Experian Knowledge Centre
US Case Study
Ballard Designs email marketing goes viral on Pinterest
Ballard Designs is a premier multi-channel source for European-inspired home furnishings and accents. The company, which uses CheetahMail to manage its entire email marketing program, relies on its CheetahMail account team for strategic advice to boost results.
In early 2012, Ballard Designs CheetahMail Account Team approached the company with a new idea: Embed Pinterest "Pin It" functionality into its email campaigns, making it easy for Ballard Design’s enthusiasts to rave about the products they love.
Pinterest is a popular social network site that allows people to share all of the beautiful things they come across on the web. Users can “pin” their favorite finds to a virtual bulletin board known as a pinboard for their friends and followers to view.
The social network has quickly become one of the most powerful platforms for brands to engage with consumers, boasting more than 10 million registered users.
Recognising the viral value of Pinterest for its clients, Experian CheetahMail developed a custom feature that enables "Pin It" functionality from within the body of an email.
The "Pin It" email functionality is easy to set up and can be done in a matter of minutes. Brands can use it to incorporate an interactive component into their email campaigns.
With the help of its CheetahMail account team, Ballard launched a Customer Spring Favorites promotional email to consumers. The email included six individual products with "Pin It" icons, and was delivered through the CheetahMail system.
Ballard Designs has since deployed several successful "Pin It" campaigns, and the feature is now being consistently integrated in the company's email programs as it resonates well with the company’s design centric audience.
The Pinterest-enabled Customer Spring Favorites email delivered excellent results. Ballard Designs saw:
- A 2.8% increase in click-to-open rates
- A 15%+ increase in Pinterest followers within the first week of deployment
- A 33% increase in pinboard activity
Pins by Product
- In Plain Sight Hand Painted Canvas: +85% lift
- Teak Brisbane Chaise Lounge: +121% lift
- Limited Edition Lamp Shade Collection: +120% lift