How to Use Pinterest to Grow Your Email List [Laura Rike]

Laura Rike


Struggling to grow your email list? Tired of lifeless sign-ups? With over 478 million users, Pinterest is more than just a visual haven—it’s a goldmine for email list growth. Keep reading to discover how you can explode your list and supercharge your business without losing sleep or wrestling with tech.

You’re a visionary entrepreneur with great ideas. Your email list is more than just a collection of email addresses—it’s a community waiting to hear your message. But despite trying every trick in the book, your list is a desert.

You want quick, actionable growth that fits your business model like a glove. You’re probably thinking, “I want more than just vanity metrics. I want a thriving community around my brand.” If this sounds like you, read on.

Why Pinterest?

Let’s be real.

Pinterest isn’t just for DIY crafts or recipes; it’s a bustling marketplace of ideas and opportunities.

With the right strategies in place, you can:

  1. Boost Your Brand Awareness: Pinterest boards and Pins help your brand stay top-of-mind for future customers.
  2. Increase Conversion Rates: Unlike other platforms, Pinterest users are primed for shopping.
  3. Drive Long-Term Growth: Pinterest’s algorithm favors evergreen content, so your Pins can drive traffic for years to come.

Pinterest is also a search engine.

Let’s get one thing straight: Pinterest is not just a mood board for your dream home or vacation. It’s a bustling marketplace and an information goldmine that holds immense potential for businesses across the spectrum—be it physical products, informational products, or services. Here’s why:

It’s Where Buyers Go for Pre-Purchase Research:
Pinterest users are often in a ‘pre-buying’ mindset. They come to Pinterest for inspiration but also for information that will guide their purchase decisions. Businesses can leverage this by creating Pins that not only capture attention but also educate and build relationships.

A Search Engine in Disguise:
Unlike other social media platforms where your post’s lifespan is as short as a mayfly’s, Pinterest allows your Pins to be searchable and discoverable for weeks, months, and even years. That’s because Pinterest is integrated with a search engine component, making your content evergreen.

Long-Term ROI Tracking:
The lasting impact of your Pins means you can track their performance over an extended period, providing valuable insights into the ROI of your Pinterest efforts.

Advanced Search Capabilities:
Pinterest leverages both keywords and hashtags, enabling you to make your Pins and boards highly discoverable to people actively seeking the solutions you offer. This feature allows you to attract an audience that’s further along in the buying cycle.

So, if you’re sitting on the Pinterest sidelines, you’re missing out on a golden opportunity. Many businesses are unaware of Pinterest’s incredible potential, giving those who seize the moment a significant strategic advantage.

By now, you should be convinced that Pinterest is a game-changer. Here’s how you can harness its power:

What you need to grow your email list with Pinterest

To grow your email list on Pinterest, you will need several items.

Likely you already have some of these items if you have been growing an email list on your website or on any other platform.

If not, you’ll want to add these to your brand:

  • An landing page or post.
  • A lead magnet related to that page or post.
  • An optin form.
  • An autoresponder service or plugin.

On top of those items, you will also need a few things that are specific to Pinterest:

  • A Pinterest business account.
  • A completed Business Profile.
  • At least one pinnable image.
  • At least one Pinterest board to house the pinnable image(s).

Now let’s cover them one by one.

Step 1: Create a landing website page or blog post.

Create a page or post … or pick an already existing page or post … that you will use as a landing on your website.

It can be:

  • A page with only an optin on it.
  • A page with cornerstone content on it.
  • A blog post.

Since you will be looking to drive traffic to it, to get more bang for your buck you’ll want to use a page or post that is of high value (do you have one that received a higher amount of traffic? If so, use it or make one like it).

And you will want it to be on a topic that your ideal client would be interested in on their journey to buying what you offer.

You can increase the ability to grow your email list by adding social media share buttons to allow visitors to share your content with others.

Because the page or post will be what you link to on Pinterest in one of the later steps, you will want to make it image-rich to match the image-focus on Pinterest.

Step 2: Craft a High-Value, Context-Relevant Lead Magnet

Once your Pinterest-friendly landing page is up and running, the next pivotal move is to create a free lead magnet. Here’s the trick—your lead magnet should not just be valuable but also directly related to the content on your landing page. This makes it the next logical step for your audience, adding fluidity to their journey with you.

For example, if your landing page revolves around the topic of life coaching, then an optimal lead magnet could be a checklist of “Top 10 Questions to Ask Before Hiring a Life Coach.” This sort of targeted lead magnet seamlessly extends the value of your initial post, urging your audience to take the next step.

Options for High-Impact Lead Magnets:

Deep-Dive Guides: After reading your landing page, your audience will want more. Offering a comprehensive guide that delves deeper into the subject matter is a sure win.

