Gen is the co-founder of Prehook, and host of the Cart Overflow podcast. He created Prehook to help Shopify merchants create amazing experiences through quizzes and product recommendations and in the process has become an expert in using quizzes to grow your email list.
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Gen started Prehook with his two co-founders.
Part of the reason why they founded Prehook was finding out that Shopify merchants have a different experience and challenge compared to Amazon retailers, and that is solving a specific problem for what the visitor is looking for.
They realized that with just a few questions and gathering important pieces of data, merchants can do a lot more. And the more that Gen is referring to is accelerating list growth and improving the customer’s buying experience. This understanding gave birth to Prehook.
Building Better Relationships With Quizzes
Customers are willing to share data with a retailer if there is a transparent use case for it. So if a brand is able to convey how the information will be used to improve the buying experience, consumers will share their data. This also presents the possibility of higher spending, repeat purchases, and a higher lifetime value.
What a quiz can do is fill in the gap and provide brands a direct bridge to understand what their customers are looking for.
Starting Out With Quizzes
Gen says, start out simply with quizzes. Get something out and test it to see if it adds any value.
Find out if it makes your customers take the next step. Track revenue from the quiz and check if people are actually converting, and if you’re getting what you need from such as their email addresses.
Optimising Your Quiz Strategy
Gen suggests to review your quizzes regularly. Run it for a month, get some data, and look at different aspects such as your post-quiz email flow to determine how it’s working.
If it’s giving you your customers’ email addresses and bringing in the revenue, then you’re most likely succeeding.
Again, Gen reminds brands to keep your quizzes and questions simple. Try to replicate an in-person shopping experience and this can help your strategy pay off.
If we’ve inspired someone to take their first step with email marketing – what do they need to know to give themselves the best chance of success?
Think of what you know about your customers.
Look at the challenges your customers are facing and how you can solve their problems, build segments around the data you get, and insert that into your emails. And make sure this is looking beyond using their first name to personalize.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve email marketing performance?
Have a constant circular motion in building and optimising, and to do this, you have to go back and refresh or update whatever you have.
Don’t assume that everything’s always working and even when it does, it can change over time so go back to it and improve on it in terms of Google’s algorithm and such.
If someone listening wants to learn more about email marketing is there one cheap/free resource you’d recommend?
Gen recommends two resources:
He says visit both sites to get inspired and start building your own swipe file.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in email marketing?
Something to put on the radar is Web 3.0 but apart from this, Gen mentions going back to the customer experience gap, and the importance of actually meeting the customer’s expectations.
This is where segmentation can help. So Gen suggests using technology such as Klaviyo to offer more personalized experiences with the data you’ve gathered. When you do this, you’ll get ahead of your competitors.
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Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.