How Midnight Hour turns in-email quizzes into zero-party data it actually uses.
By building its welcome and winback quizzes directly inside the email with Zaymo, Midnight Hour got 55.8% of welcome-quiz openers to finish in the inbox, then routed every answer into personalized collections, flows, and even the playlist.
Read the full story on Zaymo19% of all recipients completed it. High engagement from people who had only just met the brand, which let us personalize those first few touchpoints.
12.5% completion on the coldest, most disengaged segment of the list: real engagement from an audience most programs have written off.
Midnight Hour is a goth apparel brand with a real point of view, its lookbook split across distinct styles: Corporate Goth, Witchy Goth, Whimsy Goth, Romantic Goth, Casual Goth, and Punk Goth. The brand had the audience and the aesthetic. What it needed was a way to learn what each subscriber actually liked, and to do something real with that.
Most brands already know quizzes are one way to gather zero-party data. The gap is what happens after: they collect the answers and never activate them. And the old default made that gap worse, because the email just redirected to an on-site quiz.
When you can't see how long a quiz is, you assume the worst and bail. The data you most want becomes the data you're least likely to get.
It's good data to have. But it never turns into a more valuable experience for the subscriber.
"A lot of brands underestimate how willing their customers are to share. People want to be known by the brands they buy from. So the question isn't whether you can collect it. It's what you're doing with it once you have."
Miranda Mattson, ATTN Agency
In the inbox, the quiz reads as short and skimmable, so far more people finish it, and the drop-off that kills on-site completion mostly disappears. Collecting answers was only half the goal. The other half was activation.
Greets new subscribers and captures preferences in the first few interactions with the brand.
Targets subscribers who haven't taken the latest version of the quiz. Products and questions update over time, so anyone who missed the current version gets another chance.
These are the real questions from the Midnight Hour quiz. Answer all four to get your lookbook, and see the email that match receives.
Your match email appears here
Questions from the live Midnight Hour quiz.
Two different stories.
"Seeing that high of engagement for people who just entered and got familiar with your brand is a massive win, and it lets us personalize those first few touchpoints. It's two different stories. Bringing back those dormant customers, versus how do we unlock that from the beginning. Midnight Hour is a good example of showing both are possible."
Miranda MattsonDirector of Lifecycle & Retention Marketing, ATTN Agency
This case study was originally published by Zaymo. Read their full write-up of the Midnight Hour program.
Read it on ZaymoTell us where you are and what you are trying to hit. We will tell you honestly whether we can get you there.
Thanks. Our team will be in touch soon.
