Should you continue to focus your email marketing efforts to grow your business? Of course ! Furthermore, there is no shortage of email marketing trends in 2022…
Does your marketing strategy focus solely on social networks? Fatal error! Email marketing still has its place. According to statistics, there are 42.2 million email users in France, which still accounts for 60% of the total population. By the end of 2024, the email market is expected to reach over $84.2 billion. In addition, 49% of professionals buy a service after receiving an email.
HaWait no longer, here are 13 email marketing trends in 2022 that you shouldn’t miss.
1. Email Marketing Stimulates E-Commerce Growth
An e-commerce business relies on multiple marketing strategies, and email remains one of the strongest assets. They reach their target audience with personalized messages that drive direct sales. In fact, email marketing provides 4200% ROI according to the same stats!
Moreover, by 2023, the use of email marketing is expected to reach 4.3 billion users, or half of the world’s population. It not only allows you to reach the target audience with your messages, but it also allows you to reach as many audience as possible.
2. Omnichannel communication
Email marketing is still one of the most important methods of digital marketing. But it is most effective when combined with other channels such as SMS, social networks or web notifications. Limiting your digital presence to one or two channels will limit your chances of interacting with potential customers in different ways.
Unlike basic omnichannel strategies, omnichannel marketing campaigns constantly update and adjust messaging across all platforms in response to each user’s activity. No matter what channel they use to interact, they will be greeted with personalized content that makes sense in the context of their unique customer journey.
3. User Generated Content
While most emails should focus on your content, you should consider implementing more user-generated content for a number of reasons.
User Generated Content (UGC):
- It allows you to combine different perspectives and bring excitement to your messages;
- It comes with social proof built in by showing your readers the experience they can expect if they purchase from your brand;
- Shows your subscribers that you care about their satisfaction. You can send an email with photos to customers who are satisfied with using your products for example;
4. Artificial intelligence
Artificial intelligence (AI) makes email customization easier because it allows you to extract more data about your customers and do it faster.
Many marketers are still hesitant to integrate AI into their email marketing strategy because they don’t understand how they can benefit from it. But remember, AI is not meant to replace you, it is meant to improve your workload and help scale your email marketing campaigns.
So, regarding email marketing, artificial intelligence:
- Helps create mailing lists.
- Helps write the subject lines.
- Restructures your email campaigns for maximum effectiveness;
- It allows you to send personalized emails to each potential customer;
- Cleans mailing lists.
5. A/B . Test
With changing customer preferences, A/B testing will be an indispensable part of your email strategy:
- You will learn more about your audience and the type of emails that resonate with them;
- You will be able to send out customer centric emails that leave a deeper impact and bring in conversions;
- You can test things like the subject line, type of visuals used, CTA placement, and email customization.
With the right email marketing software, you should be able to set up multi-question tests and surveys that users can complete from their email. The easier it is to interact with your content, the more likely customers are to engage.
Humans are naturally drawn to different things than they are used to. This is why Interaction is an easy way to differentiate your email messages from the rest of the messages in your subscribers’ inboxes. It also opens up a variety of opportunities for interactive content that will engage readers in different ways.
For example, survey forms, polls, and comments give users the opportunity to share their thoughts. This will help you gather important insights about your brand while showing your audience that you care about their experience.
7) Agile Email Marketing
Being adaptable at all times will be of paramount importance starting this year, because that’s where fast email marketing comes in.
It is the process of using data and analytics to constantly iterate your digital marketing campaign through testing and experimentation in collaboration with other teams.
Agile Mode helps simplify email marketing strategies while adopting a trial and error approach. Therefore, you will be able to review your messaging strategy as your data and subscribers change. By following the agile mode, you will better understand your target audience and create a customized experience aligned with the client’s interests.
8. Hyper-Personalization of Email Marketing
The ultimate goal of any email marketing campaign is to generate more revenue. Over the past couple of years, marketers have come to the conclusion that one of the best ways to do this is to customize the user experience.
But beware, personalization can have serious negative effects on the outcome of your marketing campaign. When receiving unpersonalized or poorly targeted email, 94% of customers say they realize at least One of the following…
- 10% do not visit the site again.
- 13% visit the site less frequently.
- 29% became less willing to purchase products.
- 45% classify emails as junk or spam.
- 54% of unsubscribe emails.
- 68% delete emails automatically.
9. Raise awareness of data privacy
Apple’s decision earlier this year to provide its users with more privacy features shows how seriously big tech companies are taking data privacy. It also makes sense that consumers are demanding more control over their personal data and want to know how brands use their personal information.
In 2022, we expect other major customers to follow Apple’s lead and put the privacy of their users first in developing new product features. This privacy awareness will also affect brandswhich will need to rethink what kind of data they collect from users and how it is used.
10) Visual Email Marketing
Since the image grabs our attention more in terms of content, visual email marketing has been gaining popularity in recent years. Marketers usually include different types of visuals in their emails to grab the subscriber’s attention, such as:
- still photos
- GIF images.
- Illustration animation.
- Three-dimensional images
In 2022 and in the coming years, more and more marketers will use visuals to improve their digital marketing strategy. They will test different types of layouts to add visual impact to emails such as:
- monochrome designs
- Textured backgrounds.
While that doesn’t mean that text-only emails will get old, visually rich emails do stand out in a subscriber’s inbox. Brands that include visual content actually have a conversion rate of 7 according to several studies.
11. AMP (Accelerated Mobile Pages) in Emails
A few years ago, Google launched Accelerated Mobile Pages (AMP), a solution that improves the experience of mobile users by speeding up your site’s loading.
With this technology, you can send emails that allow users to take action without being redirected to a third-party website or app. For example, a subscriber can easily fill out a form, respond to a survey or make a purchase from the email itself.
12. Mobile Optimization
Along the same lines, did you know that about three-quarters of smartphone users use their devices to check their inboxes, and that more than half of all open email now comes from mobile devices? However, while the vast majority of consumers open their emails on their smartphones, only less than 12% of newsletters are fully optimized for these devices.
If your emails aren’t already optimized for mobile devices, you’re distancing yourself from a large portion of your audience. In 2022, designing emails on mobile devices should be an equal priority to a desktop computer.
13. Dark Mode in Email Design
The growth of dark mode or dark mode over the past few years is not surprising. As people spend more time at home and on their computers, the advantages of dark mode have made it a highly sought-after feature now found in most applications and operating systems.
When it comes to email, a survey shows that 44% of marketers are already considering dark mode in their emails. It makes sense: many users already choose to display dark mode on their devices for at least part of the day.