Client Story
Samar Owais
Email Marketing Strategist
I’m blown away by the response to the eCommerce Email Strategy Quiz.
200+ sign-ups in less than 48 hours (We’re running zero ads)
TONS of incredible feedback from quiz takers
People are actually going through the entire Quiz Playbook, which I thought no one would (cuz who wants to go through a 50+ page PDF?)
Client Story
Samar Owais
Email Marketing Strategist
I’m blown away by the response to the eCommerce Email Strategy Quiz.
200+ sign-ups in less than 48 hours (We’re running zero ads)
TONS of incredible feedback from quiz takers
People are actually going through the entire Quiz Playbook, which I thought no one would (cuz who wants to go through a 50+ page PDF?)
Marketers & Founders took the quiz within 72 hours
Growth in email list. What normally takes 7 months of steady list-building happened in just 72 hours
Email open rates on all sales emails
Services Provided
Services Provided
Conversion quiz ecosystem
Conversion quiz ecosystem
Audience research & message positioning report
We studied how her buyers think they make decisions versus how they actually decide. Using this insight, the quiz helped buyers recognize gaps in their email skillset, without feeling judged or pushed.
Quiz concept, strategy, and copywriting
We chose the Champion’s ChallengeTM quiz for Samar and designed it to invite her buyers to compare their email strategy with Samar’s and clearly see where their decisions were breaking down. This amplified Samar’s authority as an email strategist, strengthened the trust her ICP had in her, and made them ready to buy - faster.
Landing page + Three tailored results pages
Each result page is anchored to a specific buyer state, with belief-shifting insight and next-step guidance aligned to their intent level.
Quiz funnel design, setup, and end-to-end implementation
Logic, scoring, segmentation, automation, and delivery - fully built and tested.
Evergreen webinar funnel
We repurposed Samar’s existing webinar as a natural next step after the quiz. Instead of repeating explanations live, the webinar did the teaching upfront, so people who moved forward already understood how she thinks and why her approach works.
The Client
Samar Owais is the email strategist whom other email strategists pay full attention to. She’s worked with teams at HubSpot, Pinterest, and Drip (to name a few), and she has a knack for spotting what’s actually off when an email campaign underperforms.
She can pronounce the decisions that look fine on the surface, but quietly cripple results over time.
That’s why her work attracts SaaS and eCommerce teams who already know their way around email. They’re competent. They’ve tried things. They’re allergic to shiny tactics and “just tweak the subject line” advice.
Samar’s audience (including her future students) are eCommerce marketers who have moved past general email marketing and operational signals like:
“Campaigns are going out on schedule.”
“Open rates look fine.”
“Click-through rates are decent.”
“Deliverability seems okay.”
“There’s steady traffic coming from email.”
On paper, everything checks out. But once the conversation moves beyond tools and into decision-making, that’s when the real gaps start to show.
The Client
Samar Owais is the email strategist whom other email strategists pay full attention to. She’s worked with teams at HubSpot, Pinterest, and Drip (to name a few), and she has a knack for spotting what’s actually off when an email campaign underperforms.
She can pronounce the decisions that look fine on the surface, but quietly cripple results over time.
That’s why her work attracts SaaS and eCommerce teams who already know their way around email. They’re competent. They’ve tried things. They’re allergic to shiny tactics and “just tweak the subject line” advice.
Samar’s audience (including her future students) are eCommerce marketers who have moved past general email marketing and operational signals like:
“Campaigns are going out on schedule.”
“Open rates look fine.”
“Click-through rates are decent.”
“Deliverability seems okay.”
“There’s steady traffic coming from email.”
On paper, everything checks out. But once the conversation moves beyond tools and into decision-making, that’s when the real gaps start to show.
The Client
Samar Owais is the email strategist whom other email strategists pay full attention to. She’s worked with teams at HubSpot, Pinterest, and Drip (to name a few), and she has a knack for spotting what’s actually off when an email campaign underperforms.
She can pronounce the decisions that look fine on the surface, but quietly cripple results over time.
That’s why her work attracts SaaS and eCommerce teams who already know their way around email. They’re competent. They’ve tried things. They’re allergic to shiny tactics and “just tweak the subject line” advice.
Samar’s audience (including her future students) are eCommerce marketers who have moved past general email marketing and operational signals like:
“Campaigns are going out on schedule.”
“Open rates look fine.”
“Click-through rates are decent.”
“Deliverability seems okay.”
“There’s steady traffic coming from email.”
On paper, everything checks out. But once the conversation moves beyond tools and into decision-making, that’s when the real gaps start to show.
