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