How to Grow Your Email List with Pinterest

Pinterest, the virtual corkboard that allows users to find and curate images and videos, has become a powerful social media platform for eCommerce stores. The fact that 55% of its users/pinners are using the platform to shop makes it sensible to use Pinterest to grow your email list, too.
With over 200 million monthly users, Pinterest has plenty of soon-to-be-customers searching for the next DIY project, fashion trend, or health and beauty tips. 50% of all millennials in the U.S., and 68% of U.S. women between the ages of 25 and 54 are using Pinterest, which definitely makes it a social media platform worth investing time in.
So what are the ways to grow your email list with Pinterest’s users?

Create Opt-In That Provides Value to Your Ideal Audience

Creating valuable content is the key to growing your email list, no matter what platform you choose to go with.
The first step is creating an email opt-in, also known as a lead magnet, which is the free content that you provide your audience with in exchange for their email address. Your lead magnet can be anything that gives value to your audience, like an eBook, how-to videos, a short course, a free trial, etc.
The opt-ins will help you build trust and authority with your audience. As you become more familiar with your audience and keep creating content, you can create a library with all the unique and valuable content you own as an opt-in. This way they will get access to multiple resources without having to sign up for them over and over again.

Use Relevant Keywords to Rank on Pinterest

Pinterest is a visual search engine. Just like with Google, you need to use relevant keywords in the image description for your images to rank higher and appear in people’s searches.
Focus on researching relevant keywords and ensuring that the pins will be found in the searches, rather than gaining new followers. Add a few different pictures that will lead to the same product/landing page. Also, if you are uploading the pictures from your computer, it helps if you name them with the same keyword as well.
Use relevant keywords in your Pinterest account name and description, together with the free resource. This way, when someone finds you in the search results, they will know what you do and how you can help them. Thus, the chances to get their email address in return are much bigger.

Share Your Opt-In on Applicable Pinterest Boards

Another way to point your audience to your email opt-in is with Pinterest boards. What you need to do is to simply add the opt-in URL to the description of any board that is relevant to it and you believe your audience will find it helpful.
Same as with your profile, use keywords that are relevant to your niche and audience. This will make your boards easier to find and they will show up higher in the searches when someone is looking for those specific keywords.
To easily find keywords for your boards, try to type in a few search terms that describe your board (product/service you are offering). For example, type in “how-to”, or “easy way to”, or “for beginners”, and Pinterest will give you suggestions that you can choose from. Use their terms as your titles and descriptions, so it is easier for people to find your opt-in.

Use Text Overlay to Highlight Your Opt-In

Since Pinterest is a visual platform, try to create your pins as attractive and entertaining as possible. This way, they will have the biggest click-through rate. Nowadays, it is easy to create pins using Canva and Crello, which offer many different templates for Pinterest in the appropriate pin dimensions.
Add your email opt-ins to the relevant Pinterest pins. So, if you are sharing a blog post with an opt-in in it, highlight the opt-in on your pin designs. You will give double value to your audience – a blog post and a freebie, and this is the best way to grow your email list with Pinterest.
Create images with text overlay for your pinned posts to catch people’s attention. You can ask questions or give a solution to a problem without giving the whole idea away in the title. Also, always let people know what they will receive if they click on your pin (your freebie).

Link Your Pins to Your Opt-In Landing Page

Another way to use Pinterest pins to grow your email list is to link them directly to your landing page instead of linking to a blog post that has your free opt-in.
Sending your Pinterest profile visitors straight to your opt-in landing page helps you reduce the distractions and increase conversions because your audience is only seeing the opt-in.
To truly grow your email list and look as professional as possible, as well as for other social media profiles, you need a Pinterest business profile, too.
There are two ways to create one. You can convert your personal Pinterest profile to a business account for free, or you can create a brand-new business account, which is recommended.
We recommend to have them separate – one personal Pinterest and another business Pinterest account, because they have different goals. The business Pinterest account will also provide you with the analytics you need to make a decision on what’s working for your opt-ins and what isn’t.
Read other posts on growing your email list with Instagram, Facebook, and Twitter, and scroll all the way down to subscribe to our newsletter and receive useful tips straight in your inbox.
Need professional email marketing advice on growing your email list? Get in touch with our Essence of Email experts.

Like what you're reading? Subscribe to the Essence of Email Weekly.

  • Heath Weaver

    Managing Director, Principal

    Heath Weaver has almost two decades of eCommerce digital marketing experience. He has run multiple agencies, headed up Search Engine Marketing for the consumer electronics division of Sony, and served as a Vice President at Trilogy Software. He enjoys working day-to-day with clients to level up their retention marketing game.

  • Xiaohui "X" Wang

    Founder, Principal

    Xiaohui "X" Wang is a veteran of the email marketing industry. In the last decade, he has led the strategic and tactic retention marketing efforts for over 300 ecommerce brands ranging from small mom & pops to IR500 retailers. He's passionate about all things eCommerce, email, and SMS.