Building a High-Value Audience with Email + SMS Using Zero-Party Data Tactics

In today’s privacy-conscious world, traditional tracking and third-party data are under increasing regulatory and technical pressure. The path forward for audience builders is zero-party data—data your customers voluntarily and deliberatelyshare with you—and activating it through email + SMS channels offers a powerful, privacy-first approach. In this article, we’ll explore why zero-party data matters, how to collect it, and how to activate it through email and SMS to build a responsive, loyal audience.

“The most effective personalization comes from data customers choose to share, not data we choose to collect.” — Mr. Phalla Plang, Digital Marketing Specialist

Why Audience Building Must Shift to Zero-Party Data

The Decline of Third-Party Data and the Rise of Direct Channels

In recent years, browsers, platforms, and regulators have restricted the use of cookies and third-party signals. As a result, brands are losing reach into audiences they don’t already own. In contrast, email and SMS are owned channels—when someone gives you their email or phone number, you have a direct line to them. These channels enable you to nurture relationships, control content, and reduce reliance on external platforms.

But having email addresses or phone numbers isn’t enough. You need relevant insights into preferences and intentions to make your messaging meaningful. That’s where zero-party data comes in: it gives you the “why” behind customer behavior. (In contrast, first-party data gives you the “what.”) Northbeam describes zero-party data as information that customers share proactively, making it the most transparent and consented data type in marketing today (Northbeam, n.d.). northbeam.io

The Power of Zero-Party Data

When customers willingly volunteer preferences, intentions, or personal contexts—via quizzes, surveys, or preference forms—you gain clarity that you can confidently act on. Compared to inferred or observed data, zero-party data is more trustworthy, accurate, and legally defensible (Airship, n.d.). Airship

Marketers who activate zero-party data see dramatic lifts in performance. For example, one brand reported a 217 % increase in email click-through rates when they used survey data to deliver personalized content (Single Grain, 2025). Single Grain Others claim 40–55 % higher open and click rates for campaigns tailored using zero-party vs generic messaging (Single Grain, 2025). Single Grain

SMS, in particular, is highly effective for driving purchases once permission is granted. According to Klaviyo, 72 % of recipients made a purchase after receiving a brand text message. Klaviyo SMS also helps accelerate purchase decisions—65 % of people said texts nudged planned purchases sooner. Klaviyo

Thus, combining zero-party data with email + SMS gives you the best of both worlds: rich customer insight and direct access to engage.

How to Collect Zero-Party Data Strategically

You can’t force zero-party data out of customers—you must design experiences that invite sharing and deliver value in return. Here are key tactics:

1. Start with a Value Exchange

People will only share data if there’s a clear, compelling benefit. Offer something meaningful: personalized recommendations, early access, discounts, or curated content in exchange for answers. Be transparent: explain why you’re asking and how you’ll use it.

2. Use Quizzes, Assessments, and Polls

Interactive quizzes are among the most engaging ways to get zero-party data. For instance, a skincare brand might ask: “Which skin concern matters to you most—acne, aging, dryness?” A well-designed quiz can yield multiple preference inputs at once. Single Grain cites quiz-based personalization campaigns hitting 78 % completion rates and producing strong engagement lifts. Single Grain

3. Preference Centers & Profile Updates

Instead of asking everything at once, embed a dynamic preference center in your app or site where subscribers can update interests, content types, communication frequency, and channel preference. Make it accessible anytime (e.g., via “My Profile” settings). This gives users control and allows you to refresh data over time.

4. Progressive Profiling

Don’t ask for 20 data fields upfront. Start light (e.g. “What topics interest you?”) and gradually layer in additional questions over subsequent interactions. This lowers friction and builds trust.

5. Micro-Surveys & Email / SMS Prompts

Occasionally ask for short feedback or preferences in your email or SMS sequences. For example:

• Email #3 in your welcome series: “Which topic would you love next week—[A] Strategy, [B] Tools, [C] Case Studies?”
• SMS: “Reply with A for skincare, B for haircare, or C for makeup so we send only relevant updates.”

