MARKETING
16 Best Practices for Creatives & Strategists
With a reported 450 million active users every month (MAUs), and a growing number of consumers that frequent the channel for product discovery, Pinterest has emerged as a powerful social platform for brands looking to diversify their paid social media mix. This makes sense when you consider that “shoppers on Pinterest spend 2x more per month than people on other platforms.”
In addition to exponentially growing its base—with notable increases in Gen Z, Millennial, and male users—and improving media sharing features, we’ve seen Pinterest make great strides in advertising capabilities for brands as well as strengthening its agency partnerships. In fact, 2022 was Pinterest’s best year for revenue and total active users to date, and this trend shows no sign of slowing.
In this guide, we dive into everything a brand should know about Pinterest ads: the different campaign types, targeting, creative, and some strategies from the experts.
“In recent years, Pinterest has taken leaps to improve their shopping capabilities and experience within the platform. These changes have resulted in more regular users, higher conversion intent, and more options for advertisers to attain new customers.”
— Dimond Gooden-Hilton, Associate Director of Paid Social at Tinuiti
Table of Contents
Why Advertise on Pinterest?
Since 2009, Pinterest has fostered an online gathering place for people seeking gift ideas, recipes, DIY projects, and general inspiration. With enhanced business features like product feeds and on-platform checkout, it has become an important sales and marketing channel for large and small retailers alike.
While 2020 was a tumultuous year for advertisers due in large part to the COVID-19 pandemic and iOS14+ impacts on signal loss, Pinterest has seen steadily impressive growth within their engaged user base since the second half of 2020. Many point to the positivity of Pinterest as a driving force for advertisers more heavily embracing the platform during the pandemic just a few short years ago.
As The Motley Fool noted at the time:
“What makes it stand out from competitors like Facebook and Twitter is that it is focused on the finer things in life while avoiding hot button issues like politics or news stories. This makes using Pinterest fun for users and “brand safe” for advertisers.”
Pinterest is specifically designed to encourage users to discover new products, explore projects, and uncover gift ideas. It’s a social marketplace where sharing and promoting products isn’t perceived as intrusive (as it can be on other social networks) — it’s actually encouraged.
Compound that with 72% of surveyed Pinners reporting that “Pinterest inspires them to shop when they aren’t actually looking for anything,” and 70% saying they “discover new products on Pinterest,” and you have a good case for your brand to be present and active on the platform.
Pinterest is Continuing to Grow in 2023
Tinuiti advertisers were among those leaning more heavily into Pinterest in 2022, with triple figure increases in adoption rates. After 2020, advertisers have become more open to exploring social platforms that historically took a backseat to Facebook and Instagram. As Facebook’s active user rate declines, consumers are becoming more engaged with other platforms, creating the perfect opportunity for brands to reach new audiences in innovative ways.
In the chart below we’ve highlighted advertisers’ year-over-year growth in adoption for Pinterest. Tinuiti client’s mirror this increase as we’ve seen an astounding 169% investment lift from 2021 to 2022 as Tinuiti advertisers have found success in the platform’s growing ecommerce capabilities.
Pinterest Ad Types & Ad Groups
Pinterest uses a unique system of Pins that users can save and review later.
Retailers and creators make Pins and users can then search through them and ‘Pin’ them to their profile.
Pinterest uses associated keywords and hashtags with these Pins to help customers find what they are searching for more easily. Here’s an overview of the different Pinterest Promoted Pins that you can create.
Idea Pins
Idea Pins were launched in 2022, and are sometimes referred to as Story Pins. These Pins are designed to give Pinterest users not only inspiration, but information about how to act on that inspiration. These Pins can include up to 20 individual graphics, or take the form of a short video. Popular use cases for Idea Pins include tutorials, such as how to apply a certain makeup look or put together an outfit and accessories.
Idea Pins are packed with features aimed at increasing conversions. In addition to having the ability to tag users, you can employ unique text and graphic overlays, interactive stickers, and of course, use relevant hashtags to aid in content discovery. You can even add a voiceover and/or detail pages that outline things like the list of products used in a Pin.
Try on product Pins
As much as we all love online shopping, it can be difficult to determine how an outfit will actually look on our body, or what a makeup product looks like once applied to the skin. Enter Try on product Pins, a 2022 launch that has proven successful and popular with brands and users alike.
To use Try on product Pins, brands are required to have a Pinterest Business account and active product catalog, and work with a Pinterest account manager to create and activate.
Using their mobile phone’s camera, users can virtually ‘try on’ items that are featured in Try on product Pins, which leverage augmented reality to ‘apply’ products. In addition to makeup and clothes, common Try on product Pins include accessories and eyeglasses.
Promoted Pins
Pinterest Promoted Pins do exactly as their name implies, sending your products and the information provided for them directly to the potential customer to save. If another Pinner then repins the Pin (that was originally Promoted) from one of that user’s boards, the Promoted label is not carried over to the repins, which will be ‘free’ earned media.
Promoted Pins are similar to organic Pins, with the exception that retailers must pay to have them seen by more Pinterest users. Typically, these native ad units perform just as well, if not even better than organic Pins, expanding visibility to relevant search results, category feeds, and the home feed. Promoted Pins can take the form of a static image, or a video.
Brands can use Promoted Pins to:
- Raise brand awareness
- Promote engagement campaigns
- Drive traffic campaigns
Within Promoted Pins, you can have Standard Pins, but we recommend installing the Pixel and meta tag to create Rich Pins.
Rich Pins
Rich Pins are an exciting free option for Pinterest advertising that is available to all Pinterest users. Rich Pins allow you to link metadata from your company’s web page directly to the Pin on Pinterest. Before you’ll be able to begin creating Rich Pins, you need to apply for them to ensure your data syncs properly.
Rich Pins are divided into several categories based on the type of metadata that are linked through it:
- Product Pins
- Article Pins
- Recipe Pins
Rich Pins allow for more information to be displayed on Pinterest, and when you make any changes to metadata on your website, that will immediately be updated on the Pin.
Shoppable Product Pins
To make it even easier for consumers to surface Pins showcasing purchasable goods while browsing, Pinterest added a ‘Shop’ tab in April 2020. This allows users to easily hone in on in-stock items they can purchase now, or Pin for later, with the ‘Shop’ tab being automatically added to boards that include shoppable items pulled from your product catalog. Merchants can also transform their Shop tab into a visually appealing storefront. This helps merchants feature those in-stock products in a more organized, deliberate way.
