Top 8 Email Marketing Trends in 2022
Apr 12, 2022 | 5 MINUTES TO READ
Summary: Email marketing is one of the most effective marketing tools around, so it is important to be aware of what to watch for in the coming year. Read on to learn more!
Email marketing has been around for a long time and is consistently ranked as one of the most effective digital marketing tactics available. However, it has also undergone significant changes over the years. This year is expected to be no exception.
In 2022, it is time to re-evaluate your old email marketing strategies. Adapting those strategies to better conform to modern trends helps you provide an experience similar to those offered by your competitors. The following trends are expected to become some of the most dominant forces in email marketing in the coming year.
Top 8 Email Marketing Trends for 2022
1. Measuring Results
Due to various factors (including Apple’s latest update blocking access to the metric entirely), open rates are longer considered a valuable metric for email marketing. In 2022, leave open rates behind in favour of more meaningful metrics. Measuring something like conversion rates instead gives you a much clearer picture of what is going on in terms of financial payoffs.
Since increasing revenue is the primary goal of any marketing initiative, this data makes it easier to determine which campaigns are effective and which need improvement. These measurements are also much more appealing to C-suite executives with budgeting power. If you use these figures to make your case, you may be able to secure more funding from them.
2. Personalized Messaging
Personalized email content has been around for a long time, but users are no longer impressed with old tricks like subject lines with their name in them. They expect more from the brands they interact with, and giving it to them goes a long way toward earning their loyalty.
To implement better email personalization in 2022:
- Collect additional first-party data on leads whenever possible. A good way to do this is to include fields for things like budget and interests in your sign-up forms.
- Break your new data down into a few general profiles. Analyze past data to determine what type of content will be most appealing to users in each profile.
- Create a set of personalized landing pages for each type of lead you want to attract. Tailor these pages to these users’ interests and goals.
- Use email automation to create dynamic content that changes based on the profile of the recipient. Include a link to the relevant, personalized landing page.
3. Improved Data Collection
Data on user activity on your website is beneficial. With it, you can implement complex personalization strategies based on users’ demonstrated interests and goals.
For example, if a user purchases an item from your online store, you can send them an email a few days later showcasing some related items that are frequently purchased alongside that item. These additional items are likely to be of interest to the user and may tempt them to make another purchase.
4. Increased Automation
If you are not already using email marketing by now, 2022 is the year to start. Many of the other strategies on this list depend on it in order to be viable.
Email marketing allows you to easily target specific leads with personalized messages that speak to their needs. You can set up automatic email to trigger whenever your leads perform a specific action on your website, such as adding an item to their cart without completing their purchase. These messages build on your leads’ demonstrated interest to nudge them in a particular direction. You can also schedule routine messages to go out at different times depending on the time zone your recipients are in, helping you to optimize how receptive they will be to your content.
5. Video Inclusion
Videos are one of the most popular forms of marketing content in 2022, and they can be used to great effect in email marketing as well. Including a video in an email dramatically increases the amount of user interest that email will generate.
For even better results, you can personalize the videos that appear in your email campaigns. For example, you can create one video for new customers and another for repeat customers. You do not need to change much to make the content feel more relevant to your leads, but even that small extra effort goes a long way.
6. More Interactivity
One easy way to do this is to create photo carousels of product images that users can click through. Surveys and quizzes also work extremely well. As a bonus, these elements can be used to collect extra user data that will help you refine your marketing and product development initiatives.
7. Greater Accessibility
Making your marketing content more accessible not only helps your business remain compliant with local laws, but also gives you access to a larger market. In 2022, aim to make your emails more accessible. To this, you can follow the Web Content Accessibility Guidelines (WCAG) laid out by the World Wide Web Consortium.
In general, you will want to keep your messages short and use large, easily readable fonts. You will need to include alt text for all images. Every webpage you link to in the email should also be fully accessible. If you are not sure if your efforts are sufficient, consult the WCAG guidelines for more information.
8. Mobile Responsiveness
Mobile browsing is on the rise in 2022, especially when checking emails. Many people check their emails exclusively on their phones. The trouble is that most marketing emails are designed on a desktop computer. If they are viewed on a mobile screen, they may not look the way the designer intended or even load at all.
To prevent this, design your marketing emails using responsive design principles. Your images, videos, and blocks of texts should be able automatically arrange themselves into attractive and easy-to-navigate positions when they are accessed through any device. Be sure to test your designs by opening them on a mobile device before sending them out.
Jumpstart Your Email Marketing with Expert Help
Working all of these changes into your email marketing initiatives is sure to pay off if it is done effectively. The best way to ensure that this happens is to hire help from a reputable digital marketing agency.
WSI Comandix has more than two decades of experience in various aspects of digital marketing, including email marketing. Contact us today to enlist our assistance make sure you can make the most of your most valuable marketing channel this year.
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