Elementor’s guide on SMS campaigns notes that the welcome series is the perfect moment to collect zero-party data via SMS (Elementor, 2025). Elementor

6. Post-Purchase and Onboarding Surveys

Immediately after a purchase or signup, send a short survey asking about preferences or motivations. Customers are already engaged and primed; use that momentum.

7. Incentivize Updates Over Time

Offer occasional reminders: “Tell us your favorite styles and get extra points / early access.” Periodic refreshes help avoid stale data.

Activating Zero-Party Data with Email + SMS

Collecting the data is just the beginning—you must activate it across your email and SMS programs. Here’s how:

1. Tailored Email Content via Dynamic Blocks

Use dynamic email templates that adjust content based on subscriber preferences. If a subscriber indicated interest in “sustainable fashion,” show relevant product lines rather than generic ones. This level of relevance boosts click and conversion rates.

2. Send Time & Frequency Optimization

Combine stated preferences with behavioral data (e.g., open times) to optimize when emails or texts are sent. Someone who indicates “mornings only” and has engaged at 7 a.m. is a prime candidate for early sends.

3. Segment & Triggered Flows

Build flows based on zero-party segments:

• A preference for “sale alerts” → send flash deal SMS.
• A quiz result indicating “budget buyer” → trigger recommendations in a nurturing email flow.
• Updates or reminders based on stated lifecycle intentions (e.g., “I plan to buy next month”).

4. SMS + Email Cross-Channel Messaging

Use email to share longer content or storytelling; use SMS for timely nudges or alerts. For instance, after an email recommendation, send an SMS reminder: “30 % off ends tonight—shop now.” Be careful not to spam—respect channel limits. Klaviyo reports that 72 % of people accept at least one text per week from brands, and ~50 % expect weekly texting in North America. Klaviyo

5. Re-Engagement Based on Preference Decay

If a subscriber’s actions deviate from their preferences, trigger a short “are we off track?” SMS or email asking them to refresh preferences. This keeps your data aligned with evolving tastes.

6. Test & Learn

A/B test alternative messages, channel combinations, question order, timing, and segmentation. Iterate based on what leads to higher engagement or conversion.

7. Propagate Insights to Broader Systems

Feed zero-party data into your CRM, customer data platform (CDP), and ad platforms (via custom audiences). This helps you refine lookalike audiences or exclude segments that already prefer direct communications.

Real-World Examples & Case Studies

Beauty / Skincare Quiz

A skincare brand deployed a “Skin Quiz” asking about sensitivity, environment, skin goals, and routine. Quiz completers received personalized product bundles in their welcome email plus exclusive tips. They saw a 217 % increase in click-through rate compared to non-quiz subscribers (Single Grain, 2025). Single Grain

E-commerce Preference Center

An online retailer built a dynamic preference center letting users set their favorite categories, preferred communication frequency, and delivery styles. Over time, they observed 40–55 % higher open/click rates amongst those who had updated preferences (Single Grain, 2025). Single Grain

SMS Nudges for Abandoned Carts

Using SMS as part of a cross-channel flow, a brand sent a text 30 minutes after abandonment plus follow-up emails. Klaviyo’s stats show SMS nudges speed up purchase decisions—65 % of people said texts got them to purchase earlier than planned (Klaviyo, 2024). Klaviyo

Best Practices, Pitfalls, and Privacy

Best Practices for Sustainable Growth

• Transparency: Always explain why you collect data and how it will be used.
• Minimalism: Collect only what you need.
• Refresh & Decay Strategy: Periodically ask subscribers to verify or update preferences.
• Control & Opt-Out: Let users easily change preferences or opt out of data collection.
• Consistent Cross-Channel Messaging: Ensure what subscribers state influences experience everywhere.
• Experimentation Mindset: Try new formats, measure, and iterate. (Airship, n.d.) Airship

Common Pitfalls to Avoid

• Asking too much too soon: Overwhelming new subscribers with many questions will drop completion rates.
• Using data superficially: If you collect preferences but don’t act on them, trust erodes.
• Ignoring stale data: Preferences change. Don’t rely on old answers indefinitely.
• Over-texting / spam: Respect boundaries in SMS. Even though many prefer weekly texts (72 %), 61 % say they unsubscribe when they get too many messages (Klaviyo, 2024). Klaviyo
• Noncompliance: Always align with GDPR, CCPA, and other privacy laws; document consent; allow data deletion.