These Shoppable Pins can also help you capture customers who saw your product—or a similar product—elsewhere, thanks to enhancements to Pinterest’s Lens camera.
Collection Ads
This popular ad type is comprised of one large video or image accompanied by 3 additional images. Once a user clicks into a Collection Ad, they will be shown up to 24 images that you have included on the ad detail page. Collection Ads are primarily feed-based, with the secondary images typically being pulled in from the product feed.
Collection Ads give brands and advertisers a chance to spotlight the most important, eye-catching elements of their product lineup, providing mobile users with more detailed information and imagery once they click through. Similar to a product detail page on your website, it can be beneficial to include a variety of image types, including close-ups on features of unique details, and lifestyle shots.
Collection Ads can be created automatically by Pinterest, or created manually.
Pinterest Carousel Ads
Similar to product carousels on ecommerce websites, Pinterest’s Carousel Ads give users the opportunity to swipe through a series of up to 5 photos on both mobile and desktop devices. These look similar to organic Pins, with a series of dots beneath letting users know there are more images in the carousel, much like on other digital platforms.
For the different images you’ll include for viewers to swipe through, each is independent, and can contain a unique title, description, and landing page link.
Pinterest Ad Groups
Rather than spreading your budget across different ad sets/ad groups and creative, advertisers can focus more on performance than allocating specific budgets. With the exception of Video View campaigns, which allow you to select ad set budgets, all Pinterest advertising options run on a master Campaign Budget.
While you can’t set budget for most campaigns at the ad set level, there are still other advantages to grouping similar or complementary ads. By grouping Promoted Pins together advertisers can more easily test their marketing efforts.
How Much Does a Pinterest Ad Cost?
The cost per click for Pinterest ads naturally varies, with Pinterest generally being a more affordable social media advertising platform than other popular players, including Meta’s Facebook and Instagram. You’ll decide on a maximum daily or lifetime budget for your campaign, and be able to choose from two ad group bidding models: Custom Bids and Automatic Bids.
Custom Bids: Advertiser sets the maximum bid they are willing to pay per campaign action. Minimum bids are set for each ad format. You will not necessarily pay your maximum for each click—this is simply the ceiling of what you’re willing to pay if circumstances dictate that price.
Automatic Bids: When leveraging Automatic Bids, you give the reins to Pinterest to automatically adjust your bids to give you the best exposure possible considering real-time conditions.
8 Creative Best Practices for Pinterest Ads
Pinterest users are browsing with a discovery mindset, hoping to find products, crafts, and ideas to implement within their lives. These users expect to see copy and context within the creative images they view on-site. Let’s unpack 8 creative best practices to keep your brand on-brand for Pinterest…
1. Stay On-Brand with Your Creative
Your brand should always be accurately represented and given appropriate focus, including ensuring you include your logo on your images and within your videos. This will help increase brand awareness, and eliminate any content attribution issues.
Source: Pinterest
2. Pay Attention to Specs for Each Ad Type
As with all platforms, it’s key to ensure you provide Pinterest with appropriately sized images, video, and copy. Below we dive into the specs for different Pinterest ad types…
Idea Pins
An aspect ratio of 9:16 is recommended for Idea Pins, with an ideal size of 1080×1920 for “full-bleed” images and videos. Acceptable image formats include .JPG, .PNG, .BMP, .WEBP and .TIFF, with image sizes up to 20MB each. Accepted video formats include .MP4, .MOV, and .M4V, with H.264 or H.265 encoding and a recommended 1GB file size.
Idea Pin videos can contain up to 20 video clips, with each video being 3-60 seconds in length. The titles for Idea Pin images and videos can be up to 100 characters in length; text boxes can contain up to 250 characters.
Collection Ads
Featured images for Collection Ads are accepted in .JPG or .PNG formats, and should be 10MB or smaller in size. If you’ll be working with a featured video instead of a featured image, accepted formats include .MP4, .M4V and .MOV with H.264 or H.265 encoding.
Videos can be up to 2GB in size, and range in length from a minimum of 4 seconds to 15 minutes. Hero images have a required aspect ratio of 1:1 or 2:3, with secondary creative accepted in the same aspect ratios; 1:1 is recommended for secondary creative “to best control how they appear in people’s feeds.”
The additional images you’ll add to Collection Ads follow the same format and aspect ratio recommendations as featured images, with the option to add between 3 and 24 total additional images. Ad copy can be up to 100 characters for titles, and up to 500 characters for descriptions. Note that the description is not shown in paid ads, only organic Collection Pins viewed up close, but does factor into the algorithm.
Carousel Ads
Carousel ads can contain between 2 and 5 images, with each image having a maximum size of 20MB. Images can be .JPG or .PNG with an aspect ratio of 1:1 or 2:3. Ad copy can be up to 100 characters for titles, and up to 500 characters for descriptions.
Promoted Pin Ad Specs
An aspect ratio of 2:3 is recommended for Promoted Pin images, with acceptable formats including .JPG and .PNG files up to 20MB in size (desktop) and 32MB in size (in-app). Titles can be up to 100 characters, with descriptions having a 500-character limit.
For Promoted Video Pins, files can be up to 2GB in size in MP4 or MOV formats. Videos can range in length from 4 seconds to 15 minutes. It’s important to ensure your video is accessible and understandable for viewers who watch with the sound turned off. Video descriptions can be up to 500 characters long.
Standard Width Video Ad Specs
Accepted standard video ad formats include .MP4, .MOV or .M4V, with H.264 or H.265 encoding and a file size limit of 2GB. The recommended aspect ratio is 1:1, 2:3, or 9:16, with videos required to be shorter than 1:2, and taller than 1.91:1. Videos can range in length from 4 seconds to 15 minutes, with titles up to 100 characters, and descriptions up to 500 characters.
As noted by Pinterest, “descriptions do not appear for ads when viewed up close.” That said, they do help determine “relevance for delivery” for the Pinterest algorithm.
