Email Marketing


You’ve seen those tempting Buzzfeed quizzes on Facebook. Maybe you’ve even taken a few.

I mean, don’t you want to know if you and Jim Halpert are a match made in heaven?

Quizzes are an awesome tool for lead generation if the topic piques your audience’s attention.

Here’s the proof.

Kayla Hollatz created a quiz for her copywriting business.

Kayla Hollatz Quiz Example

On the first day she launched her quiz, she generated nearly 700 subscribers. 700, people! You can read all about her quiz results here.

However, if the topic isn’t something your audience wants to click… then it will fall flat.

The pressure of finding that perfect topic can be overwhelming. I know this from experience.

In this article, I am going to give you 6 tools that will help you find those “I need to click” quiz topics.

How To Find A Quiz Topic Your Audience Can't Help But Click

Number 1: Survey your audience

Surveys are fab-u-lous.

Before developing a quiz, I love to ask my followers for feedback via a survey.

I recently did this very thing to help me determine a topic for my Facebook Live quiz. On the survey, I asked the following open-ended questions that would allow me to collect qualitative data.

What Challenges and Fears Do You Face with Facebook Live?

Being able to see what people wrote down as their top challenges and fears helped me see that a lot of my followers were unsure if Facebook Live would help their businesses. Pretty cool insight, huh.

That’s why I developed a quiz that would allow them to see if Facebook Live was a good fit for their business.

Camberley Woods Quiz

Having the ability to survey my audience ensures that I am speaking to their needs.

Number 2: Ask for feedback in a Facebook Group

Find at least one Facebook Group where your audience likes to hang out. Maybe it’s even your own Facebook Group.

Poll the people in the Facebook group and ask them about their current challenges. People love taking polls on Facebook!

Number 3: Conduct research inside of a Facebook Group.

Again, find a relevant group. Go to the little search bar in the left hand side and type in your topic. For example, Facebook Live.

Read through the threads that populate after the search.

With this tactic there are no questions to ask, no polls to create – just search for what is already in existence. BAM!

Most of the time when I have done this I hit the information jackpot. Facebook Groups are a place where people love to ask for help and love to offer help to those who ask. You will find your audience is constantly talking about something in these groups and it is a powerful, free tool for business owners. Did someone just say free?!

Number 4: Search Forums On Quora

For those of you that aren’t familiar with Quora, let me give you a little background. Quora is a site where people can post questions on any topic.

Then, wonderful members of the universe will jump on these forums and answer these questions.

Quora is a great research tool because you can see what types of questions people are asking in regards to your product or industry.

Let me show you an example.

Facebook Live Quora Example

I recently went to and searched “Facebook Live”.

From this search, I learned that people were asking questions about how to stream pre-recorded videos, how to see who watched and if it is an effective tool for social media marketing.

Number 5: Pay Attention To Content On Pinterest

I am sure you have heard me say this before, but it’s most definitely worth mentioning again.

Pinterest is the THIRD largest search engine, behind Google and YouTube.

Pinners are using the platform to search for products, inspiration, ideas, advice and more – and this is EXACTLY what you are going to do for your quiz as well.

Just type your topic into the search bar at the top. When a list of pins pop up, make sure to pay extra special attention to the number of times something has been repinned. This will show just how popular that content is with an audience.

Pinterest topics for quizzes

For example, notice the pin titled “Facebook Live Success” that has over 1,000 repins. You could take that pin topic, put a ‘quiz spin’ on the topic and say something like, “Will Facebook Live Be a Successful Tool for Your Business?” or “What is Your Facebook Live Superpower?” Just have fun with it but also keep in mind your end goal.

Number 6: Search Keywords or Competitors on BuzzSumo

Try using BuzzSumo to research topics. Their website allows you to see what topics are getting shared the most. Plus, you can see your competitors most shared & backlinked content.

