So, you’ve successfully deployed a ScoreApp lead magnet quiz. Your cold, warm, and hot leads are now giving you lots of lovely data alongside their quiz answers. You’ve probably spent a reasonable amount of time making sure your quiz is tip-top, so there’s a temptation to sit back. Job done, right?
Well, actually, no. No, this is just the start.
The real work starts once you have the data from your quizzes. Now you have to find the right email sequences to make the data work for you, and nurture your leads towards a sale.
The importance of nurturing leads
We suspect you know this already, but it’s not enough to sit back and wait for someone to buy from you. Even if they’ve completed a quiz, attended a webinar, or even joined a waitlist. Even the hottest lead needs attention. Only by nurturing them and guiding them down the sales funnel, can you increase the chance of a sale and repeat custom.
Emails are a hugely versatile way of nurturing leads. They build relationships with personalised and value-driven communications, and taking the data from ScoreApp quizzes lets you talk to leads about what matters to them.
When you address their pain points and provide information that’s vital to their business, they’ll naturally progress towards a sale.
What to do after someone takes your lead generation quiz
As we’ve established, you’re going to need an effective email marketing strategy to capitalise on your quiz submissions.
Let’s take a look at what emails you should be sending, when, and how ScoreApp integration with your email marketing platform makes the whole process sing.
Send an instant results email
Why this works: It’s best to hit the ground running with an immediate email that summarises the lead’s quiz results and offers extra value. It gives an instant impression of who you are and builds goodwill from the off. ScoreApp integration means you can automate these emails, sending them at a time when they’ll have the most impact with zero hassle.
What to include:
Make sure any instant results email covers the following points:
- A warm and friendly introduction to you and your brand, and your congratulations on their results.
- A summary of their quiz results, which gets into the salient points but is easy to digest.
- Something a little personal. Give them a handy tip based on their answers to really impress.
- A call to action. This is a big one. You want them to follow up by booking a consultation, downloading a resource, or looking at a related product. Whatever it is, be clear and specific with your CTA for best results.
Subject line ideas:
- “Your quiz results are in!”
- “What your quiz results say about you”
- “Here’s what we found after your quiz”
Regularly analyse your quiz results to understand your leads
The data that comes from completed quizzes is a goldmine. With it, you can better understand the problems your clients face and what it will take for them to buy from you. It will inform your greater inbound marketing strategy, and even improve efficiency by showing which leads are worth nurturing and which don’t match your ideal client profile. Your sales team will thank you for the distinction.
Such valuable data should be reviewed and analysed regularly, with a focus on:
- Segment scores or quiz categories: This will help identify the areas your leads scored highest or lowest in, which is always useful for categorisation.
- Answers to key questions: What are the most frequent pain points, interests, and preferences you can pinpoint and respond to?
- Overall quiz performance: Could your quiz be improved? How many leads are ready to buy based on their quiz results?
Pro tip: The results that roll in from your quiz can be put to good use. Set up personalised segments, and ScoreApp will automatically sort leads as they arrive. The segments can then be targeted with an email campaign that speaks to their specific needs.
Create a results-based email sequence
You don’t want to go all-in on your new lead with heavy-handed sales emails. The hard sell turns most people off. A nurturing and value-driven approach is much more likely to yield conversions in the long term.
Creating an email sequence based on quiz results is your chance to show you understand your lead. Your chance to show off your expertise and your ability to address the specific challenges revealed by their quiz results.
We’d recommend taking from the 13-part email sequence below. We’re not going to tell you exactly what each of these emails should say, but here’s the gist of what the gist should be.
Your 13-part email sequence outline:
- Email 1: The thank you
We’ve already covered this one. Introduce yourself, and give a bit of value at the same time to make an impression. - Email 2: The reminder
Especially useful if you’ve linked to some free content in your first email. Blog posts, webinars, or downloadable content – whatever it is, use this email to nudge leads towards it. - Email 3: The reply
Build engagement by starting a conversation with your leads. Make sure you’re asking about something specific, like company goals, so they feel you’re interested and can help. Any replies can also be used to inform personalised content. - Email 4: The quick win
Show leads something quick and easy they can do to get a good result. A helpful tip or strategy, or even a tool they haven’t engaged with, will demonstrate your expertise and commitment. - Email 5: The wish
Let the lead in on your journey. Tell them something you wish you’d known that could save them time. People are invested in one another’s stories, as well as finding shortcuts to success, so this can be a very powerful email. - Email 6: The top tool
Share a recommendation that eases a particular pain point, and show your understanding in the process. You can change this according to your segments. - Email 7: The biggest mistake
Get real with your leads and fill them in on any potential pitfalls. At the same time, show them how you can help them avoid a misstep on the path to success. - Email 8: The ‘X’ doesn’t work
Debunk some of the common myths and practices in the industry and offer a better solution that saves time, money, or both. - Email 9: The big myth
A bit more myth-building, but this time focus on something negative people say about your preferred methods. Show the reader why the naysayers are wrong and why you’re right to get them onboard. - Email 10: The product introduction
Got a new product or service you want warm leads to know about? This is the email to do it with. Include a waiting list sign-up made with ScoreApp to get even more data and further nurture your most interested leads. - Email 11: The selling fast
Scarcity drives demand, so let leads know when an event is close to selling out, or a special offer is due to expire. It could be the last little push a lead needs to commit to buying. - Email 12: The happy customer
Testimonials are a powerful tool. We’re more likely to trust the impartial words of a third party than any overt marketing. It’s why review sites are so popular today. Including a testimonial that shows how a specific pain point was solved, and the positive effect it’s had, is sure to turn heads. - Email 13: The most FAQs
If someone doesn’t understand what you offer and how it works, then it can be a barrier to sales. Get ahead of the issue by sending out an email that answers the most common FAQs. You’ll demystify yourself, while showing you understand your leads and your customer base.