Max Width Video Ad Specs
Accepted file types for Max Width video ads include .MP4, .MOV or .M4V, with H.264 or H.265 encoding and a file size limit of 2GB. Video length can range from 4 seconds to 15 minutes, with an aspect ratio of 1:1 or 16:9, titles up to 100 characters, and descriptions up to 500 characters. “Note that max. Width videos can’t exceed the height of a 1:1 aspect ratio.”
3. Optimize Text Placement & Phrasing
Advertisers are recommended to include text overlays with actionable callouts within creative assets to catch users’ attention. Use text sparingly but deliberately, leveraging descriptions to add further context.
Examples of some short text overlays you might consider include: Let’s Celebrate, Yay for Summer, Shop New Styles, Just Add Accessories, etc.
4. Implement Creative Videos in Your Pinterest Campaigns
The strategic development and implementation of video is only growing across Pinterest and many other platforms, and the options and capabilities are growing along with it. As Search Engine Land land shared in February 2023, from Pinterest CEO Bill Ready, video is key in reaching Gen Z:
“We’re building an experience that resonates with this audience, specifically around video. In fact, nearly half of all new videos pinned in Q4 were from Gen Z users.”
“Over the long term, we also want to make every pin shoppable. To that end, we’re making video content on Pinterest more actionable using the same playbook we applied to static images. Over the course of this year, we will be deploying our computer-vision technology across our video corpus to find products and videos and make them shoppable.”
Combining short video clips with text overlays—or even using GIFS—can be a great way to compel your audience to build awareness and clickthrough to your landing pages.
We recommend keeping your videos playful and product-focused because Pinterest users are expecting to discover and potentially buy items they are interested in.
Videos Pins can be leveraged in both Standard and Max Width formats. Max Width Video ads rolled out in 2019 and dominate the viewer’s feed by spanning across both columns of their grid. Max Width Video is seeing strong success in driving increased brand awareness and engagement rates.
5. Don’t Have a Creative Team? Try the Pin Builder Tool & Creative Resources
For advertisers that don’t have a design team dedicated to Pinterest ads, Pinterest’s Pin Builder tool can be a great way to make light edits before publishing your Pins online. In addition to the Pin Builder Tool, the platform also connects brands with Pinterest-preferred creative developers that create assets specifically made to succeed on the platform; ensuring lack of creative is not a roadblock in launching on Pinterest!
Source: Georgia @ Pinterest UK
“To bridge the gap across additional social platforms Pinterest has implemented a Pin Builder Tool within the build flow on their UI. This tool provides the ability to crop images, and add logos and text with a variety of colors, fonts, and size options.”
— Jennifer Porch, Paid Social Senior Manager at Tinuiti
“Taking advantage of this tool makes repurposing creative from other platforms to fit what Pinterest users expect to see simple and smooth.”
6. Use a Clear & Concise Call to Action
Sometimes we forget the simplest rules of marketing, including making it very clear what action we want users to take. Use those precious seconds your ad is in view to entice them with eye-catching imagery and a clear call to action or other important element.
For example, if your ad features something that will be available for purchase at a specific date or time, include that prominently in the ad. Some examples include: New Color Dropped!, Buy Now, Shop it Here, Coming Next Week, Sign Up Now, Register for Free, Subscribe Today.
7. Invoke Feelings of Positivity & Inspiration
Pinterest can be thought of as social and shopping’s “happy place,” and that is central to how the platform operates and functions. People don’t rely on Pinterest for the latest news; they come there for the most unique ideas and inspirational Pins, boards, and how-tos. Stay true to Pinterest’s vibe in all your marketing messaging, giving users what they come to Pinterest for in both content and sentiment.
“Pinterest managed to wade through 2022’s wave of social media drama relatively unscathed thanks to its search and shopping-oriented nature. Avoiding conflict has kept it in the good graces of advertisers who are more wary than ever of where to place their shrinking budgets.”
— eMarketer, on the brand safety Pinterest offers
8. Keep Your Creative Fresh & Original
It’s perfectly fine to use some of the same images and videos you’ve already created and employed across your website and other channels, but you’ll want to be mindful of what’s already on Pinterest, and the overall freshness of what you’re sharing.
Make it a focus to regularly add brand new and ‘new to Pinterest’ images and videos that haven’t already been posted by you or another Pinterest user. Given their prominence as a source of inspiration, Pinterest prizes brand new content and creative that they and their users haven’t seen before.
8 Strategic Best Practices for Pinterest Advertisers
Now that we’ve explored creative best practices for Pinterest ads themselves, let’s dive into some things you should keep in mind when crafting them.
1. Test Pinterest’s Various Ad Formats
To appeal to a wider range of Pinterest users, we recommend testing various ad formats. There will always be people who prefer one form of content over another, or even those who prefer certain types of content within differing categories. Certain ad types also work better for different initiatives, goals, and available creative assets.
For example, while some users would be more inclined to click on a static photo of a dress, others might prefer a short video showing how that dress moves when walking. Including Product Pins and Video Pins helps ensure you’re delivering interesting content in the preferred format, which can also help more of your Pins be seen thanks to controllable distribution.
2. Keep Relevance Top of Mind
It’s important to take advantage of Pinterest Trends as they apply to your brand, but don’t force anything! Pinterest and users understand the things that your brand would naturally be a part of or fall within, and posting non-relevant content doesn’t benefit you, users, or the Pinterest algorithm that is helping determine who to show your Pins and ads to.
This doesn’t mean that all your boards have to be purely commerce-driven. For example, if you are a brand that sells reusable water bottles, a relevant, non-sales related board could be top hiking destinations across the country. You could even encourage shoppers to share their own adventure pics featuring your product using a specific hashtag, and repin them to a board just for testimonials and your product being showcased ‘in the wild.’
3. Choose a Campaign Objective That Matches Your Goal
As always, it’s important to consider your goals first. Once you’ve honed in on exactly what you want your Pinterest advertising campaigns to achieve, you can map them to available Pinterest ad objectives, including:
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- Brand awareness – Help introduce your brand to new people, and keep it top-of-mind for those who are already familiar with your brand
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- Video views – If people watching and engaging with your video content is your top objective, mapping toward total video views is a strong option
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- Consideration – Designed to reach shoppers a bit further down the funnel who are actively comparing different options
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- Conversions – While conversions are often tied to purchases, they can also be downloads, subscriptions, or simply click throughs depending on your brand and goals
- Catalog sales – If the only needle you really need to move is the sales needle, focus on lower-funnel objectives that aim to close the deal
4. Use Interest and Keyword Targeting
After you’ve created Pins, you will have to select a method of targeting your audience…
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- Keyword Targeting: Through keywords, you can reach customers searching for specific things associated with your product.
