How to Implement Zero-Party Data Strategies in Marketing Automation

Customers don’t want to feel watched. They want to feel understood.

Thankfully, zero-party data gives you the information you need to support them in a more tailored way.

This kind of data isn’t tracked behind the scenes. It’s shared directly from your customers — willingly. They tell you what they’d like, want, and how they prefer to hear from you.

In a world where privacy matters more than ever, this makes all the difference.

Plus, when you pair zero-party data with smart marketing automation? You get stronger customer relationships and better results.

Let’s take a closer look at how to use zero-party data inside your marketing automation system, especially with tools like VBOUT. You’ll learn how to collect it, use it, and keep your audience happy while staying compliant.

Zero-party data is any information that a customer wants to give you. (In other words, they give it to you on purpose.)

Think answers to surveys, quiz results, or when someone picks what type of emails they want. That’s all zero-party data.

It’s not like first-party data, where you track behaviors on your website. Or second-party data, which you buy or trade from a partner. It’s also not third-party data, which comes from external sources or tracking across sites using third-party cookies.

➜ Zero-party data skips all of that. It builds a direct relationship. And it gives you something way better: The truth about what your customers truly want.

Privacy regulations have changed the game. Laws like GDPR and CCPA have forced marketers to rethink how they gather and use data.

And honestly? It’s not just about the laws. Consumer privacy matters to your customers, too. They expect more control, more transparency, and more respect for their data.

Zero-party data puts them in the driver’s seat. You get clear, intentional input, and they get more personalized experiences.

It’s a win-win. And it’s the future of marketing.

When you combine zero-party data with automation, your entire marketing strategy gets sharper. Here are the benefits you can look forward to:

With zero-party data, you don’t have to guess. You already know your customer’s product preferences or communication preferences.

Say someone shares their favorite color or preferred jacket style in a product recommendation quiz. You can follow up with custom product suggestions that match their taste, like tailored suits, tuxedos, or timeless suede jackets.

Send them a push notification or an email with beautiful photos to nudge them to shop, like the one below.

This is personalization marketing, yes. But most importantly, it’s marketing relevance. The more relevant your content is, the more you encourage better conversion rates and strengthen the customer experience.

Customers don’t mind sharing data. (When they understand why you’re asking and how you’ll use it.)

When you ask them directly, it shows respect. And when you implement their feedback, it shows that you’re listening.

This is what builds real customer trust.

Third-party data is often outdated or wrong. And worse, it’s expensive.

With zero-party data, you cut out the middleman. No more paying for data from external sources. No more guessing about purchase intentions.

It’s more accurate, easier to maintain, and more cost-effective. You’ll get valuable insights straight from your customer base, and you’ll own it, too.

Ready to start pulling zero-party data? Your zero-party data strategy needs a solid foundation and the right tools.

Be sure to focus on:

Start by deciding what you want to improve. Maybe it’s better customer segments. Or maybe you’d like stronger product recommendations.

Set clear KPIs to track results, like email open rates, conversion rate, or engagement per segment.

Where can you ask for zero-party data? Look at your customer journey.

Landing pages, email preference centers, checkout flows, and social media platforms are all great places.

For example, you could add a “What brings you here today?” question to your homepage. It’s simple, but it’ll help you pull in highly valuable data on your prospects and first-time site visitors.

You’ll need a customer data platform that makes this easy. VBOUT, for instance, has built-in features for this, like forms, surveys, and interactive tools. Everything connects to your marketing automation workflows, with no extra code or confusion.

People don’t want to fill out long, boring forms.

Keep them short, ask clear questions, and use visuals when possible.

Instead of “Tell us more,” ask: “What type of wellness products are you interested in?” Or “Would you prefer an audio, video, or PDF-style mini course?” Give them options they can tap fast, like “Audio, please!” or “Supplements and shakes for me!”.

Google Forms or Typeform are great tools you can use to quickly create and publish forms.

Want people to share more? Give them a reason. Offer a small discount, early access to new products, or exclusive content. Make it feel like a trade, not a trap.

But keep it ethical. Always get clear customer consent. And never hide what you plan to do with their info. (Especially if you plan on publishing their testimonials or case studies in your content.)

Now let’s make the data work. Inside VBOUT, you can use automation tools to build smart, personalized campaigns.