Measurement: How to Know It’s Working

To evaluate your zero-party + email + SMS strategy, monitor:

Collection Metrics

• Completion rates of quizzes, surveys, forms
• Preference center update rate
• Quality / completeness of responses
• Conversion to active subscribers after data collection

Activation Metrics

• Comparative open and click rates for messages tailored via zero-party data vs generic
• Conversion / revenue per segment
• Engagement lift (time-on-site, secondary actions)
• Subscriber retention / churn
• Lifetime value differences across segments

Over time, you should see stronger segmentation, lower unsubscribe rates, and higher per-subscriber ROI.

Implementation Roadmap

1. Audit your current data strategy: Inventory what you already collect via email / SMS and where gaps exist.
2. Pick one collection method to pilot (quiz, preference center, micro-survey).
3. Design the value exchange: What will subscribers get in return?
4. Integrate into your system (CRM, CDP, ESP) to ensure data flows.
5. Build tailored messaging flows using that data across email + SMS.
6. Test and iterate: A/B test each step (question order, incentives, message triggers).
7. Scale gradually: Once successful, expand data types, collect over more touchpoints, and propagate across campaigns.

Why This Matters for Brands Worldwide (Especially U.S.)

In the U.S., consumers are more sensitive than ever about privacy, and regulations are evolving. Building direct relationships through email and SMS with consented zero-party data helps brands future-proof against platform disruptions. Moreover, U.S.-based audiences tend to respond well to personalization when trust is present. The same applies in many markets globally—brands that respect control and deliver value will outpace those relying on intrusive tracking.

If your brand is targeting U.S. or international consumers, adopting zero-party data tactics ensures you stay competitive, respectful, and more effective in audience building.

Conclusion

Audience building in 2025 and beyond demands a shift from passive data collection to voluntary, customer-led insight. When you pair zero-party data with email + SMS, you tap into powerful, first-party channels enriched with user-provided context. You foster trust, boost engagement, and reduce reliance on shrinking third-party signals.

Start small, show value, respect preferences, and iterate. Over time, your audience becomes more than a list—they become collaborators in the marketing journey.

References

Airship. (n.d.). Zero-party data and how it powers personalization. Airship. Retrieved from https://www.airship.com
Braze. (2025, April 10). Zero-Party Data: The Key to Privacy-First Personalization. Retrieved from https://www.braze.com/resources/articles/what-is-zero-party-data braze.com
Emarsys. (2025, January 21). 20+ SMS Marketing Statistics (With Sources) to Know in 2025. Retrieved from https://emarsys.com/learn/blog/sms-marketing-statistics SAP Emarsys
Klaviyo. (2024, June). Global SMS Consumer Research 2024. Retrieved from https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/global-sms-consumer-research-2024.pdf klaviyocms.wpengine.com
Klaviyo. (n.d.). 2025 SMS Marketing Benchmarks & Stats by Industry. Retrieved from https://www.klaviyo.com/products/sms-marketing/benchmarks Klaviyo
Klaviyo. (2025, May 8). Email marketing benchmarks 2025: open rates, click rates, conversion rates. Retrieved from https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates Klaviyo
Mailchimp. (n.d.). The Zero-Party Data Advantage. Retrieved from https://mailchimp.com/resources/zero-party-data/Mailchimp
Qualtrics. (n.d.). What is Zero-Party Data? Definition, Benefits and Examples. Retrieved from https://www.qualtrics.com/experience-management/research/zero-party-data/ Qualtrics
Voxie. (2024, February 26). Why Zero-Party Data is The Key For Successful SMS. Retrieved from https://www.voxie.com/blog/zero-party-data-is-key/ Voxie
11 Agency. (2025, January 6). Zero-Party Data: Transforming Ecommerce Email. Retrieved from https://11.agency/blog/zero-party-data-ecommerce-email-marketing-in-2025/