Marketing Pilgrim's "Email Marketing" Channel

Marketing Pilgrim's Email Marketing Channel is sponsored by Trackur.

Pinterest Functionality Significantly Increases Email Open and Click Rates


Social media and email are like brothers. One is flashy and exciting and gets all the attention, while the other gets the job done with little fanfare or praise. I’m guessing you can figure which one is which.

To get the best of both worlds, Experian Marketing Services’ CheetahMail has added the hottest trend in social media to their old school emails and the results are pretty sweet.

Late last year, CheetahMail began adding Pinterest functionality to some of their email campaigns. With one (or a few) clicks, consumers could link products listed in a promotional email directly to their Pinterest pinboards.

In the case of Ballard Designs, an online, home decor store, the returns were significantly higher than previous campaigns without the “Pin It” icon.

  • A 2.8% increase in click-to-open rates
  • More than 15% increase in Pinterest followers within the first week of deployment
  • A 33% increase in pinboard activity

Extending that to other campaigns, CheetahMail found that Pinterest mailings had an 11% higher open rate and 25% higher click rate than regular email campaigns.

Email is personal, direct and usually more text than graphical. Pinterest is global, social, and entirely graphical. By combining them, consumers feel like they’re sharing a secret and who doesn’t love doing that. A company sends me a private message about an exciting new item, I, in turn, want to share that with the world because it ups my social credibility. Plus, people love to click on things. Seriously, if you walked by a real world button that said “click me,” you would, right?

As far as Pinterest goes, it’s not the solution for every brand, but it’s the perfect combo for home decor, fashion, food, and crafts.

If you want to learn more, Experian is offering a few webinar on integrating social media into your marketing mix.

Have you had success marketing through Pinterest? We’d like to hear about it.