UpFunnel with Klaviyo: Quiz-to-Email Marketing Made Simple

Quiz marketing generates 3-5x more conversions than traditional lead magnets, with an impressive 85% average completion rate. Pair that with email marketing’s average ROI of $36 for every $1 spent, and you’ve got a winning combination. The UpFunnel with Klaviyo integration brings these powerful tools together, enabling businesses to capture detailed information about potential customers and send them personalized email campaigns.

By connecting these platforms, you can automatically transfer quiz responses to your email marketing system. This lets you group similar customers and send them targeted messages. Businesses using this approach see engagement rates increase by 56% compared to generic email campaigns.

🎯 What Can UpFunnel with Klaviyo Do For You?

When you connect UpFunnel with Klaviyo, you create a powerful personalization system. This integration captures valuable information through fun, interactive quizzes and sends it directly to your email marketing platform.

The main benefits include:

• Automatically enriching customer profiles with quiz answers
• Instantly grouping people based on their preferences
• Sending different email sequences based on specific quiz results
• Understanding customers better for more relevant product recommendations
• Achieving higher conversion rates through personalized communication

Unlike basic forms that only collect contact information, the UpFunnel with Klaviyo connection captures detailed data about what your potential customers like, what problems they’re trying to solve, and what they might want to buy.

🛠️ Before You Begin

Before setting up the connection, make sure you have:

1. An active UpFunnel account with at least one quiz created
2. A Klaviyo account with your email lists ready
3. Access to either Zapier or Make (formerly Integromat) for connecting the platforms

Zapier is generally easier for beginners, while Make offers more advanced options for those comfortable with technology.

⚡ The Simple Way: Connecting via Zapier

Zapier offers the easiest path for connecting UpFunnel with Klaviyo. Here’s how to do it:

1. Getting Started in Zapier

• Sign in to your Zapier account
• Click the “Create Zap” button (a Zap is just Zapier’s name for a connection between apps)
• When asked for a trigger app (the starting point), search for “UpFunnel” and select it
• Choose “New Quiz Submission” as your trigger event (this means “when someone completes a quiz”)

2. Connecting Your UpFunnel Account

• Click “Continue” and follow the prompts to connect your UpFunnel account
• Select the specific quiz you want to use for this integration
• Test the connection to make sure Zapier can receive quiz submissions
• Look at the sample data to understand what information will be available from your quiz

3. Setting Up the Klaviyo Side

• After confirming your trigger works, click “Continue”
• When asked for an action app (what happens next), search for “Klaviyo” and select it
• Choose “Add or Update Profile” as your action event
• Connect your Klaviyo account when prompted

4. Matching Your Quiz Data to Klaviyo (Important!)

This is the most important part of the UpFunnel with Klaviyo setup:

• Map the email field from UpFunnel to the “Email” field in Klaviyo (this is required)
• If your quiz collects names, match those fields too
• For each quiz question, you’ll create a matching field in Klaviyo
• For example, if your quiz asks “What’s your biggest skincare concern?”, you’ll send that answer to a field in Klaviyo with the same name
• Simply click on each Klaviyo field and select the matching UpFunnel field from the dropdown menu

5. Adding People to Your Email List

• Add another step by clicking the “+” button after your current action
• Select Klaviyo again and choose “Add Profile to List”
• Select which email list to add the person to
• You can create different lists for different types of quiz results if you want

6. Testing and Activating

• Send a test through your entire Zap
• Check your Klaviyo account to verify the profile was created with all the correct information
• If everything looks good, turn on your Zap by toggling the switch

Once activated, your UpFunnel with Klaviyo connection will automatically send quiz answers to your email marketing platform whenever someone completes your quiz.

🔄 The Advanced Option: Using Make

Make (formerly called Integromat) offers more flexibility for advanced users who need complex workflows. Here’s a simplified explanation:

1. Creating a Way to Receive Data

• Log into Make and create a new “scenario” (Make’s name for a workflow)
• Add a “Webhooks” module as your first step
• Select “Custom Webhook” as the type
• Copy the web address (URL) that Make generates for you
• This address will be where UpFunnel sends your quiz data

2. Setting Up UpFunnel to Send Data

• In your UpFunnel dashboard, go to your quiz settings
• Find the webhook or integrations section
• Paste the Make webhook URL you copied
• Choose which information to send (make sure to include email)
• Save your settings

3. Preparing the Data (Technical Step)

This part is a bit technical but important:

• In Make, add a “JSON” parser module after your webhook
• This simply converts the incoming data into a format Make can work with
• You usually don’t need to change any settings here

4. Connecting to Klaviyo

• Add a “Klaviyo” module after your data preparation step
• Choose “Create/Update Profile” as the action
• Connect your Klaviyo account
• Map the email address to Klaviyo’s required email field
• For quiz answers, map each question to a custom property in Klaviyo

If you need help with this step, Make has extensive documentation and support that can walk you through the specific mapping process.