For instance, if I want to see Neil Patel’s most shared content this past year, I could go to BuzzSumo’s website and search And I’d get the following results:

Using BuzzSumo for Facebook Live Content Ideas


Once you’ve decided on your topic, it’s time to build your quiz.

My favorite quiz software is Interact. Their tool makes it super easy to design and distribute your quiz. Best part is, no coding required!

Before I go any further I want to disclose that I am an Interact partner, but I used the program long before I decided to work with them.

Interact has three main types of quizzes.

  1. Personality
  2. Assessment
  3. Scored (Tallied)

They even have pre-made quizzes to choose from so you don’t have to give it too much thought. You can customize within the quiz the copy, images, title – everything is fully customizable so you can make it your own.

Interact quiz template examples

When people fill out the quiz, they will be sent to a page that captures their email address before they can see the results. And voila – you’ve got your email list growing.

Interact also has the ability to integrate with several email software services. So, once people take the quiz, you can funnel them into different email sequences depending on their results.

Seriously, after 1 hour of planning + 1 hour of building your quiz (also factor in the time it will take you to build out your email sequences) you could could have a powerful email list building tool.

If you want to see some of Interact’s quizzes in action, then visit their Examples page. And take a few quizzes while you’re at it. 😉


Now you are on your way to creating your first quiz!

Let’s just quickly review the new tools you have in your social media tool belt for helping you find those “I need to click” quiz topics.

  1. Survey your audience.
  2. Ask for feedback in a Facebook Group.
  3. Conduct research inside a Facebook Group.
  4. Search forums on Quora.
  5. Search Pinterest and pay attention to the number of repins.
  6. Search keywords or competitors on BuzzSumo.

If you want to give quiz building a shot, then you can get started with a FREE Interact account. trial

I would love to hear how your quiz turns out and the results it brings! If you sign-up, please come back here and let me know how it goes.


You know that feeling. You’re look’n fine, having a fantastic hair day, and wearing your favorite little black dress.

You’re strutting along, humming your favorite song, and you realize… all eyes are on you.

You have their attention. Everyone is intrigued and wants to know you. You get a huge response from everyone you pass by. You almost feel the need to take a bow.



If your audience is on Pinterest, then you SHOULD be using this channel for email list building or you could be losing precious customers.

I know, I know… that’s a pretty bold statement. But you know me….that’s just how I am. A pretty bold girl!

Let me share an example that I gave on Instagram Stories earlier this month to prove my point.


Pinterest Statistics


From Jan 1, 2017 – June 12, 2017 (so, over the course of 162 days) my agency helped a client generate:

  • 48,820 visits to their website from Pinterest
  • 6,029 NEW email addresses from Pinterest

When you break this down even further, it means we are seeing 37 NEW email addresses/day from Pinterest.

And, for the most part, this all runs on autopilot. Say whhhhat?!? (more…)


I tried to do the math on my email marketing work.

You see, I have been sending emails for almost 10 years now. And some weeks I send upwards to 100 emails.

On average though, I send about 50 emails a week.

Let’s break this down.

(50 email deploys/week x 52 weeks/year) x 10 years = 26,000 email deploys

And this, my friends, is why my brother-in-law teases me about “spamming” inboxes.

Only…it’s not spam.

My email open rates, click-through rates, and unsubscribe rates are proof of this. When done right, email marketing is far from spammy. (more…)


In my first year as a “real marketer” I sent over 500 emails.

It was my first job after graduating from Arizona State University and I got the job title of “Direct Response Marketing Specialist”. Which was a fancy way of saying I managed email deploys.

As part of my duties, I had to forecast the return on investment of EVERY email campaign BEFORE we even deployed it. This way, we could decide if it was worth sending or not.

Almost every time we performed our forecast, we found there was a positive ROI. (more…)


I still remember the first email campaign I sent almost 10 years ago. Crazy.

I was fresh out of college. I had just landed my first “corporate” job. And my first week on the job, I was given my first “real” marketing task. To deploy an email.