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- Interest Targeting: Pinterest can be searched by customers by things they are interested in. This method is broader than keywords but can be effective if thoughtfully utilized.
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- Actalike Audiences: For keyword targeting, there is an opportunity to hone in on seasonal keywords like ‘back to school,’ ‘holiday shopping,’ etc. To reach people whose interests and behaviors are similar to your customers, we recommend starting with broad actalikes that cast a wider net. Once you have enough data insights to measure how they perform, you can narrow your focus to what worked best.
- Pinterest Dynamic Creative: In 2021, Pinterest launched an “ad process that enables advertisers to automate the ad creation and targeting process for their campaigns based on individual user behavior.”
5. Retarget High Value Users with Relevant Content
Along with keywords and interests, advertisers using Pinterest can target users based on gender, language, devices, location, and more. Keep in mind that using more of these targeting options will increase Pinterest advertising costs.
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- Customer List Targeting: This tool allows advertisers to target users through already existing customer lists. Advertisers can compare their existing customers to users on Pinterest.
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- Visitor Retargeting: This feature allows advertisers to add conversion tags on their sites and track behaviors and movements in their existing customers. Data collected can then be used to provide appropriate content to the right users and more effectively focus ad spend.
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- Look-A-Like Targeting: This method of targeting allows you to target users that behave similarly to your current audience, using already existing data to determine users most likely to be interested in your Pinterest advertisements.
- Pin Engagers: This gives advertisers the opportunity to deliver ads to visitors that have previously engaged with Pins from their website. Engagement types include Pin clicks, outbound clicks, Pins they saved or commented on, carousel card swipes, and Video Pin views.
You can also create Shopping Ads to dynamically retarget audiences using Pinterest’s product feed tool, known as Catalogs. Pinterest enhanced the Catalog feature with a “more intuitive interface” that makes it “faster and simpler for merchants to upload their catalogs and activate shopping ads, with faster Catalog feed ingestion, video as the main hero image in collections, collections as a new shopping ad format, and a new preferred scheduling tool that lets retailers upload all products to Pinterest on their own time.” This update also brought Catalogs and collections together “to make collections a shopping ad format.”
6. Experiment with Different Bidding Options
There are several different bidding strategies that you can use for your Pinterest ads, including an automated bidding option in Ads Manager and the Bulk Editor, which enables Pinterest to bid on your behalf. Here are two that we find work particularly well for brands selling on Pinterest.
Destination View
As a higher funnel initiative, Pinterest’s Destination View optimizes to those users that not only click on Pins, but make it to the landing page URL. This allows advertisers to drive more qualified traffic to the site.
7. Guide Your Strategy with Pinterest Trends and Pinterest Predicts
Pinterest Trends and Pinterest Predicts provide opportunities for advertisers to keep up with the hottest current and up-and-coming topics, keeping a pulse on what your target audience wants to see now and next. Browsing Pinterest Trends is helpful for finding ways to react to trends in real-time, while the Pinterest Predicts roundup helps in proactively preparing for an emerging trend that might make sense for your business.
Some of Pinterest’s “top 27 emerging trends for 2023” include:
- Airy styles
- Gemini hair
- Sci-fi fits
- Fringe with benefits
- Vitamin seaweed
Think of how these and the other top predicted trends for 2023 are reflected in your offering, and design Pins to capitalize on them before the trend comes and goes!
8. Integrate Pinterest Ads with Other Social Campaigns
While it’s always important to consider the functions, goals, and audience of a given platform in crafting your strategy, Pinterest ads can and should be integrated with other social campaigns for the widest, most impactful reach.
Brands that already advertise and sell on Facebook know that there are serious advantages to diversifying their budget into other social channels, which is another reason Pinterest makes such an attractive choice.
Pinterest Ads offers marketers an opportunity to reach customers in the upper to mid-funnel capabilities with compelling inventory and improvements to its self-serve ad platform.
How to Start Creating Ads on Pinterest
Now that you know which ad types are available and how to optimize them for performance, it’s time to get started!
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- Create a Business Account — If you don’t already have a business account, you’ll start by creating one. You can also convert an existing personal account into a business account if needed. Once your business account is set-up, navigate to the Ads dropdown menu to Create an ad
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- Choose your campaign objective — Different ad types are available depending on your primary goal. Overarching campaign objectives are broken out into a few primary options, including building awareness, driving consideration, and increased conversions
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- Set your campaign budget — With your objective set, decide how much you’ll allocate to that campaign, and whether you’ll set a daily or lifetime budget. You’ll also dictate whether your ads will run on specific dates, or continuously
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- Create an Ad group — To make budget adjustments, insight gathering, optimization, and reporting easier, group related ads together
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- Choose your target audience — Next, you’ll decide which audiences you want to reach with your ads. Some popular options include behavioral targeting, keyword targeting, demographic targeting, and retargeting site visitors
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- Design Pins & Pinterest Boards — Now it’s time to get creative! Keep the Pinterest ad specs and overall platform experience in mind, and get to work creating fresh Pins and adding them to relevant boards
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- Use Pinterest SEO strategically — While descriptions within ads don’t appear when a user is browsing, along with the title they do greatly influence who your ads appear for. Be sure to mention appropriate keywords and interests within your organic Pin and ad descriptions to increase their visibility for the right audiences
- Monitor campaign performance — Pinterest Ads Manager offers valuable insights that help show you which campaigns are performing best with which audiences, and where adjustments could benefit your bottom line
Pinterest Ad Campaign Examples
As Tinuiti clients have leaned more heavily into Pinterest advertising, our teams have had increased opportunities to experiment with the many ad types and unique opportunities Pinterest offers. Let’s take a closer look at the top notch creative and campaign management that spelled Pinterest success for JOANN and Boston Proper.
JOANN
The below 2 Pinterest creatives have been top performers in our Paid Social team’s lower-funnel conversion campaign (LAL website visitors targeting) for JOANN, with a focus on ROAS + CPA performance.
