Email Marketing: Using Pinterest to Grow your Email List with Laura Rike (episode 094)

by April Buencamino-dy

Laura’s been helping business owners and marketers improve their Pinterest performance for over a decade! Sharing the best strategies, and how to make those strategies work time and time again for you. One of the latest areas she’s seeing success in is using Pinterest to grow your email list – and that’s what she’s here to tell us all about today.

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Getting Started In Pinterest

Laura started out as a virtual assistant years ago and began working on Pinterest for some of her clients when it was still by invite only.

Because she wanted to continue working from home, she pursued Pinterest more and has remained focused on the platform ever since.

Using Pinterest For Email List Growth

One thing to remember is that Pinterest is not social media.

Those who are searching on Pinterest are already problem-aware, so you’re targeting people who are ready to purchase.

Present yourself in a way that shows why you’re the solution to their problem and lead them to do a certain action, such as give you their email address.

Laying The Groundwork

For eCommerce, you need to be creative in what you can offer in exchange for the customer’s email address. When working with Pinterest, there are areas you can focus on to maximise email capture:

  • The image that’s going to attract your audience to click through. Pinterest may be a visual search platform, but you don’t have to post images of your product only. Include keywords and show what you’re offering and what action you want your audience to take.
  • Testing different images. Get creative to bring out the emotional response you want from your audience. 

With your images and keywords, guide your audience into taking a particular action, which in this case is giving their email address to you.

Organic vs. Paid Pinterest Ads

If you’re doing this organically, don’t put the same Pin URL multiple times. Do it in intervals of about 14 to 21 days, though this is not a hard and fast rule.

If you’re going the paid route, come out with 3 to 4 images and test them all at once to see which one will work.

Laura prefers and recommends to start organic, but if you want this done faster, you can test with paid ads. Just remember that Pinterest is a long term game, and you may have to wait before you can begin to understand which Pins are performing well.

Creating Text For Pinterest

There are three places where you will need to place text:

  • On the image. This is going to be searchable for keywords, so make sure that your title can be indexed for that keyword.
  • In the title. This doesn’t have to be the same one on the image, but both can have a similar keyword.
  • In the description. Stay conversational in this area, and also include another key phrase or two.

Insider Tips

If we’ve inspired someone to take their first step with email marketing – what do they need to know to give themselves the best chance of success?

Laura’s tip for someone new to the platform is to spend time doing keyword research about what your opt-in is going to be and what your audience is already searching.

Also, make sure that your profile is set up with the main keywords to increase your relevancy score.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve email marketing performance?

Use the free business tool Trends because this will show you key phrases and when they trend.

Remember that it can take up to 60 days or longer for you to start being indexed and shown for your key phrases. Get this tool, type in your key phrases, and find out when those searches start to peak so you can prepare and plan on when to use your keywords.

If someone listening wants to learn more about email marketing is there one cheap/free resource you’d recommend?

Grab Laura’s free guide on how the power of Pinterest can help your business. 

In it, she breaks down audience targeting, keyword research, Pin designs, and other topics to help you maximise Pinterest.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in email marketing?

Pinterest is going to open up Idea Pins to help with repurposing and leading back to lead captures because right now, Idea Pins don’t have a way to include live links.

The platform will open linking on Idea Pins to provide accessibility in terms of sales, email captures, and traffic.

Interview Links

Laura on Social media:

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