The Client
Samar Owais is the email strategist whom other email strategists pay full attention to. She’s worked with teams at HubSpot, Pinterest, and Drip (to name a few), and she has a knack for spotting what’s actually off when an email campaign underperforms.
She can pronounce the decisions that look fine on the surface, but quietly cripple results over time.
That’s why her work attracts SaaS and eCommerce teams who already know their way around email. They’re competent. They’ve tried things. They’re allergic to shiny tactics and “just tweak the subject line” advice.
Samar’s audience (including her future students) are eCommerce marketers who have moved past general email marketing and operational signals like:
“Campaigns are going out on schedule.”
“Open rates look fine.”
“Click-through rates are decent.”
“Deliverability seems okay.”
“There’s steady traffic coming from email.”
On paper, everything checks out. But once the conversation moves beyond tools and into decision-making, that’s when the real gaps start to show.
Marketers struggle to explain:
Marketers struggle to explain:
Why does a flow exist?
Why does a flow exist?
What problem was it meant to solve when it was first built?
What problem was it meant to solve when it was first built?
What was it optimized for?
What was it optimized for?
What would break if this flow were paused?
What would break if this flow were paused?
What trade-offs were accepted to keep things “working”?
What trade-offs were accepted to keep things “working”?
Because EEBC is an email strategy course and not a copywriting course, the quiz was designed to demonstrate Samar’s strategic edge upfront.
In under five minutes, marketers experienced first hand how she diagnoses gaps and evaluates decisions, building trust and shortening her sales cycle, and helping serious buyers make faster decisions.
When Samar came to us, she was clear about one thing:
The ECommerce Email Bootcamp was an email strategy course, not an email copywriting course.
Because EEBC is an email strategy course and not a copywriting course, the quiz was designed to demonstrate Samar’s strategic edge upfront.
In under five minutes, marketers experienced first hand how she diagnoses gaps and evaluates decisions, building trust and shortening her sales cycle, and helping serious buyers make faster decisions.
When Samar came to us, she was clear about one thing:
The ECommerce Email Bootcamp was an email strategy course, not an email copywriting course.
Because EEBC is an email strategy course and not a copywriting course, the quiz was designed to demonstrate Samar’s strategic edge upfront.
In under five minutes, marketers experienced first hand how she diagnoses gaps and evaluates decisions, building trust and shortening her sales cycle, and helping serious buyers make faster decisions.
When Samar came to us, she was clear about one thing:
The ECommerce Email Bootcamp was an email strategy course, not an email copywriting course.
But “the strategy course” positioning wasn’t immediately obvious to people on the outside. Most marketers associate email success with surface signals and copy tactics, not decision-making. And she wanted a way for future EEBC cohort/course students to experience how she actually thinks about email strategy, even before they buy the course.
But “the strategy course” positioning wasn’t immediately obvious to people on the outside. Most marketers associate email success with surface signals and copy tactics, not decision-making. And she wanted a way for future EEBC cohort/course students to experience how she actually thinks about email strategy, even before they buy the course.
But “the strategy course” positioning wasn’t immediately obvious to people on the outside. Most marketers associate email success with surface signals and copy tactics, not decision-making. And she wanted a way for future EEBC cohort/course students to experience how she actually thinks about email strategy, even before they buy the course.
The Goal
Samar wanted to make her future students understand why strong email results come from better strategic decisions, not just better writing (though that’s very important too).
Samar wanted to make her future students understand why strong email results come from better strategic decisions, not just better writing (though that’s very important too).
On paper, Samar’s list looked fine. About 2,300 high-intent marketers and founders.
In reality, it came with a few complications.
She hadn’t emailed the list in months, and a good chunk of subscribers had already bought from her.
So the real challenge was beyond just growth. We had to tackle a big hairy “how do we build that momentum again” problem.
We needed a way to re-engage existing subscribers without sounding like a re-introduction tour. No chest-thumping, no “in case you forgot, I’m good at this” energy.
At the same time, Samar needed a system that could keep bringing in new, right-fit buyers consistently.
Prospects who understood her level
Recognized the gap in their own thinking
And were open to going deeper
All while cautiously weeding out the casual sign-ups, and freebie collectors.
On paper, Samar’s list looked fine. About 2,300 high-intent marketers and founders.
In reality, it came with a few complications.
She hadn’t emailed the list in months, and a good chunk of subscribers had already bought from her.
So the real challenge was beyond just growth. We had to tackle a big hairy “how do we build that momentum again” problem.
We needed a way to re-engage existing subscribers without sounding like a re-introduction tour. No chest-thumping, no “in case you forgot, I’m good at this” energy.
