Actually, first, let's take a detour and chat why email marketing in the first place.
The first reason that nearly every email marketer quips is that email marketing has a higher ROI. It averages an ROI of $42 for every $1 spent.
You also have more ownership of your email list.
NOT complete ownership, as everyone likes to claim whenever Instagram goes down, but slightly more stability.
Your email list is full of warm, ready-to-buy subscribers.
Opting into your email list is a form of microconversion. Those subscribers have already “bought in” to you once, which makes them more likely to purchase from or hire you in the future.
Email marketing helps increase your ROI from Pinterest
If you care about Pinterest marketing (which, I'm gonna assume you do), you want to make the most of your efforts there.
Having an active email list and email marketing strategy helps turn your Pinterest traffic from one-time visitors to loyal members of your audience.
And, as we just learned, those loyal audience members are more likely to invest in you.
(Is anyone else starting to feel a little Inception-y? I'm talking about how email lists make you more money while talking to you, a person who is actively on… my email list.
It's giving “don't look at the man behind the curtain!” But by now I hope you know that our inbox relationship is about way more than profitability.)
If you're like “Sarah, I KNOW all this already,” fine. I'll move on.
What's often overlooked, however, is how you could be using email even better when you bring Pinterest into the picture. Here's how:
Pinterest will help you reach new audiences
The way the Pinterest algorithm works depends less on your following and more on users’ search and activity. That means you have a greater potential to reach more brand new audiences when you use Pinterest to grow your email list!
Pinterest grows your list with more qualified subscribers
Pinterest users are browsing with intent. They have a current problem that they’re looking for the solution to, so if your freebie promises to solve that problem, you have a more active and engaged email subscriber!
You can also use Pinterest to test new ideas
Pinterest is a fabulous testing ground for content and ideas. Since every piece of content stands alone and could get distributed differently, you can test whatever you like without worrying about too much audience confusion.
This is especially helpful when it comes to using Pinterest to grow your email list because you can test a new freebie or piece of content with a new-to-you Pinterest audience, without having to let your following on other platforms know what’s going on behind the scenes.
There are two things that are going to make using Pinterest and email marketing MUCH easier.
- Blogging consistently
- Having your Pinterest foundations set up
I'm sharing resources for both of those below!
