If you are a business or service professional that targets women, you probably know that you need to get on Pinterest.
With 70 million users (80% women), 23% of which use it once per day, Pinterest is fast-becoming a business must-have, especially for brands selling items online. Shopify found that orders coming in through Pinterest are much bigger than those that come in from Twitter or Facebook (or even Google or Amazon) – at an average of $80 per order!
The consumer-focused social network is being used by top brands all over the world to drive traffic to their website and increase online sales. Many of these brands are integrating their Pinterest presence and strategy with their email marketing – a surefire bet to increase sales, when done well.
Email marketing is one of the most effective ways to reach customers. A whopping 77% of consumers want to receive marketing communications (permission-based!) via email! To top that off, Jay Baer of the Convince & Convert blog found that 44% of email users made at least one annual purchase based on a promotional email that they received.
So how can your business combine the two powerhouses of email marketing and Pinterest for maximum impact? Here are 7 ideas and examples from some of the top brands on Pinterest:
1) Carter’s: Pins We Love
Children’s clothing retailer Carter’s sends out frequent emails to their customers featuring what is most popular on their Pinterest boards.
With bold, colorful designs and lots of cute faces, moms and dads alike are bound to find something pinnable in the email.
TIP: Try featuring one or two pins per email, rather than a large collage of images.
2) Lancome – We Love Pinterest!
To announce their presence on Pinterest, beauty and make-up company Lancome sent out a special email announcing it with an added bonus – a Pinterest contest! Their enthusiasm for Pinterest in contagious, so even if someone on their email list is not currently using the social network, they may be compelled to check it out, and to follow Lancome.
TIP: Send targeted, laser-focused emails announcing your Pinterest account – and that’s all. Resist the temptation to cram in every promotion and announcement from your company into this announcement email. The simpler the better!
3) Horchow – Targeting Influencers
Furniture company Horchow uses their emails to customers to provide useful information and exclusive tips from top bloggers and interior designers. During National Decorating Month, the company ran an entire Pinterest campaign, promoted via email, featuring their favorite “PinPals”. They even offered an incentive to check out and purchase items directly from their Pinterest boards – free shipping!
TIP: Research national months or days that pertain to your specific industry; for example, National Nutrition Month or Earth Awareness Month. For a complete list of commemorative months, check Wikipedia.
4) ShopNBC – Trend Spotting
ShopNBC uses Pinterest and email marketing to share the latest trend alerts. Email subscribers can click over to their carefully curated pin boards featuring the top trends, such as bright colors and gemstone accessories.
TIP: Curate pins from other sites that compliment your business. Your customers want to be informed of the lastest trends, whether it be technology, fashion, art or marketing techniques. Share a combination of your pins (pins that lead back to your website or sales page) and pins from other accounts that you know your audience will love. They will thank you for it!
5) Babies R Us – Pin It Button
This simple email from Babies R Us features a Pin It button on the image in the email, to encourage either shopping now or pinning and saving for later.
6) Zulily – Pinable Graphics
On online retailer that seems to be made for Pinterest is the powerhouse zulily. zulily has fun with Pinterest, creating special pinable graphics, just “for the fun of it”.
They also add an incentive to pinners, promote via their emails: If someone purchases an item from zulily from a pin that you have shared, you get $15! What could be better?
TIP: Think of a creative incentive that you can give to customers who pin your items on their Pinterest boards. Give away a free item or a coupon, encouraging your customers to share on Pinterest and spread the word.
7) Mark Shale – First Look
Fashion firm Mark Shale offers exclusive sneak peeks to its Pinterest users and email subscribers, a great incentive to sign up and follow the brand.
TIP: Your customers want to feel special and unique. Think of ways that you can make them first in the know. How can they become members of a cool, exclusive club just by following you on Pinterest?
The key to effectively integrating Pinterest with your email campaigns is simplicity. Do not shove a Pinterest announcement or Pin of the Week into an email chock full of other news, images and content.
Pinterest is its own animal with its own distinct culture and many millions of committed users. If you can market to your email list on Pinterest, you have double the chances of enticing them to make a purchase.