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It's not just casual Pinterest users making their own boards and pinning images, brands are fast discovering that sharing and adding pins to their own products can be an effective way to drive users to their ecommerce sites.

As of September 2013, the three year-old social channel has over 70m users, and according to a recent study Pinterest is driving more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.

Pinterest's aesthetic style is also seeping into most corners of ecommerce. From eBay's recent homepage overhaul, to Etsy's vintage, bespoke world of homemade trinkets.

It's this visual style that brands are realising is the key attraction for users on Pinterest. So how do brands let consumers know about their own presence on this burgeoning and increasingly integral channel?

Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards and pins into the email and driving traffic to its Pinterest page. Integrating Pinterest has led to a 70% higher average open rate for Sony, and an average 18% higher click-through rate. 

How are other brands integrating Pinterest with their emails? Here are 20 examples:

Clothing

The Limited

Boldly stating The Limited's presence on Pinterest, this is a simple email with a simple goal. Driving The Limited's customers to its boards to get pinning and repinning. It hasn't forgotten about Twitter and Facebook either.

Mark Shale

Mark Shale incentivises its Pinterest page by saying that users will be the first to see new arrivals. The panels within the email mimic the Pinterest layout effectively and which helps to achieve a consistent user experience.

ModCloth

Pinterest is highlighted above all other social channels and even ModCloth's own website. This shows the clothing brand wants users to engage and interact with the products first before visiting the ecommerce site. 

Luxeyard

This is busy email, clearly intended for the average Grazia reader, and its main focus is on competitions. This one is a specific Pinterest competition, that clicks through to Luxeyard's Pinterest page.

Beauty

Sephora

This is notable for the subtle Pinterest link within the brushes panel, 'learn how to use them'. Sephora is using Pinterest as a visual 'how to' guide.

Lancome

It may seem cloying, but the 'we love Pinterest' is a nice touch, and proves the social channel does invoke an emotional connection that perhaps users don't have with Facebook or Twitter.

Jewellery & Accessories

Brilliant Earth

Brilliant Earth highlights its 'pin what you love competition'. It also offers a neat step-by-step guide on how to engage with the brand on Pinterest. The 'each pin is one contest entry' is a great incentive to spend a long time on its Pinterest page.

Handbags.com

A nice bright email from Handbags.com that highlights a specific, seasonally themed board.

Home and Garden

Pottery Barn

Pinterest is spotlighted in the top right-hand corner, and this is another example of how the layout of Pinterest is influencing the design of marketing emails.

Ballard Designs

A nice, single message email from Ballard Designs, asking the user to create an entire board for the retailer with at least four pins, in order to win $1,000 of merchandise. You'll be effectively doing Ballard Design's marketing for it by entering.

Here's another one from Ballard Designs:

Just five large images of products are featured, and therefore is an eyecatching piece of visual marketing and each product has its own direct 'pin it' button.

Anthropologie

The simple and direct approach. 

Z Gallerie

This is a brilliant idea for a competition. 'Win your pins' is a great way to make users scramble to the Pinterest page and pin and repin as many Z Gallerie products as they possibly can.

World Market

Colourful and bright, this mimics the Pinterest layout but uses World Market's own style.

Children's - 

Pottery Barn Kids

The children's building blocks with the relative social channel's logo is a nice touch.

Babies "R" Us

Integrated 'Pin It' button takes the user directly to the Pinterest page.

Kiwi Crates

This is a fantastic way to get customers using Pinterest creatively and really think about what they're pinning, rather than a mad rush to pin as many of the brand's products as possible.

Zulily

Food and drink - 

Tablespoon

An effective, integrated layout that highlights specific pinnable foods and allows you to follow three of its boards.

Sporting goods - 

Finish Line

An amalgamation of the best of the prevously featured competitions. Create your own board, fill it up with Pins, win a giftcard. Each product has its own 'pin it' button, and you can also link through to a specfic 'shop our most pinned' page.

For more information on marketing for Pinterest check out these five brands who are nailing Pinterest and read our Pinterest for Business Best Practice Guide.

Christopher Ratcliff

Published 18 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 (3)

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Gerry Sinnott

Just love this as I work in Retail Consulting and I
Am teaching retailers how to use social media
You have just made my job easy with this great post
Gerry Sinnott
International Retail Consultant

almost 3 years ago

Avatar-blank-50x50

Gerry Sinnott

Just love this as I work in Retail Consulting and I
Am teaching retailers how to use social media
You have just made my job easy with this great post
Gerry Sinnott
International Retail Consultant

almost 3 years ago

Avatar-blank-50x50

Bev

We've utilized Pinterest in ours too. The biggest problem we have had lately is bounceback. We have used bulkemailverifier.com and emailtor to clean our lists up and it's helping. But driving our subscribers back to Pinterest has been a unique challenge. I've noted some of the tactics from the companies above and will try again.

almost 3 years ago

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