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Zero-party data playbooks

Your customers will tell you exactly what they want. If you ask them in the right place.

Your customers will tell you exactly what they want. If you ask them in the right place.

The right place is inside the email they already opened. Kinetic puts the form in the inbox, so the answer comes back before they close the tab.

The right place is inside the email they already opened. Kinetic puts the form in the inbox, so the answer comes back before they close the tab.

THE CASE FOR ZERO-PARTY DATA

The data that wins isn't the data you scrape. It's the data your customer tells you.

Three things changed in the last five years. Together, they killed the playbook every D2C brand was running.

Third-party tracking is gone. Purchase history tells you what they bought, not what they need. The fix: ask them directly, inside the emails they already open.

Tracking died.

iOS 14. Apple Mail Privacy Protection. Cookies gone in Chrome. The attribution stack you built between 2015 and 2020 doesn't work anymore — and the brands still chasing those signals are spending more to learn less.

AI flattened everything.

Generative AI flattened copy, ads, product descriptions, and subject lines into a single voice. The differentiator isn't what you say anymore — it's whether the message matches the person reading it. And the only way to know what matches is to ask.

Zero-party data is the only moat left.

Purchase history is observed — every brand can guess at it. Zero-party data is volunteered — only you have it. The customer who told you her skin is dry only told you. That's the moat. And it compounds with every email after.

industry playbooks

Pick your industry. Steal the playbook.

Each playbook is a step-by-step guide: which forms to build, what to ask, and what to trigger from every answer. Built from real campaigns at real brands — not theory.

Third-party tracking is gone. Purchase history tells you what they bought, not what they need. The fix: ask them directly, inside the emails they already open.

Health & Supplements

She wants better sleep. You're emailing her about multivitamin sales.

Inside:

  • Welcome quiz: goals, dietary restrictions, format, experience

  • Day-14 check-in to catch "this isn't working" before reorders die

  • Quarterly re-profiling for goals that shift with the seasons

Read the playbook →

Health & Supplements

She wants better sleep. You're emailing her about multivitamin sales.

Inside:

  • Welcome quiz: goals, dietary restrictions, format, experience

  • Day-14 check-in to catch "this isn't working" before reorders die

  • Quarterly re-profiling for goals that shift with the seasons

Read the playbook →

Beauty & Skincare

The wrong recommendation gets returned and posted on TikTok.

Inside:

  • Welcome quiz: skin type, concern, sensitivity, routine level

  • The purge check that saves customers from quitting actives

  • The pregnancy/postpartum branch most brands miss

Read the playbook →

Beauty & Skincare

The wrong recommendation gets returned and posted on TikTok.

Inside:

  • Welcome quiz: skin type, concern, sensitivity, routine level

  • The purge check that saves customers from quitting actives

  • The pregnancy/postpartum branch most brands miss

Read the playbook →

Pet Care

His dog is 7 now. You're still recommending him puppy food.

Inside:

  • Welcome quiz: species, age, weight, dietary needs

  • The age-tracking flow that updates recommendations as the pet ages

  • Allergy and condition branching for sensitive stomachs and skin

Read the playbook →

Pet Care

His dog is 7 now. You're still recommending him puppy food.

Inside:

  • Welcome quiz: species, age, weight, dietary needs

  • The age-tracking flow that updates recommendations as the pet ages

  • Allergy and condition branching for sensitive stomachs and skin

Read the playbook →

Different industry?
The same method works for beauty, fitness, food & beverage, and apparel. Talk to us and we support you with your zero-party data strategy

Third-party tracking is gone. Purchase history tells you what they bought, not what they need. The fix: ask them directly, inside the emails they already open.

Talk to us

Ready to stop guessing what
your customers want?

What if your emails could do more than just sit there?

The examples in this playbook are educational and do not constitute medical advice. Supplement brands should frame quiz questions around wellness goals and preferences, not symptoms or diagnosis.