5 Strategies To Creating The Perfect Post-Quiz Email Flow

The best way to maximize the lifetime value of your customers is by creating an excellent post-quiz flow . Learn how in this post with Octane AI quiz experts.

Gen Furukawa
May 2, 2024

The product recommendation quiz is one marketing tool that is remarkably effective to generate leads and drive revenue. 

But crafting a high-converting quiz is only the first part of the strategy. 

There is some magic that happens after the quiz: the post-quiz follow-up communications that nurture quiz leads into loyal, paying customers. 

You can think of the quiz as a personalized travel guide for shopping. 

Like a skilled sales associate who knows the details of every product, and how it can help potential customers, the quiz asks customers a series of targeted questions to understand their unique needs, preferences, and pain points. 

This allows brands to deliver hyper-personalized product suggestions, and tailor marketing, copy, and positioning specifically to the customers needs. 

The post-quiz communications are similar to receiving the consultative follow up communications. 

These ensure that the journey doesn’t just end with discovery but continues with delightful experiences that convert quiz-takers into loyal, paying customers and enthusiastic brand ambassadors.

We gathered a group of quiz experts from the Octane AI team to share their strategies and insights on how to get the most from a post-quiz experience. In this video, you'll hear from Aoife Teague,  Accounts and Partnerships Lead; Marina Pérez García, Director of Account Management; Account Managers Beth Levi and Pablo Fuentes, and Marketer Gen Furukawa. 

Here's a video of their conversation:


5 Strategies to Nail the First Post-Quiz Email Communication

The first post-quiz email is a crucial opportunity to engage quiz-takers and guide them towards a purchase.

Here are some of the most important strategies to consider with the post-quiz communications. 

Strategy #1: Timing is Everything

As Aoife Teague, Accounts and Partnerships Lead points out, "Sending the quiz results pretty quickly after someone takes a quiz is a best practice."

You want to communicate while the brand experience, and need, are most recent and intense.

Striking while the iron is hot, when the quiz experience is still fresh in the customer's mind, can significantly impact the effectiveness of your follow-up communication. 

This immediacy capitalizes on the psychological principle of recency, which suggests that people tend to remember and respond more positively to experiences that occurred recently.

Ideally, the first email in your post-quiz flow should be sent immediately after the customer completes the quiz. 

This email should thank them for participating, provide a link to view their quiz results, and set expectations for future communication. 

By sending this email right away, you capitalize on the customer's interest and create a seamless transition from the quiz to your brand's messaging.

From a strategic perspective, this immediate follow-up email serves multiple purposes:

  • It reinforces the positive experience the customer had with your quiz, increasing the likelihood of a favorable impression of your brand.
  • It provides instant gratification by giving customers access to their quiz results, which they are likely eager to see.
  • It sets the stage for future communication and primes the customer to anticipate and engage with your upcoming content.

After the initial follow-up email, it's crucial to maintain a steady cadence of communication that keeps the customer engaged without overwhelming them. 

A strategic approach is to create a post-quiz email flow that delivers a mix of personalized product recommendations, educational content, and promotional offers over a series of emails.

Here’s an example from Salud’s post-quiz email that includes the specific product recommendation “with a tailored recommendation suited for you and your health needs”: 

octane ai - salud post quiz email

There is a visual reminder and alignment of the recommended product, and a clear call to action to head back to the product page to purchase the Energy + Focus product. 

Strategy #2: Leverage Dynamic Personalization

Personalization is crucial in post-quiz email communication. 

By leveraging the Zero Party Data collected through the quiz, you can create highly targeted and relevant email content that resonates with each individual customer.

  1. Use personalization tags to address the customer by their name in the email subject line and body. This simple yet effective tactic can increase open rates and engagement. Here is a list of all of the Klaviyo personalization tags so that you can dynamically pull in the Custom Properties captured via Octane AI quiz into your Klaviyo email. 
  2. Tailor the email content based on the customer's quiz responses. For example, if the quiz was about skincare preferences, segment your email list based on skin type (oily, dry, combination) and send personalized product recommendations accordingly.
  3. Customize the email design to match the quiz theme. If the quiz was fun and playful, ensure the email design reflects that tone. Consistency in branding and messaging can enhance the overall customer experience. You can see this in the Salud email above. 

Quiz responses that are captured in Octane AI are sent to tools like Klaviyo and Zapier, so that you can dynamically personalize content based on the data you have on the lead. Learn more about how to leverage Custom Properties here. 

skin type custom properties - octane ai

Strategy #3: Include a "View Quiz Results" Button

Include a prominent "View Quiz Results" button that links back to the customer's personalized results page on your website is another key element when creating your email. 

"It's a great way for customers to go back and reference that information," notes Beth Levi, Account Manager, "Make it easy for customers to access their quiz results by including a prominent "View Quiz Results" button in the email."

