How to Grow Your Email List with Qualified Leads Using Pinterest
Have you ever thought about using Pinterest to get more email sign-ups? In this article you’ll learn how to grow your email list using Pinterest. It’s not just a hub for creative ideas and inspiration. Pinterest is a truly powerful search engine that is very good at driving website traffic. Whether you’re selling products or offering services, Pinterest can help you attract the right kind of website visitors and transform them into loyal subscribers. The best part? You don’t need thousands of followers to make it work! Let’s dive into exactly how you can use Pinterest to attract targeted visitors that will leave you a precious email address.
Need help with this Pinterest stuff?
We’re here for you! Let’s talk.
Need help with this Pinterest stuff?
We’re here for you! Let’s talk.
Why use Pinterest to grow your email list?
Diversifying your traffic sources is a sensible mitigation tactic. If you’ve been hit by some of the recent Google algorithm updates, you’ll know what I’m talking about! Unlike other platforms, that are built around algorithms that keep you scrolling on the platform, Pinterest is built to lead users to new places away from the platform. That’s why Pinterest excels at driving traffic, which is exactly what you need to grow your mailing list! Not only that, people on Pinterest are in an information-seeking, project planning and/or shopping mindset.
Email marketing is one of the most effective digital marketing tools out there. Combining it with lead generation on a platform that people turn to for immediate or future purchase decisions just makes sense:
With stats like these, it’s clear that email marketing is here to stay, and so is Pinterest! Keen to get this combo going? Read on to learn how you can turn Pinterest into your email list building buddy.
Optimise your Pinterest page
You will get the best results if you have a solid foundation in place: an SEO-optimised Pinterest page for your business. Your page and it’s content should be fine-tuned to attract the right kind of people who will subscribe to your mailing list. Not sure where to start? Check out our Pinterest Marketing blog for tips and advice. These are good places to start: How to Set Up a Pinterest Business Account in 3 Easy Steps and Pinterest SEO: 4 Smart Tactics That Will Boost Your SEO Ranking.
How Pinterest attracts new subscribers
In a nutshell, to grow your email list with Pinterest you:
- Create content on your website that provides value. Ideally, it covers key questions or topics your audience is interested in relation to the product or service you offer.
- Create eye-catching, SEO-optimised, high quality Pins (image on Pinterest with title and description) that link back to this content on your website.
- Offer something of value related to the topic or product on your Pin that made them click through, so that they leave their email address in return.
Most people who see your Pin are ‘cold’, they haven’t heard of you yet. That’s why it’s so important to create a Pin that sparks curiosity and gets them to click through. Once they’re interested, you’ll want to offer something valuable they can’t resist signing up for.
How to grow your email list for services
Let’s dive into how this strategy works for service-based businesses on Pinterest. We’ll look at two organic and two sponsored Pin examples that show just how effective this approach can be.
Provide solutions and offer value
The first two organic examples above are perfect for AirBNB owners or aspiring entrepreneurs looking for advice. When they click on these Pins, they’re taken to a helpful blog post that offers valuable tips, with an easy option to get a cheat sheet or legal templates delivered right to their inbox.
Acuity’s sponsored Pin goes straight to a landing page where users can try their scheduling tool for free, while Amica’s Pins answer common insurance questions. They lead to a blog packed with useful info, followed by an invitation to get a car insurance quote.
Most of these examples use indirect promotion, where the Pin links to a blog post with an offer inside, rather than direct promotion that takes people straight to a landing page. For growing your email list, this indirect approach often works better on Pinterest. Since the audience is new to your brand, they need value and context before they’ll sign up.
How to grow your email list for e-commerce
The strategies and examples we’ve discussed work great for service-based businesses, but they can be just as effective for online stores too! By sharing informative articles that address your audience’s problems or aspirations, you can promote your products in a more indirect way. For instance, if you sell plus-size fashion for Gen Z, posting Pins that link to blog articles about their interests, challenges, or aspirations can help attract that audience to your site.
But remember, since many Pinterest users are in a shopping mindset, direct promotions can be super effective too. Here’s a strategy you can try:
Offer exclusive content or discounts with a strong CTA
The objective here is to use an enticing offer (e.g., a discount or sample) to encourage users to visit a landing page where they naturally encounter the email sign-up form as part of the process.
- Create a Pin that features a visually appealing image of your product, with copy like “Unlock 15% Off Your Next Purchase” or “Get a Free [Product Name] Sample Today!”
- Focus on the Value Proposition in both the image and the pin description. Highlight the benefit the user will get, like the discount or the freebie.
- Link the Pin to a Landing Page where users can claim the offer. This page would explain how they can unlock the discount or freebie (by entering their email). The email sign-up is seamlessly integrated into the flow. For example, the user must enter their email to receive the coupon code or access the special offer.
- Use Promoted Pins to boost visibility, especially if you are targeting a specific audience. You can use Pinterest’s audience targeting tools to reach people who have already shown interest in your niche.
Here are some examples:
Organic vs Paid List Building
As you’ve seen in the examples, you can grow your email list either organically, with paid ads, or a mix of both. Organic growth tends to be slower and less targeted, but by using Pinterest SEO best practices and posting consistently, you’ll not only grow your list but also boost your SEO on Pinterest, and even on Google!
On the other hand, paid advertising comes with some big perks. You can be very specific about who you want to reach, targeting by location, demographics, keywords, and interests. Plus, paid ads give you valuable audience data to fine-tune your campaigns. Another big win? You can make your Pins even more clickable by adding a call-to-action like ‘Sign up’ or ‘Learn more’ right under the Pin.
How to grow your email list – 4 key ingredients
To wrap things up, let’s break down the 4 key ingredients you need to attract new subscribers through Pinterest:
Ready to grow your email list with Pinterest? By using this powerful visual search engine, you can attract visitors who are truly interested in what you offer. The key is to create compelling content, and offer irresistible lead magnets. So, start pinning with purpose today!
Leave the Pinning to us!
Ready to attract new leads with Pinterest but short on time or knowledge? Don’t worry—we’re here to help! Our team of Pinterest experts can take the reins, managing everything from content creation to pinning strategy, so you can focus on running your business. Let us handle the pinning while you enjoy the results. Let’s chat!
Pin for later!
Mary Lumley – Pinterest Marketing for eCommerce & Travel / How to Grow Your Email List with Pinterest
Sources (for email statistics):
1 40+ Email Marketing Statistics You Need to Know for 2024
2 49 Email Marketing Statistics In 2024
3 How to Use Email Marketing to Increase Sales in Your Brick-and-Mortar Store