Talk about diving right in!

I quickly learned there were a lot of components that went into coordinating an email. You have to write copy, design images, write subject lines, segment the email list…

Eventually I managed to piece these components together. The email deployed. And I did a little happy dance.

However, my happy dance was short lived.

The following day I received an email from my manager, Liz. In her email, she asked me to pull together a report outlining the performance of the campaign.

Say whaaat?!? This was all so new. Less than a week ago I had learned what a hyperlink in an email was. I had no idea how to analyze the performance.

Instead of asking my manager for help, I did what every smart person does. I googled that shiz. I pretended I knew what I was doing when, in reality, I didn’t. After a quick search, I found the Direct Marketing Association’s website and spent hours learning how to analyze the performance of an email.

Email Marketing Metrics to Track

So, which email marketing metrics matter? And which ones should you focus on to grow your online business and blog?

Here are the four email metrics you should be paying close attention to. I am also going to provide you with copy of the spreadsheet I use to organize it all.



The clickthrough rate shows you which percentage of contacts clicked on your email. This metric is a quick way to see how well your email did. Because, if people aren’t clicking then they’re not taking action. We want action!

You can calculate the clickthrough rate with this formula:

Calculating Email Click Through Rate Formula

If you are conducting A/B split email tests, then the clickthrough rate is the metric you want to watch. The clickthrough rate will help determine the winning results of most tests. Just see which email received the higher percentage of clicks. 

If you’re wondering “but what is a good click-through rate?”, don’t fret. I did some digging for you.

I like the email marketing statistics that Smart Insights has over on their website. They’ve compiled email clickthrough rate averages broken out by: industry, company size, country and device.

Industry Average of Open and Click Through Email Rates



Do you know what’s more exciting than an email clickthrough rate? The conversion rate.

The conversion rate is useful because it shows you which percentage of email recipients took action ON your desired action.

More specifically, it allows you to see which percent of recipients filled out your lead form, or registered for your webinar, or purchased your product.

Here’s how you calculate the conversion rate:

Email Campaign Conversion Rate

Let’s have a quick “pep talk”.

There are a lot of terms in marketing. And our industry is great at making up new ones. Only in recent years have terms like growth hacking, omni-channel, and inbound marketing popped up.

I know I’m listing off a lot of terms in this blog post and I don’t want you to get discouraged. You’ll get the hang of it in time. It just takes a little bit of practice. And if you tune into my Facebook Live show, that may help a little bit too.

Where were we? Oh yeah, bounce rate.

I was pretty confused when I first heard about bounce rates. And it took me a couple weeks to wrap my mind around it.

Maybe the whole point of my above “pep talk” was to pump you up for this next section. 😉



There are two types of bounces. Soft bounces y hard bounces.

Soft bounces are a temporary issue. The two largest culprits of soft bounces are:

  1. The contact has a full mailbox
  2. The contact’s email server is down.

When one of your contacts soft bounces, your email service provider will usually try resending the email a couple more times to see if the problem clears up.

Hard bounces are NOT a temporary issue. These bounces are caused by:

  1. Invalid Emails: Most of the invalid emails I encounter are caused by spelling errors. Perhaps the contact added an extra “e” to their name because they got a little overzealous?
  2. Closed Emails: A closed email means that the contact closed up shop. Maybe they realized Hotmail is dead?
  3. Non-existent Emails: This means the email never existed and you’ve been George Glass’d. Do you remember the Brady Bunch episode where Jan invents a non-existent boyfriend? Ha!

Internet service providers (ISPs) take hard bounce rates seriously. In fact, if they think your email deploys have too many hard bounces, they’ll label you as a spammer.

Make sure you are using a reputable email service provider. All the popular providers will automatically suppress hard bounces from future email deploys.



On average, B2B companies see 22.5% of their email list decay each year.

That’s a crazy big number. So, I want to state this statistic again to really help it sink into your brain.

