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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Zero-Party Data

Zero-party data is information a customer intentionally and proactively shares with a brand — such as preferences, intentions, and feedback — making it accurate, consented, and ideal for personalization.

Also known as: zero party data, declared data

As third-party cookies fade, zero-party data has become marketing's most valuable currency. It's data customers hand you directly, so it's accurate, privacy-friendly, and given with full consent.

How is zero-party data collected?

Through quizzes, preference centers, surveys, polls, and signup questions where customers tell you what they want, like, and intend to buy.

Zero-party vs. first-party data

First-party data is what you observe (purchases, browsing); zero-party data is what customers explicitly tell you. Zero-party is more direct and less inferred.

Why does zero-party data matter?

It powers accurate personalization and segmentation without relying on tracking, and because it's freely given, it strengthens trust and compliance.

Related terms

Email List Lead Magnet List Segmentation Subscriber Opt-In Form Double Opt-In

Related reading from Drip

Use Zero-Party Data to Achieve Personalized Marketing That Shines

Frequently asked questions

What is zero-party data?
Zero-party data is information customers intentionally and proactively share with a brand — such as preferences, purchase intentions, and feedback. Because it's given directly and with consent, it's accurate and privacy-friendly.
How is zero-party data collected?
Through quizzes, preference centers, surveys, polls, and signup questions where customers explicitly tell you what they want, like, and plan to buy.
What's the difference between zero-party and first-party data?
First-party data is information you observe, like purchases and browsing behavior. Zero-party data is information customers explicitly tell you. Zero-party is more direct and requires no inference.
Why is zero-party data important?
It enables accurate personalization and segmentation without relying on third-party tracking, and because customers share it willingly, it strengthens trust and supports privacy compliance as cookies phase out.
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