  1. Create an eye-catching button that stands out from the rest of the email content. Use contrasting colors and clear call-to-action (CTA) text like "See Your Quiz Results" or "Discover Your Personalized Recommendations."
  2. Link the button to a landing page that displays the customer's quiz results along with product recommendations based on their responses. This landing page should be optimized for conversion, with clear CTAs to purchase the recommended products.
  3. Encourage customers to share their quiz results on social media. Include social sharing buttons on the quiz results landing page and incentivize sharing with a discount code or entry into a giveaway.

Here’s an example from maternity wear brand Blanqi. The email includes a beautiful image showcasing the product and target customer, with a clear Call to Action button linking back to the product recommendation: 

octane ai - blanqi quiz

Strategy #4: Offer a Discount Code

Offering a discount code in this first email can provide a powerful incentive for recipients to make a purchase. 

As Pablo Fuentes, Account Manager suggests, you could even implement a tiered discount strategy, where the first email includes a 10% off code, the second email features a 15% off code, and so on.

Act + Acre quiz shows a nice incentive for those that take the 2 minute quiz to discover the best products for your scalp and hair needs: 

Incentivize customers to make a purchase by offering a discount code in the post-quiz email.

  1. Create a unique discount code for each quiz taker. 
  2. Set clear terms and conditions for the discount code, such as minimum order value, expiration date, and eligible products. Communicate these terms clearly in the email to avoid confusion.
  3. Create a sense of urgency by setting a limited time frame for the discount code. Use phrases like "Limited Time Offer" or "Act Fast" to encourage customers to make a purchase sooner rather than later.

Beauty brand alleyoop includes a promotion in their post-quiz email that helps move a lead towards a customer with a free shipping incentive. 

octane ai - free shipping

Strategy #5: Keep Content Relevant

Above all, it's essential to keep the email copy and imagery highly relevant to the customer's stated needs and preferences. 

"You want to make sure that after someone has taken the trouble of giving you all the information about themselves, obviously they get some quiz results... you want to be able to send those results over email so then they can check it out at a later time," notes Marina Pérez García, Director of Account Management at Octane AI. 

Ensure that the post-quiz email content remains relevant to the customer's interests and preferences.

  1. Segment your email list based on quiz responses and send targeted content to each segment. For example, if a customer expressed interest in eco-friendly products, send them information about your sustainable product line and green initiatives.
  2. Use the quiz data to create personalized product bundles or "Shop Your Results" collections. This makes it easy for customers to find and purchase products that match their preferences.
  3. Share educational content related to the quiz topic. If the quiz was about finding the perfect foundation shade, include tips on how to apply foundation flawlessly or link to a blog post about the different types of foundation formulas.

Here’s an example from South Beach Skinlab that elaborates on the personal recommendation based on problems shared in the quiz (in this case, to fight sagging skin and jowls). 

Mapping Out an Optimized Post-Quiz Flow

Creating an optimized post-quiz flow is essential for maximizing the effectiveness of your lead generation and conversion efforts. 

By carefully planning your email cadence, focusing on quality content, and leveraging the power of segmentation, you can achieve impressive results. 

The Ideal Email Cadence

With the first post-quiz email under your belt, it's time to think strategically about the full post-quiz customer journey. 

Finding the right email cadence is crucial for keeping your subscribers engaged without overwhelming them. 

Here's a suggested cadence for your post-quiz flow:

  1. Immediate follow-up: Send a personalized email immediately after the quiz is completed, thanking the customer for their participation and providing a link to view their quiz results.
  2. Day 1: Send an email containing personalized product recommendations based on the customer's quiz responses. Potentially include a unique discount code to incentivize a purchase.
  3. Day 3: Share educational content related to the quiz topic. This could be a blog post, video, or infographic that provides value to the customer and establishes your brand as a thought leader.
  4. Day 7: Send a reminder email about the personalized product recommendations and discount code. Create a sense of urgency by mentioning the expiration date of the offer.
  5. Day 14: Follow up with a customer satisfaction survey to gather feedback on the quiz and post-quiz experience. This valuable insights can help you optimize your strategy moving forward.

Remember to test and adjust your email cadence based on engagement metrics and customer feedback.

If you want more details on how to build out your Post-Quiz flow with Klaviyo, check out this post by Brandon Amoroso.

You can get a deep dive into how to build and create a strategy around your post-quiz flow, like this quiz from Magic Hour 

tea time - quiz email

Quality Over Quantity

When it comes to post-quiz email communication, quality trumps quantity. 

Focus on creating high-value, personalized content that resonates with your audience.