At the same time, Samar needed a system that could keep bringing in new, right-fit buyers consistently.
Prospects who understood her level
Recognized the gap in their own thinking
And were open to going deeper
All while cautiously weeding out the casual sign-ups, and freebie collectors.
In Short
In Short
How do you wake up a quiet list + attract new, right-fit buyers without living in your inbox 24/7 or falling into the trap of continuously launching live webinars?
How do you wake up a quiet list + attract new, right-fit buyers without living in your inbox 24/7 or falling into the trap of continuously launching live webinars?
Before we get into the mechanics, it’s worth saying that:
Before we get into the mechanics, it’s worth saying that:
Samar didn’t need more attention; she’s a household name in the email space
01
She didn’t need more pushy urgency tactics to sell her course
02
She didn’t need to *prove* her genius
03
What she needed was a way to let her future students experience how her brain works, and let the right buyers experience it for themselves.
That’s what shaped every decision that followed.
What she needed was a way to let her future students experience how her brain works, and let the right buyers experience it for themselves.
That’s what shaped every decision that followed.
Our Mission
Our Mission
unfolded in five steps
unfolded in five steps
unfolded in five steps
Positioning EEBC as an email strategy course, not a copywriting program
Positioning EEBC as an email strategy course, not a copywriting program
Great emails matter. But in ECommerce, revenue grows when you know which lever to pull, and when.
That one shift changed everything.
That one shift changed everything.
Up until this point, Samar’s authority as an email strategist lived in sales conversations, audits, and long-form teaching. People trusted her. They respected her. But they felt the difference only when she explained it to them.
The e-commerce quiz flipped that dynamic.
Instead of handing out answers and explanations, it challenged her audience’s sense of judgment against hers.
And suddenly, Samar didn’t need to explain why it’s so hard to master email strategy. It was something her ICP audience experienced.
This idea became the backbone of the entire quiz experience. Every question and the results were designed to show one thing clearly:
This idea became the backbone of the entire quiz experience. Every question and the results were designed to show one thing clearly:
For Samar, this unlocked a new kind of “authority-positioning”.
For Samar, this unlocked a new kind of “authority-positioning”.
We designed the quiz so marketers had to make the same kinds of decisions Samar reviews in real client work.
As they answered, they could see where their thinking held up and where it didn’t. The ones who recognized the gaps stayed and went digging deeper in the 50-page PDF that broke down why the right answers are right, why the wrong one’s are wrong, and in which ecommerce situation, the wrong answer would be right.
The ones who didn’t see the gaps opted out on their own, making the quiz a self-qualification system.
We designed the quiz so marketers had to make the same kinds of decisions Samar reviews in real client work.
As they answered, they could see where their thinking held up and where it didn’t. The ones who recognized the gaps stayed and went digging deeper in the 50-page PDF that broke down why the right answers are right, why the wrong one’s are wrong, and in which ecommerce situation, the wrong answer would be right.
The ones who didn’t see the gaps opted out on their own, making the quiz a self-qualification system.
Samar Owais
Hubspot & Drip’s Email Marketing Strategist
Alefiya’s commitment and dedication to making her client's project a success is unmatched.
There are very few copywriters who go above and beyond the call of duty for their clients. Alefiya is one of them. Her commitment and dedication to making her client's project a success is unmatched.
She has a knack for simplifying the complex and turning it into an actionable plan. She takes feedback well and works hard to improve and adapt.
She's the person you want in your corner when you're launching a course or quiz.
Samar Owais
Hubspot & Drip’s Email Marketing Strategist
Alefiya’s commitment and dedication to making her client's project a success is unmatched.
There are very few copywriters who go above and beyond the call of duty for their clients. Alefiya is one of them. Her commitment and dedication to making her client's project a success is unmatched.
She has a knack for simplifying the complex and turning it into an actionable plan. She takes feedback well and works hard to improve and adapt.
She's the person you want in your corner when you're launching a course or quiz.
Samar Owais
Hubspot & Drip’s Email Marketing Strategist
Alefiya’s commitment and dedication to making her client's project a success is unmatched.
There are very few copywriters who go above and beyond the call of duty for their clients. Alefiya is one of them. Her commitment and dedication to making her client's project a success is unmatched.
She has a knack for simplifying the complex and turning it into an actionable plan. She takes feedback well and works hard to improve and adapt.
She's the person you want in your corner when you're launching a course or quiz.
Designing the quiz logic + webinar funnel with sales email sequences
Designing the quiz logic + webinar funnel with sales email sequences
By this point, the goal was clear:
We weren’t designing a quiz to entertain.
We weren’t designing a quiz to educate in bulk.
