{"id":4468,"date":"2017-05-17T00:00:00","date_gmt":"2017-05-17T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-to-build-an-interactive-quiz-in-an-email\/"},"modified":"2025-12-18T16:47:12","modified_gmt":"2025-12-18T21:47:12","slug":"how-to-build-an-interactive-quiz-in-an-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-build-an-interactive-quiz-in-an-email","title":{"rendered":"How to Build an Interactive Quiz in an Email"},"content":{"rendered":"<p>We&#8217;ve had great success with our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-emails-top-trend-anyone-using\/\">interactive emails<\/a> using <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/how-to-code-a-live-dynamic-twitter-feed-in-html-email\" target=\"_blank\" rel=\"noopener noreferrer\">live Twitter feeds<\/a> and <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/how-we-used-email-gamification-to-promote-our-conference\" target=\"_blank\" rel=\"noopener noreferrer\">hidden golden tickets<\/a> to promote Litmus Live over the past couple of years. For <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/conference\" target=\"_blank\" rel=\"noopener noreferrer\">Litmus Live 2017<\/a> we added a new twist\u2014an interactive quiz inside the email. To \u201cunlock\u201d an entry and win a golden ticket, subscribers had to answer each of the five questions in the quiz correctly.<\/p>\n<p>In case you missed it, here\u2019s the email:<\/p>\n<figure style=\"margin: -20px -38px 10px -112px;\"><script type=\"text\/javascript\" src=\"https:\/\/litmus.com\/builder\/embed\/v1.js\"><\/script><\/figure>\n<p>The <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/qa-with-rebelmail-how-to-get-buy-in-for-interactive-email\" target=\"_blank\" rel=\"noopener noreferrer\">interactive<\/a> quiz is fully functional in Apple Mail, Outlook for Mac (2011 + 2016), and iOS Mail. Here\u2019s what the interactive quiz looked like in those email clients:<\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/n372w0zyi5.jsonp\"><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\"><\/script><\/p>\n<div class=\"wistia_embed wistia_async_n372w0zyi5 seo=false\" style=\"height: 228px; width: 540px;\"><\/div>\n<p>We had a few requests from the email community asking how we created the email. Here\u2019s a breakdown of how you can build your own interactive quiz in an email.<\/p>\n<h2>The Quiz<\/h2>\n<p>The concept for the structure of the quiz revolves around &#8220;slides&#8221; connected to radio buttons. Each &#8220;slide&#8221; in the quiz houses the content for a single question that is only visible when a player checks a radio button. Players simply move to the &#8220;next&#8221; slide after answering a correct question.<\/p>\n<figure id=\"post-17585 media-17585\" class=\"aligncenter nudged\" style=\"margin-bottom: 50px;\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/quiz-slides.png\" alt=\"Example of quiz slide for building a quiz in email\" width=\"850\" height=\"325\" \/><\/figure>\n<h3>A Step-by-Step Guide Building Your Own Quiz<\/h3>\n<p>We built a stripped down, boilerplate quiz template for you to use and follow along with as we walk through how to build your own interactive email quiz:<\/p>\n<figure style=\"margin: -20px -38px 10px -112px;\"><script type=\"text\/javascript\" src=\"https:\/\/litmus.com\/builder\/embed\/v1.js\"><\/script><\/figure>\n<h4>1. Set up the radio buttons<\/h4>\n<p>At the top of the content section where the quiz is placed, there is a group of <strong>radio buttons<\/strong>:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">&lt;input type=\"radio\" name=\"slide\" id=\"one\" checked&gt;\n&lt;input type=\"radio\" name=\"slide\" id=\"two\"&gt;\n&lt;input type=\"radio\" name=\"slide\" id=\"three\"&gt;<\/code><\/pre>\n<p>Each input type is defined as <strong>type=&#8221;radio&#8221;<\/strong> so they can be seen as radio buttons. Use the same name attribute\u2014<strong>name=&#8221;slide&#8221;<\/strong>\u2014for each radio button so that they are associated as a group. Then, to make sure each button can be targeted, give each radio button a unique id and check the first &#8220;slide&#8221; to display by default with a checked attribute.<\/p>\n<p>We&#8217;ll also want to hide the radio buttons by default using the following CSS:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">input {\n  display: none;\n}<\/code><\/pre>\n<h4>2. Connect the slides with radio buttons<\/h4>\n<p>Below the radio buttons, place the &#8220;slides&#8221; that will be associated with them.