Click rates were sliding on one of our accounts, so we tested a format we'd never run before: a quiz.

Not to collect zero party data or update subscriber profiles. Just to see if we could make the list want to click again.

It's generated 2 to 5x our normal click rate every time we've run it since, plus replies and revenue that's landed in the tens of thousands more than once.

But the number that actually stopped us was this. On one send, $18,367.90 of $18,612.08 in total revenue came from returning customers. Not new buyers. People who already trusted the brand, clicking a quiz to prove it to themselves again.

Here's how it happened, and how you can build the same thing this week.

We sent the first version of this quiz to 30,793 people. 3.28% clicked, and it brought back $19,960.27 in revenue.

Now here's the send that stopped us. On that email, $18,367.90 of the $18,612.08 total came from people who'd already bought before. $0.99 of every dollar was from a repeat customer.

Here are some examples of similar emails using the quiz format.

Small Pet Select ran "Is your bun ready for the summer heat?" Correct answer earns 15% off, wrong answer still gets warmth and a joke.

Slumber ran the same structure for a different vertical, "What percentage of sleep should be REM?"

The discount matters. It's a big part of what might make someone go from click → order.

But it's not why the returning customer number is this lopsided. A new subscriber has no relationship with the brand yet, and don’t have the same desire to engage with emails like these.

A returning customer does. Someone who loves your brand? They want more opportunities to connect wiht brand and connect FUN to your brand.

They've bought the product, they have opinions about it, and the quiz gives them a reason to engage with a brand they already like. The discount is just the excuse to order today.

There's a name for this in behavioral psychology: Effort justification.

People place higher value on something they had to do a small amount of work for. A subscriber who clicks an answer, waits for the reveal, and gets their code feels like they earned that discount.

Someone just handed 15% off in a subject line didn't earn anything.

That small effort changes how the discount gets used. It's no longer just a price cut, it's a reward for a decision the subscriber made.

That's a large part of why this format outperforms a standard promotional send, especially with people who already buy from you.

This isn't a native Klaviyo quiz feature. It's a URL parameter trick, simpler to build than it looks.

Each answer button links back to the same email with a different parameter tacked on, quiz=true or quiz=false. Klaviyo's dynamic content blocks show or hide based on which parameter shows up.

Wrong answer, they see "better luck next time, but here's a reason to shop anyway." pop-up

Right answer, they see a “Here’s your code!“ pop-up

The correct answer isn't hardcoded to either button. You decide which one is right per quiz, which means you can run this same setup across a hundred different questions without touching the underlying logic.

UTMs stack on top of it fine too.

I recorded a full walkthrough of the build. Watch it here →

Build the template once. Swap the image and the question every time you run it.

Recipe for disaster. Treat this as a single-use send and you lose the whole point, which is reusing the same shell without touching the logic underneath.

Why this matters: The discount gets the click. The small amount of effort behind it is what makes the redemption feel earned instead of handed over, and that's a large part of why this format skews so heavily toward returning customers instead of first-time buyers.

What to do next: