With the impending sunset of third-party cookies, owning and gathering first-party subscriber data has never been more essential. In this insight, we explore how Salesforce Marketing Cloud (SFMC) empowers marketers to collect rich, actionable data using its advanced Interactive Emails capability.

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The Challenge of First-Party Data Collection

As marketers, we strive to collect accurate, first-hand customer data to enable precise segmentation and deliver highly relevant, personalized content. Traditional methods, such as surveys and preference centers, can be effective—but let’s face it, how often do customers actually take the time to complete them?

Similarly, the classic approach of Email > CTA Click > Landing Page > Form Fill > Submit has a steep drop-off rate. It requires multiple steps to succeed:

• Landing in the inbox.
• Getting the subscriber to open the email.
• Convincing them to click on the CTA.
• Hoping they complete and submit the form.

This process often feels like a “strategy of hope”—with too many variables outside your control.

As marketers, our goal should be to remove friction, making it as seamless and relevant as possible for customers to share their information. That’s where Interactive Emails in Salesforce Marketing Cloud come in.

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What Are Interactive Emails?

Interactive Emails, built in SFMC’s Content Builder, are a powerful tool for collecting first-party data through forms directly embedded in the email. These emails allow you to progressively profile your audience without requiring them to leave their email client. This reduces bounce risks and simplifies the data collection process, leading to more successful outcomes.

With Interactive Emails, you can collect valuable customer insights—preferences, attributes, and affinities—which fuel smarter segmentation and more targeted messaging.

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Why Interactive Emails Work

Let’s say a subscriber signs up for your newsletter by providing only their email address. Over time, you want to learn more about their preferences and demographics to enhance your personalization efforts. Instead of relying on long and complicated workflows, you can use Interactive Emails to ask for additional information as part of a nurture or welcome journey.

This approach keeps your ask simple and contextual, significantly improving response rates. Whether the customer is at the “Onboard,” “Discover,” or “Expand” stage of their journey, Interactive Emails let you target them with relevant, timely content and data capture requests.

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Content Builder’s Interactive Email Templates

SFMC’s Content Builder offers five pre-built templates for creating Interactive Emails:

1. Empty Form: Start from scratch and design custom forms to capture the data you need.
2. Review: Collect product reviews or survey feedback directly in the email.
3. Progressive Profile: Gather or update subscriber preferences and demographic details.
4. Case Form: Allow subscribers to create or update support cases.
5. Lead Form: Capture or update lead data effortlessly.

You can also add hidden fields to pass values that aren’t visible to the submitter, allowing for additional flexibility and data tracking.

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Real-World Example: Home Depot

Home Depot successfully leverages Interactive Emails to collect customer preferences and feedback without directing users away from their email. By embedding forms directly into the email, they create a frictionless experience, improving response rates and enriching their customer data profiles.

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Why Interactive Emails Are a Game-Changer

Interactive Emails enable marketers to:

• Progressively collect customer data.
• Build detailed audience profiles.
• Enhance segmentation for smarter targeting.
• Deliver personalized messaging at every stage of the customer journey.

By capturing first-party data in a seamless, low-effort way, you can turn basic interactions into valuable insights—without relying on outdated strategies or third-party data.

To succeed in a cookie-less world, marketers need tools like Salesforce Marketing Cloud’s Interactive Emails to ensure they’re collecting the right data at the right time and delivering meaningful experiences to every customer.