How to Use Pinterest to Grow Your Email List

Apr 13, 2021

If you’re reading this – it’s probably because  you already know that having an email list for your business is one of the best ways to create connections and build a community. You know that a good email lead magnet and nurture sequence can help you build trust, generate leads, and make sales. You may have heard that email is dead – but that couldn’t be further from the truth. Email marketing is one of the most effective and intimate ways to build a connection with your community.

Not to mention the fact that you actually own your email list.

Which means, you have the control.

Unlike Instagram or Facebook – where Facebook is owned by Facebook and can make changes as they want to.

You don’t have control.

Today we are uncovering how Pinterest can help you grow your email list and fill it with exactly who you want to bring into your community and create connections with.

Stick with me and I’ll take you step by step through developing a lead magnet that works with your goals and reaches the right people. I’ll unpack keywording and how to find the right keywords to reach the right audience. You’ll learn how to design pin images that get clicks,  and finally – how to create a clear path for your audience to join your email list once they click over to your site.

Create a lead magnet that serves

Any of these sound familiar? Lead magnet, freebie, content upgrade – they’re all the same thing. They’re all an offer you provide for free (or low cost) to your ideal audience and create a way for you to capture emails, connect, and grow your community.

It all starts with a way to reach your ideal audience. And that means knowing what they want, what they need, and what their main problems are.

But it doesn’t just stop there. Your lead magnet should align with the pillars and goals of your business too. A lead magnet should highlight your expertise and create a quick win for your audience. 

Before you can create a lead magnet that will work as an opt-in for your email list – you have to take some time to understand what your ideal client really wants. And beyond that, even use the language and verbiage they’re using to describe their current situation. It’s got to feel (and truly be) like it was created for them.

You get two things by doing this and your lead magnet becomes a filter to:
(1) Attract the right people
(2) Repel the wrong people

Here are some ways you can start digging in and seeing what your audience needs.

1. Instagram Polls

2. Market Research in Facebook Groups

3. Google Search

4. Analytics

5. Frequently Asked Questions

What kinds of lead magnets can you create? Here’s a quick list for you to check out to get your started.


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use Keywords to get visibility

When you know you’ve created a lead magnet that is going to filter the right people through to your email list – then it’s time to determine how you’re going to get it out there.

Sure, you can post about it on Facebook, or Instagram. But you’ll be limited to the people who follow you – and it won’t even be EVERYONE who follows you who will see it. Chances are a fraction of the people who follow you will get a glance at your lead magnet and even then, these platforms aren’t designed to get a person to click away.

That’s where Pinterest keywords come in. When you’re ready to get your lead magnet out there – the best way to reach who you want to reach (even if they’re not following you) is to get it on Pinterest.

If you’re hanging around here for any amount of time, you’ll hear me share how important Pinterest keywords are to your success. In fact, they are one of the most important foundational pieces to your Pinterest strategy.

Here’s how they work – when a user comes to Pinterest, they’re looking to do one of four things: ideas, inspiration, answers or solutions, information about a specific topic.

They’ll head to the search bar at the top of the Pinterest page and start typing something in. These are the keywords! And here’s where I get to tell you that when you’re doing your keyword research it’s soooo important to remember that – it’s not about you.

So it’s not about what terms or jargon you know to use, it’s about using terms and verbiage that you’re audience is using to search.

Once you determine what these keywords are – you’re ready to put them to use! There’s six places where keywords should go. Check out this post I wrote on keywording, Pinterest Keyword Guide: Where & How to Use Keywords to Increase Visibility

Pin Designs matter

What happens after a user searches for a specific keyword?

I’m so glad you asked (go with me here)!

What happens next is that Pinterest serves up a bunch of pin images that will lead to content containing the keyword or related topics. So users get to scroll through the feed and scan the images they see to determine which pin to click on that hopefully holds the answer or solution they’re seeking.

And this is where Pin Design comes in. Because Pinterest is a visual search engine, pinners are compelled by the images to click on the link attached. And if the image is stale or doesn’t tell a story about what they’re going to get on the other side, they’re going to scroll right past it.

Sooooooo – your pin designs are make or break. Aka, they’re pretty important. And while there are some general guidelines you’ll want to follow, what it comes down to is trial and error.

I know, not the thing you wanted to hear. But you’ve got to start somewhere.

Here’s what to make sure all your pin images include:
– 2:3 Aspect Ratio (1000 x 1500 pixels)

– High Quality Image (crisp, light, bright, positive)
– Text Overlay That Tells a Story or Makes Pinners Want to Learn More

– Include a strong call to action

– Text is Easy to Read and Pops from the Image

– Features Your Branding (colors, logo, url)

Related post: How to Create Pinterest Graphics that Get Clicks

create a way to capture emails

One of the biggest mistakes I see made ALL THE TIME is skipping over this final piece. When planning your Pinterest strategy, you’ve got to go beyond the Pinterest platform.

Because here’s the reality – you could do all the things right when it comes to Pinterest and get tons of traffic to your site, but it won’t mean a thing if you aren’t able to create a clear path for them to follow on your site.

Now, there’s a lot that can go into this – so stay with me here for a moment. Because I always want to keep it tangible and I always want you to be able to take away actionable information – stuff you can actually go and implement TODAY. I’m going to get right to what you should be focusing on within your Pinterest funnel for growing your email list.

1. Add value with content – this goes back to knowing what your audience wants to see. When you figure that out, create lots of content around that topic and get it out there.

2. Make sure your site is mobile responsive – 82% of Pinterest users are on mobile, so don’t overlook this small but mighty detail.

3. Include a call to action throughout blogs/podcast notes – Some users won’t scroll all the way through your post, so give them a CTA before the end. But make sure you’re clear about what you want them to do next. Be specific. If you want them to subscribe – then say it!

If you’re reading this and you made it this far – I think I might love you.

But seriously, I’m so glad you’re looking into using Pinterest to grow your email list. Once you get your Pinterest foundations established and consistently pinning quality content to your account – you’re going to be amazed at how this system will work for you.

Remember to be consistent and give it time. These really are the most important things to keep in mind.

Here’s a quick recap of what we covered:
1. Start with a lead magnet designed for your ideal audience.

2. Get your content seen by using targeted keywords.

3. Don’t discount your pin designs.

4. Understand the user journey once a pinner leaves the platform and make it simple for them.

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Hi, I'm Anna!

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Hey there! I’m Anna Huff. Content Strategy and Blog Coach.

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