You can view Lauren Orsini and I discuss the new Pinterest email in the above video.
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Last week, Paid Content wrote about a new weekly email being sent to Pinterest users. Today Pinterest seems to have started to roll out this email more broadly. I received the email around 3AM CST, and it was proceeded by an email from Pinterest that 12 new people had started following the @free account. This was more than the normal amount of new followers @free gets, making it likely that Pinterest weekly email is now being sent more broadly.
Pinterest Weekly’s five different sections.
A summary of who followed your account in the last week. Clicking on the “your profile page” link takes you to a newish page that highlights who follows you; plus a follow button is highlighted for each account. This is likely done to create more connections on Pinterest.
Trending on Pinterest…
This part of the email includes a description of one image pinned on Pinterest and may have human curation involved as the description of the pin wasn’t found on the actual pin page.
This section featured six boards that are, yes, popular. The minimum followers of any these boards was 20,000+. And several boards had over two million followers. It is unclear whether these boards were personalized based on who @free is connected with, but given the size of these board’s followings, it is possible they were hand selected by Pinterest. Lauren Orsini of The Daily Dot compared my email to hers, and she indicated that all our board suggestions were unique. Lauren said her boards didn’t seem to reflect the type of accounts she follows on Pinterest. It is unclear what these board recommendations are based on.
Pins You Might Like
This section includes nine unique pins and is personalized. All the pins featured were by pinners the @free account already follows on Pinterest. The selection of pins is automated and is likely based on repins and likes. This section shows that Pinterest is still working through issues with their weekly email. Clicking on the username for any of these pins takes me to the @free account page instead of the actual users who pinned them.
Social Links and Disclaimer
The end of the email has two calls to action: “Like us” on Facebook and “Get the app”. Those who use Android will be disappointed as Pinterest still only has a iPhone/iPad app.
Finally, Pinterest asks “Don’t want your weekly Pinterest? Change your email preferences.” Clicking on this link takes you to an email settings page were you can turn off the digest/summary.
The email seems useful to me. It has the a clean, image-focused style that people expect from Pinterest. The mix of appealing to ego (new followers), popular boards and highlighted personalized pin recommendations should make this email relevent. The weekly nature of it should also keep the annoyance factor low.
There is an acknowledgement in social media industry that email can be highly effective in getting users to use sites more frequently and to get people to reengage. Facebook has long understood the importance of email, and Twitter started sending a highly personalized email over the last month.
Have you received the new Pinterest weekly email? What do you think of it?