How to collect emails with a quiz without annoying shoppers

A product quiz is one of the fairest ways to ask for an email. The shopper gets something useful, a set of recommendations picked for them. You get a way to stay in touch, plus context about what they need.

But it only feels fair if you ask the right way. This guide covers when to ask, what to say, how to handle consent, and how to use the answers without crossing a line.

Why a quiz is a good place to ask

Most sign-up forms offer one thing: a discount. A quiz can offer more. The shopper has just spent a minute telling you about their skin, their coffee habits or their dog. Asking “Where should we send your results?” feels like a natural next step, not a sales tactic.

You also learn more than an email address. You learn what that person is looking for. That lets you send emails that are actually relevant to them.

When to ask for the email

There are two good moments.

At the end, before the results

The shopper answers the questions, then sees an email question just before the results page.

• Pros: The shopper has invested time and wants to see the results, so more people share their email.
• Cons: If the email is required, some people will leave rather than share it. It can feel like the results are being held back.

On the results page

The shopper sees their results first, then a newsletter sign-up or email field on the results page.

• Pros: No barrier. Shoppers get value first, which builds trust.
• Cons: Fewer people sign up, because they already have what they came for.

There’s no single right answer. If your products need explaining and people are likely to come back later, asking before results often makes sense. If your quiz mostly drives quick purchases, asking on the results page keeps the path to add to cart short.

Try not to ask at the very start. Asking for an email before the shopper has seen a single question feels like a sign-up form wearing a quiz costume.

Tell people why you’re asking

A bare “Enter your email” field gives no reason to fill it in. Tell shoppers what they’ll get. For example:

• “Where should we send your results?”
• “We’ll email you your routine so you can find it later.”
• “Get your matches by email, plus 10% off your first order.”

Keep it short and honest. If you’ll also send marketing emails, say so near the consent checkbox, not in fine print.

Optional or required?

In Quizpep, the email question can be optional or required. Each has a trade-off.

Required means every shopper who completes the quiz shares an email. The downside is that some people will leave instead, and some will type a fake address just to get past it.

Optional means fewer emails, but the ones you get come from people who actually want to hear from you. More people also reach the results page and see your products.

If you’re unsure, you don’t have to guess. Make two versions of the quiz, one with a required email and one with an optional one, and run an A/B test between them. Compare completions, emails and sales, not just emails.

Consent: only subscribe people who tick the box

Sharing an email to get quiz results is not the same as agreeing to marketing emails. Treat them as two separate things.

Add a marketing consent checkbox under the email field, with a short line like “Send me tips and offers by email.” In Quizpep, only shoppers who tick that box are subscribed to your marketing list. Everyone else still gets their results.

A few ground rules:

• Don’t pre-tick the checkbox.
• Say plainly what people are signing up for.
• Make it easy to unsubscribe later, which your email app should handle.

Rules about marketing consent differ by country, so check what applies to the places you sell to.

Send shoppers their results by email

A results email is the easiest way to make the email question worth answering. Quizpep can send shoppers an email with their recommendations, so they can come back to them later. This is useful when people take the quiz on their phone but want to buy on their laptop, or when they need time to think.

This email is something the shopper asked for, not a marketing message. Keep it about their results, and save promotions for people who ticked the marketing box.

Offer a welcome discount, if it fits

A welcome code gives people one more reason to share their email. Quizpep can show a welcome discount code, and the Email sign-up offer template is built around this: one question, an email field and a 10% welcome code.

Before you add one, think about:

• Your margins. Can you afford the discount on every first order?
• Your brand. Some stores prefer to lead with helpful results instead of discounts.
• Timing. A code shown with the results can nudge a first purchase while interest is high.

Send answers to your email app

The answers people give are the most useful part of a quiz. Quizpep can send them, along with the email, to the tools you already use, including Klaviyo, Mailchimp, Omnisend, Brevo, ActiveCampaign, Attentive, Sendlane and Shopify customers.

Once the answers are in your email app, you can personalize what you send:

• Group subscribers by answer, such as skin type or brew method
• Send tips that match their main concern
• Recommend new products that fit what they told you
• Mention their answer in an email, such as “Your routine for combination skin”

Only send marketing emails to people who ticked the consent box. The rest of their data should be used only to deliver what they asked for.

Respect shoppers’ privacy

Shoppers are trusting you with personal details. A few good habits:

• Ask only what you use. If an answer doesn’t change results or emails, you probably don’t need it.
• Update your privacy policy. Your store’s privacy policy should mention that you collect quiz answers and emails, what you use them for and which apps you share them with.
• Respect cookie choices. Quizpep only sends events to Meta Pixel when the shopper has given cookie consent.

On the Quizpep side, shoppers’ emails and answers are encrypted, and quiz data is deleted automatically after 24 months.

A simple setup to start with

If you want a sensible default:

1. Put an email question at the end, just before the results.
2. Make it optional, with a clear line like “Where should we send your results?”
3. Add an unticked marketing consent checkbox.
4. Turn on the results email.
5. Send answers to your email app and build one segment from your most important question.
6. Check your privacy policy mentions the quiz.

Run it for a few weeks, then look at your completions and emails before changing anything.

Next steps

Still planning your quiz? Read our guide to writing product quiz questions, or learn where to put your product quiz so more shoppers see it.

To see which email and marketing tools Quizpep connects with, visit the integrations page.