Good morning, Chase and Jimmy here.

The biggest mistake we see brands make with data? Collecting everything and using nothing.

Dashboards are full. Tools are tracking every click. Reports look impressive... But when it comes to actually improving retention? Crickets.

The problem isn't that you need more data. It's that you're drowning in the wrong data and missing the signals that actually matter.

Today we're breaking down the three types of customer data that actually power retention, when to use each one, and what you can safely ignore.

Also inside:
✔️ Why “pretty” emails still underperform
✔️ Knowledge drop: Score easy wins with the forgotten child of automations
✔️ DTC wins: Bachan’s to Be Acquired by Marzetti in $400M Deal

Let’s get into it.

Why “pretty” emails still underperform

Design-heavy emails can tank performance just as easily as they boost engagement. Slow load times, spam filters, broken layouts... most issues don’t come from what you’re sending, but how images are handled behind the scenes.

Omnisend broke down the image rules that actually matter including:

• The image sizes that load fast without sacrificing quality

• How to keep emails readable and deliverable with the right text-to-image balance

• When personalization inside images lifts clicks (and when it quietly hurts performance)

If you’ve ever shipped a "pretty" email that underperformed, use this checklist before your next send.

→ Read the guide

The data that actually powers retention (and what to ignore)

Data is everywhere in retention marketing. Dashboards are full. Tools are firing. Reports look impressive.

And yet, a lot of brands still struggle to turn all that information into better customer experiences.

So the issue usually isn’t access to data. It’s knowing which data actually helps you make smarter decisions, and which data just adds noise.

Not all data is created equal. And not all of it deserves the same level of trust or attention. Let’s break down the three main types of customer data, how they actually show up in retention programs, and where each one is most useful.

1. Zero-party data gives you clarity you can’t infer

Zero-party data is information customers choose to share with you directly. It’s intentional, explicit, and usually very accurate.

This includes things like:

• Preferences and interests shared through forms

• Quiz results and interactive tools

• Survey responses and feedback

• Product goals or purchase intentions

What makes zero-party data powerful isn’t volume. It’s context. You’re not guessing what someone wants. They’re telling you.

That makes it especially valuable early in the customer relationship or when you’re trying to personalize without being invasive.

Where zero-party data works best:

• Tailoring onboarding and welcome experiences

• Shaping product education and content

• Powering preference-based recommendations

• Informing loyalty perks and benefits

Pro tip: Don’t ask for everything upfront. Collect zero-party data gradually, and always give something useful in return. Guidance, recommendations, or better experiences earn trust far more than a generic discount ever will.

2. First-party data shows you what people actually do

First-party data comes from how customers interact with your brand. It’s behavioral, ongoing, and incredibly valuable when used correctly.

This includes:

• Browsing behavior and on-site actions

• Email and SMS engagement

• Purchase history and order patterns

• Customer support interactions

Unlike zero-party data, first-party data reflects real behavior over time. It shows what people actually do, not just what they say they like.

This is the backbone of most effective retention strategies because it allows you to respond to signals instead of assumptions.

Where first-party data shines:

• Behavior-based segmentation

• Abandoned cart and browse flows

• Replenishment and repeat purchase timing

• Cross-sell and upsell recommendations

Pro tip: Look for patterns instead of one-off actions. A single click rarely signals intent, but repeated behavior almost always does. That’s why strong retention programs are built around trends, not isolated moments.

3. Third-party data expands reach, not relationships

Third-party data comes from external sources and platforms. It’s aggregated, modeled, and often used for acquisition or audience expansion.

This typically includes:

• Demographic and interest data from data providers

• Lookalike audiences on paid platforms

• Broader industry or market insights

Third-party data can be useful, but it’s the least personal and the most regulated. It’s best used to inform strategy or expand reach, not drive 1:1 retention experiences.

Where third-party data fits best:

• Prospecting and audience discovery

• Paid media targeting and testing

• High-level market and trend analysis

Where to be careful:

• Over-reliance on assumptions

• Blurring lines between acquisition and retention

• Compliance and consent gaps

Third-party data can help you find the right people, but it’s not what builds the kind of relationships that keep them around.

4. Consent and compliance are part of the experience

Data strategy isn’t only about checking legal boxes. It directly affects how much people trust your brand and how inbox providers evaluate your sending behavior.

When consent is unclear or preferences aren’t respected, engagement drops quietly. People stop opening. They stop clicking. Or worse, they mark emails as spam instead of unsubscribing.

Strong retention teams treat compliance as part of the customer experience, not an afterthought.

What that looks like in practice:

• Being clear about what someone is signing up for and how often they’ll hear from you
  

• Making unsubscribe and preference options easy to find and easy to use
  

• Honoring opt-outs and preference changes quickly and consistently
  

This approach doesn’t just keep you compliant. It protects deliverability, reduces complaints, and builds long-term trust with your audience.

5. Use data to simplify decisions, not complicate them

One of the most common traps in retention marketing is collecting more data than you know how to use.

Dashboards get fuller, segments get more complex, and decision-making gets slower instead of sharper. At that point, data stops being helpful and starts getting in the way.

The goal of data in retention isn’t to know everything. It’s to make better decisions with less friction.

A few grounding principles that help:

• Only collect data you have a clear plan to act on

• Tie each data source to a specific use case or decision

• Focus on signals that change messaging, timing, or experience
  

If a data point doesn’t help you send more relevant messages or improve the customer journey, it probably doesn’t need to be front and center.

The strongest programs use data to reduce guesswork, not to over-engineer every send.

The real role of data in retention

Data isn’t the strategy. It’s the input.

The brands getting retention right aren’t collecting every piece of data. They’re using the right data to make faster, smarter decisions. 

They know when to listen to what customers tell them directly, when to watch their behavior, and when external data is actually worth paying attention to.

More importantly, they treat data as a way to show up better – not as something to hoard, over-complicate, or hide behind.

If your retention program feels stuck, the answer probably isn't more tracking or another integration. It's stepping back and asking: "Which signals actually help us serve customers better?"

Knowledge drop:

Cart abandonment usually gets all the love... but Chase breaks down why browse abandonment is the real missed opportunity, and how a simple 2–3 email flow can unlock revenue most brands never touch.

DTC wins:

Japanese Barbecue Sauce brand Bachan’s is being acquired by The Marzetti Company in a $400M transaction, marking a major exit for the fast-growing, clean-label sauce brand. Founded by Justin Gill, Bachan’s generated approximately $87M in net sales over the past year and has become a standout in the premium condiment aisle.

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

PS - Your next best customer might be reading this right now. Want in? Email Jimmy to sponsor this newsletter and more.

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