Performance stats and creative highlights that illustrate some of the best practices we’ve explored above include…
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- The ad features a how-to for making fleece quilts and pillows, a relevant topic for JOANN customers that ties directly to their large fabric offering
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- The ad further ties into the how-to nature with a “Learn More” CTA
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- In addition to showcasing some of the available fleece patterns, the ad shows you what your items might look like once created, and underscores the value and importance of comfy bedding with a humorous text overlay
- The JOANN logo is highly visible in the ad without drawing attention away from the main messaging
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- The “Explore Now” CTA makes sense for the ad as well as the content, which calls on people to get out in nature wearing clothes they create from JOANN’s cotton fabric collection
- The JOANN logo is in a consistent, highly visible location that maintains solid branding without drawing attention away from the primary messaging
Boston Proper
“Imagery with single shots of models in statement pieces have been top performers. These photos are more likely to stand out within the Pinterest feed than images with 2 models or heavy text overlays. These 3 ads accounted for nearly half of total revenue. We’ve also found static ads have a 17x higher CTR and result in more than double the amount of revenue than video ads.”
— Alyssa Piciucco, Paid Social Strategist at Tinuiti
Conclusion
Pinterest advertising is becoming a more viable marketing channel each year, especially for brands that have an audience that frequents the platform for product discovery and ideas.
Ready to learn more about how advertising on Pinterest can benefit your brand? Contact us today to chat with an expert.
Editor’s Note: This post was originally published by Greg Swan in April 2020 and has been regularly updated for freshness, accuracy, and comprehensiveness.
MARKETING
Unlocking Hidden Revenue: The Inbox Retargeting Methodology
Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages.
What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system.
For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their inbox.
No more ads. No more auctions. Just a targeted contact that showed they were interested, but didn’t quite take the leap yet.
Before I dive into the “What’s” and “How’s”, this tactic can only be used in the good ol’ US of A. If you aren’t in the states or don’t have clients in the states, you’re out of luck. Sorry!
How It Works
Inbox retargeting doesn’t take a lot of heavy lifting. I’ll share the strategy next but I wanted to start with some of the logistics.
DISCLAIMER: I am not a lawyer or coder, so keep that in mind if technical or legal questions pop up.
If you have a website, you have tracking scripts, e.g., GA4, the Facebook Pixel, Heatmap software, etc…
To get started with Inbox retargeting, you just need to be able to copy and paste two scripts on your site:
- A collection script: This fires and tries to identify the visitor
A suppression script: You’d fire this on your conversion confirmation pages, you don’t want people who converted to land in your Inbox Retargeting campaigns.
The tech works off of a database of contacts in the United States that are eligible for emails, so it’s completely above board with your ESP. However, you’ll want to do a few things before you start treating them like a regular member of your email list.
We initially tested this on one of our paid media campaigns. We already had a really strong campaign that we wanted to squeeze more leads out of…and boy did we.
We were driving traffic from Meta (Facebook for the OGs) to this landing page:
This page converts at 58%. Yeah, that’s a humble brag…deal with it.
Even with a 58% conversion rate, we’re still missing out on 42% of the traffic we’ve already paid for. That’s kind of a bummer.
After we added the collection script to the page, they were able to capture a lot more leads. The conversion rate jumped from 58% to a very sweet 87% – that’s a 50% increase!
That was the impact on a single page, that’s when we knew it was time to go bigger.
The Strategy
Most of the tools out there, whether it’s Retention.com or Customers.ai, are going to charge based on the number of contacts. So it can get pretty easy to burn through contact credits if you run the script on every page you manage, your site and your clients’ sites included.
That’s why you’ll want to make sure to select pages that capture intent versus targeting all of your traffic.
ID Key Pages
Here are some of the pages you should consider adding the collection script:
- Campaign Landing Pages – If you’re paying to send someone to a page, the referring source piqued their interest. If they didn’t convert, you’d definitely want to follow up.
- Product Pages – If someone is viewing this page they’re evaluating a particular product they were interested in.
- High Intent/Value Content Pages – This could be your pillar content on your blog pages, podcast pages, or your top level service pages.
- Registration Pages – This is a subset of a landing page, but if someone got all the way to a registration or sigh up page, they’re a prime candidate for outreach.
- Cart Pages – People abandon carts all the time. If you weren’t able to catch their details during checkout, this is an ideal opportunity.
Effectively it’s any page where you’re pushing a specific action. While the above pages are the pages to choose from, a homepage is acceptable but will require a little more finesse when you follow up.
Map to Email Campaigns
Now that you’ve identified where you’re going to identify leads, you’ll need to map it to your automation tool.
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Most tools have a direct integration with your email service provider, but worst case scenario you may have to pass the data through a no code integration tool like Zapier.
Once you’ve worked out the digital plumbing, you’ll want to follow up based on the page the contact was collected on. Here’s how you should approach follow up:
- For Campaign Landing Pages – Give them the specific asset. They were interested in it, you’ve got their contact information, just hand over the goods. This builds good will at the start of the relationship.
- Product Pages – Send over the details of the product or product category they were viewing. This could be as simple as a reminder or you could build goodwill with a special offer or coupon.
- High Intent/Value Content Pages – Send over some of your best content or freebies that move people to the next phase of the Customer Value Journey.
- Registration Pages – Treat these like an “abandoned cart” type of email and get them to take that next step.
- Cart Pages – Same as “Registration Pages” but it’s, you know, an actual abandoned cart reminder. Similar to the product pages you could entice them to come back with a deal or coupon.
- Homepages – If you do run these on the homepage, you’ll need to do more of a reintroduction then transition to showcasing your best stuff.
Email Structure
The initial message you send needs to have a very specific flow. There are four critical things that need to happen when they open up your Inbox Retargeting message.
First, remind them about who you are and how they know you. This can be as simple as a, “Hey, thanks for stopping by…” message. Have some fun with it.
Next, you need to provide highly specific value based on their browsing intent. If you get this wrong, they’re just going to file your message under SPAM.
After that, you’ve got to set expectations with what they’re getting and now you’ll be communicating with them moving forward.
And Finally, you need to give them an EASY OUT. These campaigns have our highest unsubscribe rate, but that’s because we outright ask people to unsubscribe if they don’t want any additional contact.
