StrongMail – Integrating Pinterest into Your Email Marketing
Pinterest is a frequent topic of conversation these days. According to Hitwise, Pinterest is the third most popular social media site in terms of site visits, behind Facebook and Twitter. Pinterest (as I am sure you are all aware) is ultimately a virtual pin board where consumers can grab images from their web surfing activity and pin them up on categorical boards that allow them to share and revisit the information as necessary. It is a channel that is visual in nature, currently draws a largely female audience, resonates topically with the home, fashion and food (amongst others) and is leveraged heavily for planning (think weddings, birthdays, vacation, etc.). So a good thing to remember is that it isn’t the best place to be for every brand…yet.
According to a recent survey of over 4,800 US online consumers from the price comparison website PriceGrabber , 58% of respondents are not yet on Pinterest – and about 1/3 of those didn’t even know what it was. But these numbers are anticipated to shift – making Pinterest a channel to watch – especially since the same survey found that 21% of those surveyed that did have Pinterest accounts had cited purchasing a product *specifically* after seeing the Pin.
The ability to integrate and leverage the email channel to build and grow a Pinterest presence is a relatively easy task to accomplish. Here are a couple quick tricks and “good-to-knows” about bringing these two channels together – beyond the act of adding a “follow us on Pinterest” icon in your standard social set:
1. Use Email to Announce Your Pinterest Presence
Your email subscribers are often your best customers. If your brand aligns with the demographic and psychographic make-up of the Pinterest user, there is no reason to not share your presence and the content available 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 (See zulily email).
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author