How to Use Pinterest (and Blogging) to Grow Your Email List
Pinterest isn’t just about outfit inspiration or recipe searching. As a Pinterest strategist, I can tell you that Pinterest is a powerful search engine tool for increasing your email subscribers that you may be overlooking.
There are many ways to grow your email list. You can create free resources and lead magnets. You can share them on social media, in guest workshops, as a podcast guest, or when speaking in person. You can ALSO share them on Pinterest.
Pinterest is where people go with search intent. Pinterest users scroll and search for inspiration, solutions, valuable content, and products that align with what they are planning or the new version of themselves.
Pinterest is a top-of-funnel marketing platform and works best when used intentionally to bring new people into your ecosystem (your website, blog, and email list).
This is why it is a really great marketing tool to pair with blogging to help grow your email list.
In this blog post, I’m diving into why Pinterest is such a great tool for growing your email list and how to plan your blog content to bridge the connection between Pinterest and your email list opt-ins.
But first, let me introduce myself. I’m Sarah Latorre, a Pinterest manager for creative business owners and content creators. But I don't just “manage your Pinterest.”
Because you need more than that. Instead, I make sure your Pinterest strategy connects to everything else you're already working so hard to do. That way, your blog posts, your digital products, your email opt-ins, and your affiliate links all work together — with Pinterest! — to bring the right people to your website.
I’m here because Pinterest and blogging work SO well together.
Natty shares all the tips and resources for blogging for your business, and she’ll tell you that blogs shouldn’t just live on your website. You should promote your blog, and your blog content should work together with your other marketing channels.
And I’ll be sharing how to use blogging and Pinterest together to grow your email list.
Why Blogging and Pinterest Work So Well Together
Pinterest is a search-based discovery platform that extends the life of your blog content. Additionally, it gives you a traffic source outside of Google and AI’s control.
A big conversation in the blogging space has been about the impact of the AI Overview Google recently rolled out. This feature has shifted search behavior on Google and negatively impacted website traffic to blog posts.
This doesn’t mean that blogging is dead. In fact, there are still a lot of really important reasons blogging can actually help your SEO in the age of AI. But it does mean we can’t rely on Google alone to drive traffic to your website.
Pinterest is a platform with 630+ million monthly active users and 80+ billion searches a month.
What’s cool about Pinterest is that users come to the platform for inspiration, to learn or plan, or to buy. And when you create blog content that supports all stages of that journey, you're really making the most of the platform.
How it works: You create pins that link directly to content on your website, aka blog posts. And Pinterest users find your pins based on what they’re searching for; they click on your pin to read your blog post.
To pin on Pinterest, you need website content to send people to. This can include product pages, affiliate links, lead magnet pages, and blog posts.
I always recommend blog posts as part of your Pinterest strategy because they are one of the best ways to warm up the Pinterest audience.
While you don’t technically have to blog, it’s smart to do so, and it tends to work better on Pinterest. Here’s why: a sales page or product page is only going to hold the attention of a user who's actively ready to buy right now. If they aren't ready but they're still in the research or exploration phase, they'll probably head straight back to Pinterest to keep scrolling.
Turning that cold Pinterest traffic into a sale takes more nurturing, and a blog post is a proven, effective strategy. A blog post can also include multiple CTAs, link to other blog posts, and be repinned indefinitely, which a static sales page just can't do.
What Does the Pinterest-to-Email-List Funnel Look Like in Action?
First, let’s talk about why it works to use Pinterest to grow your email list. Because it’s a search-based platform, your lead magnet and blog post content show up for people in active problem-solving mode, not passive social media scrollers.
They came to Pinterest looking for the answers you provide, so they are much more likely to grab your free resources, opt in to your email list, and eventually make a purchase.
Because Pinterest is a top-of-funnel platform, it won’t be very effective to try to get your Pinterest audience to go straight from Pinterest to purchase for things like done-for-you services, higher-ticket programs and offerings, or anything that requires more nurturing before conversion.
