Happy Friday! Chase and Jimmy here. 👋

You ever feel like data is this big, complicated beast lurking in the background of your marketing efforts?

You know it’s important. You know you should be using it to improve retention. But between zero-party, first-party, and third-party data, it can start to feel like you need a PhD just to make sense of it all.

Good news—you don’t. In today’s issue, we’re breaking it all down in plain English, so you can actually put your data to work (instead of letting it collect dust).

Read on to learn:
✅ The key differences between zero, first, and third-party data
✅ How to use each type to personalize your marketing
✅ Why compliance actually matters (yes, even for you)

Let’s get into it.

Marketing without data? That’s a rookie move. 😬

Omnisend analyzed 24 billion emails, 230 million SMS messages, and 413 million push notifications to break down what actually worked last year—so you don’t have to guess in 2025.

Here’s what the numbers say:
📈 Email click-to-conversion rates shot up 27.6%
🤖 Automated messages dominated—just 2% of volume drove 37% of sales
🛒 Top performers? Abandoned cart, welcome, and browse emails (87% of automated orders)
📲 SMS & push notifications exploded—46% YoY growth fueled by a massive surge in sends

The data’s in. Now it’s your move. Read the full report and make 2025 your most profitable year yet. 🚀

💡 Knowledge Drop of The Week

Stop right there ✋ @Social_savannah shares the most effective way to grab attention with captivating transitions that keep you on your toes.

Mastering Data: The Power of First, Zero, and Third-Party Data in Retention Marketing

Data is the foundation of every successful retention strategy. But not all data is created equal. Understanding the differences between first-party, zero-party, and third-party data is crucial to making informed decisions, personalizing customer experiences, and ultimately driving revenue. So, on that note, let’s break down each type and how you can leverage them to enhance your marketing efforts.

Zero-Party Data: Directly from Your Customers

Zero-party data is the most transparent and valuable type of data because your customers voluntarily share it with you. This includes:

• Preference forms

• Purchase intentions

• Survey responses

• Quizzes and interactive content

Unlike other data types, zero-party data comes straight from the source, making it highly accurate and actionable. By understanding customer preferences and desires, you can create hyper-personalized campaigns that increase engagement and conversions.

How to Use Zero-Party Data Effectively:

• Personalized Email Campaigns: Send tailored product recommendations based on stated preferences.

• Loyalty Programs: Offer rewards based on what customers explicitly tell you they value.

• Content Customization: Deliver articles, product suggestions, or offers that match their interests.

First-Party Data: Observing Customer Behavior

First-party data is collected through direct interactions your customers have with you. This includes:

• Website behavior (pages visited, time spent, actions taken)

• Email and SMS engagement (open rates, clicks, responses)

• Purchase history

• Customer service interactions

This data is incredibly valuable because it reflects real customer actions, not just stated preferences. With first-party data, you can identify trends, segment audiences, and execute highly effective marketing campaigns.

How to Use First-Party Data Effectively:

• Behavior-Based Segmentation: Group customers based on their browsing and purchase history.

• Abandoned Cart Campaigns: Retarget customers who left items in their cart.

• Cross-Selling and Upselling: Recommend complementary products based on past purchases.

Third-Party Data: Broadening Your Horizon

Third-party data is collected from external sources and aggregated by data providers. Examples include:

• Demographic insights from data brokers

• Lookalike audiences on platforms like Facebook

• Industry-wide behavioral trends

While third-party data can help you expand your reach, it comes with privacy concerns and compliance challenges, especially with laws like GDPR and CCPA. Ethical usage is key.

How to Use Third-Party Data Effectively:

• Audience Expansion: Use lookalike audiences to find new customers similar to your best ones.

• Market Research: Gain broader insights into industry trends and consumer behavior.

• Ad Targeting: Refine advertising campaigns to reach the right audience segments.

Compliance Considerations: Navigating Privacy Laws

Like we always say, with great data comes great responsibility. With increasing scrutiny on data privacy, the major thing is to ensure you're using customer information safely. Key regulations include:

• GDPR (General Data Protection Regulation): Governs data collection and storage in the EU.

• CCPA (California Consumer Privacy Act): Gives California residents more control over their personal information.

• CAN-SPAM & TCPA: Regulate email and SMS marketing practices.

Best Practices for Compliance:

• Obtain explicit consent before collecting data.

• Clearly communicate how customer data will be used.

• Provide easy opt-out options.

Best Practices for Leveraging Data in Retention Marketing

1. Strategize Segmentation: Use data insights to create targeted customer segments for more relevant marketing.

2. Collect with Purpose: Avoid overwhelming customers with excessive data requests—every data point should serve a clear marketing goal.

3. Prioritize Deliverability: Keep your email lists clean and engaged to maintain high deliverability rates.

4. Stay Compliant: Keep up with evolving data privacy laws to build trust with your audience.

Final Thoughts

Data isn’t just numbers—it’s the key to understanding your customers and delivering experiences they actually want. By leveraging zero, first, and third-party data strategically, you can build stronger relationships, improve marketing performance, and drive long-term loyalty.

🔥 DTC Win of The Week

Move over Starbs, there’s a new cafe in town—Westfield Century City is buzzing with the grand opening of YouTuber and Influencer, Emma Chamberlain’s first Chamberlain Coffee cafe.

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And that's a wrap for this week!

Big thanks for hanging out with Chase and me—hope you found some gems in here! If you did, share the love and pass ecomemailmarketer.com along to your favorite DTC marketer. Let’s get them in the loop for next week's insights! 🚀

Remember: Do shit you love and have an awesome weekend!

🤘 Jimmy Kim