Top Email Marketing Trends in 2022

Email marketing has been a staple in internet marketing. Despite this tough pandemic, marketers have developed new email marketing trends to help businesses continue to generate revenue with their email programs.

This article shows you the latest email marketing trends that will assist you in making an impact in your email marketing efforts in 2022.

Companies have tried their best to make adjustments during this pandemic. They have had to rethink and restructure everything that comes with running a business, developing an email marketing strategy to connect with their customers, as well as, running successful email campaigns.

So, what is the best way to recover from this epidemic and stay ahead of your competition? Digital marketing is the answer!

Learn these top marketing trends for 2022 to show you how email marketing can help you attract email clients that will lead your business to success. Read along as we dive into email marketing trends that may positively impact your brand visibility, customer experience, and increase sales!

What is the Importance of Email Marketing Insights and Reports?

Post-2020 behavior has resulted in a decline in physical brand promotion. Fortunately, in the email world, email marketing was resilient during these trying times and continued to allow companies to generate revenue.

Marketing emails have allowed companies to stay connected to their customers. More data has been proving that customers are opening emails that contain relevant content to them, therefore increasing email engagement.

Having a good email engagement always leads to happy customers and an increase in ROI. Therefore, you should combine automation and personalization to create an email marketing strategy that works and resonates with your customer journey on a whole new level.

Furthermore, as per the LearnEmail Inbox Expo 2021, knowing the value of experts’ “secret” tactics could help you better understand aspects of a successful email program and help you build stable processes for your own organization.

How can the LearnEmail Inbox Expo 2022 help?

● Know trends for 2022 and actionable steps that marketers can follow this year;

● Learn from many marketers who have generated millions of dollars of revenue in the email space;

● Learn how email marketing fits into trending Cryptocurrencies and NFT spaces

● Be aware of emerging technologies that could possibly affect your overall marketing strategies;

● Be equipped with executable ways for your email program to stay at the top against other marketing companies.

Knowing and following trends may have a promising impact to help you stay on top of your game this year.

Start by building a strategy that will restructure your email marketing process to fit these trends and insights. Use an interactive email when communicating with your clients and make sure your call-to-action is relevant to your message. Being creative and witty is also an essential skill that you and your team need to master in order to excel with email.

Below are some forecasts and insights into the effectiveness of some strategies when it comes to email marketing using metrics such as open rate, click-through rate, and conversion rate.

This data will analyze the effectiveness of:

  1. Email Personalization
  2. Interactive AMP Emails
  3. BIMI Implementation
  4. Leveraging AI & Automation
  5. Factoring Dark Mode into Email Design
  6. Adopting Email Accessibility Measures
current email marketing trends

Looking at these numbers, what can be discerned from this list?

Practice Email Personalization

First on our list of email marketing trends are personalized emails. Personalized emails dominate other trends based on their impact on email marketing. People prefer to be addressed as a human rather than a “lead” or “metric”. Make your customers feel like they are valued.

The most common issue for industry experts is using automation to send thousands of emails with no personalization. While automation helps with efficiency, make sure that you utilize personalized merge tags (if your email software allows) so that your emails aren’t generalized, boring, and plain. Begin genuine conversations with your subscribers in order to build stronger relationships.

Micro-segmentation is also crucial to personalization. Consider learning new email marketing strategies that can track your customer’s behavior and discover the topics that will get their attention. List segmentation allows you to target a specific segment of your email list considering this data to best appeal to their interests.

Implement Interactive AMP Emails

Another big trend is AMP. The blue AMP lightning bolt emerged in search engines and became a trend that has helped the e-commerce industry by adding interactive elements to their websites to promote customer engagement. AMP not only boosts the speed of a landing page on mobile devices post-click, but it’s also a tool to create interactive emails.

Email experts should leverage AMP emails in order to have more fun, engaging, and dynamic email content by adding interactive elements. It works reliably and as intended on every platform, all operating systems, and every device (whether they’re desktops or mobile phones). AMP allows you to fully customize your email UI such as layouts, media, and dynamic content (like forms, selectors, etc.) to make it more interactive for your customer and build strong engagement.

You can use AMP for email to collect user-generated content while increasing email engagement You can include a poll in the email and ask subscribers to share their thoughts. Aweber collected AMP user-generated content by asking the subscribers whether they would be sending a Black Friday or Cyber Monday email campaign. You may also utilize AMP to boost web traffic and increase newsletter sign-ups by allowing the receiver to tweet from the interactive email itself. Expect interactivity between platforms when utilizing AMP for email.