  1. Invest time in crafting compelling subject lines that entice recipients to open your emails. Use A/B testing to determine which subject lines perform best.
  2. Keep your email copy concise and to the point. Use short paragraphs, bullet points, and visuals to break up the text and make it easy to scan.
  3. Ensure that your email design is visually appealing and on-brand. Use images, graphics, and videos to enhance the overall experience and increase engagement.
  4. Provide value in every email, whether it's through personalized recommendations, educational content, or exclusive offers. Make sure your subscribers feel like they're gaining something valuable from each interaction.

"You obviously don't want to be annoying with the amount of emails you're sending," notes Aoife Teague. The goal is to focus on delivering relevant, valuable content tailored to each customer's needs, not bombarding them with generic email blasts.

The Power of Segmentation

Segmenting your quiz-takers based on their responses and sending them down different email paths accordingly is a powerful way to maintain that relevance and personal touch. 

Segmenting your email list based on quiz responses allows you to deliver highly targeted content that resonates with each individual subscriber.

Here are some ways to create customer segments with the zero party data gathered from your Octane AI quiz; 

  1. Create segments based on key quiz data points, such as product preferences, skin type, style preferences, or any other relevant criteria.
  2. Tailor your email content, product recommendations, and offers to each segment. This level of personalization can significantly boost engagement and conversion rates.
  3. Monitor the performance of each segment and adjust your strategy accordingly. Some segments may respond better to certain types of content or offers than others.
  4. Use dynamic content blocks in your emails to display different content or product recommendations based on the recipient's segment. This allows you to create a single email template that adapts to each subscriber's unique preferences.

"It's a little bit of a missed opportunity when clients put their customers who take the quiz just like into their basic welcome flows," notes Beth. . 

"Because we have all of the data, and we collect all of that data. So really segmenting and like branching off doing conditional splits for emails...is super important."

You can set all of the Custom Properties that you want sent through to Klaviyo when you are building out your Octane AI quiz: 

For more details on how to create a segment in Klaviyo with your data, read our help docs here. 

Leveraging the Power of SMS in Your Post-Quiz Strategy

SMS marketing has become an increasingly popular and effective way to engage with customers, especially in the context of post-quiz communication. 

By incorporating SMS into your post-quiz strategy, you can create a more immediate and personal connection with your audience, leading to higher engagement and conversion rates.

Getting Customers to Opt-In to SMS

While email tends to be the go-to channel for post-quiz follow-up, SMS can be a tremendously powerful tool as well, when wielded strategically. 

The first step in using SMS for post-quiz communication is getting customers to opt-in to receiving text messages from your brand. 

Here are some strategies to encourage opt-ins:

  1. Include an SMS opt-in checkbox on your quiz form. Make sure to clearly communicate the benefits of opting in, such as exclusive offers, personalized recommendations, and early access to new products.
  2. Offer an incentive for opting in to SMS, such as a discount code or free shipping on their first order. This can be a powerful motivator for customers to provide their phone number.
  3. Promote your SMS program on your website, social media channels, and email campaigns. Highlight the unique benefits of SMS communication, such as instant updates and exclusive content.
  4. Ensure that your SMS opt-in process is compliant with regulations like GDPR. Provide clear information about what customers can expect from your SMS communications and how they can opt out at any time.

In order to include your SMS opt in, you can simply add in a new page into your Octane AI quiz: 

As our experts noted, customers tend to be more protective of their phone numbers compared to their email addresses. 

Offering an incentive, such as a steeper discount, can help convince quiz-takers to opt into SMS communications.

Giving Customers a Choice

While SMS can be a highly effective communication channel, it's important to give customers a choice in how they receive post-quiz communication from your brand.

  1. Allow customers to select their preferred communication channel (email, SMS, or both) on the quiz form. This ensures that customers receive communication in the way that works best for them.
  2. Provide clear options for customers to manage their communication preferences after opting in. This can include a preference center where they can update their contact information, choose the types of messages they want to receive, and set the frequency of communication.
  3. Make it easy for customers to opt out of SMS communication at any time by including clear instructions in each text message, such as "Reply STOP to unsubscribe."
  4. Monitor opt-out rates and customer feedback to identify any issues with your SMS strategy. If opt-out rates are high, it may indicate that your messages are too frequent or not providing enough value to customers.

Pablo also raised an interesting point about giving customers a choice of communication channels within the quiz itself. 

"Maybe the right thing is to ask them, 'How do you want to get our communication?'" This allows brands to meet customers where they are and communicate in the way that feels most natural and welcome to each individual.

Best Practices for Post-Quiz SMS Content

When it comes to the content and cadence of post-quiz SMS, our experts recommend keeping things concise and conversion-focused. 

When crafting your post-quiz SMS content, it's important to follow best practices to ensure that your messages are effective and well-received by customers.

