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.

Last Week…

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.

Popular Boards

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.

Overall Impressions

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?

 

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2 Responses to Pinterest Weekly goes live. New summary email from Pinterest.

  1. avatar Brenda says:

    Hey Josh

    Actually those of us that have used Pinterest for well over 1+ years used to receive the weekly email telling us how many pins we did, new followers, the number of likes, etc. It stopped abruptly around last October 2011, much to the dismay of everybody I am friends with on Pinterest. It always had suggestions of boards we might like, and they were pretty accurate as far as the trend of what was suggested compared to my personal boards. I have yet to get the new email with statistics on it, and will look forward to it. Although if it appears it has been broadly distributed, I may have to fill out a help ticket. Those of us that have been on a long time end up with multiple bugs and problems, such as not getting comments delivered, not being notified of all group board pins, etc. Not complaining – I love Pinterest – and will stumble along with them as they grow up! Thanks for keeping all of the posts current with changes!

    Brenda

    • avatar Josh Davis says:

      Thanks for that information Brenda. I came to Pinterest after that and had no idea about the previous emails.