<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n&lt;div class=\"wrapper\"&gt;\n  &lt;div class=\"slide1\"&gt;\n    &lt;!-- INSERT QUESTION #1 CONTENT HERE --&gt;\n  &lt;\/div&gt;\n  &lt;div class=\"slide2\"&gt;\n    &lt;!-- INSERT QUESTION #2 CONTENT HERE --&gt;\n  &lt;\/div&gt;\n  &lt;div class=\"slide3\"&gt;\n    &lt;!-- INSERT QUESTION #3 CONTENT HERE --&gt;\n  &lt;\/div&gt;\n&lt;\/div&gt;\n<\/code><\/pre>\n<p><strong>.slide1<\/strong> corresponds to the radio button of <strong>id=&#8221;one&#8221;<\/strong> and should have the content for Question #1, .slide2 to id=&#8221;two&#8221; with Question #2, and so forth. The goal is to connect the content to a radio button so that it only displays when that radio button is checked. To make this happen, hide the slides\u2019 divs by default, and only display them when their corresponding radio button is checked:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n\/* HIDE SLIDES BY DEFAULT, DISPLAY WHEN RADIO BUTTON IS CHECKED *\/\n.slide1, .slide2, .slide3 {\n\tdisplay: none;\n}\n\n#one:checked ~* .slide1, #two:checked ~* .slide2, #three:checked ~* .slide3 {\n\tdisplay: block !important;\n}\n<\/code><\/pre>\n<p>The next step is to create the HTML structure for a question.<\/p>\n<h4>3. Create the HTML Structure<\/h4>\n<p>To create a multiple choice question with only one correct answer, we will use another group of radio buttons. The easiest coding convention to follow is \u201clabel &gt; input &gt; content associated with that label,\u201d and continue nesting labels until all of the questions are listed.<\/p>\n<p>The HTML structure for our question with three possible answers will look like this:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n&lt;h1&gt;Insert Question title here&lt;\/h1&gt;\n&lt;label&gt;\n  &lt;input name=\"quiz\"&gt;\n  &lt;!-- INSERT CONTENT FOR 1st LABEL (ANSWER) HERE --&gt;\n  &lt;label&gt;\n    &lt;input name=\"quiz\"&gt;\n    &lt;!-- INSERT CONTENT FOR 2nd LABEL (ANSWER) HERE --&gt;\n    &lt;label&gt;\n      &lt;input name=\"quiz\"&gt;\n      &lt;!-- INSERT CONTENT FOR 3rd LABEL (ANSWER) HERE --&gt;\n    &lt;\/label&gt;\n  &lt;\/label&gt;\n&lt;\/label&gt;\n<\/code><\/pre>\n<p>Each input has the same name (name=&#8221;quiz&#8221;) so they are associated as a group and <strong>only one<\/strong> can be true at a time.<\/p>\n<p>Let&#8217;s fill this with some real content:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n&lt;h1&gt;What is 1 + 1?&lt;\/h1&gt;\n&lt;label&gt;\n  &lt;input name=\"quiz\" class=\"wrong\"&gt;\n  &lt;div&gt;A) 1&lt;\/div&gt;\n  &lt;label&gt;\n    &lt;input name=\"quiz\" class=\"correct\"&gt;\n    &lt;div&gt;B) 2&lt;\/div&gt;\n    &lt;label&gt;\n      &lt;input name=\"quiz\" class=\"wrong\"&gt;\n      &lt;div&gt;C) 3&lt;\/div&gt;\n    &lt;\/label&gt;\n  &lt;\/label&gt;\n&lt;\/label&gt;\n<\/code><\/pre>\n<p>In this example, the correct answer to &#8220;What is 1 + 1?&#8221; is B) 2. We will assign classes of <strong>.wrong<\/strong> to wrong answers and <strong>.correct<\/strong> to the correct answer to help us display success or error messages and styling.<\/p>\n<h4>4. Defining the success and error messages<\/h4>\n<p>Let&#8217;s add in success and error messages in the HTML:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n&lt;h1&gt;What is 1 + 1?&lt;\/h1&gt;\n&lt;label&gt;\n  &lt;input name=\"quiz\" class=\"wrong\"&gt;\n  &lt;div&gt;A) 1&lt;\/div&gt;\n  &lt;label&gt;\n    &lt;input name=\"quiz\" class=\"correct\"&gt;\n    &lt;div&gt;B) 2&lt;\/div&gt;\n    &lt;label&gt;\n      &lt;input name=\"quiz\" class=\"wrong\"&gt;\n      &lt;div&gt;C) 3&lt;\/div&gt;\n    &lt;div class=\"error\"&gt;Try again!&lt;\/div&gt;\n    &lt;\/label&gt;\n  &lt;div class=\"success\"&gt;Correct!&lt;\/div&gt;\n  &lt;label for=\"two\" class=\"next\"&gt;Next Question \u2192&lt;\/label&gt;\n  &lt;\/label&gt;\n&lt;div class=\"error\"&gt;Wrong =(&lt;\/div&gt;\n&lt;\/label&gt;\n<\/code><\/pre>\n<p>Here we are placing these success or error messages right before the closing <strong>&lt;\/label&gt;<\/strong> of their corresponding answer. Since we are nesting, it essentially follows a reverse order. So, the first closing <strong>&lt;\/label&gt;<\/strong> applies to answer C, the second closing <strong>&lt;\/label&gt;<\/strong> to answer B, and the third closing <strong>&lt;\/label&gt;<\/strong> to answer A.