So you’ve successfully captured someone’s email address with your quiz… Now what?
Now is the time to make use of your newly acquired email, and start communicating with your new lead right away. We’ll show you what the perfect email sequence looks like to turn your new lead into a paying customer.
Ready to get new leads? Create a quiz now!
One of the very first things you need to learn when it comes to online marketing is how to harness the power of email sequences.
Email sequences (also known as drip campaigns) are a series of pre-written emails that are automatically sent to a customer when triggered by a specific action or event. In your case, that’s when someone signs up to your email list after completing one of your quizzes.
At the end of the day, it doesn’t matter how effective your online quiz is at generating leads if you’re not able to actually turn those leads into customers. An email sequence solves that problem by sending out a number of relevant emails at the exact time that your new lead needs to see them.
When done right, a well-constructed email sequences allows you to automate the entire process of welcoming and nurturing your new lead. According to EmailMonks, businesses that excel at drip campaigns are able to generate 80% more revenue at 33% lower cost. What’s more, businesses that use automated email sequences to nurture their leads and prospects see, on average, a whopping 451% increase in qualified leads.
It’s safe to say that if you’re not taking advantage of email sequences, you’re leaving a lot of money on the table.
In order to help you build your own high-converting follow-up email sequence, we recommend going through the following 4-step flow:
First Email – Personalized Quiz Results
You only get one chance to make a great first impression, so you have to really make it count. And that is precisely why your very first email is all about delivering on the value you promised in your quiz and more.
The most common mistake businesses make with their first email is attempting to convert a lead right away. The reality is, no matter how well-written your initial email might be, it’s highly unlikely that you’ll be able to turn your lead into a paying customer right away.
The true goal of the first email in your follow-up sequence is to rapidly build up a sense of trust and credibility with your brand by providing as much value as possible to your lead.
For most quizzes, that means immediately sending the quiz taker their promised quiz results. Remember – the goal is to provide more value than expected, so make sure that your initial email is more than just a re-hash of the results you’ve already presented so far.
Take, for example, this Hashtag Quiz by Sweaty Wisdom:
Instead of delivering the quiz taker’s results immediately after the quiz, Sweaty Wisdom clearly communicates to the quiz taker that they can expect their full results over email, as well as setting up a promise for additional value in their “2018 Guide to Hashtags.” This neatly sets up the expectation in the lead’s mind that Sweaty Wisdom will be engaging with them through email, as well as providing a strong reason as to why they should remain on Sweaty Wisdom’s mailing list.
And, as promised, as soon as the new lead has completed the quiz they get the following email:
Notice how the quiz immediately delivers on its promise of providing the quiz taker with their “customized list” of Instagram hashtags.
But more importantly, check out how at the end of the email Sweaty Wisdom makes sure to promise to provide even more value in their next email. This makes it so that the lead not only expects to receive another email, but actively looks forward to it.
Second Email – Continue the Value Train
3 days after someone has opted into your email list, it’s time to send the next email in your follow-up sequence.
This email is designed to continue building on that momentum from the first email by giving your new subscribers even more value by picking up from where you left off by providing even more helpful resources to your new lead based on their quiz results. This is a perfect way to continue building more goodwill within your audience, as well as helping to establish yourself as a trustworthy expert and authority on the subject.
One incredibly simple way is to introduce your audience to the different products or services that you offer.
For example, a few days after taking Platinum Skincare’s Skin Regimen quiz, you’ll be sent an email containing even more information and resources based on your quiz result.
You can see how the email opens with a quick introduction to their brand and makes sure to mention how they have many more resources and products that might be of interest to the reader. Finally, they prominently feature a tutorial video that’s designed to teach their audience a daily regimen they can use to tackle oily skin.
What makes this email so effective is that it provides the reader with a quick win that they can instantly make use of. By giving away such actionable advice, the subscriber can immediately see the value that’s provided by Platinum Skincare. This consequently translates into a greater degree of trust and goodwill towards the brand.
Pay close attention to how she introduces the concept of “next steps” within her email before detailing the various challenges readers might be facing based on their quiz result.
Notice how the email goes on to describe, at length, the obstacles that the audience will encounter in their journey to success. This creates a feeling within the reader that Beth truly understands what they’re going through and is an expert on the matter.
