What is a Data Collection Strategy (and Why Is It the Backbone of Great Email Marketing)?

Written by Beth O'Malley | 08/2025

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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.

If you’ve ever read any of my content before or any of my previous blog posts, you’ll already know my feelings, but I’ll continue shouting it from the rooftops — there is no marketing without data, and there’s definitely no email marketing without a data collection strategy.

Data is the backbone. It’s not a “nice to have”, it’s the thing that makes every part of your email marketing strategy work harder, smarter, and more effectively.

I wouldn’t call it the secret sauce of email marketing because it’s not a secret! But what it is is the necessary foundation for your email marketing efforts.

You could write the best subject line of your entire marketing career, but if it lands in the wrong inbox, at the wrong time, with the wrong message… what’s the point?

That’s where your data collection strategy comes in (or should!).

Why a Data Collection Strategy Matters (More Than Ever)

We’ve already spoken about how data is one of the three pillars of email marketing success — alongside systems and strategy.

Here’s the truth, though: if the data is wrong, none of the rest can work. It’s why it’s the backbone and the foundation of your email marketing strategy, and why a data collection strategy is so important!

Good data informs:

Who you speak to
What you say
When you say it
How you say it
And why that message even exists

Without data or a strategy to collect it, you’re only throwing things at the wall and seeing what sticks (a method most definitely not known for having great results).

So… What Is a Data Collection Strategy?

Email data management - and your overall data collection strategy - doesn’t boil down to a bunch of random fields in your signup form.

A data collection strategy is a comprehensive, intentional plan that outlines:

What data you need
Why you need it
How you’ll collect it
How you’ll store and manage it
And how you’ll actually use it

Think of it this way: your data collection strategy is a machine you’re building.

If you build it well, it’ll bring in the right information that makes your entire email marketing strategy more effective, from better personalisation to more accurate timing.

My Framework for Building a Data Collection Strategy

Let’s break down the steps you need to take if you want your email marketing strategy to perform well:

Why a Data Collection Strategy Isn’t Optional Anymore

I don’t mean to sound like a broken record here but if you want to win with email, a data collection strategy is the foundation — you can’t build on a rickety, unstable foundation, can you?

Hacks, templates, and “best times of day to send” aren’t going to cut it. You get results from better data.

You can’t cheat or hack your way into stronger email marketing, but you can build it, and it starts with your data.

So, if you’ve not already built your data collection strategy… now’s the time.

You can’t afford not to!

Let Me Help!

Let me know if you want to build yours, fix it, or audit what’s going wrong. I’ve helped businesses add millions in revenue through this one thing alone!

And if you take one quote from this whole blog: “There is no marketing without data.”

Period.

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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.

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