Sequential Content: Consider items like coupons, worksheets, or infographics that follow logically from what your ideal client has just consumed on your landing page.

Journey Simplifiers: Lead magnets that offer tools, shortcuts, or rewards that make the path to the desired solution easier or more effective are always a hit.

And don’t forget: Pinterest is a haven for visually appealing content. Make your lead magnet image-rich to attract even more eyeballs.

Step 3: Implement a Strategic Opt-In Form**

After captivating your audience with a stunning landing page and a high-value lead magnet, the next step is critical: capturing their email. Why? Because having their email allows you to nurture the relationship, understand their preferences, and tailor offers that meet their specific needs and desires.

What You’ll Need: An Opt-In Form

An opt-in form is your golden ticket for capturing these crucial email addresses. It’s either a pop-up box or a clickable link that leads to a form, where your ideal client can provide their name and email in exchange for your lead magnet.

Here’s How to Do It:

Choose Your Tool: Opt-in forms are usually generated through an autoresponder service like ConvertKit, MailChimp, or ActiveCampaign. Some websites also utilize specialized plugins for this purpose. (Learn more about autoresponders in the next step!)

Design the Form: Make sure it’s visually appealing and in line with the aesthetics of your Pinterest posts and landing page.

Place It Strategically: The opt-in form should be easily accessible, either appearing as a pop-up after a set amount of time or positioned prominently on your landing page.

Make It Simple: Keep the fields minimal—usually, a name and an email address are all you need. The easier the process, the higher the conversion rate.

By effectively implementing an opt-in form, you’re not just capturing an email; you’re beginning a relationship that could lead to long-term customer loyalty.

Step 4: Integrate an Autoresponder Service or Plugin

In the intricate dance of email list-building, your autoresponder service or plugin is the choreographer. It orchestrates the seamless movement between capturing your ideal client’s attention and converting it into a tangible connection.

So, what exactly does it do?

The Role of the Autoresponder:
Connects The Dots: It ties together your landing page, opt-in form, and lead magnet, ensuring a smooth user experience.

Collects Information: It captures the name and email of your ideal client through the opt-in form and adds it to an email list.

Delivers Value: It automatically sends the lead magnet to your new subscriber, effectively beginning your relationship with them.

Choosing the Right Service:

Assess Your Needs: Different services offer different features; some are free, some require a subscription. Assess your present and future needs carefully.

Check Their Reputation: Make sure the service is reliable and capable of handling the volume of subscribers you plan to attract.

Prioritize Deliverability: High deliverability ensures that your emails actually land in your subscribers’ inboxes, not their spam folders.

Demand Analytics: Your chosen service should provide metrics like send rate, deliverability rate, and open rate. These are crucial for gauging the success of your email list-building efforts.

By choosing the right autoresponder service and leveraging its capabilities, you’re not just connecting the dots—you’re choreographing a marketing ballet that can reap financial rewards for years to come.

Step 5: Set Up A Pinterest business account

In order to be on Pinterest and make your presence effective, you’ll want to sign up for a Pinterest business account. It takes about five minutes.

The Pinterest business account is free and provides additional, valuable features to a business owner, such as analytics and advertising.

To sign up to get a free business account, simply complete the information at: https://www.pinterest.com/business/create/

The information requested is basic. And approval is usually nearly immediate.

Step 6: Optimize Pinterest for Business Profile.

Like most social media platforms, Pinterest provides a space for you to provide a brief description of what your business is about.

When attracting people to your Pinterest pins and boards who do not already know you, having your profile completed helps.

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On top of this, Pinterest allows you to insert a website link in your profile.

To take full advantage of this, consider inserting a link to one of your optin pages that offer a lead magnet your ideal client would like.

Step 7. At least three pinnable images for one url

On Pinterest, shifting people to your website is not just encouraged—it’s made effortless. Unlike other social platforms that keep users within their ecosystem, Pinterest has designed its features to facilitate smooth transitions to external sites.

Crafting Your Pin for Optimal Engagement:

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Creating the Pin:

  1. Navigate to ‘Create a Pin.’
  2. Add a description that resonates with your ideal client and includes targeted keywords on the platform.
  3. Insert the URL that leads to your relevant landing page.
  4. Upload a captivating image that aligns with your post’s intent. This doesn’t have to be a product image or a head shot image. You can create a text based image too!

Diversify to Capture Attention:
Pinterest allows and even encourages multiple visual interpretations of the same content. The same quote, for example, can be pinned with different backgrounds, colors, and fonts. This attracts a broader range of people who might be drawn to different aesthetics.

Important Notes:

Release the different versions of your pin gradually, to continuously engage potential clients.

Prioritize the board that aligns best with your pin’s content, as Pinterest gives preference to the first board where your pin is placed.

