Drive user engagement and personalization

Personalization has become increasingly important in the age of digital marketing to ensure you reach your target customers. Riddle’s email automation allows you to send personalized emails to quiz takers based on their responses and results.

Here’s a practical example:

You work at a sports club, and it’s your job to sell premium merchandise to your fan base. Besides normal fan articles, your shop also offers high-end items such as exclusive autographed jerseys and collectible items. But how will you determine which fan could be interested in what?

You want to offer them the best merchandise tailored to their wants and needs. Promoting the most expensive items to your average fans will lead to low conversion rates and potentially also annoy them, as they will receive product offers that are completely irrelevant to them.

To solve this problem and filter what your fans want, you should ask trivia questions to assess the level of dedication to your team in your Riddle Quiz. You can integrate the email automation once you have created a Riddle around this question. This feature automatically sends tailored mail to each user based on their responses (for example ActiveCampaign).

For instance, if a user identifies as a hardcore fan by scoring high on a quiz about your club, they will receive an email containing an offer for more exclusive merchandise. In contrast, the “average” fan will receive an offer for tickets or regular merchandise.

What makes this tool better than other integrations? Email automation is designed to send different automated emails based on user responses seamlessly implemented within your Riddle account. It enables you to optimize the way you engage with your audience and get to know them better without the need for a complex external CRM system.

Benefits of email automation:

1. Personalized user experience:  
   You can create highly personalized experiences by associating specific tags with user responses. You can create a deeper connection and enhance user engagement by tailoring content based on their individual preferences.
2. Automated email campaigns:  
   Email automation eliminates the need for manual intervention. This feature allows you to follow up with users, deliver targeted product recommendations, or share exclusive offers.
3. Cost-efficient solution:  
   Unlike traditional customer relationship management systems, which are likely to be complex and expensive to implement, email automation within Riddle allows you to achieve similar levels of personalization without additional infrastructure or third-party tools. It will optimize your workflow and reduce costs while maintaining the quality of user interactions.

Segment your users based on their quiz data

How can you make your email marketing more effective and segment users with your collected quiz data? The best way is to send your users personal emails that don’t read and feel like newsletter content. 

Using tags to segment your user data is very simple. You can then kick off marketing automation based on events. You can then send personalized email content to your audience to increase your opening and conversion rates. 

What is tagging? 

Tagging allows you to keep a single list of contacts and apply tags to the contacts to segment your list just like you need it to be. 

You can design tags yourself without any limitations. Instead of updating multiple email lists and former groups, you segment your customers into different custom-defined buckets, which you can then use (and find!) repeatedly. 

Visit our help documentation to learn more about applying tags to your email lists based on Riddle events such as a specific quiz result or the answer to a particular question. Read our help article on how to use tagging with AWeber, Brevo or ActiveCampaign. Riddle offers tagging for all our native CRM integrations as long as the CRM you connect supports tags.

Example use case

Imagine your sports team has a website that sells merchandise. A visitor to your website takes a quiz titled “How big of a fan are you?”. Your quiz takers will be automatically segmented based on their results, and one of Riddle’s integrations will automatically tag leads collected from this quiz. 

Quiz takers with a low score will be tagged as “normal fans.” These may be interested in general information, game schedules, and occasional merchandise purchases. Participants that score highly are more likely to be “hardcore fans”, who tend to buy exclusive merchandise and may want to learn more about the team. 

You can set up an automation that is triggered based on the tags applied to a lead. 

Here is an example of an email flow you could use:

1. As soon as a normal fan enters your list, you could send them a first email explaining the quiz questions and the correct answers in detail. These fans are likely curious to get more information regarding the team. 
2. Then send them a helpful tip on how to show their support for the team at the next game, such as using team colors. 
3. Next, send them a checklist to see if they have the essential merchandise items to be visible as fans. 
4. Finally, send the final sales email urging you to check out the items in your shop for normal fans, possibly with a time-limited coupon code. 

For hardcore fans, on the other hand, you should completely alter the messages. They are not interested in general information and tips because they most likely know everything already. Give them exclusive insights into the team and use hooks that sell them your merchandise. 

Optimize engagement

In addition to organizing your leads and personalizing your communication with them, it is always worth considering how to make your quiz or poll content even more engaging to ensure you attract an audience that will stay. 

Varying your content using different sorts of Riddle formats, from quizzes to predictors, is one way. Within a Riddle, however, you can also increase your conversion rate by setting up several result ranges so that different scores lead to different result pages. You could even replace a result page with a URL redirect that takes your fans straight to your website. 

To further increase the completion rates, you could also connect your Riddle with a giveaway. This will give your audience a sense of reward for their participation and/or give them the chance to better get to know your products or services. 

Quizzes are one of the best ways to collect email addresses. A well-built quiz can generate conversion rates north of 35% – compared to conversion rates of below 5% for pop-ups.

Further reading

• How to set up personalized email sending in Riddle.com
• The psychology behind why people love to take quizzes and give you their email address
• The importance of segmentation for email marketing success – Guide to E-Mail Marketing from Mayple.
• Four steps to increase e-mail conversion rates from Twillio.
• Industry benchmarks for e-mail conversion rates. A very useful guide from Bloomreach as the benchmarks are a great way of helping you find out if your conversion rates are in the expected range.