after they finished their initial
supply, K&F needs to address the concerns this customer may be having in
their campaign.
They may be thinking:
- “I didn’t see results after the first 30 days”
- “I love your broth, but it’s too expensive”
- “Remembering to order each month is too annoying”
In this case, K&F can do the following:
- Let customers know how long it typically takes to see results and
share community stories that backup their claims.
- Show customers why their broth is worth every penny, from how it’s
made to the amount per serving they get vs other brands, etc.
- Include a relevant incentive so they place their second order. A
dollar amount with free shipping is often effective in converting
first time customers again.
- Mention your subscription option that includes a monthly 20% off
discount.
These are a few quick examples, but understanding your customer’s
concerns and addressing them effectively can be the difference from them
churning and placing a second order with you.
3) Quizzes and Surveys
Quizzes and surveys are where many of us first learned about Zero-Party
Data.
Quizzes are the perfect way to engage first-time visitors and guide them
to a product that will best fit their needs if you have a larger catalog
of products or multiple categories. Paired with an incentive at the end
of their quiz, this can be an incredibly powerful way to boost
conversions if you’re looking to try something different than a standard
email sign-up form.
Surveys are just as valuable, but will be used more heavily in your
post-purchase flow and email campaigns.
Sending new customers a survey after they purchase from you is the
perfect way to gather key information from a highly engaged portion of
your audience.
You can ask your customers various questions such as:
- Where did you hear about our brand?
- Why did you choose to buy from us?
- Were you considering any other brands over us?
- Are you satisfied with your order? If not, why?
- If yes, what are the top three things you love about your new
purchase?
- What did you love and hate about your customer experience with us?
There are so many more questions we can ask, but it’s important to
remember that you need to ask specific questions based on your brand’s
marketing goals and strategy.
Email Campaigns
Email campaigns are an essential piece of your marketing puzzle and will
heavily benefit from the use of Zero-Party Data. There are a few ways
you can effectively integrate a Zero-Party Data strategy with your email
campaigns.
Personalization
I hate to break it to everyone, but using Klaviyo’s `` variable just doesn’t cut it anymore when it
comes to personalization. Consumers know you’re not actually typing an
email specifically to them and their expectations when it comes to a
personalized experience have been raised considerably in recent years.
This is where list segmentation and tagging comes into play.
Tags can be used to assign certain variables to a customer profile, such
as what flow they are currently in, what products or product categories
they have purchased, if they have placed more than one order with you,
etc.
Your segments are where you will aggregate these individuals into a
group of similar customers so that you can send each subscriber
personalized content.
Imagine you are sending an email to Kettle & Fire’s 90-day engaged
subscribers who have never placed an order and noted that they were
interested in weight loss on K&F’s sign-up form.
Since these subscribers did not purchase with Kettle & Fire’s welcome
offer, we will need to re-engage them with the weight loss benefits of
bone broth, additional benefits they may not be aware of, and
potentially a special incentive or limited time deal to push them over
the edge so they convert.
Now, Kettle & Fire can repeat this process for their weight loss and
digestion immunity health focuses with some minor tweaks to these
campaigns to adapt this strategy across a larger portion of their list.
The idea here is to figure out who your subscriber is, why they haven’t
purchased, give them the information they need to make an informed
purchase, and finally present them with a strong CTA or incentive to
convert.
Zero-Party Data is a powerful tool, one that we will see more brands
adopt throughout 2023 and going into 2024. Collecting Zero-Party Data
isn’t just about revenue, it’s about creating a unique and lasting
customer experience. Email marketing, and tools like Question
Stream™ , are a highly effective way to
implement this kind of strategy for your own brand. We challenge you to
take a look at the examples above and choose just one to kick off your
own brand’s Zero-Party Data strategy. Report back to us once you have,
we would love to hear about the success you’ve had in implementing these
tips!