Use BIMI to Gain Your Customer’s Trust

When BIMI (Brand Indicators for Message Identification) was first introduced, email marketers gained new leverage to be recognized and trusted by their audience. Since then, a recent survey shows that BIMI adoption has become more mainstream and has grown by 74% in the last 6 months!

BIMI implementation requires prior email authentication, including DMARC, SPF, and DKIM. It provides added protection from email spoofing, phishing, and other cyber hacks by adding your registered trademarks to your email. This level of authentication is intended to increase your brand’s social proof and customer trust, allowing you to increase revenue.

Read also: Email Authentication: Ultimate Guide

Leverage AI & Automation

Based on top CMOs forecast, it is a good idea to explore and utilize these AI features:

  • Catchy Subject Lines – Subject lines can either open or close the gateway to your customers. A great subject line makes your target customer actually click your email and read it. Try handy copywriting tools like Jarvis.ai to generate creative subject lines that will catch your subscriber’s attention.
  • Automated Email Content – Do not restrict automation to just subject lines. Also, automate the way to insert content into your email. This could be in the form of promotions, snippets, pre-written copy, or blog posts. It evidently cuts the time you will spend on your email campaigns.
  • Know Optimal Timing – Use AI to research and collect data about when and how often you can send emails to your customers. Email marketers traditionally relied on their data analysis, intuition, and experiments to figure out particular timings. But thanks to AI-powered tools, it is now easier to determine the right schedule to send emails to your audience.

Learn More: Email Automation in 2022

What Can We Learn from Using AI in Email?

Many marketers believe that the coming rise of artificial intelligence in email marketing is good news for the industry. There is AI that helps brands categorize their audience based on past transactions and the performance history of their email campaigns. They provide a smarter insight based on your segmentation and become a huge boost to your email deliverability.

You may also want to follow this checklist:

  • Understand how the technology works;
  • Equip your team to collect and properly handle data;
  • Analyze the collected data in a way that makes sense and apply discoveries to your omnichannel marketing.

When it comes to collecting email data, the world of email AI must take data privacy into account. Email specialists must adapt to market changes such as Apple’s mail privacy protection when utilizing AI to gather data from their subscribers. Try to collect zero-party data and first-party data to ensure that the data is collected voluntarily and directly from your customers.

Take a look at these AI success metrics, according to the most recent poll, about marketing trends for 2022 that could have an influence on businesses’ ROI.

Pie chart of AI success metrics in 2021

We can see that top CMOs regard AI as a booster for their email marketing campaigns and one that will help them gain more customers this year and in the future if utilized consistently.

Despite the fact that many businesses are yet to realize the benefits of employing artificial intelligence, we can argue that those who are unsure or unconvinced about the value of AI and email marketing trends use it and experience it right now!

Factoring Dark Mode into Email Design

Dark mode has become increasingly more popular as people become more conscious of the strain screens cause your eyes. Studies show that 81.9% of people use dark mode on their mobile device. This highly-demanded feature will become more of a requirement than a trend in 2022 as more than 44% of marketers already consider dark mode during production.

Adopting Email Accessibility Measures

One of the latest trends to pop up is the focus on accessibility. More than 1 billion people on this planet have some sort of vision impairment. Email marketers should always factor in this market with equal priority when preparing new campaigns. If 1 in 5 people are not capable of reading and taking action within your emails, you might as well reduce your performance metrics by 20%.

Be sure to apply email accessibility best practices when creating new content for your campaigns.

The email industry continues to develop evolving tactics that have already proven to adapt and be successful, even though an unexpected event like the Covid-19 pandemic.

The 5 most important points from this article were:

  1. Personalize your emails
  2. Use BIMI so your customer can recognize your brand in their inbox
  3. Use AMP to add interactive content in your email and mobile optimization to your website
  4. Instruct your designers on the importance of Dark Mode
  5. Add accessibility measures to your emails
  6. Use a WordPress Affiliate Plugin for WooCommerce in your links

Stay informed, always innovate, and try new tactics by following email trends to help your brand stay ahead of the game!

AUTHOR BIO

Julia Gulevich is an email marketing expert and customer support professional at GlockSoft LLC with more than 15 years of experience. Author of numerous blog posts, publications, and articles about email marketing and deliverability.