Highlight Your Lead Magnet:

  • Enhance your pin by overlaying a smaller image of your lead magnet on it.
  • Add text that emphasizes its complementary nature, like ‘Free Download,’ ‘Grab Your Checklist,’ or ‘Secure Your Coupon.’

Necessary Tools:

Photo Editing Software: Adobe and Canva are two powerful options that allow you to overlay images and text on your primary pin image.

A/B Testing for Precision:

Create three versions of your pin: one linking to your landing page and the other directly to your opt-in form.

This lets you gauge whether your audience is more intrigued by your content or the lead magnet, optimizing your future pins accordingly.
By implementing these strategic moves, you not only make it easy for your ideal clients to find you, but you also refine your approach based on their preferences. Master this, and you’ll be on your way to exponential email list growth through Pinterest.

Step 8: At least one Pinterest board to house the pinnable image(s).

Unlike the linear scroll of other social media platforms, where posts quickly sink into obscurity, Pinterest operates more like a galaxy—a vibrant arrangement of posts categorized into boards.

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The Utility of Boards:

  1. Categorizing Content by Topics:

Boards serve as thematic containers, helping both you and your target audience organize pins by subject matter. If you’re offering multiple services or products, you can have a distinct board for each. Don’t forget to optimize board descriptions with relevant keywords and include the URL for your opt-in form.

For example, if you offer photography services, one board could be dedicated to professional headshots while another focuses on wedding photography.

  1. Curated Content Boards:

You can also curate boards with pins that are complementary to your services, even if you don’t provide them. This could include resume services for headshot boards or wedding invitation designers for wedding boards.

  1. High-Value Boards:

You can further enrich the quality of your boards by adding pins that lead not just to your own lead magnets but also those of others. This multiplies the utility of the board, encouraging your target audience to revisit it frequently.

  1. Buyer Journey Boards:

Consider creating boards that cater to different phases of the buyer’s journey: one for those who are in the research phase, another for comparison, and a third for those who are on the cusp of making a purchase.

  1. Your Blog Universe:

You can also have a board solely for your blog posts. This allows Pinterest users to get a quick glimpse of the diverse topics your blog covers without having to leave the platform.

  1. Opt-in Central:

Lastly, a board exclusively dedicated to your opt-in offers can serve as a one-stop shop for your lead magnets.

By intelligently structuring your boards, you can create a navigable, value-rich galaxy of content that keeps your target audience orbiting around your offerings.

There are two ways to create a board:

A. Create a board when you have not yet created the pin for that board.

B. Create a board when you have created the pin for the board.

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To create a board when you have not yet created a pin:

  1. Go to your account.
  2. Click on your business profile picture.
  3. Click on the + on the right-hand side.
  4. Click on ‘Board.’
  5. Insert a title or name for your board.
  6. Decide whether to switch on or off the ability to ‘Keep board secret.’
  7. Click ‘Next.’
  8. Decide which pinnable pins you want on this board.
  9. Click ‘Done.’

Keeping the board secret may be great as you are working on the board. But because no one can see it, make sure you switch the toggle so your board is not secret when it’s time to let everyone see it and attract people to your list.

To create a board when you have created a pin:

  1. Click on the pinnable pin you want to use.
  2. Click on ‘Create board’ at the bottom of your screen.
  3. Follow #5 through 8 above.

Remember: you are not limited to one board.

Make as many boards as it makes sense for your business (and the keywords you want to rank for), your customer’s journey and what you offer. But make sure you are creating boards that contain appropriate keywords in the description.

Since the keywords are searchable, pick pillar keywords your ideal client is using when looking for the product or service you offer.

Building an email list by leveraging your presence on Pinterest is not only easy but also highly effective.

Success in online marketing is not a one-and-done deal; it’s about sustained growth and community building. With ongoing Pinterest management and coaching, you not only maintain but also amplify your initial successes. Your email list isn’t just a number; it’s an asset that continually pays dividends when nurtured correctly.

So, why settle for stagnant growth when you can skyrocket your email list using the power of Pinterest?

The clock is ticking, and the digital landscape is ever-changing. Don’t let another moment pass you by. Leverage the unmatched potential of Pinterest to build a thriving community around your brand and set the foundation for long-term business success.

Laura Rike @laurarike
Laura Rike is a Pinterest Strategist who helps high-performing business owners implement content growth plans, outsource their visibility and steadily grow their monthly revenue through her signature growth to greatness framework with done for you services and course packages.

She has helped clients and students bring in over 50k+ in monthly revenue. Her clients have become industry leaders with 6-figure businesses and are growing sustainably by ranking on the first page of Google and getting targeted email leads daily.

Laura has been featured on Social Media Examiner, Tailwind, MeetEdgar, and Ecamm Network.

Connect with Laura: TwitterLinkedInInstagramYoutube

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