5. Making Your Emails Smarter (Optional)

• If you want to send different people to different email sequences based on their answers:
• Add a “Router” module after your Klaviyo connection
• Create different paths based on quiz responses
• For example, you could send high scorers to one email sequence and beginners to another

6. Turning On Your Connection

• Set your scenario to run immediately when triggered
• Activate by clicking the scheduling toggle

While Make is more complex than Zapier, it gives you more control over how information flows between UpFunnel with Klaviyo.

📊 Using Quiz Data in Your Klaviyo Emails

Once your UpFunnel with Klaviyo connection is working, here’s how to make the most of it:

Creating Groups Based on Quiz Answers

In Klaviyo, go to Lists & Segments and create segments based on quiz answers:

• Product preference groups (e.g., “Likes Organic Products”)
• Knowledge level groups (e.g., “Beginner,” “Advanced”)
• Problem-based groups (e.g., “Has Sleep Issues”)
• Budget-based groups (e.g., “Premium Buyer”)

This lets you send different emails to different types of customers.

Building Personalized Email Sequences

Create email sequences that are triggered by specific quiz completions:

1. Go to “Flows” in your Klaviyo dashboard
2. Create a new flow with “List or Segment” as the trigger
3. Choose the segment you created from quiz answers
4. Create email content that references their specific quiz answers
5. Use Klaviyo’s dynamic fields to insert their quiz responses directly into your emails

For example, if someone indicates they’re interested in skincare for sensitive skin, your first email can focus specifically on gentle products instead of your entire catalog.

“Content marketing is like a first date. If you only talk about yourself, there won’t be a second one.”
– David Beebe

🧩 Taking Your UpFunnel with Klaviyo Integration Further

Once you’re comfortable with the basics, try these more advanced approaches:

Building Customer Profiles Over Time

Instead of asking for everything at once:

• Start with a simple, engaging quiz
• Use the UpFunnel with Klaviyo connection to capture basic preferences
• Send follow-up mini-quizzes via email to gather more specific information
• Update the Klaviyo profile with each new piece of information

Recommending Products Based on Quiz Answers

• Connect quiz answers to product categories in your inventory
• Use Klaviyo’s product recommendation blocks with filtering based on quiz answers
• Create email content that shows different products based on what customers said they need

Combining Quiz Data with Browsing Behavior

For more advanced marketing:

• Create customer groups that combine quiz preferences with website activity
• Target users who said they’re interested in a category but haven’t purchased yet
• Identify what customers might not know based on quiz results and browsing behavior

🔎 Fixing Common Problems

If you run into issues with your UpFunnel with Klaviyo connection, check these common problems:

Quiz Data Not Showing Up in Klaviyo

• Make sure the connection address (webhook URL) is correctly copied in UpFunnel
• Check that all required fields (especially email) are being mapped
• Ensure your Klaviyo account has the right permissions
• Test the connection by submitting a quiz yourself

Customer Profiles Not Updating

• Make sure you’re using “Add or Update Profile” rather than just “Add Profile”
• Verify that the email address is being properly matched as the identifier
• Check Klaviyo’s activity logs for any error messages

Missing Quiz Answers in Klaviyo

• Make sure custom fields are named consistently
• Avoid special characters in field names
• Test with simple answers first to make sure the connection is working

📋 Measuring Your Success

Track these key metrics to see how well your UpFunnel with Klaviyo integration is working:

• Percentage of quiz takers who join your email list
• Open and click rates of quiz-based emails compared to your regular campaigns
• Sales generated from quiz-based customer groups
• How quickly your email list grows after adding the quiz

🏁 Conclusion: Better Marketing Through Quiz Insights

The UpFunnel with Klaviyo integration helps you create more personalized marketing. By connecting interactive quizzes to your email system, you gather valuable information directly from customers and immediately use it to send more relevant emails.

When set up properly, this connection allows you to move beyond basic marketing and create truly personalized customer experiences based on what people tell you they want and need. The result? More people opening your emails, more clicks, more sales, and happier customers.

Ready to improve your marketing with UpFunnel with Klaviyo? Start by creating your first interactive quiz, setting up the connection using the steps above, and watch your engagement grow as you deliver more relevant, personalized emails to your audience.