As you may know, lead magnets are an incentive you provide website visitors to subscribe to your email list.
Many brands use free eBooks, checklists, or other similar resources. eCom stores might also or instead use discounts.
An interesting method I’ve seen is to use a quiz. Quizzes let you qualify potential prospects and segment them based on their answers.
That way, you can make the emails they receive more relevant… and since they’re qualified, sell them more quickly.
The first email will generally tell them what their answers mean regarding the specific problem they have…
Then selling them on how to solve it (working with the brand).
This Email Breakdown will look at an email from health tech brand G-Plans that targets new subscribers based on quiz results. Keep reading to see all the gold nuggets in this email.
About G-Plans
G-Plans is a health tech company selling numerous supplements and customized nutrition/weight loss/meal plans.
I think I found them through Copy Chief initially. I applied to work with them — as a copywriter to help them with email, not as a client looking to lose weight.
I don’t work with them currently, but I study some of their emails because they understand direct response. I’ll show you what I mean in the rest of this post.
The Email: Closing Customers After a Quiz Lead Magnet
I went through the G-Plans quiz well over a year before writing this post. Yet, as you’ll see, the copywriter still got me to open the email.
Look closely at this one. It’s good stuff.
The Send Name: “Bradley’s Nutrition.”
G-Plans uses each email to its full potential — adjusting the send name, subject line, and preview text.
Let’s call this whole thing the “subject line complex”.
Holy sh!t did the send name grab my eyeballs:
I didn’t know this email was from G-Plans. There was nothing to indicate that it was. It could’ve been any nutrition or fitness website that I had visited and subscribed to.
Since I’m a fitness and nutrition enthusiast, that’s a long list of websites.
Not only did this grab my attention, but it sparked my curiosity.
Here’s the funny thing: Like I said, I got this email over a year after I filled out the G-Plans quiz.
Perhaps it was a reactivation attempt, but that doesn’t matter.
The fact is, they got me to click LONG after G-Plans was out of my mind.
The lesson of this section is you can play around with the sender name. Nothing wrong with that. It can score more clicks by catching the reader off-guard with curiosity.
The Subject Line and Preview Text: “I saw something *strange* about your quiz results…” and “Can I Show You?
Next is the subject line. I think it complements the send name quite well since the send name was about me:
My quiz results?
Something strange?
Now the curiosity flame has some fuel. G-Plans implied I have some problem I need solving and didn’t tell me what that problem is.
The preview text puts a bow on the whole “subject line complex”:
A question at this point is the perfect way to get the click vs. “Let me show you” since I already want to click.
I mentally answer “Yes” in my head and, well, get the click.
So we have:
- A send name that used my name and was relevant to me
- A subject line provokes curiosity and implies I have a problem that needs solving
- A preview text asking me if I’d like my problem solved
Masterful.
The Body Copy
So now they got the click.
G-Plans continues with a bit of headline copy in the email:
They build up the problem even more without a single bit of true body copy.
The anticipation is killing me at this point!
What is this issue that could slow down my progress in the Fall and Winter?
Enter the first chunk of body copy:
They remind me of my quiz results (including my energy levels, relevant to nutrition) and introduce one of the problems they alluded to:
Not getting enough sleep.
This sleep part might be the “weird thing” they mentioned about my quiz results.
Then they explain the downside of not addressing this problem — triggering fat storage.
The next section is interesting because it doesn’t sell me on a sleep-related product or service.
Instead, it’s saying, “hey, sleep is important, but speaking of sleep, this could help you feel more rested.”
This is an interesting way of mixing content and selling. Provide helpful information, then sell a benefit adjacent to the solution you mention in the content.
In this case, show how sleep burns fat, then sell a solution to feel rested instead of a solution to get more sleep.
It’s also a great example of “selling the click.” They say “this” without telling me what “this” is. The CTA shines, too — instead of some generic “Learn More” blather, it’s specific to the benefit promised.
2nd tip for dealing with weight loss here. The other “weird thing” they alluded to get my attention.
G-Plans appeals to social proof and past experiences a bit here by saying that “other people” with the body type mentioned achieve the desired results faster with the advice presented.
That offers a great segue to the other CTA:
People now hear that tweaking their meal times can help them lose weight. They know the “what” behind the solution.
But they don’t know “how”. They don’t know what times to eat to optimize fat burning.
Makes scheduling that call pretty enticing for anyone reading who wants to accelerate weight loss with easy, minor changes.
Now, there are two CTAs in this email.
But I honestly don’t know if they both go to the same place. The first CTA is vague enough to potentially go to the same page. Reduces the “CTA overwhelm” that usually comes with multiple CTAs.
Takeaways
When you use a quiz lead magnet, emails must match the results the customer scored on the quiz.
This email did that well.
It defined my problems and the solutions to them based on my answers. As a result, I get beneficial content that tells me what to do to solve my issues.
But I didn’t know how to implement those solutions, creating a strong urge to book a call for the answers.
That call likely converts at an extremely high rate, given the custom planning and interpersonal communication.
Similarly, the email made excellent use of curiosity — giving enough information that I didn’t regret reading but left out enough to get the gears in my brain turning.
Overall, a fantastic example of an email bridging the gap between lead and client.
What to Do Next
- Get on my email list using the signup form below.
- Reach out to me if you want help writing emails like this one.
- Check out G-Plans if you’re interested in a custom weight loss plan!