Should you continue to focus your efforts on email marketing to build your business? Of course ! Plus, there’s no shortage of email marketing trends in 2022…
Do you only focus your marketing strategy on social networks? Big mistake! Email marketing still has its place. According to statistics, the number of email users is 42.2 million in France, which still represents 60% of the total population. By the end of 2024, the email market is expected to exceed $84.2 billion. Additionally, 49% of professionals purchase a service after receiving an email.
TheirWait no more, here are the 13 email marketing trends in 2022 that you shouldn’t miss.
1. Email marketing is driving the growth of e-commerce
E-commerce businesses rely on multiple marketing strategies, and email remains one of the most powerful assets. They reach a target audience with personalized messages that drive direct sales. In fact, email marketing offers a 4,200% ROI based on the same stats.
Additionally, by 2023, email marketing usage is expected to reach 4.3 billion users, or half of the world’s population. Not only does it allow you to reach a specific audience with your message, but it also allows you to reach the widest possible audience.
2. Omnichannel communication
Email marketing remains one of the most important approaches to digital marketing. But it is more effective when combined with other channels like SMS, social networks or web push notifications. Restricting your digital presence to one or two channels will limit your opportunities to engage with prospects in multiple ways.
Unlike basic multichannel strategies, omnichannel marketing campaigns constantly update and adjust messages across all platforms in response to each user’s activity. Regardless of the channel they use to interact, they’ll be greeted with personalized content that makes sense in the context of their unique customer experience.
3. User Generated Content
While most emails should focus on your own content, you should consider implementing more user-generated content for a number of reasons.
User Generated Content (UGC):
- It allows you to integrate different perspectives and bring your messages to life;
- It comes with built-in social proof by demonstrating the experience readers can expect if they buy from your brand;
- Show subscribers that you care about their satisfaction. You can send an email with photos of satisfied customers using your products, for example;
4. Artificial Intelligence
Artificial intelligence (AI) makes email personalization easier because it allows you to extract more data about your customers and do it faster.
Many marketers are still hesitant to incorporate 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, but to streamline your workload and help scale your email marketing campaigns.
So, in terms of email marketing, artificial intelligence:
- Help build mailing lists;
- It helps to write subject lines;
- Restructure your email campaigns for maximum effectiveness;
- It allows you to send personalized emails to each prospect;
- Clean mailing lists.
5. A/B testing
With changing customer preferences, A/B testing will be an indispensable part of your email strategy:
- You’ll learn more about your audience and the type of emails that resonate with them the most;
- You’ll be able to send customer-focused emails that leave a deeper impact and drive conversions;
- You can test things like subject line, type of images used, CTA placement, email personalization.
With the right email marketing software, you should even be able to set up multi-question quizzes and surveys that users can complete from their email. The more you make it easy to engage with your content, the more likely customers are to engage.
Human beings are naturally drawn to things that are different from what they are used to. That’s why interactivity is an easy way to set your emails apart from the rest of the messages in your subscribers’ inboxes. Plus, it opens up a variety of opportunities for interactive content that will engage your readers in different ways.
For example, surveys, polls, and feedback forms give users the opportunity to share their opinions. This will help you gather important information about your brand while showing your audience that you care about their experience.
7) Agile Email Marketing
Adapting at all times will be of the utmost importance from this year on, because this is where agile email marketing comes in.
It is the process of using data and analytics for the continuous iteration of your digital marketing campaign through testing and experimentation in collaboration with other teams.
Agile Mode helps optimize email marketing strategies while taking a trial and error approach. So you’ll be able to revise your messaging strategy as your data and subscribers change. By following the agile way, you will better understand your target audience and create a personalized experience in line with customer interests.
8. Hyper-personalization of email marketing
The ultimate goal of any email marketing campaign is to generate more revenue. In the last two years, marketers have come to the conclusion that one of the best ways to do this is to personalize the user experience.
But be careful, personalization can have serious adverse effects on the outcome of your marketing campaign. When receiving an unpersonalized or misdirected email, 94% of customers say they have noticed at least one of the following…
- 10% never visit the website again.
- 13% visit the website less often.
- 29% become less willing to buy products.
- 45% classify emails as junk or spam.
- 54% unsubscribe from emails.
- 68% automatically delete emails.
9. Increased awareness of data privacy
Apple’s decision earlier this year to give its users more privacy features shows how seriously big tech companies take data privacy. It also makes sense: 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 their users’ privacy first when developing new product features. This privacy awareness will also affect brands.that will need to rethink what kind of data they collect from their users and how they use it.
10) Visual Email Marketing
As the image attracts our attention more in terms of content, visual email marketing has gained popularity in recent years. Marketers often include different types of images in their emails to grab the subscriber’s attention, such as:
- Static images;
- illustrative animations;
- 3d images;
In 2022 and the years to come, more and more marketers will use visuals to enhance their digital marketing strategy. They will experiment with different types of layouts to add visual impact to emails, such as:
- monochrome designs;
- Textured backgrounds.
While that doesn’t mean text-only emails will become obsolete, visually rich emails stand out in a subscriber’s inbox. Brands that include visual content actually have a 7x conversion rate according to various 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 the loading of your site.
With this technology, you can send emails that allow users to take action without being redirected to a third-party website or application. For example, the subscriber can easily fill out a form, answer a survey, or make a purchase from the same email.
12. Mobile optimization
Along the same lines, did you know that around three quarters of smartphone users use their devices to check their inbox, and more than half of all email opens now come from mobile devices? Yet 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 yet mobile-optimized, you’re cutting yourself off from a significant portion of your audience. Therefore, in 2022, mobile email design should have the same priority as a desktop.
13. Dark Mode in Email Design
The growth of the dark mode or dark mode in recent years is not surprising. As people spend more time at home and on their computers, the benefits of dark mode have made it a highly requested feature that is now present in most applications and operating systems.
When it comes to email, a survey showed that 44% of marketers are already considering dark mode in their emails. It makes sense: many users already choose to show dark mode on their devices for at least part of the day.