In 2025, Pinterest has evolved from being merely a digital inspiration board into a powerfulsocial commerce platform. With its user base of over 450 million active users and growing, Pinterest offers brands an incredible opportunity to reach consumers who are actively looking for ideas, products, and services to purchase or engage with. Whether it’s home décor, fashion, recipes, or beauty, Pinterest is a highly visual platform that allows users to discover content in a way that is both organic and personalized. However, while Pinterest is known for its visual appeal, many brands fail to tap into the full potential of the platform by overlooking the integration of email marketing strategies.
When combined effectively, email marketing and Pinterest can create a powerful,synergistic relationship that drives engagement, fosters customer loyalty, and increases conversions. In this op-ed, we’ll explore why email marketing is an ideal complement to Pinterest’s visual-first platform and how beauty, retail, fashion, and other brands can leverage this strategy to maximize their success.
1. Why Pinterest and Email Marketing Work Well Together
Before we dive into the specifics of how to use email marketing for Pinterest, let’s take a look at why these two platforms make a perfect match.
Pinterest’s Visual Discovery Platform
Pinterest is a platform where users browse content that matches their interests. Users pin items they like onto boards for future reference, effectively bookmarking images for later use. These can include anything fromproduct inspiration to how-to guides or mood boards for personal projects. As such, Pinterest thrives onvisual appeal and discovery, which allows users to learn about new products or services based on their personal tastes.
For brands, this means Pinterest offers an engaged audience actively searching for inspiration and solutions. Pinterest users don’t just browse for entertainment; they search with the intent ofpurchasing products or finding services that align with their tastes, making themhigh-quality leads for brands.
Email Marketing’s Role in Conversions
Email marketing has long been one of the most effective forms of digital marketing, with a highreturn on investment (ROI) and unparalleled ability to reach customers directly. According to theData & Marketing Association, email marketing has a 4400% ROI on average, making it one of the best tools for nurturing relationships with existing customers and engaging new ones.
When combined with Pinterest, email marketing can help brandsmaintain contact with their audience, reinforce brand loyalty, and drive traffic to their Pinterest boards and content. By integrating email marketing with Pinterest, brands canextend their reach, encouraging Pinterest users to interact with their content even when they aren’t actively browsing the platform.
2. Using Email Marketing to Grow Your Pinterest Following
One of the primary goals of email marketing for Pinterest is toincrease your follower count and build an engaged audience that regularly interacts with your content. By integrating Pinterest into your email marketing campaigns, you can boost your brand’s visibility and ensure your boards are seen by a broader audience.
Segment Your Email List to Drive Engagement
One of the key features of successful email marketing is segmentation—the process of dividing your email list into smaller, targeted groups. By understanding your subscribers’ interests and tailoring your emails to match their preferences, you increase the likelihood of engagement and, ultimately, conversions.
For Pinterest-specific campaigns, segmentation is crucial. For instance, if you’re a beauty brand, you can segment your email list by customer preferences (e.g., skincare, makeup, haircare). You can then personalize emails that highlight relevant Pinterest boards or Pins. A beauty brand may create a Pinterest-inspired lookbook orstep-by-step tutorials that align with their customers’ needs, driving them to their Pinterest account for more content.
Include Pinterest Content in Your Emails
Once you’ve segmented your audience, consider showcasing Pinterest content directly in your emails. You can do this by includingPinterest Pins in your email designs that highlight new products, seasonal collections, or user-generated content. Addingcall-to-action (CTA) buttons that link to your Pinterest boards, such as “See More Pins” or “Pin Your Favorite Products,” will drive your subscribers to your Pinterest page and create aninteractive experience.
For example, a fashion retailer might send a weekly email with the subject line: “This Week’s Trending Looks on Pinterest” and provide a direct link to their Pinterest board featuring the latest styles. By including these types ofvisual cues, you make your emails more engaging, encouraging readers to click through to your Pinterest page for additional content.
Utilize Pinterest-Driven Lead Magnets
Lead magnets are one of the most effective ways to build an email list, and Pinterest can play a role in this process. A lead magnet is an incentive, such as a free eBook, discount code, or exclusive offer, used to entice potential customers to provide their email addresses.