For instance, you can …

Create customer segments based on personal preferences, communication preferences, or purchase history.

You might group customers who prefer eco-friendly products into their own audience and customers who prefer luxury products in another, for instance.

Use zero-party data to customize product recommendations and subject lines. If someone shares their favorite color, show them your latest product in that shade. Or tease it in your email preview text.

Don’t stop at email. Use your zero-party data to shape messages across SMS, ads, and social media.

You might send a birthday offer by email, then follow up with a matching product reminder on Facebook.

Need a boost when starting out?

Focus on genuine engagement tactics that both grow your audience and give you more opportunities to gather zero-party data. For example, co-host a themed Instagram Live or Twitter Space with a complementary brand or micro-influencer—invite viewers to vote on topics or answer quick polls in real time.

That interaction not only boosts visibility but also feeds directly into your data capture: you learn what content resonates, what questions your audience has, and how they prefer to engage, all of which you can plug into your automation workflows for more tailored follow-ups.

Always protect your customer profile data.

VBOUT helps you stay compliant with privacy laws by keeping everything secure and permission-based. You’ll also get handy monthly marketing reports you can analyze to make sure you’re on track toward hitting your goals.

Important: Only the right people should access your customer data. And customers should always have a way to update their info or opt out.

Don’t set and forget your zero-party data strategy. Keep improving it as you learn what works.

Be sure to:

• Watch revenue per segment. Are personalized campaigns driving more sales?
• Track your data capture rate. How many people actually share info with you?
• Monitor engagement lift. Are your emails getting better responses?

Then, make small changes.

Tweak your forms. Test different offers. And refine your messaging. (The more you strategically test, the stronger your marketing efforts get.)

Let’s talk about roadblocks and how to smash through them, because they’re bound to happen!

Save this quick breakdown for when you need it next.

➜ Low participation rates?
Try adding fun, interactive experiences. Product quizzes, polls, or “build your box” tools can boost engagement fast.

➜ Messy or outdated data?
Set rules to clean your database regularly. Make sure you’re updating preferences as customers share new ones.

➜ Tech headaches?
If your tools don’t connect, it’s time to upgrade. Select a platform that brings your customer data platform, automation builder, and forms all in one place. (When everything talks to each other, your job gets easier and smarter.)

Zero-party data is your competitive advantage.

It helps you understand your audience better, build stronger connections, and stay ahead in a world full of privacy concerns and changing consumer expectations.

When you use zero-party data inside your marketing automation system, you inspire:

• Better product development
• Smarter campaigns
• Happier customers
• Real growth

So take the next step.

Start building your zero-party data collection strategy today with VBOUT. Ask the right questions. Collect the right data. Deliver personalized experiences that actually matter.

Your future marketing strategy starts here.

Need help personalizing your marketing without crossing the privacy line? VBOUT gives you the tools to collect zero-party data the right way — securely, ethically, and automatically. Sign up today and build a smarter, stronger connection with your customer base.

What Is Zero-Party Data?
Zero-party data means information that customers intentionally and proactively share with a brand. This could be preferences, interests, and purchase intentions.

How Is Zero-Party Data Different From First-Party Data?
Zero-party data is explicitly provided by customers (e.g., preferences or feedback). First-party data is collected through customer actions, like website visits and purchases.

Why Is Zero-Party Data Important for Marketing?
It helps brands deliver highly personalized experiences, respects privacy laws, and builds trust, since it comes directly from the customer with full consent.

How Can I Collect Zero-Party Data?
You can collect zero-party data via quizzes, surveys, preference centers, product finders, and interactive content that asks customers to share their preferences.

What Are the Benefits of Zero-Party Data?
Zero-party data supports more personalized marketing, better segmentation, higher customer trust, and improved privacy compliance.

How Do I Use Zero-Party Data in Automation?
Integrate zero-party data into your email marketing, CRM, SMS campaigns, and paid ads to deliver tailored content, product recommendations, and offers based on customer preferences.

About the Author

With over 20 years of digital marketing and e-commerce expertise, Shane Barker founded TraceFuse. He is well-versed in the Amazon ecosystem and brand reputation management. His insights have been featured on platforms like E-Com Engine Partner Spotlight and the 2 Sellers and a Microphone Podcast, highlighting his significant impact on these industries.