From there, the email smoothly transitions into a promise for solutions to those challenges, and how the reader can expect even more value from the brand. Finally, the email ends off by providing the new subscriber with a quick win – access to a set of helpful eBooks that they can immediately download and read.
By providing actionable advice and resources that your quiz taker can immediately make use of, you’re establishing yourself as an expert and authority right off the bat – and you’ll quickly earn your new subscriber’s trust in the process.
Third Email – Build Curiosity + Introduce Yourself
From there, you’ll want to give your audience some time to implement and see the results from the advice you’ve given them. After, say, 3 or 4 days, it’s time to send out the third email of your email follow-up sequence.
This email is designed to continue establishing your brand as an authority by giving your new lead an idea of who you are, what you’re all about, and what your story is. This is your chance to make your brand stand out from the crowd, and demonstrate how exactly you can help your audience.
The best way to do that is to tell an emotional story.
A natural quirk of human psychology is that we are naturally drawn to stories. A good story doesn’t just provide context and background information about your brand – it also allows you to form an emotional connection with your subscriber.
The story you tell not only dictates how your new subscribers view your brand, but it also sets the tone for their relationship with you going forward.
Notice how the informal language and tone used in the email helps Amber to come across almost as a personal friend, rather than a faceless business; while simultaneously establishing Amber as someone that the reader can trust.
What makes this story so appealing is that it opens with the drama of a near-death experience, which immediately invokes a powerful sense of curiosity within the reader to learn more. But what really makes this email so effective is how the story allows Amber to develop an emotional connection with her audience by demonstrating that she understands their pain points. And what’s more – she has a solution to them.
In telling a highly-engaging personal story, Amber is able to quickly establish her understanding of what her audience is going through, while simultaneously setting herself up as someone that’s successfully made it through to the other side.
But don’t feel like you have to tell a personal story in order to engage with and build up credibility with your audience. You can just as easily achieve the same result by sharing the success stories of your previous customers.
Take for example how blogger Jeff Goins promotes his online course by shining a spotlight on his most successful students.
Rather than simply listing the various perks of his course, notice how Jeff is able to clearly demonstrate the value provided by his product by sharing stories of the people who have benefited from his course.
Fourth Email – The Sell + Product recommendation
Around 10 days to 2 weeks after opting into your email list, your audience should now be familiar with your brand. At this point, they should recognize your status as an authority, as well as have a healthy interest in learning more from you. Now is the perfect time to take advantage of all that goodwill and trust you’ve built up, and finally introduce a compelling call-to-action.
For Amber Lilyestrom, she uses the fourth email in her quiz’s email sequence as a final attempt to turn her new lead into a paying customer. At this point, Amber knows she has a warm prospect in her hands, and wastes no time in crafting an exciting offer for the reader.
Check out how the email briefly rehashes the challenges and solutions detailed in her first three emails before getting right to the offer. You’ll also want to take note of how she makes the offer even more compelling to the reader by offering a discount code and stacking the email with positive testimonials.
Instead of asking his subscribers to immediately convert, Dane encourages them to book a consultation with him. It’s a very simple incentive that encourages leads to buy into the brand, in addition to giving Dane the chance to further develop a prospect, if necessary.
You can also take a page out of Beth Kirby’s book, and use your final email’s call-to-action as a way to get your audience even more invested in your brand. In the fourth email of her follow-up sequence, Beth sends out a short and sweet email, inviting her audience to access the “secret library” she’s created for her brand’s community.
You can see how this email provides a powerful incentive to join her brand’s community.
At the end of the day, what your call-to-action is depends on your business, and what your intended goals for your leads are. Going forward, you can just as easily use this email sequence as a way to formally introduce people to your brand before adding them into your regular email newsletter.
And there you have it.
The exact email sequence you should be sending out any time someone takes your quiz.
While we already know that online quizzes are a powerful way to generate new leads and customers for your business, ultimately, none of it matters unless you have a process in place to nurture those new leads. By taking advantage of email marketing, you’re able to take care of that problem, while simultaneously ramping up the effectiveness of your quiz.
All you have to do is follow the template we’ve outlined above, and you’ll be well on your way to creating an automated process – one that not only helps you generate new leads, but even turns those leads into loyal customers.
Ready to get new leads? Create a quiz now!