After the introduction of Pinterest in email communications, twice-monthly emails included visuals on various product lines with "Pin It" buttons next to each image, keeping Pinterest top of mind and making it easy for subscribers to add Sony products to their own Pin boards. The first of these promotional emails was the new VAIO Summer Line-up Product Launch. The inclusion of the "Pin It" buttons in the launch email showed strong customer engagement with 3,000 clicks to pin, and the campaign produced 172 percent of the revenue-per-delivered email goal.
In addition to promoting Pinterest and Sony Pinboards, the social content was brought back into the emails by including a Pinterest "most-pinned" banner image with the top-pinned products every month, providing social proof that the products have buzz around them and encouraging greater interest in those items.
The strategy promoted a virtuous cycle—the integration of Pinterest "Pin It" buttons in email drives social engagement on Pinterest; the social content from Pinterest drives interest in products and delivers revenue.
The campaign continues to increase email engagement, create opportunities for customer engagement through Sony's Pinboards and drive revenue for the Sony brand while it underscores the social opportunity of email as part of an integrated marketing strategy for all marketers and brands.
Jeannette Kocsis is executive vice president of digital engagement at The Agency Inside Harte-Hanks, based in Yardley, Penn. Contact Kocsis at (845) 339-0022 or via email at firstname.lastname@example.org.