Pinterest is a frequent topic of conversation these days and I don’t want to jump on the bandwagon for the sake of it, however I do want to share some useful tips about how to integrate email and Pinterest.
Firstly, for the initiated, Pinterest is the third most popular social media site in terms of site visits, behind Facebook and Twitter. (According to Hitwise) Pinterest is a virtual pin board where people can ‘Pin’ images from websites, upload and share their own images, and ‘Re-pin’ images from other people. It allows you to collate these images into categorised boards which you can share, and others on Pinterest can see and share & re-pin. It is visual in nature, and draws a largely female audience – obviously it resonates with females due to our ‘gathering’ instincts, and appeals to our visual nature, and particularly appeals because of the strong themes around home, fashion, food and family. (Among many other categories) and it can be, and is, used heavily for planning weddings, birthdays, vacations etc.
It is also being used for brands to showcase their products, art, designs, and show ‘behind the scenes’ of the company, which helps build the brand personality and personal connection to your customers. So it is no surprise that it is quickly becoming a key player in online marketing. You might be surprised to learn however that the ability to integrate Pinterest with your email marketing channel to build and grow your Pinterest presence is relatively easy. So here are a couple of tips about how to bring these two channels together, beyond just adding a “follow us on Pinterest” button to your email.
Here are the five most productive ways to increase social media ROI by linking the two:
1. Use Email to Announce Your Pinterest Presence
It is often said and well known that your email subscribers are your best and most loyal customers. If your brand fits with the typical demographic of the Pinterest user, you have every reason to promote your presence on the site, and share your images with your customers. One great example is how zulily has embraced its Pinterest presence by not only telling their subscribers what they can find on Pinterest, but also creating content specific to the channel via poster creation and even featuring an incentive to encourage Pinning from their site. (Click here or on the image to your right to view the full email)
2. Include “Pin This” Icons within Your Email
Including a Pinterest icon with a simple string of code is all you need to do to get your content from your email to your Board. You even have the ability to pass through a description to accompany the image – and descriptions in Pinterest are important. A few fun things to note here: if you include a dollar amount price in the description, Pinterest will automatically place a banner in the top, left hand side of the image feature the price; it will also place the Pin in the Gift Guides from the main drop down. Another fun note is that descriptions can also help impact SEO. Think the descriptions through as carefully as you choose your imagery.
3. Co-ordinate New Boards or Pins Around Email Deployment
If you are including references to Pinterest within your email communication, chances are your customers may visit your Pinterest wall of various boards following an email deployment. It is a good idea to have new content available when they get there. To that point, you should be putting up new content, arranging boards and managing the “above the fold” appearances of your Pinterest presence frequently to deter fatigue.
4. Here are some other ideas you might like to consider:
- Create new pins and update your Pinterest boards around email deployment schedules to complement the email message.
- Add the Pinterest icon to your social media sharing icons in email campaigns and newsletters etc.
- Create specific boards around your email marketing calendar (holidays, big events, social media trends, special sales, or any popular Pinterest category that’s relevant to your brand).
- Include visuals of Pinterest activity in your email campaigns, including the Pinterest activity of your most social community members or ‘behind the scenes’ shots.
- Prepare your boards before an email deploys, so that the content is updated and fresh by the time traffic spikes.
- Keep your boards looking fresh by rearranging them frequently, make sure featured pins are “above the fold” and make sure you choose the best ‘album cover’ for each board.
- Stay social – repin other people’s pins, monitor the community, and start a conversation with users.
- Tap Pinterest’s potential to add to your social media ROI and create boards that mirror the interests, activities, demographics etc, of your customers or followers.
- Have customized boards for different segments of your email database, and of course you’ll want to know who is pinning from your site and engage them on other social platforms as well.
- Pin emails to Pinterest for faster ROI, by linking your email marketing campaigns to your Pinterest.
As you can imagine, this is an ever-evolving topic and new information is coming out every day – we are just scratching the surface of what marketers can do with this channel, so look at this as a few tips to help get you started.
Want more? click here to read more advice about combining email and Pinterest.
So start thinking about what you want to share with your prospects and customers – think about how you can communicate those things through email and social media. Those are the key questions that will determine whether or not pinning email to Pinterest should be part of your plan. If you are using both email and social media, then you’ll find that linking them together in a planned, coordinated effort will make a significant positive change in your social media ROI.