<\/p>\n<p>We\u2019ll want to hide those messages by default:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n.error, .success, .next {\n    display: none;\n}\n<\/code><\/pre>\n<p>And only display them when their corresponding radio button is checked:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n.wrong:checked ~ .error {\n    display: inline-block !important;\n}\n.correct:checked ~ .success {\n    display: inline-block !important;\n}\n.correct:checked ~ .next {\n    display: inline-block !important;\n}\n<\/code><\/pre>\n<p>We&#8217;re essentially saying that when a player chooses:<\/p>\n<ul>\n<li>A wrong answer, the <strong>.wrong radio button is checked<\/strong> and the error message is displayed<\/li>\n<li>A correct answer, the <strong>.correct radio button is checked<\/strong> and the success message is displayed<\/li>\n<\/ul>\n<p>The success message also has a special <strong>&lt;label&gt;<\/strong> of &#8220;Next Question&#8221; that directs users to move on with the quiz.<\/p>\n<pre><code style=\"background: #444; color: #fff;\">&lt;label for=\"two\" class=\"next\"&gt;Next Question \u2192&lt;\/label&gt;<\/code><\/pre>\n<p>The <strong>\u201cfor\u201d attribute<\/strong> is powerful for interactivity in email because it lets you map items to any input field\u2014even if they are separated from each other in the HTML.<\/p>\n<p>In this example, we&#8217;re saying <strong>for=&#8221;two&#8221;<\/strong>, which corresponds to the input with the <strong>id=&#8221;two&#8221;<\/strong>\u2014this is our second &#8220;slide&#8221; and question in our interactive quiz. In slide &#8220;two&#8221; and the second question of the quiz, the <strong>&lt;label&gt;<\/strong> will be for=&#8221;three&#8221; to map to the third question of the quiz. Thus, we can map the interaction of an input from inside one slide to change to another slide with the for attribute.<\/p>\n<figure id=\"post-17586 media-17586\" class=\"aligncenter nudged\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/label-mapping.png\" alt=\"Example indicating label mapping for quiz in email\" width=\"938\" height=\"886\" \/><\/figure>\n<p>And there you have the content for the HTML of your quiz. You can simply reuse the same structure across all questions and just change the correct\/wrong status and messages as needed.<\/p>\n<h3>Fallback<\/h3>\n<p>Since not all clients support an interactive quiz, we created a fallback image and call-to-action button that linked to a customized web version of the email where users could participate.<\/p>\n<figure id=\"post-17479 media-17479\" class=\"aligncenter nudged\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2017-05-15-at-13.58.01.png\" alt=\"illustration of fallback for quiz in email\" width=\"1432\" height=\"1062\" \/><\/figure>\n<p>This was shown by default and then hidden for WebKit clients where the quiz was activated:<\/p>\n<pre><code style=\"background: #444; color: #fff;\">\n@media screen and (-webkit-min-device-pixel-ratio: 0) {\n  \/* Insert CSS here *\/\n}\n<\/code><\/pre>\n<p>It was easy to check that the fallback implemented worked across all of the email clients that don\u2019t support interactivity, by using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-checklist\" target=\"_blank\" rel=\"noopener noreferrer\">Checklist<\/a>. <a rel=\"noopener\" href=\"https:\/\/litmus.com\/checklist\/public\/f82b59e\" target=\"_blank\" rel=\"noopener noreferrer\">See how the email rendered<\/a> across multiple email clients with varying support for interactivity.<\/p>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/checklist-icon.png\" alt=\"illustration of checklist\" width=\"640\" height=\"742\" \/><\/td>\n<td class=\"block-2\">\n<h2>Run a Checklist for every email<\/h2>\n<p>Preview your email in 70+ apps and devices, validate that your links, images, and tracking work properly, test your email&#8217;s load time, and more\u2013all before pressing send.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/hello\" target=\"_blank\" rel=\"noopener noreferrer\">Book a demo \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>High Social Engagement<\/h2>\n<p>It\u2019s important to measure the success of any email campaign. For our interactive email quiz we used Twitter activity as a measure of success for the campaign. The campaign saw around 650 tweets on Twitter with the #LitmusLive hashtag\u2014a huge success for us!<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">.