Email Marketing Just Got Way More Pinteresting
February 5, 2013 1 Comment
In a previous post, we chatted about the importance of social email being a perfect match made in marketing heaven and briefly touched on some best practices of integrating social media and email marketing. Now, let’s set our sites on one social site in particular.
In case you haven’t heard, Pinterest has taken the social media community by storm and growing its membership at a faster rate than any other social networking site quickly replacing Facebook as the latest social media sweetheart.
As consumers keep adopting Pinterest at such an astounding rate, it’s difficult for marketer’s to ignore and even more important, not to overlook when mapping out their social email marketing strategy.
With that, here are some top trends in Pinterest email marketing.
Additionally, some brands have taken additional measures to rearrange the architecture of the email campaign, making the Pinterest icon the “hero” message, to draw more attention to keep it front and center in subscribers’ minds.
Boosting a brand through Pinterest Boards. Since most people are skimmers and scanners, showcasing boards through emails, catalogs the information in a more visually appealing fashion providing a more effective way to drive more traffic to the social site.
Pinterest activity channeled through contests. Instead of using online contests that require an email opt-in, email campaigns can provide the right acquisition and growth path for Pinterest.
Brands, for example, can ask users via email to create a unique board that includes a brand’s product in a “Pin It To Win It” type of contest, which one lucky recipient is awarded a coveted prize at the end.
The beauty about this is, even after the contest expires that board still stays active, generating activity. It’s a smart social email strategy indeed.
Pinned or pin-able path. Brands often fall into two camps with pinned or pin-able paths, both of which are quite effective.
For the pinned path, featured product content that brands pin and send to subscribers’ works well in showcasing what’s popular and generates more product exposure.
On the other hand, providing consumers exciting pin-worthy, pin-able content via eblasts tends to create more brand engagement while strengthening customer relationships. Thus, either path has some pinteresting advantages.
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