Once you’e gone through this, you treat them like one of your regular subscribers with all your fancy ascension automations, content emails, and promotional emails.
Here are the email stats from one of our PPC Campaigns:
With an average open rate of 53.87%, we know there’s a base line interest in the deliverable. The click rate is DANG good for messaging visitors who didn’t convert.
Sure the unsubscribe rate is a little high for this campaign, but that is intentional. We push them to opt-out in the first email so we don’t get dinged later with complaints.
The Payoff: An Additional 109k Last Year
I mean, who doesn’t want another cool 100 grand for adding a script to your website and writing a couple of emails? Here’s how the numbers work out:
Last year, we identified 3,714 leads using this method. IMPORTANT: When I was pulling these numbers, I realized we installed the code wrong on some pages and missed out on about another 2k leads…oops!
Our average lead cost was ~$7, so the leads themself were a $26,000 additional value. This alone would be a reason to use the tech.
BUT JUSTIN, did they convert?!
Yes!
We closed $36,000 in IPPC business from this lead source. For what we spent on those leads we’re looking at a 750% ROAS. Not too shabby.
The rest of the money we made was by selling this service to our clients. Since we run paid ads for clients, this method is a complete no brainer. We ran a pilot program and only offered this to a handful of clients last year, we averaged about 4k/month in sales.
We sold clients the leads at ~$2/lead for some of the niches we work in, that’s a steal.
If you decide to sell this you need to make sure the client knows these are lower intent leads and will require longer term nurtures. If you follow the email strategy I shared above, you’ll be good to go!
Protip: Charge for building the follow up sequence!
So that’s it! If you’re running your own business or are an agency owner, you’ve got to consider Inbox Retargeting. Though, I do have some bad news…
Not to be “Chicken Little” but this is starting to get way more attention, there are services popping out of the woodwork so this will become a table stakes method. So get ahead of this today.
MARKETING
What’s Media Mix Modeling? [Marketer’s Guide with Examples]
Have you ever felt in the dark when it comes to understanding the real impact your marketing dollars are having across multiple channels?
Determining where and how conversions are occurring is crucial in optimizing your budget to drive the most impact with your marketing budget. Media mix modeling (MMM) is an analytical approach used to gauge the effectiveness of various marketing channels in driving sales and conversions. This method allows us to decipher the true influence of advertising spend across diverse platforms by accounting for a myriad of factors, both within their control (like media channel spend, promotional strategies) and outside their control (such as economic conditions, competitor actions, and seasonal influences).
One of the key strengths of media mix modeling is its ability to incorporate long-term brand building effects alongside immediate sales impacts, offering a comprehensive view of marketing effectiveness. It helps in identifying which channels are most efficient, how different channels influence each other, and how external factors affect marketing performance.
Media mix modeling is a powerful tool for marketers seeking to optimize their marketing investments. By providing a holistic view of how various factors contribute to sales and conversions, MMM enables data-driven decisions that enhance marketing efficiency and business growth.
In this article, we explore how media mix modeling works, and how businesses can use analytics to drive smarter ad spend decisions.
What Is Media Mix Modeling?
Media mix modeling (MMM) is a type of analysis that measures the impact of media buys across multiple channels, showing the role various elements play in achieving a desired outcome—often a conversion or revenue KPI. With this information, marketing stakeholders are able to make specific adjustments to campaign spend to improve their progress toward reaching a given goal.
Media mix modeling can be used to address common brand marketing questions and pain points, including:
- Which of our marketing efforts are having the biggest impact on reaching our goals—or, more simply—what’s working?
- How big of an impact does seasonality have on our marketing performance?
- How closely is our performance tied to promotional efforts?
- Are shifting consumer trends negatively or positively impacting outcomes?
- Which specific mix of spend allocation drives the highest ROI?
- How will these channels likely perform in the future based on their optimized spend allocation?
“Media mix modeling is a top-down , privacy resilient approach that evaluates how historical media activity, promotions, pricing, seasonality, and uncontrollable factors—such as economic activity—impact key business outcomes such as sales revenue. MMM is a scientific approach to attribution in the sense that it applies statistical methods to analyze and interpret marketing data, providing a systematic understanding of how different marketing channels contribute to overall business goals in the broader context of the market. The quality of insights derived from MMM heavily depends on the quality and granularity of the data used.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
MMM leverages aggregate data, and can measure both online (digital) and offline (traditional) advertising channel performance, including (but not limited to): paid media channels such as social media channels, traditional print advertising, linear TV advertising, and other performance marketing efforts, organic media, operational factors like promotions, external factors like seasonality, economic conditions, outcome KPIs such as sales revenue, new customers, and conversions.
How Does Media Mix Modeling Work?
The MMM framework is a type of statistical analysis that uses statistical methods and econometric models such as a regression analysis. This econometric model helps analysts determine the strength of relationships between a single dependent variable and an array of independent variables.
Media mix modeling analysis measures the impact of your media spend today, and is also helpful in predicting the future outcome of your marketing investments on a given variable.
Example:
Let’s assume a scenario where our target metric, or dependent variable, is revenue, a critical indicator of business success. We aim to dissect the influence of various marketing initiatives on this revenue. These initiatives, our independent variables, encompass a diverse array of digital advertising campaigns, including those run on TikTok, Instagram, Snapchat, as well as broader Display and Streaming platforms.
The number of independent variables under scrutiny does not dilute our core objective. The mission is to measure the relationship between the marketing endeavors and the revenue they generate. This involves not only identifying the direct contributions of each campaign to revenue but also understanding the nuanced interplay between them by observing how changing aspects of those independent variables impacts the chosen business outcome
What can MMM Measure?
When using MMM to assess campaign success, marketers should leverage statistical methods and econometric models to get the most accurate picture possible. Data quality is essential in achieving an accurate media mix analysis, so take any needed time to clean your data before using it in your analysis.
Key elements an MMM equation can measure include:
- Base and incremental sales volume impact
- Channel effectiveness and return on investment
- Marketing spend saturation
Media Mix Modeling vs. Data-Driven Attribution Modeling
Like media mix modeling, attribution modeling also studies the efficiency of marketing strategies — but there are important differences.
Attribution modeling is a general term that refers to tracking engagement to better understand how specific tactics drive action at the user level. This modeling works well for analyzing specific customer touchpoints, focusing on elements like how a consumer converted, which creative on which channel led to that conversion, and what the expected ROI could be if more ad budget were shifted to that channel.
