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Are you a digital professional and interested in email marketing? Here are the nine email trends to follow in 2022 to improve your chances of a successful year and achieve your results!

While digital marketing changes dramatically every year, email marketing remains one of the most effective channels for online marketers, and for good reason.

According to recent data, on average, every Euro spent in this channel (excluding offshore base rentals) results in an average return on investment (ROI) of 4200%.

Whether you work in a small business, whether you are self-employed without employees or if you work for a large company, email remains an essential and necessary digital communication channel to stay in touch with potential clients and clients.

In this article, we will introduce you to some of the Top Email Marketing Trends in 2022.

We’ll also take a look at the industry’s long-term trend to give you an idea of ​​the future of email marketing.

Top 9 Email Marketing Trends for 2022

Keeping up with the latest trends in email marketing is essential to constantly renewing and improving your email strategy from year to year.

1- Email Marketing Automation, A Trend That Doesn’t Disappoint!

Although automated messages (email marketing automation) continue to dominate the email landscape, alone accounting for approximately 32% of all requests generated by the email channel (compared to only 2.4% of emails sent). ), however it is still important to improve your traditional style. Email marketing campaigns by keeping up with the latest trends.

With this in mind, we recommend making automation an essential part of your email marketing practices. Email automation workflows like welcome emails, abandoned cart messages, and re-share sequences will keep your audience engaged without requiring you to spend time crafting messages for each potential customer.

Note: On this topic, instead of reinventing the wheel, here 50 Marketing Automation Script Templates For reuse and adaptation.

2- User-generated content in marketing emails

E-commerce users often use user-generated content or user-generated content on social networks to promote their brands, but it is not often reused in emails.

However, there is no longer a need to demonstrate interest in the images and content generated by their clients.

More authentic, this content acts as real social proof that boosts conversions, so it would be a shame to deprive yourself of it in your email marketing campaigns!

So while most emails should focus on their content, also thinking about promoting more customer-generated content is worthwhile, and here’s why.

  • First, it gives you the opportunity to break the usual graphic routine and charter by adding more variety to your emails.
  • User-generated content also shows customers and subscribers that you care about their satisfaction and the content they create with your products.
  • Highlighting images of happy customers using your products as social proof works by showing your followers the experience they can expect if they purchase from your brand.

3- Excessive segmentation and customization of campaigns

Before, it was common practice to send a single weekly newsletter to your entire base, without allocation.

But this was before.

In 2022, it becomes increasingly necessary to segment, target, and customize email marketing campaigns increasingly in order to get the best results.

Segmentation and personalization is all about sending the right content to the right users at the right time.

If a customer makes purchases around 8 a.m., for example, it’s in your best interest to send them promotional emails at that specific time.

Logical, right?

The more you tailor your emails to each subscriber’s needs, the more likely they are to be interested in your content.

4- Excessive qualification and enrichment of databases

Of course, audience segments depend on the data you originally gather about your customers and prospects.

Gathering more information about their customers, prospects, and users is one of the major challenges for email marketers in 2022 (and the years to come).

Especially with the end of third-party cookies.

The more complete the databases, the more advanced the marketing automation and personalization scenarios and thus the more effective they are.

5- Integrate email marketing into a multi-channel strategy

Email is still one of the most important platforms for digital marketing.

But it is most effective when combined with other digital communication channels such as SMS, social media and web notifications.

Limiting your digital presence to one or two channels will limit your chances of engaging with potential customers in different ways.

Unlike basic omnichannel strategies, omnichannel email marketing campaigns constantly update and modify messages across platforms based on each user’s activity.

6- Augmented Reality (AR/VR) for Email Marketing

Augmented reality and virtual reality are two of the emerging technologies in recent years that offer a myriad of applications for both personal and business environments.

While there are still hurdles that make it very difficult for marketers to take advantage of this content in emails, this is changing as the accessibility of augmented reality and virtual reality increases across different devices and operating systems.

Apple, for example, has integrated augmented reality support into the iPhone and iPad, allowing users to view AR content directly from the Mail app and other native apps.

As a marketer, it is now possible to send a basic 2D image in an email that can transform into a 3D AR object when users click or tap on it.

For example, Warby Parker, a company that sells glasses, has tested this by letting its users visualize their faces with different types of glasses by integrating augmented reality directly into their emails.

Of course, this trend at the moment is quite an embryonic stage as it is aimed only at mobile users equipped with an iPhone or iPad, but with good segmentation it is thus possible to increase the user experience of these subscribers.With this kind of innovative features.

7- Incorporating interaction into your email marketing campaigns

People are naturally drawn to different things than they are used to.

Interaction is a simple way to distinguish your email messages from the rest of the messages in your subscribers’ inboxes.

Surveys and forms give users the opportunity to communicate in reverse and return their ideas and opinions to develop your products and services.

With the right email software, it is possible to set up tests and surveys with multiple questions that users can complete directly from their email inbox (Melmodo It is one of the email programs that offer this type of functionality for example).

Remember, the easier it is to interact with the content, the more likely your followers will be to engage.

Games are a relatively easy interactive component that can be integrated into email marketing. Instead of giving each user the same discount, for example, you can let them spin the wheel of fortune to get a random gift. Even if they end up getting the same offer, the possibility of the stranger might be enough to generate more interaction and buzz from the email base.

8- Responsive and optimize campaigns for mobile consumption

Three-quarters of all smartphone owners use their devices to check inboxes, and more than half of all email open now comes from mobile devices.

While the vast majority of consumers open emails on their smartphones, less than 12% of newsletters are fully optimized for these devices and responsive.

If your emails aren’t optimized for mobile devices, you’re distancing yourself from a large portion of your audience.

In 2022, designing responsive email should be a priority for all businesses in all industries.

9- The importance of data privacy and GDPR

Data privacy has been a major driver for companies since the early days of the internet, but modern consumers care about their privacy more than ever, especially since the General Data Protection Regulation came into force in France.

With the end of third-party cookies, the iOS 15 update and subsequent updates, email marketers will have less and less data at their disposal to evaluate the performance of their campaigns, collect data and properly segment their campaigns. important in the future as returns become less measurable.

The Long-Term Trend: Adapting to New Email Marketing Trends

Email marketing changes dramatically every year due to the impact of emerging technologies, changing regulations, and various other factors.

Staying ahead of the competition means knowing how to stay on top of the latest email marketing trends and adjust your plans accordingly.

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