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Quiz Funnels for Email Marketing: Better Segmentation and Targeting

How can you generate more leads for your email list? 

Also, is there an easy way to segment those leads and target each based on specific information? 

Well… many smart email marketers are using quiz funnels to do just that.  

And it’s not a bad move. 

According to
research by Content Marketing Institute, 81% of markers agree that interactive content grabs attention better than static content and 70% say that interactive content is effective at converting site visitors. 

So what are quiz funnels? 

And are they a good idea for your business?

What is a Quiz Funnel? 

A quiz funnel is a lead generation funnel that prompts website visitors to take a quiz in return for some sort of information that they desire.

This process requires the visitor to opt-in to your email list. 

Marketing funnel

Practically speaking, a quiz funnel is much like a normal lead magnet. But instead of having visitors give you their email address in return for some downloadable resource, they take a quiz that promises valuable results, and, in order to receive those results, they must opt-in to your email list. 

Warby Parker does this, for example. 

Warby Parker Quiz

This is an extremely smart way to generate leads. 

In some ways, the quiz funnel provides more valuable information than a typical lead magnet. With a quiz funnel, you can…

  • Segment Your List — Since you’re receiving unique responses from each lead about who they are and what they want, you can easily segment your email list based on those responses. This will then allow you to send more relevant and enticing content to your subscribers. 
  • Understand Your Audience — With a quiz funnel, you consistently learn about your audience. And I don’t need to tell you how important market research is for building a successful business. 
  • Lead Back To Your Product — In the above Warby Parker quiz example, they use their quiz to not only generate leads… but to encourage product purchases by counseling people on which frames they will like the best. That’s something you can only do with a quiz funnel. TopShop does something similar…
Topshop quiz

Those are the benefits of quiz funnels. 

But a quiz funnel is still a “funnel.”

When you go create your own quiz funnel, keep these three stages in mind…

1. Visit Website

Before someone can take your quiz, they first have to visit your website.

So what are your most-visited pages? What is your most popular traffic source?

And how will your quiz be congruent with people’s experience once they arrive on your website?

These are things you should consider when creating and promoting your quiz. 

2. Take Quiz

Then, the person takes your quiz.

What made them do so? What value are you promising to provide?

Why will your quiz be irresistible to your target market once they arrive on your website?

How will the quiz experience remind people of your brand and inspire people to take action?

What questions will you ask that will allow you to learn about your target market and segment your email list?

These are all things you should wrestle with before creating your quiz. 

3. Get Segmented

Finally, the new lead will get segmented based on their answers to your quiz.

This should be an automated process that happens without your oversight.

It’s extremely important to think through how you want your quiz to help you segment your leads before you launch it. 

As one final example, Airbnb quizzes people to find out what sort of traveler they are so they can make relevant recommendations in-app. 

Airbnb Quiz

How you use your quiz is totally up to you. 

The end-goal should be to generate leads, to authentically serve your audience, and to segment your list in a meaningful way. 

Now let’s talk about how to build an effective quiz funnel. 

How To Build an Effective Quiz Funnel

Here’s everything you need to know to get started building your very own quiz funnel. 

1. Give Your Audience What They Want Instantly

Ultimately, you want people to take your quiz and opt-in to your email list. 

But the only way that people will do that is if your quiz offers them something that they want… instantly & for free

Ask yourself: “What is a quiz that would be irresistible to my target market?”

For people who want to lose weight, a quiz about finding “your unique superfoods” could be a good hook. 

For beginning entrepreneurs, maybe a quiz about determining what kind of business to start would attract attention. 

Go back to the basics of what your target market really wants. And then create a quiz that will appeal to those desires. 

This quiz by Keto Cycle, for example, is extremely appealing to people who are wondering if the Keto diet can help them lose weight. 

Keto Cycle Quiz Page

Also, note that quiz funnels are great for learning more about your audience and serving them better. That’s why the path in the above example is different for men and women, and for those who have more time vs. those who don’t…

Keto Cycle Quiz

… and even for those who are new to keto vs. those who are well aware of the diet. 

Keto Cycle Quiz

And all of the information they obtain in this quiz helps their email targeting efforts. 

As far as tools for creating quizzes, we recommend using Typeform or SurveyMonkey (there are also paid services such as LeadQuizzes or Interact) — not only are those tools easy to use, but they’re easy to integrate with most ESPs. 

2. Build an Exciting Quiz Experience

Once you get someone to click on your quiz, you don’t want to disappoint them. 

In fact, you want to flatter them with the experience and value that you provide. 

Consistently impressing your audience is perhaps the best way to secure your brand’s authority and reputation. And your quiz should be no exception. 

As we mentioned above, you can create beautiful-looking quizzes with Typeform or SurveyMonkey (and services like LeadQuizzes or Interact). You’ll also want to make sure that these quizzes are branded with your logo and colors so the experience feels consistent. 

Let’s take a look at an example from Stitch Fix.

Stitch Fix Quiz

Here are a few things that Stitch Fix does really well and you should consider doing as well. 

  • Start Simple — Start your quiz with a few simple questions. Maybe get the person’s gender or age, for example. This builds momentum and helps the visitor seamlessly move through the entire quiz. Stitch Fix starts by asking the person how much they enjoy shopping and they have a simple 3-option format. 
Stitch Fix Quiz
  • Make Questions Easy To Answer — Remember, you’re building a quiz, not a test. So make questions fun and interesting for people… creating questions that people want to answer. Don’t confuse the issue by asking hard or complex questions.
Stitch Fix Quiz
  • Use Visuals When Possible — Visuals help keep people’s attention. They also engage people’s emotions, helping them to make faster and more favorable decisions. So rather just using text in your quiz, try adding images whenever possible. Here’s what that looks like for Stitch Fix. 
Stitch Fix Quiz
  • Send Genuinely Helpful Results — How your quiz experience ends is just as important as how it started. In some ways, it’s more important; the results are really what people are after. So make sure that the results you send are genuinely helpful and at least slightly customized based on the person’s responses. The other option is to just transition from the quiz right into your product offer — that is what Stitch Fix does. 
Stitch Fix Quiz Results

3. Ask a Few Segment-able Questions

The secondary benefit of using a quiz instead of a typical lead magnet is that it’s easier to segment your list. 

This typically results in a higher open rate, click-through rate, and even conversion rate. 

Because when you segment your email list, it’s easier to send people what they want, when they want it. 

But in order to make use of this benefit, you’ll need to plan and create a few questions within the quiz that will allow you to meaningfully segment your email list. This question/segment could be based on income, age, location, interest, experience, or awareness.

Study your audience first, and then decide on what’s the best way to segment them into smaller groups

Here’s one example of what this looks like from Stitch Fix. 

Stitch Fix Quiz

You’ll also need to integrate your quiz with your email service provider to automate these segments. If you use Typeform or SurveyMonkey, that shouldn’t be too difficult. 


Quiz funnels are a powerful way to generate leads for your business. 

By using a quiz instead of a typical lead magnet, you can also collect valuable information about your target market and segment your list based on that information. 

For many businesses, this results in better email marketing engagement and sales. 

Will it do the same for your business? 

If done right, it absolutely will.

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