▷ Why is email marketing essential in 2022?

Email marketing has exploded in recent years and will continue to grow for years to come. However, with this increased importance comes increased competition. That’s why it’s important to make sure you’re doing everything you can to optimize your email marketing campaigns to stay ahead of your competition in 2022 and beyond!

Key facts about email marketing

Before social media and Google Ads, email marketing was THE channel for reaching audiences online. And this is still the case today, as it remains vital for companies developing digital marketing campaigns.

The statistics prove it. While there are more than 4 billion daily email users, Statista says that number could rise to 4.6 billion by 2025. Compared to the 4.5 billion users of social networks, it is clear that the difference is not as great as one might think.

The rest :

  • The average email open rate is 19.8%;
  • The average bounce rate for all industries is 9%;
  • 26% of retail emails bounce significantly more than average;
  • 45% of cart abandonment emails are opened, well above the typical email average;
  • Abandoned cart follow-up emails really work. Sending three abandoned cart emails generates 69% more orders than a single email.

Email marketing is prevalent in small businesses. In 2021, 64% of small businesses used this marketing approach to reach their customers.. It is estimated that the percentage of companies that use it will increase even more each year.

6 types of email marketing

There are several types of email. These include:

  • welcome emails : used to attract first-time users who are interacting with your brand;
  • Cart abandonment emails : When users abandon their cart, a kind of reminder is sent;
  • Re-engagement emails: They are emails in which you converse with users who do not normally interact with your brand;
  • Confirmation emails: They are the emails we receive after performing a certain action, such as making a purchase;
  • educational emails : These include any type of email that informs or educates readers about a particular topic or event;
  • Special offers : They are used to inform users of a special discount on a product or service.

Why still use email marketing in 2022?

1. Create brand awareness

How can consumers learn more about your brand story? Your website and ads can help, but constant email communications can improve your brand awareness. Create newsletters with intriguing topics and create interactive email content for your subscribers. From promotional campaigns to information campaigns, try to show them what you are made of to finally steal their hearts. The more your customers connect with your brand assets like your logo or tagline, the more they will unconsciously think of you. and can lead to an increase in your conversion rates as it advances.

2. Increase sales and ROI

Today, it would be strange to miss out on email marketing when it is the marketing channel with the highest return on investment (ROI). Getting an average of 36x what you spend means it should remain an integral part of most companies’ advertising strategy. So if you want to increase your sales, you can create marketing campaigns with discounts, offers. It is a winning method that can be very beneficial for you in the long run.

3. Keep your subscribers

Those who subscribe to your newsletter show that they are particularly interested in your content. They want to know more about your business, right in their inbox! This means that your followers are those who have a special interest in your business, beyond your followers on social networks, for example. Therefore, they are more loyal to you.

4. Reduce costs

Compared to conventional marketing approaches, email is cost-effective and simple. To get started, you don’t need a huge budget to advertise, produce, or print the ad. So you avoid the expense associated with hiring a video and digital production team, for example. When sending emails, all you need to do is hire a professional graphic designer if needed to create compelling images with great content, and voila.

5. Maintain customer relationships

Good emails aren’t just for direct sales. Sometimes all you want is to connect with your customers with relevant and inspiring content. In this way, they will begin to trust your brand more, which little by little will translate into customer loyalty. There are many ways to approach this, such as personalized emails, giving buyers the feeling that you care about their needs.

6. Reach users across multiple devices

One of the great benefits of email marketing is that you can reach your target audience on different devices: smartphones, desktops, and tablets. As an indication, more than 60% of millennials check their email on their phone three times a day. Therefore, it is a booming market for all sellers! And if you want to be successful in email marketing, it’s imperative that you stay current on email technology and automation.

7. Easy to design and implement

You can create and implement an email marketing strategy in hours. That’s not to say it’s easy, but it’s relatively simple compared to other digital marketing strategies. And given the value of business email, there’s plenty of opportunity for success if you learn how to grow your audience and use your email effectively. This means that an investment in learning email will pay off later, so it’s an especially good idea if you’re starting a business on a shoestring budget or with no outside funding.

8. Drive traffic to your website

With every email you send to your subscribers, you need to link to your website somewhere. This way, there are more opportunities for them to visit, which generally helps drive more traffic to your site. Regular visits can add to your credibility with Google. If people visit it and are interested in it, it can help improve your SEO.

9. Merge with other marketing channels seamlessly

One of the positive aspects of email is that you can seamlessly integrate it with other social networks like Facebook, Twitter, Instagram or even LinkedIn. For example, companies can place social platform icons in emails and ask readers to follow them. It is also possible to display a collage of Instagram posts in your emails to show a preview of your Instagram business profile. Alternatively, many marketers place “Pin it” options in emails so consumers can save images directly to their accounts.

10. Finally, people still and always use email…just plain!

Although many people have been led to believe that email is dead, those who understand email marketing know that it’s not going anywhere any time soon. Additionally, 83% of global consumers say they prefer email when receiving business communications. So why is it so important to send emails? Because it works! There’s no need to reinvent your marketing strategy or rely on gimmicks if what you’re already doing is working. However, to truly succeed, you need to keep an eye on email marketing trends and implement strategies that guarantee success, in 2022 and beyond.


If you want to get the most out of your email marketing campaigns, you need to take a holistic approach to developing the right strategies. Fortunately, there are several email tools to optimize your marketing campaigns. As technology advances, new forms of communication and marketing will be introduced. It is our responsibility as digital marketers to stay on top of technological changes and apply this knowledge to our daily workflow.

Also, do not hesitate to take a look at our training Develop your activity with webmarketing to train yourself in web professions and create an effective digital strategy.

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