Each year, up to 22.5% of the email addresses on your list could go bad.

This could happen for a variety of reasons:

  • People often change email addresses when they move to another company.
  • People decide to ditch the old Hotmail addresses they really aren’t using anymore.
  • People get sick of hearing from you so they decide to opt out. Don’t take it too personal. You’re wicked awesome. Like my dog Artie.

Boston Terrier Puppy

Keep tabs on your database size and make sure you are removing bad email addresses while growing your list with new email addresses.

Intermediate/Advanced Marketers: I recommend keeping “database decay lists” so you can forecast your future list decay.

You can do this by setting up smart lists that constantly track:

  • Contacts who haven’t opened an email within the last 3 months
  • Contacts who haven’t visited the website in the last 6 months
  • Contacts who haven’t converted on a form in the past 6-12 months
  • Total contacts who have hard bounced

These lists help minimize decay shock when you go to clean out your list every year.

Database Decay Shock



I know, I know. Landing page conversion isn’t technically an email metric.

But since your landing page may be tied to your email marketing campaign, I don’t think it should take a back seat.

Here is the formula you’ll want to use to calculate your landing page conversion rate.

Landing Page Conversion Rate

Now, let’s discuss what you should use as a benchmark for landing page conversions.

Design for Founders has a great article on their site that breaks out different conversion rates by landing pages, channel, form type, et cetera.

Based on their findings, and the results I’ve seen from my clients, I think a healthy conversion rate benchmark is 9%-15%. Aim for this percentage.

If people are visiting your landing page and not filling out your form, then something needs to be tweaked to increase conversions.



It’s important to know which email marketing metrics you should be tracking. And, on the flip side, it’s important to know which metrics you shouldn’t stress too much about. Let’s break it down.


As I’ve mentioned before, don’t let your unsubscribe rate get you down. Every company is going to have haters. And, I would go as far as to say, you should be concerned if you don’t have haters.

The real reason why you shouldn’t stress about your unsubscribe rate is because most people will ignore you. They are too busy to opt out of your email communications. Instead, they’ll stop opening, reading, and clicking on your messages.

They’ll “ghost” you.



Let’s quickly recap the email metrics you should be tracking.

  1. Email Clickthrough Rate: This the most popular day-to-day email marketing tactic to track. It shows you what percentage of people are clicking on your email.
  2. Conversion Rate: The conversion rate gives you the percentage of contacts that took action on your call-to-action. i.e. what percentage of people filled out a form, or registered for an event, or made a purchase.
  3. Bounce Rate: There are two types of bounces – soft and hard. Soft bounces are temporary while hard bounces are not. Internet service providers (ISPs) take hard bounce rates seriously. If they think your email deploys have too many hard bounces, they’ll label you as a spammer.
  4. Email List Growth Rate: This metric looks at how many NEW email addresses are being added to your email database. You want to track this to ensure it offsets your database decay.
  5. Landing Page Conversion Rate: The landing page conversion looks at how many visitors to your landing page are actually filling out the form and “converting”.

I wanted to make life a little easier for you, so don’t forget to click the button below and grab the spreadsheet I use to track all of these stats. All you have to do is pop your data into this spreadsheet and it will calculate your different conversion rates automatically for you. No calculus required. #YAY

Are there any email marketing stats you love to track that I didn’t mention? I would love to hear all about them, so please chime in.


Email marketing is my jam!

Okay, maybe that’s a slight overstatement.

It may not be my jam, but it’s definitely something that makes my heart go pitter patter. For the record: My heart goes pitter patter when I see my daughters’ faces too. So there may be a few things I love more than talking “email strategy”.



I’m about to make a bold statement. Are you ready for it?

Email marketing is the MOST powerful digital marketing channel. Period.

In fact, the Direct Marketing Association estimates that for every $1 you spend on email marketing you will get $38 back. That’s an ROI of 3800%!!! Say whhhhat?