Some marketers and business owners wonder if the email is still relevant in 2022. However, research shows that this channel is still a key growth driver for businesses. A whopping 89% of marketers say email is their most important lead generation strategy. And a recent Litmus study found that consumers expect email marketing to be the most important marketing channel in the next 10 years.
If you are not currently using email marketing, you are missing out on a powerful lead generation and nurturing tool. We therefore strongly recommend that you include email marketing in your digital marketing strategy for 2022.
Email Marketing Trends for 2022
Want to prepare your email strategy for 2022? Get ready for the future of email marketing by mastering these seven trends!
- Measure results
With the release of iOS 14, Apple has had a direct impact on the future of email marketing. Not only does Apple’s update affect open rates, but it also affects how you measure results. Instead of focusing on open rates, focus on the metrics that impact your company’s bottom line (and its investment in email marketing), such as conversions.
This shift in measuring results will help you prove the impact email marketing has on your company’s leads. If you improve your attribution efforts, you can even show the impact of email marketing on the overall purchase funnel, which can lead to a greater investment on the part of the C-suite.
- Personalization
In 2022, email personalization is not just a nice-to-have – subscribers expect it. Your subscribers receive hundreds of emails every day. Therefore, you need to personalize your campaigns to make them stand out. With email personalization, you can leverage marketing data from numerous platforms to add value for your subscribers – and increase their likelihood to buy.
Email personalization allows you to target your subscribers’ unique needs and interests and lead them to the next step of the sales funnel. And it leads to better results because personalized emails increase conversion rates by 10%. To be ready for the future of email marketing, you need to take personalization a step further than just providing the subscriber’s name.
Here are some quick email personalization ideas to get you started:
- Include questions in sign-up forms, such as what services subscribers are interested in and what their budget is.
- Use past data to identify topics and types of content that resonate with your audience.
- Schedule emails to be sent in recipients’ time zones.
- Use dynamic content to personalize blocks of email content
- Link to personalized landing pages with content tailored to your subscriber segments.
Looking for more personalization tips to prepare for the future of email marketing? Check out our guide to email personalization!
- Better data
To effectively personalize email, you need to leverage data from all marketing channels. This data allows you to personalize email campaigns based on your subscribers’ interactions with your business online.
Investigate these instances of how to utilize information to plan for the fate of email promoting:
- When someone downloads a guide on your website, you can send them an email with helpful, related information.
- When someone adds an item to their cart and leaves your site without purchasing it, you can send them a retargeting email to encourage them to complete the purchase.
- When someone buys an item, you can send them an email with customized “related items” that might interest them.
- All of these actions lead to more sales and brand loyalty.
Also, optimize your email signup forms in 2022 to get better data from subscribers right off the bat. Make sure you do not overwhelm your customers with too many sign-up fields but include questions that help you gather the information you need to better personalize your emails.
- Automation
Next on the list of email marketing trends for 2022 is automation. Email automation is not a new strategy, but if you want to be successful in the new year, you need to add it to your repertoire. With email automation, you can undoubtedly utilize information to send customized email crusades – and mechanized sending gives you more opportunity to zero in on your business.
You can set up automated emails to trigger when recipients take certain actions on your website, reach new rewards program milestones, make purchases, and more. Because automated emails are linked to subscribers’ actions, they are highly personalized and an extremely effective way to target leads and customers. If you need help preparing for the future of email marketing, Zoptal Solutions offers a range of Watson-based email marketing and automation tools to help you make the most of your investment.
- Videos
Speaking of personalization, in 2022, you should include personalized videos in your email strategy. Personalized videos assist you with planning for the fate of email promoting by adding a specific pizazz to your missions that put them aside. Video content is on the rise, in general, this year, as people prefer to engage with video content rather than plain blocks of text.
For best results, tailor videos to your subscriber segments. For example, you can send tailored videos to new customers and repeat customers to showcase related offers and drive customer engagement.
Using videos in email campaigns can get you 2-3 times more clicks – and ultimately increase the likelihood that your subscribers will engage with your brand and make a purchase.
- Interactivity
For maximum email engagement in 2022, incorporate interactive elements into your campaigns.
Interactivity in email combines entertainment and functionality to encourage action.
To prepare for the future of email marketing, take a look at these interactive elements that are trending:
- Animated call-to-action (CTA) buttons.
- Custom tools
- Interactive images and product carousels
- Surveys, quizzes, and polls (which help you collect better data!).
Adding interactive elements to your emails increases engagement and encourages subscribers to click. So if interactivity is not part of your email strategy, you should add it in 2022.
- Accessibility
Just as with your website, make sure your email campaigns meet the standards of ADA.
In the U.S. alone, one in five people live with a disability – and complying with ADA ensures that everyone has the same positive experience with your emails. In 2022, compliance with ADA is more than just a trend – it’s an essential component of successful email marketing.
To make your emails ADA -compliant, here is what you should do:
- Keep the content of your emails concise and to the point.
- Use appropriate font sizes and line spacing
- Avoid long paragraphs of centered text
- Use alt text for all images
- Make sure HTML tables are accessible to screen readers.
Want to make sure your email strategy is ready for 2022?
Zoptal Solutions Pvt. Ltd. can help! Our email plans have helped generate more than $2.4 billion in revenue for our clients – and our clients get access to Email Marketing, our world-class email software.