In this blog post, I explore two case studies and will go into detail of how you can implement Pin it buttons into your own e-mail campaigns.
Case Study 1: When I put a Pin it Button in my E-mail Campaign
I decided to test out to see how successful the Pin it button would be for my own personal marketing. After all, most of the people who subscribe to my e-mail list are Pinterest users, and are quite Pinterest savvy.
Here’s a screen capture of the visual results of the click through rate percentages for my Pin it button that was discussing my article 3 Award Winning Pinterest Campaigns. Ten days after the e-mail was sent, I checked the stats. There were a cumulative total of 67 clicks.
The Pin it button only resulted in 1.2% of the total clicks, which means out of the 67 only 1 click happened. To say the least, I was a little disappointed, so I probably wont’ do it any time soon, but will probably try again in the future.
From a business perspective, and time perspective, I probably won’t integrate a Pin it button into my e-mail campaigns any time soon. Getting it ready did take some time, however if you do set up a proper e-mail template, it’s all just a matter of cut and paste.
Case Study 2: Successful E-mail Campaign by Sephora
This is not to say that Pin it buttons in e-mails don’t work. As a matter of fact, Sephora, the cosmetic company had great success in implementing a Pin it button into their e-mail campaign to help promote their Colorblocking e-mail campaign in the fall of 2012.
Sephora reported that over 14,000 repins occurred because of their e-mail campaign, that’s definitely been an effective way for their business to get more repins.
If you would like to see some examples of e-mail campaigns that have Pin it buttons in them, there’s a Pinterest board titled “Who’s Using Pinterest well in E-mail?” that shows some great examples.
What Should Your Business Do?
If you’re in the business of selling consumer products that are popular on Pinterest, such as cosmetics, fashion, crafts or wedding related items, and you have a large e-mail list (at least 10,000 subscribers) then implementing a Pin it Button in your e-mails may help increase the exposure of your business on Pinterest.
But if you have a small e-mail list, and your clients don’t do a lot of pinning, then I probably wouldn’t suggest spending the time.
But the best thing that you can do, is to go out and try it yourself. I would love to hear what the results would be for your campaign.
How do you Implement a Pin it Button into E-mail Campaigns?
A really big thanks goes out to Wordfly for their article. I probably wouldn’t have been able to figure this out on my own if it wasn’t for their tutorial.
The basics of adding a pin it button into an e-mail newsletter that supports HTML requires a bit of work, and some understanding of HTML coding. It might seem like a lot but it’s broken down into a few different steps.
The general structure of a Pin it button in an e-mail newsletter is broken down into four different parts. The code just below is basics of it all.
<a href=”http://pinterest.com/pin/create/button/?url=[1) Desired click through URL]&media=[2) URL of the image]&description=[3) Pin’s Description]“>[4)Pin it Text or button inserted]</a>
1) Insert the Desired Click Through URL
This is where you would insert the url of the website you want people redirected to. Let’s say you run a wedding stationary company, and you noticed that one of your stationary items has been getting a lot of repins. You decide that you want to share this with your e-mail subscribers. You want them to Pin it for later, because you know your customers are getting hundreds of e-mails a day, so they may not have time to go back and search for your newsletter.
Let’s say the url of the particular stationary item is http://www.fakeweddingstationary.com/proudct/best-wedding-stationary then this would go into section 1.
So the first completed part will look something like <a href=”http://pinterest.com/pin/create/button?url= http://www.fakeweddingstationary.com/proudct/best-wedding-stationary&
2) Insert URL of the Image that is Being Used as the Pin
This is the URL of the image file that you want to use. If you use WordPress, each media file that you upload has their own unique url.
Your URL file name may look something like this
So now the second part would then look like this:
3)Insert the Description of your Pin
In the third area, this is where you would add the customize pin description, and this is the description that will show when people pin directly from the e-mail. The description is anything you like, but I would suggest putting in keywords to help optimize pins for search results within Pinterest.
An example in this case might be:
The best wedding stationary gift that your guests will love and cherish for years to come.
And this would fit into the third part which would like:
description=The best wedding stationary gift that your guests will love and cherish for years to come.”>
What do you get when you add up all three parts?
Here’s what the final product for one pin will look like.
<a href=”http://pinterest.com/pin/create/button?url= http://www.fakeweddingstationary.com/proudct/best-wedding-stationary&media=http://www.fakeweddingstationary.com/wp-content/uploads/2014/04/Best-wedding-stationary.jpg& description=The best wedding stationary gift that your guests will love and cherish for years to come.”>
4) Choosing to Use Pin Text or Pin it Button
We’ll explore the first option, which is using Pin it text. Pin it text means that you’re just using plain text to initiate the Pinterest pop up screen. In this case you can customize it to have a text message that might read “Pin this now, or you’ll regret later” in section 4.
This makes it more simpler, and requires just a bit less coding.
But if you like the Pin it image buttons and you want to use them instead then you would need to add an image url to part 4. With this method you can technically use any style of button you want as long as you know the URL of the image you want to use.
<img src=”Pin it button image URL” alt=”Pin It for Later”>
For my own e-mail campaign it looked like this:
<img src=”http://www.mcngmarketing.com/wp-content/uploads/2014/05/Pin-It-Button.png” alt=”Pin It for Later”>
I highlighted the alt part is the description of the image in case the image doesn’t show up.
So by the time you’re done with all of this, the Pin it button’s HTML code within your e-mail will look similar to this.
<a href=”http://pinterest.com/pin/create/button?url= http://www.fakeweddingstationary.com/proudct/best-wedding-stationary&media=”http://www.fakeweddingstationary.com/wp-content/uploads/2014/04/Best-wedding-stationary.jpg”& description=The best wedding stationary gift that your guests will love and cherish for years to come.”><img src=”http://www.mcngmarketing.com/wp-content/uploads/2014/05/Pin-It-Button.png” alt=”Pin It for Later”>
Now keep in mind that this was for ONE pin only. From my understanding and looking at other e-mail campaigns, if you want to create a Pin it button for multiple products in your e-mail campaign then you need to implement the same data for each product.
This is probably why you don’t see too many e-mail newsletters that contain the Pin it button. It’s quite labor intensive. Was there a company that you feel executed a great Pinterest e-mail campaign? Please share in the comments.
On Jun 24th at 3PM ET, Peg Fitzpatrick of Canva, msyelf and Cynthia Sanchez of Oh So Pinteresting will be doing a Google Hangout titled, Pinterest 101. If you, or you have a friend that would like to learn more about Pinterest but she isn’t too sure where to start, ask her to join us.
Here’s the link to RSVP:
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