Social network-of-the-moment Pinterest* allows users to collect photos and images from websites into curated ‘boards’. Whilst it’s been around for a year or so, it’s usage from the start of 2012 has really taken off – especially amongst the typical demographics that frequently shop online – and therefore it’s worth having a look at how email marketers can leverage Pinterest to support their email campaigns.
I’ve posted tips on integrating email marketing with social media before, but this example of an editorial email from XYDO puts some of that into practice. This campaign is mailed daily and provides an update on the day’s current news stories (based on my preferences).
First off, there’s clear links to share individual pieces of content on each article – driving users to tweet or Facebook like content. There’s also the option to share the whole email, but we’ve found that users are often more likely to share actual content rather than the entire mailing.
Another cool thing is that because I signed up for the site using Twitter authorisation, XYDO can now access some of my Twitter data, including my user image. They’ve taken this and included it in the email, which helps both increase personalisation and maintain the social media context of the email.
There’s also a prominent call to action to update your preference data, which is important for a daily update email.
This email from Original Penguin has a nice implementation of ‘two click’ Facebook Like functionality. Clicking on the ‘like’ button in the email drives to a landing page with a similar design, which includes a working like button. Users can then use that to like the deal, posting a link to the landing page on their Facebook profile.
Email platform provider Mailchimp have announced that marketers will be able to use the latest version of their web-based tool to incorporate Facebook’s ‘like’ functionality directly into email campaigns. The ‘Like’ functionality allows recipients to ‘favourite’ content and share it using the social network – it’s essentially a user recommendation system, which Facebook is using to build their own web search engine. We’ve seen something similar in Share With Your Network, which allowed users to post a link to web/email content via their status update – ‘like’ is an evolution of this which allows content to be aggregated more effectively across the site.
Below is an introduction video from Mailchimp, as seen on Mashable.