This is where the Pinterest-to-Email List Funnel comes in to help you sell your offer. Let’s break it down:
Top of funnel: Pinterest pin
🎯 The goal: awareness and discovery
What happens: The user goes to Pinterest searching for inspiration, ideas, or a solution to their problem. They see your pin and read your compelling headline. Then they click to visit your blog post. They go from a random Pinterest user to a visitor on your website.
Middle of funnel: Blog post
🎯 The goal: consideration and trust
What happens: The pin click delivers them directly to your blog post. This is where you deliver on the pin's promise with free, helpful, high-quality content. You build trust and prove your expertise. As they read, they realize your content is valuable, offers the kind of solution they’re looking for, and they want more of it.
Bottom of funnel: Email List Sign Up
🎯 The goal: conversion (to email list)
What happens: In that blog post, you present a lead magnet (free resource like a guide, checklist, or template) or a newsletter sign-up option. The reader must provide their email address to get access. They have officially arrived to the bottom of this specific funnel. Yay!
(Note: After adding them to your email list, a new funnel begins where you nurture them to eventually sell a product or service.)
This type of funnel works so differently than using it with social media because of the shelf life of Pinterest pins. A pin you publish today can still be getting clicks, saves, and sales eight months from now. A content system helps ensure that pin will still drive traffic to your website months from now, without you needing to do anything.
How to Choose Blog Topics That Support Your Email List Growth
Choose topics aligned with a lead magnet that you know will convert on Pinterest
If you have a lead magnet that consistently performs well when shared on social media or included in your podcast or YouTube description, that should be the one you focus on creating blog content about.
It’s helpful to use this lead magnet for two reasons.
First, if you know it’s been converting on other platforms, then you know it’s solving the problem your audience is looking for. That type of lead magnet will also do well on Pinterest.
Second, you’ve likely already created a lot of content leading into that lead magnet that you can repurpose into blog posts. It gives you a great starting place to know what topics your audience wants to know more about that lead to them opting in to the free resource.
Search for keywords that tie to your lead magnet
The quickest, easiest way to search for keywords is to use Pinterest's search bar. You can type in phrases related to your lead magnet and see what predicted searches come up. That shows you what people are actually typing into the search bar to find content like your lead magnet.
Write blog posts that naturally lead into your newsletter opt-in
If you use a newsletter to nurture your email list, it’s also helpful to have some blog posts that have your newsletter opt-in as the call to action.
This is where you need to do a little backward planning and put yourself in your ideal audience's shoes.
What questions are people asking that your newsletter content answers?
What kind of valuable information are they looking for that would make them want to opt in for more content written by you?
Another great way to find blog topic ideas that lead into your newsletter is to look at past newsletters.
What newsletter has gotten the most engagement?
What topic did you write about recently that people loved?
How could you expand on the tips and resources you’ve delivered in your past newsletters to turn them into a blog post?
This is exactly how I’d start writing blogs intentionally to create optimized pin content and drive email growth.
When you begin writing blog posts that naturally funnel into your email opt-ins, you build a pathway for Pinterest visitors to become more engaged and connected with your brand.
Next time you plan your blog and Pinterest content, think about how your topics can naturally lead to the quality lead magnets you already have to nurture your audience and build your email list.
Prioritizing this in your blog content can be the difference between pins that just drive traffic to your website and pins that lead to email list growth.
Additional Pinterest Strategy Tips and Resources for Business Owners and Creators
If you enjoyed this post and want to continue learning about Pinterest from me, here’s where you can find me:
➡️ Check out the blog: This is my growing resource of Pinterest and marketing tips for business owners and creators.
➡️ Subscribe to Notes From The Scenic Route: My almost weekly newsletter for business owners and creators who want their marketing to feel sustainable and intentional with Pinterest strategy, sustainable marketing tips, and real talk about building a business around a full life.
➡️ Connect over on Instagram: Where we can connect and become friends!
If you’re already creating blog content, but you’re not sure how to share it on Pinterest, grab a Content Audit. I review your existing long-form content and show you exactly how to turn it into a Pinterest strategy that drives traffic to your email list.
If you’re looking for more support for Pinterest in your business, CLICK HERE to learn more about my Pinterest marketing services for business owners and creators.