Media mix modeling takes a higher-level, more comprehensive picture. This modeling isn’t designed to measure user-level engagement like impressions and clicks, rather its primary function is measuring the impact of an entire touchpoint on specific marketing objectives.
Data-driven attribution modeling and MMM each have their own set of strengths. It’s not a matter of one being better than the other, rather one being better-suited to different types of marketing analysis.
For example:
- The precision of the data-driven attribution: Let’s assume you want to invest more spend in a social ad campaign during the holiday season. While MMM is an option for determining where to allocate those dollars, data-driven attribution excels in dissecting the intricate customer journey, offering a microscopic view of user interactions. For instance, if you’re keen on understanding the exact value of a single click from your social media campaign, Data-Driven Attribution can illuminate the path.
- The holistic perspective of the media mix modeling: Media mix modeling, can consider the impact of offline actions and initiatives. Unlike the more narrowly focused attribution models, which might overemphasize the first or last touchpoint, MMM assesses the collective impact of all channels over time. This makes it an indispensable tool for strategic planning and long-term investment decisions in your marketing portfolio.
“Attribution modeling is based on a bottom-up approach while media mix modeling takes a top-down approach. Media mix modeling provides a long-term view of the marketing ROI of media activity, while attribution modeling evaluates individual-level activity to provide a short term view of marketing ROI.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
Why Does MMM Make Sense for a Post-cookie/Post-IDFA World?
In the post-cookie and post-IDFA landscape, where privacy concerns and regulatory changes limit access to individual user-level data, media mix modeling has become a pivotal analytical tool. MMM’s emphasis on overall marketing spend allocation and its proficiency in establishing cause-and-effect models, address the challenges posed by the diminishing availability of explicit conversion information, providing marketers with a privacy-respecting and insightful approach to navigate the evolving digital advertising ecosystem.
An Example of Media Mix Modeling
With the right media mix model, a business can measure their past marketing performance to improve future ROI by optimizing the allocation of the media budget by channel and/or tactic, including: traditional and digital media channels, promotions, pricing, competitor spend, economic conditions, weather, and more.
Example:
An international ecommerce brand wanted to forecast their second-half of the year and create an optimal media mix to make their marketing dollars work smarter. A combination of client data, marketing data, and machine learning were required to create a powerful, custom media mix model.
To build the model, the business used 2+ years of digital marketing and revenue data, analyzing it by market, tactic, and day. The data was then used to create model to assess future spend showing how changes in investment across channels could impact revenue and sales.
The full digital media mix model gave the ecommerce brand a detailed analysis of where to optimize their spend across all digital marketing channels.
One recommendation was to shift dollars away from social—which historically had been at or near 30%—to paid search. This recommendation came with another layer of insight: The brand realized they were overinvesting in awareness campaigns, and needed to invest more heavily in capturing current demand during the 2nd half of the year.
Results: Working with a robust media mix model, the brand was able to break down how much media spend was needed by each channel in order to achieve the 30% YoY revenue goal they targeted.
The Benefits & Challenges of Media Mix Modeling
MMM helps you accurately connect all the dots, leveraging (ideally) a wealth of provided data, to understand how disparate aspects of marketing campaigns work together in helping you reach your business goals.
Benefits of Media Mix Modeling
The benefits of MMM are multifaceted, offering marketers a strategic edge in navigating the intricacies of their advertising efforts. Let’s dive into each benefit in detail…
Omnichannel Campaigns: MMM excels in providing insights for omnichannel campaigns, allowing marketers to understand and optimize the impact of their initiatives across various channels. This capability is crucial in today’s interconnected digital landscape, where consumers engage with brands through diverse platforms.
Improved Oversight Over Media Spend Impact: MMM provides a comprehensive view of the impact of media spend, enabling marketers to assess the effectiveness of their investments. This improved oversight ensures a clearer understanding of how each component of the media mix contributes to overall campaign success.
Media Spend Optimization: With MMM, marketers can optimize their media spend by identifying the most impactful channels and touchpoints. This data-driven approach allows for strategic adjustments in budget allocation, ensuring that resources are directed towards the avenues that yield the highest return on ad spend.
Effective Targeting of Audiences: MMM’s analysis helps in refining audience targeting strategies. By understanding which elements of the marketing mix resonate most with specific demographics, marketers can tailor their campaigns to effectively reach and engage their target audience segments.
Forecasting with Certainty: One of MMM’s strengths lies in its ability to forecast results with a high degree of certainty. This forecasting capability empowers marketers to make informed decisions based on predictive analytics, aiding in long-term planning and goal setting.
Reduced Reliance on Personally Identifiable Information (PII): MMM minimizes the reliance on personally identifiable information for analysis. This is especially crucial in an era where privacy concerns are more important than ever.
Media mix modeling is a comprehensive and powerful tool, offering a range of benefits that contribute to a more effective, data-driven, and privacy-conscious approach to marketing strategy and decision-making. While there are many benefits to MMM, there are challenges as well. Let’s look into common challenges of MMM in our next section.
Challenges of Media Mix Modeling
MMM grows increasingly complex as the media landscape becomes more fragmented, and the customer journey more personalized. Whereas in the past, advertisers may have wanted to measure something as simple as the impact of a print ad in a Cleveland newspaper, today’s consumers are exposed to brands in a wide variety of locations and formats, from a subway transit poster to a Sponsored post on Instagram.
Working with high-quality data is important in any measurement initiative, but for MMM to work effectively, it also needs a lot of data to build a reliable model. For example, if you wanted your model to consider the performance impact of seasonality, it would ideally need at least three full seasons (three years) of data to consider in its analysis.
This makes media mix modeling a ‘long game’ initiative with infrequent reporting by its nature. Brands and advertisers who are more accustomed to daily or weekly updates may struggle with ‘waiting out’ the analysis.
Because it’s not designed to make considerations based on user-level data, instead providing aggregate insights, media mix modeling offers limited insights on brand impact, personalized targeting, and customer experience. However, advanced models are available that can provide highly granular insights, but traditional MMM provides aggregate insights.
Common Misconceptions About Media Mix Modeling
Media mix modeling, like many other analytics solutions, has also become a marketing buzzword that has generated its fair share of misconceptions.
