13 Email Marketing Trends in 2022

Should you still focus your efforts in email marketing to grow your business? Sure ! Plus, there’s no shortage of email marketing trends in 2022…

Do you focus your marketing strategy on social networks only? big mistake! Email marketing still has its place. According to statistics, the number of email users in France is 42.2 million, which still represents 60% of the total population. By the end of 2024, the email market is expected to reach over $84.2 billion. Additionally, 49% of professionals purchase a service after receiving an email.

HisWe can’t wait any longer, here are 13 not to be missed email marketing trends in 2022.

1. Email marketing is fueling the growth of e-commerce

E-commerce businesses rely on many marketing strategies, and email is one of the most powerful assets. They reach target audiences with personalized messages that promote direct selling. In fact, email marketing offers a 4200% return on investment according to the same statistics!

Furthermore, by 2023, the use of email marketing is expected to reach 4.3 billion users, or half the world’s population. Not only does it allow you to reach the target audience with your message, but it also allows you to reach the widest possible audience.

2. Omnichannel Communication

Email marketing is still one of the most important methods of digital marketing. But it is more effective when combined with other channels such as SMS, social networks or web push notifications. Limiting your digital presence to one or two channels will limit your opportunities to interact with prospects in a variety of ways.

Unlike basic multi-channel strategies, omnichannel marketing campaigns continually update and adjust messaging across platforms in response to each user’s activity. Regardless of which channel they use to access, 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 own content, you should consider implementing more user-generated content for several reasons.

User Generated Content (UGC):

  • Allows you to integrate different perspectives and spice up your messages;
  • By demonstrating the experience comes with built-in social proof readers can expect if they buy from your brand;
  • Shows customers that you care about their satisfaction. For example you can send an email with pictures of satisfied customers using your products;

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 isn’t there to replace you, it’s there to help you optimize your workload and grow your email marketing campaigns.

So, in the context of email marketing, artificial intelligence:

  • Helps in creating mailing lists;
  • Helps in writing subject lines;
  • Reorganizes your email campaigns for maximum effectiveness;
  • Allows you to send personalized emails to each prospect;
  • Clears mailing lists.

5. A/B Testing

With customer preferences changing, A/B testing will be an essential part of your emailing strategy:

  • You will learn more about your audience and the types of emails that resonate most with them;
  • You will be able to send customer-centric emails that leave a deep impact and drive conversions;
  • You can test things like subject line, types of views used, CTA placement, email personalization.

With the right email marketing software, you should also be able to set up multi-question quizzes and surveys that users can complete with their email. The more you make it easier to interact with your content, the more likely customers are to engage.

6. interactivity

Humans are naturally attracted to things that are different from what they are used to. So interactivity is an easy way to differentiate your email from the rest of the messages in your customers’ 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 thoughts. This will help you gain valuable insight into your brand and at the same time show your audience that you care about their experience.

7) Agile Email Marketing

Optimizing will be of paramount importance at all times from this year onwards, as this is where agile email marketing comes in.

It is the process of using data and analytics for continuous iteration of your digital marketing campaign through testing and experimentation in collaboration with other teams.

Agile mode helps to streamline email marketing strategies by adopting a trial-and-error approach. Therefore, as your data and subscribers change, you will be able to modify your messaging strategy. By following Agile Mode, you will be able to better understand your target audience and create a personalized experience tailored to the interests of the customer.

8. Hyper-personalization of Email Marketing

The ultimate goal of any email marketing campaign is to generate more revenue. Over the past two years, marketers have concluded that one of the best ways to do this is by personalizing the user experience.

But be careful, personalization can have a serious adverse effect on the outcome of your marketing campaign. When receiving non-personalized or poorly targeted emails, 94% of customers say they’ve realized at least One of the following…

  • 10% never visit the website again.
  • 13% visit the website less frequently.
  • 29% become less inclined to buy the product.
  • 45% classify email as junk or spam.
  • 54% unsubscribe by email.
  • 68% delete emails automatically.

(Source: V12)

9. Raising awareness of data privacy

Apple’s decision earlier this year to offer more privacy features to its users shows just how seriously big tech companies take data privacy. It’s also understandable: Consumers are demanding more control over their personal data and want to know more about how brands use their personal information.

In 2022, we expect other key customers to follow Apple’s lead and put their users’ privacy first in the development of new product features. This privacy awareness will affect brands as well, which will need to reconsider the type of data they collect from their users and how they use it.

10) Visual Email Marketing

As the image captures our attention in terms of content, visual email marketing has gained popularity in recent years. Marketers typically include a variety of visuals in their emails to capture the attention of customers, such as:

  • still images;
  • GIF;
  • illustrative animations;
  • 3D images;
  • Video.

In 2022 and in the years to come, more and more marketers will be using visuals to improve their digital marketing strategy. They will experiment with a variety of layouts to add visual punch to emails such as:

  • monochromatic design;
  • shield;
  • textured background.

While this doesn’t mean that text-only emails will become obsolete, visually rich emails will stand out in a customer’s inbox. Brands that include visual content actually have a conversion rate multiplied by 7 according to several studies.

11. AMP (Accelerated Mobile Pages) in Email

A few years ago, Google launched Accelerated Mobile Pages (AMP), a solution that improves the experience for mobile users by speeding up the loading of your site.

Accelerated Mobile Pages (AMP) is still one of the fastest growing email marketing trends in the digital marketing world. It runs on the wheels of CSS, HTML and JavaScript frameworks.

By using this technology, you can send emails that allow users to take action without being redirected to a third-party website or application. For example, a customer can easily fill out a form, answer a survey, or make a purchase via email.

12. Mobile Optimization

Along those same lines, did you know that nearly three-quarters of smartphone users use their devices to check their inboxes, and now more than half of all emails opened come from mobile devices? Yet, while the 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 isolating yourself from a significant portion of your audience. So in 2022, the design of mobile email should be the same priority as desktop computers.

13. Dark Mode in Email Design

The evolution of Dark Mode or Dark Mode in the past few years is not surprising. With people spending more time at home and on their computers, the benefits of dark mode have made it a highly requested feature that is now present on most apps and operating systems.

When it comes to email, a survey showed that 44% of marketers are already considering dark mode in their emails. Makes sense: many users already opt for the dark mode display on their devices for at least part of the day.

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