And we definitely weren’t designing a quiz to flatter people.
We were designing a ‘decision audit’. What's that? And how does it work?
The quiz asked eCommerce marketers to make the same calls Samar reviews in real client work, under real constraints. Not to test knowledge, but to surface how they think when ecommerce brands’ revenue was on the line.
By this point, the goal was clear:
We weren’t designing a quiz to entertain.
We weren’t designing a quiz to educate in bulk.
And we definitely weren’t designing a quiz to flatter people.
We were designing a ‘decision audit’. What's that? And how does it work?
The quiz asked eCommerce marketers to make the same calls Samar reviews in real client work, under real constraints. Not to test knowledge, but to surface how they think when ecommerce brands’ revenue was on the line.
The Conversion Quiz Ecosystem™
The quiz put marketers inside a real ecommerce scenario and asked them what they would do next.
That’s what made the Champion’s Challenge Quiz work.
Every question was built around a real decision Samar sees brands struggle with in the wild.
The quiz was “designed” to have no safe, obviously correct answers.
The Conversion Quiz Ecosystem™
The quiz put marketers inside a real ecommerce scenario
and asked them what they would do next.
That’s what made the Champion’s Challenge Quiz work.
Every question was built around a real decision Samar sees brands struggle with in the wild.
The quiz was “designed” to have no safe,
obviously correct answers.
Instead, each question asks marketers to make a real decision and then their knowledge is compared against the champion’s, aka Samar’s.
Instead, each question asks marketers to make a real decision and then their knowledge is compared against the champion’s, aka Samar’s.
How they have to put their strategists hat on to decide what to prioritise in a specific situation; margins, timing, audience maturity, or brand’s risk
How they have to put their strategists hat on to decide what to prioritise in a specific situation; margins, timing, audience maturity, or brand’s risk
A tempting option that sounds right
A tempting option that sounds right
And a trade-off most people overlook
And a trade-off most people overlook
The wrong answers weren’t stupid. They were familiar.
The wrong answers weren’t stupid. They were familiar.
Instead, each question asks marketers to make a real decision and then their knowledge is compared against the champion’s, aka Samar’s.
How they have to put their strategists hat on to decide what to prioritise in a specific situation; margins, timing, audience maturity, or brand’s risk
A tempting option that sounds right
And a trade-off most people overlook
The wrong answers weren’t stupid. They were familiar.
That’s what made the quiz work in the first place. Because the ICPs didn’t feel tricked. It wasn’t another rudimentary “which-personality-are-you” quiz.
That’s what made the quiz work in the first place. Because the ICPs didn’t feel tricked. It wasn’t another rudimentary “which-personality-are-you” quiz.
Rather, they felt exposed. In a good way.
Rather, they felt exposed. In a good way.
By the time someone reached their result, they had a clear sense of:
1. Where their thinking held up
2. Where it broke under pressure
3. And why Samar’s decisions looked different from theirs (and why they’re fantastic!)
By the time someone reached their result, they had a clear sense of:
1. Where their thinking held up
2. Where it broke under pressure
3. And why Samar’s decisions looked different from theirs (and why they’re fantastic!)
The playbook, webinar, and sales emails
The playbook, webinar, and sales emails
Samar got incredible feedback that the playbook was the real deal-sealer.
The instantly actionable playbook we created became a window into Samar’s strategic reasoning. It explained the thinking behind the wrong answers, and the right answers served as validation to their strategy chops.
Samar got incredible feedback that the playbook was the real deal-sealer.
The instantly actionable playbook we created became a window into Samar’s strategic reasoning. It explained the thinking behind the wrong answers, and the right answers served as validation to their strategy chops.
I came to ask a question and got distracted by your awesome quiz, and now I can’t remember what I’m doing here.
Several of my colleagues and I have tried your quiz, and we are all so impressed with your knowledge and advice.
And the sales emails.
And the sales emails.
Each email revisited a decision point from the quiz, then showed:
Each email revisited a decision point from the quiz, then showed:
How Samar evaluates an email decision before touching a single metric
How Samar evaluates an email decision before touching a single metric
The exact questions Samar asks before building a strategy
The exact questions Samar asks before building a strategy
Where most teams over-optimize for opens and under-optimize for revenue
Where most teams over-optimize for opens and under-optimize for revenue
The hidden trade-offs most teams ignore, and how those blind spots cost them revenue
The hidden trade-offs most teams ignore, and how those blind spots cost them revenue
Why her framework holds when stakes are real: big launches, six-figure months, and public campaigns where mistakes are expensive
Why her framework holds when stakes are real: big launches, six-figure months, and public campaigns where mistakes are expensive
The sequence steadily shifted readers from “this makes sense” to “this is how I want to think.”