Here are a few of the most common misconceptions around media mix modeling.
Media Mix Models Are Not Transparent
With large datasets and statistical analysis involved in media mix modeling, the methods behind the technique have been critiqued for their obscurity. If there is no perceived transparency in the process, how does a brand know if its media mix model is really accurate?
Any organization specializing in media mix modeling should provide a transparent approach, with deliverables such as outlines, milestones, and performance reports. Additionally, you may want to consider partnering with an agency that truly understands how media mix modeling aligns with your needs and expectations. Every business is unique and each media mix model is based on multiple factors.
Media Mix Models Do Not Provide Real-time Data
Today, results are often measured by the timeliness of their delivery, with the current digital marketplace allowing for almost instantaneous real-time data. Media mix models do actually provide compelling real-time marketing insights, perfect for evaluating new campaigns, new competitors, and assessing pricing actions or changes in promotional strategies.
A powerful partner in media mix modeling will provide sophisticated tools and real-time approaches to satisfy your business performance assessments. Your partner should also be able to provide forecasting, simulation, or AI- and machine-learning-integrated models to suggest future movements.
Media Mix Modeling is Biased to Offline Channels
Though media mix strategies do integrate and consider offline channels in their approaches, media mix modeling also considers all digital channels — including display, email, paid search, social, and more. Remember—it’s considering your media mix. If that includes ten different channels and you provide enough high-quality data for each, they will all be considered in your marketing mix analysis.
In fact, as customers have become more intertwined with digital channels, media marketing models have adapted to go even deeper into the analyses provided by those channels’ respective insights to support better budgeting choices and customer segmentation reports.
Conclusion: MMM Closes the Loop on Marketing Performance
In an ever-evolving digital landscape, MMM’s adaptability to the post-cookie/post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising.
“At Tinuiti, we leverage measurement best practices such as MMM and incrementality to understand media effectiveness, predict future outcomes, create deeper insights, analyzing what-if scenarios to provide recommendations that optimize media performance. This helps brands understand what channels they should be investing in, how they should shift budgets (media mix), creating a high-level view of what channels are driving overall sales and ROI. Our goal here is to deliver growth for our clients by maximizing the return on investment through best in class measurement”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
At Tinuiti, we know, embrace, and utilize MMM. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure what marketers have previously struggled to measure – the optimal level of investment to maximize impact and efficiency. But this measurement is not just to go back and validate that we’ve done the right things. This measurement is real-time informing what needs to happen next.
Curious about how we can tailor strategies to hit your unique marketing bliss point, including Rapid Media Mix Modeling? We’re eager to chat. Contact us today for details.
MARKETING
Email Ready to Send? Make Sure to Tick These Things off First!
Designing and developing an email campaign is a complex mechanism; a few things will inevitably escape your attention during the process. So, before you hit that send button, you must draw up a foolproof checklist to ensure every single component in your campaign is in its rightful place. Wondering what an ideal pre-flight checklist looks like? We’ve carefully compiled everything necessary in this blog. Read on to find out!
Subject Line and Pre-header Text
A subject line can make or break your emails. It’s the first thing about your email that reaches the audience, and if it fails to hit the right notes, you’ll have a tough time convincing your subscribers to engage with your emails.
What makes a subject line tick, you ask? Let’s take a look!
- Your subject line should prioritize an economy of words; this will help you on two accounts- firstly, a crisp and to-the-point subject line increases your probability of catching the reader’s attention. Secondly, longer subject lines run the risk of being clipped on mobile devices, thereby spoiling the subscriber’s user experience. By keeping your subject lines concise, you eliminate this possibility.
- Ensure your subject line clearly explains what readers can expect upon opening the email. The more guesswork your subject line demands of readers, the less likely they are to open your email.
- Steer clear of using words that might be considered spammy. With email filters becoming more and more sophisticated, usage of any sort of contentious term in your subject line will result in ISPs flagging your email as spam.
- Personalize your subject line. In a climate of increasingly crowded email boxes, personalization is one technique you simply can’t afford to overlook.
Besides fine-tuning your subject line, you also need to pay attention to your pre-header text. Building upon the context provided by your subject line, pre-header texts give readers an additional nudge to open their emails. Two crucial things that you must keep in mind while curating your pre-header texts are:
- It must exist only as an extension of your subject line; it must not try to introduce any new ideas on its own.
- It must be mobile-optimized.
Broken Links
Given that the links embedded in your email eventually facilitate a conversion, it is imperative that you thoroughly evaluate their health prior to delivering your emails. Broken links aren’t just bad for business; they also spoil a subscriber’s user experience.
Here are a few things you must check after embedding a link in your email:
- This might sound trivial, but do check if the link you have inserted is the one you intended to or not; the only thing perhaps worse than having a broken link is having an irrelevant one.
- Check that the link is redirecting the user to the desirable destination.
- If the download of a resource is supposed to be triggered by clicking the link, check if that’s functioning properly; you wouldn’t want subscribers clicking umpteen times on your link only for it to return nothing.
Accessibility
Apart from acing your content and design, you must also work towards making your email campaigns accessible; people making use of assistive technologies must be able to engage with and comprehend your emails in an absolutely hassle-free manner.
Given below are a few measures that will help you make your campaigns accessible to all:
- Organize your email content. Break down long paragraphs into small sections of 2-3 lines. Use bullets and subheadings wherever necessary. This will make it easy for assistive technologies such as screen readers to parse through your content.
- Write descriptive alt texts for the images you’re including. Besides improving accessibility, alt texts also enable search engines to crawl your page more efficiently, thereby boosting your SEO.
- Use semantic markup; this will help screen readers navigate your emails in a smooth fashion.
- Try to stick to a single-column layout while designing your email template.
This email from AllTrails is an ideal example of an accessible template.
Inbox Preview
Different email clients render emails differently, even if only slightly. Hence, before sending out your emails, you must preview them across different environments and clients to check if they appear as desired. If you are designing your email for dark mode, too, it becomes that much more important to preview it before delivering.
Wrapping It Up
For your email campaigns to be able to drive maximum impact, they must be free of blemishes of all kinds. We hope the pre-flight checklist we shared above proves to be of help to you when you sit down to create your next campaign.
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