Hey it’s Chase and Jimmy here!

You don’t need creepy tracking or third-party hacks to send better email and SMS campaigns.

You just need clean, first-party data—and a plan to actually use it.

In this morning's breakdown, we’re digging into how to collect that data without annoying your customers (think: polls, quizzes, and lightweight surveys), how to use it to personalize your flows and content, and what mistakes to avoid if you want results that actually improve. It’s the foundation of better retention—and it’s more accessible than most brands think.

Also inside the newsletter: a quick break down on why most brands get timing wrong (and why fixing it is more emotional than tactical), plus this week's DTC win (hint: it's cherry cola flavored).

Let’s break it down 👇

📬 Your ESP should do more than just send emails

If your current platform feels like a one-trick pony—slow, clunky, or just not cutting it—it’s time to upgrade to the eCommerce marketing platform built to actually grow your store.

Omnisend makes it easy to switch—and even easier to scale. With powerful automation, rock-solid deliverability, and tools designed for DTC brands, you’ll start seeing results fast.

Why brands switch (and stay):

• Pre-built workflows that actually convert (set it, forget it, cha-ching)

• Best-in-class email + SMS deliverability—without the deliverability drama

• Smarter segmentation & AI tools to drive more revenue with less effort

• Easy Shopify integration + powerful performance insights

• 40% avg ROI boost when switching from other platforms

👉 Ready to make the switch?

💡 Knowledge Drop:

Timing isn’t just tactical—it’s emotional. Jimmy breaks down why most email flows miss the mark…and what to do instead.

💬 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:

• Emails and phone numbers

• Purchase history

• Quiz or survey responses

• On-site behavior (what they click, browse, or favorite)

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:

• “Are you shopping for yourself?” (Yes vs. No)

• “Pick your favorite fall color!” (A vs. B)

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:

• “What kind of pet do you have?”

• “How picky is your pup?”

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.

⚠️ Hidden Sales Tax Liabilities: What You Don’t Know Can Hurt You

You might think you’re covered—but most DTC brands only discover compliance gaps after an audit notice lands in their inbox.

Kintsugi's AI-powered engine surfaces risks before they become liabilities, giving you peace of mind and a plan.

Why proactive brands trust Kintsugi:

Pre-audit risk assessments reveal exposure in minutes

Automatic jurisdiction monitoring across all 50 states

Month-to-month flexibility—no lock-in, no hidden fees

Error-proof guarantee with financial backing

Real results:

✅ 99.8% reduction in penalties and fees
✅ 83% faster registration process
✅ 9+ hours/month saved by finance teams

Don't let unknowns tank your growth.

👉 Book your tax risk audit today

🔥 DTC wins:

OLI-pops into the candy aisle for the first time with a new collaboration with Fruit Riot! This cherry cola crossover also marks the first time OLIPOP licenses their brand to another food and beverage company.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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