Scroll to top

Leveraging first-party data with the ultimate email marketing strategy

So you just searched for a B.C Rich Warlock Electric Guitar on Amazon – the same one that Eddie Munson used for his epic Metallica solo on the Stranger Things season 4 finale. And suddenly, Facebook starts bombarding your screen with several Warlock Guitar ads. You hop on to YouTube, and the first ad you see is about the same Warlock Guitar. Is this divine intervention, or are Facebook and YouTube reading your mind? Your friend, Gary, is convinced that you are being watched online. 

TBH, Gary is right. You are being watched… just not by the Universe that’s sending you signs to buy the guitar. Marketers have relied on third-party cookies to track their audience’s online activities for years. But things might change soon as marketers and brands struggle to figure out Google’s latest decision to phase out third-party cookies. And this seems like the beginning of many more privacy and data regulations from Google HQ. This means that most marketers will have to reimagine their entire digital roadmap and rely on first-party data to continue targeting ads. 

At a time like this, email marketing can prove to be a powerful tool, with high success rates using first-party customer data as the primary focus. But, how can marketers benefit from an email marketing strategy that not only bases its metrics solely on your customer behaviour, but also is powered by first-party data? Let me show you how.

Importance of First-Party Data

The use of first-party data is said to be the most critical aspect of email marketing. First-party data allows you to segment and target your audience more accurately and improve your chances of success. 

There are a few ways to acquire first-party data. You can either buy it from a vendor or collect it through surveys, webinars, or other means. The latter is usually more advantageous, as it gives you more control over the quality of the data. 

When used correctly, first-party data can be leveraged to create highly targeted email campaigns that have a higher likelihood of conversion.

Strategic Opportunities for First-Party Data 

As the volume and variety of data grow, organisations are searching for ways to leverage this data to improve their marketing efforts. One way to do this is by using first-party data.

First-party data is data that an organisation collects from its own customers and activities. This data can create a more personalised marketing experience for customers and prospects.

There are many ways to use first-party data to improve your email marketing. Here are some strategic opportunities to consider:

1. Use customer data to segment your email list.

One way to use first-party data is to segment your email list into different groups. This allows you to send more targeted and personalised messages to each group. For example, you could segment your list by customer location, purchase history, or interests.

2. Use web analytics data to improve email conversion rates.

Another way to use first-party data is to analyse web analytics data to see what factors influence email conversion rates. This information can help you optimise your email campaigns for better results.

First-party data is becoming increasingly valuable as cookies become less reliable. By leveraging first-party data, you can create more relevant and targeted email campaigns that are more likely to convert. A sophisticated email marketing strategy can help you overcome the challenges posed by a post-cookie world and improve your results.

 Understanding the value of a first-party strategy

In a world where data is increasingly becoming more valuable, it’s no surprise that first-party data is being leveraged more and more to create marketing strategies. But what exactly is first-party data, and why is it so valuable?

First-party data is essentially data that a company collects through its channels and customer interactions. This can include website activity, purchase history, and contact information. Because first-party data is collected directly from customers, it’s considered highly reliable and accurate.

There are a few reasons why first-party data is so valuable for marketing purposes. First of all, it can be used to create highly targeted and personalised campaigns. Because you know exactly who your customers are and what they’re interested in, you can craft messages that are much more likely to resonate with them.

In addition, first-party data can also be used to create lookalike audiences. This means you can find other people with similar characteristics to your existing customers and target them with your marketing campaigns. It can prove to be an extremely effective way to reach new potential customers who are likely to be interested in your offer.

HubSpot’s approach to the expansion of first-party data

As the use of first-party data becomes more prevalent, companies are looking for ways to leverage this data to improve their email marketing strategies. For example, HubSpot recently announced an expansion of its email marketing capabilities, including the ability to segment and target customers based on first-party data. This expansion will allow HubSpot to better compete with other email marketing providers who have already been utilising first-party data. In addition, HubSpot’s approach to expanding first-party data will help them better understand their customers and create more personalized email campaigns.

ContentNinja, being a HubSpot Platinum Partner in India, can help you set up the integration on your email marketing tool. Get in touch with our in-house HubSpot experts to know more. 

Examples of successful first-party data strategies  

There’s no doubt that first-party data is valuable. But what are some specific examples of successful first-party data strategies?

1. Use data to segment your audience

One of the most common and effective ways to use first-party data is to segment your audience. This allows you to tailor your marketing messages to specific groups, resulting in higher engagement and conversion rates.

2. Create targeted campaigns

Another way to leverage first-party data is to create targeted campaigns. This could involve using user data to target ads and content to specific segments of your audience. This approach can be highly effective in increasing the reach and impact of your marketing efforts.

3. Use data to personalise your communications

Personalization is a powerful tool that can help you connect with your audience deeper. By using first-party data, you can customise your communications to include relevant information about each recipient. This helps create a more engaging and personal experience that can lead to better results.

4. Analyse customer behaviour

Customer behaviour data can be extremely valuable in understanding what people want and how they interact with your brand. By analysing this data, you can make better decisions about your marketing strategy. You can also learn much about your clients by grouping people together based on data analysis, and this will inform your choices and lead to better results.

5. Use data for collaboration

If every department in your company uses the same data, it can create many opportunities for collaboration. Everyone on your team can access and contribute to the same information, leading to more informed decision making.

6. Improve customer service

The right data can help you make even the most minor changes that could impact your customers’ overall experience with your brand. Look into analytics to see how your customers view your brand, where they struggle with issues, and how best to solve their problems before wrong assumptions are made or problem areas are overlooked.

Check out – Hubspot Marketing Agency


If you want to take your email marketing campaigns to the next level, then you need to start thinking about first-party data and how you can leverage it. Using tools like Google Analytics and customer relationship management (CRM) software like HubSpot, you can build a picture of who your customers are, what they’re interested in, and how they interact with your brand. With this valuable information at your fingertips, you can deliver highly targeted and personalised messages that will resonate with your audience and drive results.

Want to leverage your organization’s first-party data through automated marketing outreach? HubSpot is the way to go about it, and we at ContentNinja are here maximize your ROI through targeting this outreach to get you the leads that your sales teams want.

Author avatar
Mayank Gulati