How to Grow Your Email List with Quizzes: A Guide for Purpose-Driven Brands
Reaching your ideal clients on social media is so bloomin’ hard these days. Now more than ever, you need to grow an email list so you can speak directly to your people. There are many ways to do this, but today I want to talk about a fun and easy option – quizzes!
If you’re a Millennial like me, then you probably spent Sunday afternoons doing the personality quizzes in the latest glossy mag because they were fun, right? There was something so satisfying about answering a few questions and discovering something new about yourself!
Fast forward to today, and while our interests have shifted from teen dramas to things like sustainable living, running a business, and family life, that desire for self-discovery is still there.
As a purpose-driven business owner, you’re likely pouring your heart (and time) into social media content, only to feel like you’re not being seen. If you’re tired of posting and crossing your fingers, then it’s time to trade the algorithm for something more intentional: an email list.
Why an Email List is Your Business’s Most Valuable Asset
If you’ve been feeling the burnout of the content treadmill, here’s why focusing on your list is a more intentional way to grow:
You own it! When you rely solely on Instagram, you’re basically renting your audience. If the algorithm changes (or the app disappears), so does your connection to your people. But your email list is YOURS.
Email allows for longer, more thoughtful conversations. You don’t have to compete with a dancing reel or a loud ad. You’re landing in their private inbox where they can engage with your story at their own pace.
A well-set-up email sequence (like one triggered by a quiz!) works for you while you’re out for a walk, tending to your plants, or working on your craft. It’s literally set and forget.
Those who sign up to your email list are doing so because they are genuinely interested in your brand, meaning every email you send will be seen by your intended audience.
So, if you’re ready to start email marketing, then you’re going to need a way for them to actually sign up. Enter: a quiz lead magnet!
Why Quizzes Work for Purpose-Driven Brands
They’re personal, engaging and fun! Instead of putting a generic form on your website that says “sign up to our newsletter”, you’re saying "want to find out something cool about yourself?"
The numbers back it up too. According to Interact* (the quiz platform I use and love):
Quizzes convert at an average of 40% for lead generation which is HUGE. Compare that to a standard PDF guide which often sits around 5%.
73% of people who start a quiz actually finish it. That is incredible engagement!
4 Creative Quiz Ideas for Your Sustainable Business
Not sure what your quiz should actually be about? The trick is to bridge the gap between what they’re curious about and what you offer. Here are four quiz ideas depending on your business type:
🌱 The Sustainability Personality Quiz
Perfect for: Eco-conscious eCommerce or Ethical Boutiques
Most people want to live more sustainably, but they don't know where to start. You could create a quiz like "What’s Your Sustainable Living Style?" with results ranging from "The Low-Waste Minimalist" to "The Conscious Curator."
At the end, you give them a curated list of your products that fits their specific style. It feels like a personal shopping experience rather than a sales pitch.
🪴 The Green Thumb Matchmaker
Perfect for: Florists, Plant Shops, or Landscape Designers
We’ve all bought a plant that didn't survive a week because it wasn't the right fit for our home or garden. A quiz like "Which Indoor Plant Matches Your Lifestyle?" asks about their light levels, how often they travel, and if they have pets.
You’re positioning yourself as the expert who cares that they make the right choice so their new plant will thrive in its new home.
🌏 The Impact Auditor
Perfect for: Eco Consultants / Service Providers
If your clients are focused on doing good and treading lightly, they’re likely looking for ways to improve their footprint. A quiz like "How Earth-Friendly is Your Current Routine?" allows them to self-reflect.
By answering your questions, they realise where they might need a little extra help which also aligns with your 1:1 services!
🎨 The Artisanal Aesthetic Finder
Perfect for: Makers, Interior Designers, Artists
Choice paralysis is real. If you have a wide range of scents, colours, or styles, help them decide with a quiz like "Which Nature-Inspired Palette Should Anchor Your Home?"
This is highly visual and fun. By the time they reach the result page, they are emotionally invested in the vibe you’ve helped them discover, making them much more likely to click the Shop Now button.
Getting Started With a Quiz
I’ve been wanting to create a quiz for a long time but kept putting it off because it seemed too hard, however I’ve started using Interact* and it’s actually quite easy!
You enter your questions and answer options (the answers can also have images or gifs to make it even more fun!) and add the final results. Then match the answers to each result, set up the opt-in form, connect your email marketing platform, and you’re done!
But to make it even easier, they have templates for a variety of industries that you can start from and to help spark ideas.
If you need even more help, they have a Quiz AI Generator. You simply tell it what your business does and what you want the quiz to achieve, and it builds out the questions and result categories for you. It’s a huge time-saver for busy founders.
The best part for my fellow designers and aesthetics-lovers?
It integrates directly with Flodesk*. You can pass your new leads straight into your beautiful Flodesk workflows without needing additional software like Zapier. It keeps your backend as calm and streamlined as your front-end.
Select how you want to create your quiz: from scratch, with AI or start with a template
In this example, I’ve used one of their templates, which already has the questions and answers set out. Go through and make any changes to the questions as well as colours and fonts to suit your brand.
You can check which result the answers correlate to
Check each result and add a call to action button
Set up your opt-in form to collect their email address
Follow the steps to connect to your platform (it works with Mailchimp, Flodesk, ActiveCampaign, Klaviyo, MailerLite and many others). After you publish, you’ll be able to copy the direct link or embed onto your website.
Want to See How it Works?
Building a quiz with Interact is probably the most fun admin task you’ll do this month. I’ve linked my quiz below so you can see exactly how I’ve set mine up and get some inspiration for your own.
Take my Quiz: Is it time for a rebrand?
It takes less than two minutes and will give you some clarity on whether your brand is serving you well or if it’s time for a total strategic overhaul.
Start your 14 day FREE trial here with Interact
Flodesk: get 25% off your first year
*Disclaimer: This post contains affiliate links where I get a small commission if you make a purchase, so thank you in advance for your support! Please know I would never recommend anything that I don’t personally love and use myself.
Hi, I’m Bec!
I’m a brand designer and illustrator who’s passionate about helping nature-led brands feel confident through thoughtful, strategic design and heartfelt visuals that reflect their values and attract aligned customers.
I take a calm and collaborative approach to brand strategy and design. My clients don’t need to have everything figured out, we uncover it together. Through discovery and in-depth research, I help businesses get to the heart of who they are, how they’re positioned and how they want to be seen.
You can learn more about my branding services here, or get in touch any time.
