Pinterest is not your granddaddy’s social network. The site is dominated by images and has a mosaic-like layout. Now that marketers have stepped in, how can they design emails that appeal to this photo-hungry crowd and attract followers?
One retailer launched a contest on Pinterest and promoted it in a custom email dominated by images. Audience growth shot up 200% during the campaign, and the email’s clickthrough rate beat last year’s by 66%.
Here are the steps the team took in the campaign, and how it designed the email to connect with the design-savvy crowd on Pinterest.
Step #1. Build a base of active followers
Step #2. Create a contest
Step #3. Promote the contest via email