The sequence steadily shifted readers from “this makes sense” to “this is how I want to think.”
And the sales emails.
Each email revisited a decision point from the quiz, then showed:
How Samar evaluates an email decision before touching a single metric
The exact questions Samar asks before building a strategy
Where most teams over-optimize for opens and under-optimize for revenue
The hidden trade-offs most teams ignore, and how those blind spots cost them revenue
Why her framework holds when stakes are real: big launches, six-figure months, and public campaigns where mistakes are expensive
The sequence steadily shifted readers from “this makes sense” to “this is how I want to think.”
Three days in and Samar saw a 7706% increase in list growth.
Three days in and Samar saw a 7706% increase in list growth.
More importantly, she put her high 4-figure offer in front of 350+ high-intent players in the eCommerce space in under 72 hours. No ads. No live launch theatrics.
More importantly, she put her high 4-figure offer in front of 350+ high-intent players in the eCommerce space in under 72 hours. No ads. No live launch theatrics.
Two years later, her quiz is still landing her a steady stream of speaking gigs because it made her name synonymous with email strategy.
Two years later, her quiz is still landing her a steady stream of speaking gigs because it made her name synonymous with email strategy.
Three days in and Samar saw a 7706% increase in list growth.
More importantly, she put her high 4-figure offer in front of 350+ high-intent players in the eCommerce space in under 72 hours. No ads. No live launch theatrics.
Two years later, her quiz is still landing her a steady stream of speaking gigs because it made her name synonymous with email strategy.
Whenever Samar appears on a podcast, the quiz and playbook become the first entry points and momentum builders. Listeners flow straight into it, test their thinking, and self-select into her ecosystem without friction.
Whenever Samar appears on a podcast, the quiz and playbook become the first entry points and momentum builders. Listeners flow straight into it, test their thinking, and self-select into her ecosystem without friction.
That visibility compounded fast.
That visibility compounded fast.
The quiz is now being turned into a 10-part podcast series for an award-winning eCommerce agency.
Each episode sends fresh, aligned listeners back into the quiz.
The quiz is now being turned into a 10-part podcast series for an award-winning eCommerce agency.
Each episode sends fresh, aligned listeners back into the quiz.
Whenever Samar appears on a podcast, the quiz and playbook become the first entry points and momentum builders. Listeners flow straight into it, test their thinking, and self-select into her ecosystem without friction.
That visibility compounded fast.
The quiz is now being turned into a 10-part podcast series for an award-winning eCommerce agency.
Each episode sends fresh, aligned listeners back into the quiz.
But the impact didn’t stop at leads
But the impact didn’t stop at leads
But the impact didn’t stop at leads
But the impact didn’t stop at leads
The quiz became a cornerstone piece of Samar’s business and marketing strategy.
The quiz became a cornerstone piece of Samar’s business and marketing strategy.
The quiz became a cornerstone piece of Samar’s business and marketing strategy.
It started showing up in DMs.
It started showing up in DMs.
It started showing up in DMs.
Then in tweets.
Then in tweets.
Then in tweets.
Then in podcasts.
Then in podcasts.
Then in podcasts.
Having been through Samar’s eCom Bootcamp, I thought this would be a walk in the park. WARNING: it isn’t!
A must for anyone wanting to move into the world of email strategy.
Absolutely love this!
Such an amazing resource
Hands-down the best quiz I’ve taken so far
This was easily the best quiz I’ve ever taken
It’s a solid 57 pages playbook. Very excited to dive into it.
Final Results
Samar made direct sales and revenue from the quiz without having to hop on sales calls or rely on live launches
So, the result wasn’t just more qualified leads.
It’s the system that keeps introducing the right people to Samar’s way of working on ecom email campaign, every time she pushes the link Just like this one here:
Final Results
Samar made direct sales and revenue from the quiz without having to hop on sales calls or rely on live launches
So, the result wasn’t just more qualified leads.
It’s the system that keeps introducing the right people to Samar’s way of working on ecom email campaign, every time she pushes the link Just like this one here:
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
Nomads: Home of the Compounding RPV ™ OS
more revenue per visitor.
Then more again month on month.
Could you add $1.5/M from your existing traffic?
Takes less time than reading a Slack thread. But worth more than your quarterly ad spend.
Alefiya
Khoarki
How they have to put their strategists hat on to decide what to prioritise in a specific situation; margins, timing, audience maturity, or brand’s risk
Click to View Real Email Examples
Instead, each question asks marketers to make
a real decision and then their knowledge is compared against the champion’s, aka Samar’s.