Pinterest is an excellent platform to share these lead magnets and promote them via email. For example, a beauty brand could offer a freeskincare routine guide in exchange for email sign-ups. The brand can showcase the downloadable resource on a Pinterest board and include a CTA in their email campaigns, inviting recipients to download the guide and join their email list.
Another example could be a home décor brand that offers a free design consultation or 10% off a first purchase for those who sign up for their email list. This type of lead magnet can be promoted via Pinterest, with a CTA that directs users to alanding page where they can subscribe.
3. Nurturing Pinterest Leads Through Email Marketing
Once you’ve captured a subscriber’s attention via email and Pinterest, the next step is tonurture that lead and maintain engagement. Email marketing allows you to personalize your communication with your audience and build a relationship over time. Below are some strategies for using email marketing to nurture Pinterest leads.
Drip Campaigns for New Subscribers
Drip campaigns are automated, multi-step email sequences designed to guide leads through the customer journey. Once a Pinterest user subscribes to your email list, you can trigger adrip campaign to welcome them and introduce them to your brand’s Pinterest presence.
For example, if a new subscriber opts in to receive content related to home décor, you can create a series of emails that gradually introduce them to your Pinterest boards. The first email could introduce them to your Pinterest account, the second email might offer a curated list of your most popular boards, and the third email could provide aPinterest-exclusive offer, such as a discount code for products related to their interests.
By offering targeted and relevant content, you help nurture the relationship with your leads, making it more likely they will engage with your brand on Pinterest and eventually convert into paying customers.
Personalization of Content Based on Interests
One of the most powerful features of email marketing is personalization. With the right tools, you can tailor emails based on the individual preferences of your subscribers. With Pinterest, this can mean sending targeted emails that promote boards and Pins that align with their specific interests.
Let’s say a subscriber has been pinning beauty-related content and engaging with your skincare products. You can send them a personalized email that showcases new Pinterest boards related to skincare routines or highlights Pinterest-exclusive tutorials. Personalizing the content in this way makes the experience feel more relevant and encourages continued interaction with your brand.
Recurring Emails for Seasonal or Timely Content
Pinterest thrives on seasonal content. Whether it’s a new collection, a holiday promotion, or seasonal trends, Pinterest users love discovering new ideas based on the time of year. As such,recurring email campaigns are a great way to keep subscribers engaged and encourage them to revisit your Pinterest boards regularly.
For example, a fashion brand can send a monthly email that highlights the top fashion trends on Pinterest, complete with Pins and boards that reflect the latest seasonal styles. Similarly, a home décor brand might send aquarterly email showcasing the best Pinterest boards for holiday decorating, DIY projects, or organization tips.
By staying consistent with email content, you create an ongoing dialogue with your audience, ensuring that your Pinterest boards remain top-of-mind.
4. Leveraging Pinterest’s Analytics for Email Marketing Insights
Pinterest offers powerful analytics that allows you to track the performance of your Pins, boards, and audience engagement. These insights can be invaluable when crafting your email marketing strategy.
Understanding What Resonates with Your Audience
Pinterest analytics provide detailed data on which Pins are performing well, what your audience is saving, and which types of content they engage with most frequently. By leveraging this information, you can fine-tune your email content to promote top-performing Pins and boards that resonate with your audience.
For example, if a skincare brand notices that their DIY skincare tutorial Pins are gaining traction, they can promote this content in their email campaigns, ensuring they are delivering the types of Pins their audience is most likely to engage with.
A/B Testing Emails with Pinterest Content
A/B testing is a crucial component of any email marketing strategy. You can use Pinterest data toA/B test different types of content to see what resonates most with your audience. For instance, you can test the effectiveness of promotingproduct Pins versus tutorial or inspiration Pins and use the results to refine your email marketing approach for Pinterest.
5. Conclusion: The Future of Email and Pinterest Marketing
In 2025, combining email marketing with Pinterest is not just a smart strategy but a necessary one for brands that want to thrive in the highly competitive beauty, retail, and e-commerce sectors. Pinterest offers an unparalleled opportunity to engage users with visually appealing content, while email marketing provides a way to nurture these leads and keep them engaged.
When executed correctly, email marketing and Pinterest can create a seamless,engaging experience for your audience, helping drive more conversions, boost brand awareness, and ultimately foster long-term customer loyalty. As the digital landscape continues to evolve, Pinterest’s role in visual discovery will only grow, making it an essential platform for any brand looking to stay ahead of the competition.
