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The Step-by-Step Guide to Adding "Pin it" Functionality to Email

Since Pinterest launched
in 2010, it's gained an explosive number of users and garnered increasing
attention from cross-channel marketers. A recent joint study by Shop.org,
comScore and the Partnering Group shows that Pinterest users follow more brands
than Facebook users and are more likely to purchase items they see on the site
(MarketingCharts)
With that kind of engagement, adding "Pin it" functionality to images in email
should be top of mind for email marketers. Below are the easy steps your code
teams can follow to make it happen:

 

(To brush up on the
basics about on how Pinterest works, check out our March Email Insider article)

 

 

  

Thumbnail image for Pinterest Example Step 1. Gather your
materials. Find the URL of the webpage that is to be pinned

(for example this
(http://pinterest.com/pin/158963061816974266/), as well as the URL of the image
itself (for example, this
http://media-cdn.pinterest.com/upload/158963061816974266_I25DKcwW_c.jpg).

 

Also,
get your team copywriter to write a brief description or title for the pin (for
example "Pizza Pinwheels").

 

 

 

 

 

 

 

 

Pinterest_Goodies_FilledIn.jpgStep 2. Visit this page
on Pinterest (http://pinterest.com/about/goodies/) and scroll down to the header that says: "Pin It Button for
Websites" (at the bottom of the page).

 

     

Step 3. Paste
the URL of the webpage, URL of the image and the description of the pin
(in other words, all your stuff from Step 1)
into the spaces provided.

 

 

 

 

      

Pinwheels_Example.jpgStep 4. Copy only
the URL generated and paste it into your email code, as the target link for the "pin it" button you'll include in your creative, like this:

 

<a href="http://pinterest.com/pin/create/button/?url=http%3A%2F%2Fquick-dish.tablespoon.com%2F2011%2F08%2F16%2Fpizza-pinwheels%2F&media=http%3A%2F%2Fmedia-cache-ec1.pinterest.com%2Fupload%2F158963061816974266_I25DKcwW_c.jpg&description=Pizza%20Pinwheels"><img src='/images/pin_it.gif'></a>

 

 

 

Tracking Your Results

 

Now that you've got it
all set up, it's time to see where it gets you. Fortunately, tracking results
on Pinterest is fairly simple and intuitive. You can see all the pins by source
at http://pinterest.com/source/ + your domain.com.  For example, see all original pins from REI
at http://pinterest.com/source/rei.com/, with the number of "repins" listed
below each pin. This allows you to identify specific folks who consistently pin
your content.

 

You can also find out how
much traffic each Pinterest pin drives. Each pin has a URL that you can access
as a referrer in Google Analtics. For more detailed info on tracking results
through Google Analytics, check out this handy post
(http://mashable.com/2012/03/13/pinterest-track-traffic/) from Mashable.

 

To see what other New
School Marketing bloggers are saying about Pinterest, just search "Pinterest"
in the search bar in the upper right corner.

 

 

 

 

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