Don’t be a one-pin wonder. Combine email and Pinterest for maximum ROI
Pinterest is something we’re all familiar with, but harnessing its full potential for better campaign ROI is another thing entirely. Pinterest is where people come to share and look for new and creative ideas. That’s why it’s an amazing opportunity to build brand awareness, encourage people to endorse your products or services and to inspire them.
It took me a while to get used to the idea of Pinterest from a user point of view, but, what can I say? Pinterest is so much fun! You can collect and categorise ideas for gifts, clothes, shoes (my favourite!), house decoration, cooking recipes, holidays, and anything really.
Here’s just a few ideas that you could try out to get the most out of our Pinterest presence:
Interact – Increase Engagement
Social media isn’t just about promoting products and services; it’s also about engaging with your current and potential customers by building their awareness and trust for your brand.
You can allow your “fans” to repin (equivalent to reposting or retweeting) your images but also pin their ideas to your boards. One amazing opportunity for engagement would be a designated board for those who tried your products and photographed them in use. For example: a collection of images of a fashion retailer’s customers wearing their clothing.
Competition – Add Value
Another way to interact and increase interest in the brand is competitions. For instance Lands’ End, the fashion retailer, ran a competition called “Canvas Holiday Pin It to Win It.” They asked people to create a board and pin 20 items they saw on their website. Users then simply needed to email in a link to their board, and the most creative board got a prize. This idea not only engaged people but also got them browsing the site and Land’s End’s products.
Exclusivity – Be Unique
For example, Time magazine uploads pictures of their staff. If we take this a step further, retailers could unveil new products and generate a substantial buzz as a result. Charities may want to show their organisation at a more personal angle and pin pictures showing the good work they do!
Promote – Be Inventive
Why not use the board to showcase your products in an inventive way. You could organise it in a different way to the website, revive your look and inspire. For instance Kate Spade has created boards which reflect the style and colours of the products by their names i.e. “travel colourfully”, “decorate colourfully”, “live colourfully – year of colour”, etc.
How can you use email marketing to maximise Pinterest ROI?
Email marketing is a powerful tool to drive your Pinterest campaigns. It’s about understanding your recipient’s preferences when it comes to Pinterest campaigns (no matter what the channel) that will help drive email engagement and boost your integrated campaign’s ROI.
Rather than simply placing images in the email and asking recipients to pin them: incentivise the call to action. Don’t forget about the rest of the social environment either; include links to other social media channels in your email to boost the chances of your Pinterest campaign being seen.
Familiarity will also help when engagement is the goal. Emails which follow a similar principle to the Pinterest interface will encourage users to start pinning. Therefore think about the following when mapping out your email campaign creative:
- Create image focussed email campaigns which include “pinnable” artwork to communicate the purpose of the email
- Make sure images or video content are named with relevant keywords – free_makeup_treats.jpg is likely to rank higher than 908593.jpg
- Images which are 300 pixels or less wide are too small to be pinned and the maximum width of imagery is 556 pixels. Any images over that size will be resized.
From a best practice point of view, emails which rely on mainly images can sometimes land in people’s junk folders. Therefore adding some copy to your email, near the top so it shows before the images are downloaded will help to ensure stability in email clients and alert recipients to the message content. But remember, any copy you use should be engaging and concise, remember it’s about the artwork really.
Testing your Pinterest strategy
Bearing in mind that over 80% of pins are re-pins, while only 1.4% are retweets, it is much easier to go viral with your new product launch or new collection on Pinterest than it would be on Twitter or Facebook hence it is so important to get the pin call to action right in the first place. If you’re not sure what will work, best thing to do is to A/B split test the subject line if you are aiming for higher open rates, or the call to action for better click responses.
MessageFocus has now added Pinterest as one of the social share functions. You can ask people to share the entire campaign or just an image/article. Depending on which option you chose, think carefully on how you are going to encourage people to share it and don’t miss a fantastic promotional opportunity.