The AutoZone Garage Trivia Challenge created by Epsilon taped gamification in emails. Customers were invited to participate in a four-question trivia game during the four-week campaign, with the promise those who answered all questions would receive a mystery offer on the fifth email. Customers who answered all four questions correctly would receive an even better offer. The customer’s individual score, calculated and populated dynamically in the email each week, encouraged them to reach for the deal. This interactive game led to higher open rates, click rates, and revenue.
