Using email marketing to drive pins
After seeing such positive results from adding the Pin It button to their site, Allrecipes learned that community members were excited to share their food inspiration. To make the sharing process easier, they featured Pinterest in their marketing emails distributed to more than 6 million monthly subscribers. The emails featured images from popular pins and included strong calls to action, including “Follow Allrecipes on Pinterest” or “Give it a repin.”
Pinterest targeted marketing had a dramatic effect on engagement, resulting in more traffic to Allrecipes. In less than a week after the release of the Scoop newsletter, the number of clicks to Allrecipes.com from Pinterest increased 4x, repins and likes of the featured images increased by more than 3x, and reach grew by 2x.
Fostering a community of Allrecipes Allstars
An active group known as the Allrecipes Allstars has contributed to Allrecipes’ success over the years. Allstars create great content, encourage sharing, and help build the Allrecipes community. To recognize these influencers and make them feel comfortable on Pinterest, Allrecipes conducted special sessions to help the Allstars learn and get excited about Allrecipes on Pinterest. They knew that if they got the Allstars excited, others would follow.
“We were committed to continue our growth, and knew we needed to activate this influential group on Pinterest. The training program was a great success—they were excited, and sharing best practices with each other. The chain is this: Pinterest has inspired us. We’ve inspired them, and they’ve inspired each other.”
Suggestions from Allrecipes
Drive traffic back to your site with the Pin It button
Use email marketing to drive repins
Get your community influencers on Pinterest right from the start