Offer further valuable content tailored to quiz answers
Why this works:
You should have a lot of content ready to be shared, but there has to be a method to who receives it. By using ScoreApp to categorise leads in your CRM, you can hit them with content that matches their priorities. Using quiz answers as the basis for contact keeps leads engaged and tells them you know what they need.
Here are a few content ideas that work well:
- Give them educational content: You know from their ScoreApp quiz results what they’re interested and invested in. Cherry-pick relevant blog posts and video content, as well as how-to guides and testimonials.
- Invite them to webinars or workshops: Has your lead expressed an interest in learning more about a certain topic or ability? Send over an invite to a free training webinar that will help them with that goal. You can even follow up with a survey to yield more data for personalisation.
- Give them exclusive resources: Giving a lead access to a download (like an e-book) that helps with their pain points will strengthen their positive impression of your brand.
Use personalisation to deepen engagement
Personalisation has different levels. But the deeper you go, the better the engagement you get in return.
Here’s what to do:
- The very least you should be doing is using ScoreApp email automation to include two things in the subject line: the name of your lead, and their quiz results.
- Going a bit further, you should be referencing and discussing specific quiz answers in the email body. A generic email to something as personal as a quiz just won’t work.
- Lastly, recommend products or services. Their quiz results mean you know their pain points, so now’s the time to show how you solve them.
Example:
“Looking to improve [X] in the next quarter? Here’s how [product/service] will help you do it.”
Re-engage leads with follow-up campaigns
You can’t always expect instant conversions. Some leads are warmer than others, after all. But by automating follow-up emails with ScoreApp integration, you can create retargeting campaigns to nudge them in the right direction.
Re-engagement strategies to enhance conversions:
- Offer a limited-time discount: A special offer or money off could be just what’s needed to turn a hesitant lead into a customer.
- Ask for feedback: This works in two ways. First, the fact you’re popping up in their inbox reminds leads of who you are. Second, feedback can help hone your quizzes and follow-up content for greater success.
- Share new content: Provide fresh insights, updates, or product announcements.
Monitor and optimise your email campaigns
If you don’t monitor the performance of your email campaigns, you’re going to end up with a ton of missed opportunities. Only by continuously monitoring certain metrics, and using ScoreApp’s instant A/B testing, can you optimise emails for best results.
Here’s what you should be looking at:
- What is your open rate? How many people are opening your emails after completing a quiz?
- How strong is the clickthrough rate? Are your CTAs strong enough to encourage the desired action?
- Are your conversion rates high enough? How many leads are converting? That means signing up to events and booking calls or demos, as well as making purchases.
If any of the above leaves something to be desired, then it’s time to optimise. Make changes and compare the results:
- Make sure your subject lines and preview text grab the reader’s attention and don’t let go.
- Check your personalised content and product recommendations align with your lead’s quiz results. Could you offer something different to make a bigger impression?
- Could the timing and frequency of your emails be better? Try options and response triggers to see what happens.
It might seem like a lot to do, but ScoreApp makes A/B testing instant. Simply set up two different action groups and watch the insights roll in. Then it’s just a matter of picking the best options for optimising your emails.
Turn leads into customers with ScoreApp quiz marketing
It can take quite a bit of work to turn a lead into a customer. But by integrating ScoreApp with your email marketing platform, you can make the process smoother and more effective.
ScoreApp’s segmentation and quiz data gives you powerful personalisation options, while
automation tools create campaigns which respond to your leads’ actions. All this builds engagement and nurtures your leads down the sales funnel towards a conversion.
Oh, and ScoreApp is free to try, so what are you waiting for?
See how emails can turn your quiz leads into customers with ScoreApp. Try for free today.
