Sony: Making email more interesting with Pinterest

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Sony Electronics makes innovative tech products that entertain, educate and support people all over the world. The consumer electronics giant wanted to reach a more lifestyle-oriented audience and attract sales, so they turned to Pinterest. Pinners loved Sony’s Pins and now, the company sees website traffic and revenue as a result of engaging with the community.

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.

Callan GreenSr. Social Media Specialist, Sony

Suggestions from Sony

  1. 1 Send a dedicated Pinterest email to showcase your boards and encourage following
  2. 2 Add the Pin It button next to product shots in emails to get people pinning
  3. 3 Create unique boards that appeal to different groups of people

Featured board

Sony has a board that features pictures and videos shot with Sony products, a unique way to involve Pinners.

Reaching tech lovers with meaningful Pins

When Sony joined Pinterest, they noticed how much of their stuff was already being pinned. With the help of veteran employees, Sony created boards and added Pins that matched what pinners liked, including new products, vintage ads and unique gadgets.

They’ve continued to evolve their boards, pinning everything from gorgeous spaces featuring tech to images taken with Sony products. Some boards cater to gadget geeks and some, like a board featuring pets playing with Sony products are fun and lighthearted.

“We’re reaching new audiences and helping them realize that tech is part of their lifestyle — tech is what helps you cook, it’s what helps you travel,” said Callan Green, senior social media specialist at Sony. “Pinterest has been a great platform for helping us convey that message.”

We’re reaching new audiences and helping them realize that tech is part of their lifestyle — tech is what helps you cook, it’s what helps you travel. Pinterest has been a great platform for helping us convey that message.

Attracting growth with pinner-friendly emails

Sony sent out a dedicated email about Pinterest to make people aware of their Pins. The visual-heavy email explained Pinterest and suggested a few Sony boards to follow.

The email was a rousing success with an open rate 67% higher than their set goal and a clickthrough rate 16% above the goal. This led the Sony team to resend the email two weeks later, which drove a 15% increase in subscriber growth and a major jump in Pinterest followers.

Now, Pinterest is included in most of Sony’s emails, including product launches. In their VAIO summer line-up launch email, they included the Pin It button next to each product so that people could immediately pin and share. People pinned from the email 3,000 times.

“Adding the Pin It button to emails makes it easy for people to say, ‘That product looks cool, I’ll pin it so I can check it out later,’” Green said.

Sony also includes a most-pinned banner in some emails, which drives visits to products on their website each month. These visits often bring revenue to Sony.

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

Products Sony uses

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