<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\">@litmusapp<\/a> continually pushing the envelope with email newsletters. <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/LitmusLive?src=hash\">#LitmusLive<\/a><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/hGytikwQPj\">https:\/\/t.co\/hGytikwQPj<\/a>? <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/nt5k7SfreI\">pic.twitter.com\/nt5k7SfreI<\/a><\/p>\n<p>\u2014 Se\u00e1n Smyth (@Sean_Smyth) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/Sean_Smyth\/status\/841660088553205761\">March 14, 2017<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\">@litmusapp<\/a> I keep going back to it and finding more cool elements (like the arrows on the Twitter feed section). This is great! <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/litmuslive?src=hash\">#litmuslive<\/a><\/p>\n<p>\u2014 email snarketing (@EmailSnarketing) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/EmailSnarketing\/status\/841661778849386497\">March 14, 2017<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Hey <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\">@litmusapp<\/a>, CommunityInteraction is a WIN! Learned a ton just by taking part! Cheers to all <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/emailgeeks?src=hash\">#emailgeeks<\/a>! Hope to see you at <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/LitmusLive?src=hash\">#LitmusLive<\/a><\/p>\n<p>\u2014 Elina Sosnovska (@eli_elinasos) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/eli_elinasos\/status\/841668953827102721\">March 14, 2017<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">LOVE LOVE LOVE the quiz format this year, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\">@litmusapp<\/a> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/kllewkow\">@kllewkow<\/a> ! <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/LitmusLive?src=hash\">#LitmusLive<\/a> <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/Aioem5YNrB\">pic.twitter.com\/Aioem5YNrB<\/a><\/p>\n<p>\u2014 McKenzie Gregory (@kenziegreg) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/kenziegreg\/status\/841663083680546817\">March 14, 2017<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">People! <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/litmusapp\">@litmusapp<\/a> put a quiz in this morning&#8217;s <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/litmuslive?src=hash\">#litmuslive<\/a> email. <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/0Jgh3P8tqs\">pic.twitter.com\/0Jgh3P8tqs<\/a><\/p>\n<p>\u2014 Michael J. Barber (@michaeljbarber) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/michaeljbarber\/status\/841664323999027201\">March 14, 2017<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\"><\/script><\/p>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/leadership\/interactive-emails\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/executive-pdf-cta-icon.png\" alt=\"illustration of email with star\" width=\"564\" height=\"726\" \/><\/a><\/td>\n<td class=\"block-2\">\n<h2>Explore Email Interactivity<\/h2>\n<p>In this 4-page whitepaper, email leaders learn about email interactivity, see examples, and understand its challenges.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/leadership\/interactive-emails\" target=\"_blank\" rel=\"noopener noreferrer\">Get the executive summary \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>Sharing is caring<\/h2>\n<p>You now have everything you need to add an interactive quiz to your next email, and we can&#8217;t wait to see how you use it! If you feel like sharing your interactive quiz campaign, head over to the Community. And if you have any questions, let us know\u2014we&#8217;re here to help.<\/p>\n<p><a class=\"btn orange medium\" style=\"color: #fff !important; font-weight: bold; font-size: 16px;\" rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\" target=\"_blank\" rel=\"noopener noreferrer\">Head to the Community \u2192<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve had great success with our interactive emails using live Twitter feeds and hidden golden tickets to promote Litmus Live over the past couple of years. For Litmus Live 2017 we added a new twist\u2014an interactive quiz inside the email. Learn how you can build your own interactive quiz in an email in this post.<\/p>\n","protected":false},"author":3,"featured_media":4469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[206,488],"blog_category":[53],"class_list":["post-4468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-dynamic-content","tag-litmus-live","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Build an Interactive Quiz in an Email - Litmus<\/title>\n<meta name=\"description\" content=\"We&#039;ve had great success with our interactive emails using live Twitter feeds and hidden golden tickets to promote Litmus Live over the past couple of years. 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