Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards & pins into the email and driving traffic to its Pinterest page.

The visual heavy email achieved an open rate 67% higher than Sony's goal, and a 16% higher click-through rate (CTR) than expected.

Previously Sony had trialled including a Pin it button next to its products in a VAIO summer launch email, so users could pin and share directly from the email.

Users pinned from that email 3,000 times. 

Let's take a closer look at Sony's Pinterest email strategy..

Sony’s social media specialist, Callan Green, states:

Pinterest has been a critical tool in helping us expand our social media community. Our page lets us interact with a lifestyle audience, allows us to beautifully reflect the spirit of the brand through images, and best of all, drives revenue to our site.

Here Sony brings the social media expansion to your inbox:

Sony sent out its first Pinterest optimised email in May 2013. The subject line read 'Let Our Pinterest Page Spark Your Imagination. Follow Us and Start Pinning'. 

Its goal was to drive email subscribers to its Pinterest page and acquire new followers.

It’s a media-rich document, that doesn’t overwhelm the reader with links and images. It highlights just four boards for the reader, but makes the images large and appealing to multiple demographics. 

The email is also steered towards people who may not understand the functionality of Pinterest. Sony describes the uniqueness of the social channel at the top of the page. 

Sony also doesn’t forget to add other social link buttons to the bottom of the email, as well as an important link to a store locator.

I previously looked at Sony’s Pinterest page as part of five brands that are nailing pinterest. At that time (16 October 2013) Sony had 38,278 followers and featured 31 boards with 1,453 pins. Sony currently has 600 more followers two weeks after that post.

Two weeks after the initial email was sent, the same email was re-sent to non-openers. Triggered email open rates are normally four times higher than newsletters.

This two week period allows for time to view results properly and study the engagement. Sony also typically only resends emails for key marketing campaigns, so this shows a deep commitment to Pinterest and an awareness that Pinterest is a key driver for sales.

The re-send led to a 15% increase in subscribers, as well as contributing to a significant jump in followers. 

Sony has also added a ‘Most pinned banner’ to some of its emails. This has driven more than 2,900 visits to Sony’s own ecommerce site every month since launch.

Integrating Pinterest into its email has also led to a 70% higher average open rate, and an average 18% higher CTR. 

For more tips on email marketing during the run up to Christmas, check out these 30+ tips from the experts.

For more information about using Pinterest for ecommerce read how retailers can use Pinterest to drive sales and download our Pinterest for Business Best Practice Guide.

Christopher Ratcliff

Published 14 November, 2013 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (4)

Edwyn Raine

Edwyn Raine, Digital Strategist at Evolution 7

Thanks for the article author, but my problem with Pinterest still remains, it is just small fry. For one of the largest brands on the planet what is 40,000 followers in the grand scheme of things?
It is great to see them integrating it nicely with email, and naturally it will have caused positive email metrics. But I doubt these CTR/Open rate improvements are because it was Pinterest, it was simply because it was more lifestyle driven.

almost 5 years ago

David Somerville

David Somerville, Strategy Director at Fresh Egg

It's good to see brands incorporating social media further into other marketing channels.

I do agree with Edwyn that Pinterest is still lagging in terms of usage figures, however for some brands (big or small) having it as part of the mix is simply another way to raise awareness and stimulate interest in products.

We only have a handful of clients who have embraced it fully, but one of those is now getting not only traffic but direct sales conversions from Pinterest on a monthly basis.

almost 5 years ago


Jack Jarvis, Owner at The Website Review Company

@Edwyn - 40,000 may not be much, but if that 40,000 are actively seeking to interact with the brand they may in turn be better customers. It's not all about numbers, its about the quality of audience.

Plus, with anything social, getting a balance of followers across all sources is key, rather than all eggs in one basket.

almost 5 years ago


Jana Zilinkova

Where can we view the content of this particular email? Thanks.

over 4 years ago

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