Examples of Email Marketing: Sony Electronics, Pinterest & Email Integration
In this case study we present the winning campaign in the category "Best Email Marketing Innovation" of the annual Marketing Sherpa awards.
This is an action in which Sony Electronics integrated email with its Pinterest presence, achieving great results in terms of opens, clicks, traffic and increase of new subscribers.
The main aim of the campaign was to strengthen the link between users and the brand, beyond directly promoting sales of its products..
On the other hand, the Social Media department had recently launched Sony Electronics' presence on Pinterest, and they needed to attract followers and raise awareness of this platform.
Source: Marketing Sherpa
The campaign kicked off with an email dedicated to promoting Pinterest boards to registered (opt-in) users. The email aimed to raise awareness of Sony's presence on Pinterest, as well as educate subscribers on the various aspects of this new territory.
Source: Marketing Sherpa
Two weeks after this mailing, Sony sent the campaign again to those users who did not open the first mailing. In this way, it increased the possibility of communicating the message to those users who did not have the opportunity to see it in the first instance. This re-sending to "unopened" users led to a significant increase in the number of followers of the brand on Pinterest.
The email also included a series of buttons for users to share the content on social networks (Facebook, Twitter, Pinterest). The results obtained with this SWYN (Share With Your Network) action were very good, so much so that it was decided to include the Pinterest sharing buttons in the product-specific emails. This procedure was incorporated for the first time at the launch of the new VAIO computer line. The Pin it was also introduced in order confirmation emails after a purchase.
As analysis of the campaign results showed high rates of user interaction with the brand via Pinterest, Sony Electronics decided to include Pinterest banners in its monthly emailings. This example shows the inclusion of a banner with the site's products that generated the most interaction via Pinterest in the previous month.
RESULTS
- First dedicated email:
Open Rate a 67% above the targets that were set.
Clickt Through Rate a 16% above the targets that were set.
- Shipping launch of new VAIO line including pin it:
3,000 clicks on the pin it
The targets set in the revenue/email delivered metric were met by 172% in this campaign.
- Sending order confirmation
After integration with Pinterest, the open rate stood at 70%.
The CTR stood at 18%
- Pinterest banner
The banner with the items that generated the most interaction via Pinterest generated more than 2,900 monthly visits to Sony's e-commerce.
Source: Marketing Sherpa
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