  1. Keep your messages short and to the point. SMS is a channel for concise communication, so aim for messages that are 160 characters or less.
  2. Personalize your messages based on the customer's quiz responses. Use their name, reference their specific product preferences, and tailor your recommendations to their unique needs.
  3. Use strong calls-to-action in your messages to encourage customers to take the next step, whether it's making a purchase, visiting your website, or sharing their quiz results with friends.
  4. Timing is key with SMS. Send your messages during normal business hours and avoid sending too many messages in a short period of time. A good rule of thumb is no more than one message per week, unless you have a specific promotion or event.
  5. Provide value in every message, whether it's a personalized recommendation, exclusive discount, or insider tip. Make sure customers feel like they're getting something special by being part of your SMS program.

"I think with text, you wouldn't want to send as frequent communication as you are in email because it's just a totally different experience," advised Aoife Teague. "It's direct."

Marina agreed, suggesting that SMS is best reserved for high-impact communications like cart abandonment reminders, new product launches, and key promotions rather than the more educational or story-driven content that might work well in email. 

Separating your SMS and email flows with SMS content that is more streamlined and action-oriented can help you get the most out of each channel.

Real-World Examples of Top-Notch Post-Quiz Journeys

To bring these post-quiz strategies to life, our experts shared a few compelling case studies from brands they've worked with.

Myoovi: A Health and Wellness Brand's Menstrual Phase Quiz

To illustrate these post-quiz strategies in action, our experts shared a few standout examples from brands they've worked with. 

Marina shared a great Octane AI quiz from Myoovi, an innovative device designed to provide instant, drug-free relief for menstrual cramps and period pain.  

The Myoovi brand addresses a specific and technical health concern, so learning about the customer and educating them is of critical importance. 

Thus, on the quiz homepage, is more explanation of the value of the quiz and how the visitor can gain expert advice on each phase of their cycle as they are in it: 

The first page of the quiz further emphasizes that: taking the quiz can directly address the pain of cramps: 

The quiz begins by learning more about the quiz-taker’s periods: 


The Myoovi quiz is designed to diagnose the taker's current menstrual phase and then tailor a full 28-day email flow to their individual cycle. 

After capturing an email address, the recommendation page is loaded with information specific to the quiz responses: 

“This quiz is the most complex quiz flow that I've ever seen. It's absolutely massive because it takes into account each individual person's not just the four cycles, but where they are on those cycles at that point, which is a lot of combinations if you think of it."

And based on the challenges and problems, Myoovi recommends the appropriate products: 

After completing the quiz, Myoovi sends the email that summarizes the information shared after the quiz, and further makes it easy to understand the information in a clean visual design: 

myoovi email

Organic Olivia: Modern Herbal Medicine To Improve Health

Aoife walked us through a particularly impressive case study from Organic Olivia, a health and wellness brand.

More specifically, Organic Olivia is a holistic wellness brand that focuses on providing natural, science-backed solutions to help people improve their overall health and wellbeing.

The quiz promises to find the ideal herbal routine made specifically for the quiz taker: 

Gathering information about the health and symptoms that the quiz taker may experience: 

After capturing an email address, the quiz results are presented in a clean and easy to navigate recommendations page. 

Interestingly, the quiz has detailed information about the product, as it is a health product that people ingest, therefore could be more discerning and careful about how they purchase and consume the product: 

Once the quiz is completed, Organic Olivia sends this email: 

organic olivia email

Following best practices mentioned in the post-quiz flow, the email includes the personalized recommendation and rationale for the recommendation based on the quiz responses. 

There is a discount code included to incentivize the purchase. 

And clear call to actions buttons and links to the recommended products. 

This is an email that delivers value and convenience in a timely fashion. 

Key Takeaways for Ecommerce Brands

As our expert panel made clear, a thoughtful, strategic approach to post-quiz follow-up is essential for any Ecommerce brand looking to unlock the full potential of its quiz strategy. 

By collecting valuable zero-party data, dynamically personalizing email and SMS communications, and maintaining relevance throughout the customer journey, brands can build lasting relationships and achieve extraordinary conversion rates.

Some key lessons to take away:

  • Strike while the iron is hot by sending a highly personalized post-quiz results email immediately after quiz completion.
  • Focus on quality, relevant content over quantity when it comes to post-quiz communications.
  • Segment quiz-takers based on their responses and tailor email flows to their individual needs and preferences.
  • Use SMS strategically for high-impact, conversion-driving messages while reserving email for more educational, story-driven content.

If you want to create a dynamic customer experience and capture data that can enable personalized and engaging shopping experiences like these brands, then get started with an Octane AI quiz on your site. 

Schedule a Live Demo and Zoom call here.

👋 Subscribe to get the personalized marketing playbook for 🚀 supercharging Shopify

How top Shopify brands are increasing revenue by 10% to 30% with AI and zero-party data.