Did you know that the average person receives 122 emails per day? And that number is only going to grow in the years to come. So, as a marketer, it’s more important than ever to stay ahead of the curve when it comes to email marketing trends. In this blog post, we’ll take a look at some of the trends that are expected to dominate email marketing in 2022. Keep reading to learn more!
Email marketing is a powerful tool that businesses of all sizes can use to reach their target audience. However, it’s important to stay up to date on the latest trends to make sure your emails are as effective as possible.
Here are some email marketing trends to watch out for in 2022.
- Awesome designs
- Personalisation
- Mobile optimisation
- Build Great Landing Pages
- Interactivity
- Email accessibility
- Data privacy
- User-generated content
- Data and Customer Segmentation
- Crisp and Awesome Design Templates
The future of marketing in 2022 is going to be all about crisp, clean design. The era of loaded newsletters with unwanted elements and unnecessary content has come full circle – back where it started!
Your email might be one of the countless messages that readers receive every day. Your email is more than just text and links – it’s an opportunity for you to share your brand with the world. So, incorporating some design elements into that message will help people stay tuned in longer so they can see what makes YOU special!
The following are 2 easy ways I’ve found success when designing emails:
- Keep your emails short and sweet. The moment someone receives your email, they should feel like it’s worth opening. The tone of voice in this passage makes me want to read on because the writer knows how important his message is!
- To make your email stand out, incorporate reflective elements such as web-safe fonts and graphics that are optimised for readability.
- Email Personalisation
Email personalisation is an email marketing process that uses personal information of subscribers to produce more targeted emails. It gives individual treatment to the customer and increases email marketing metrics massively.
82% of marketing specialists reported a significant increase in opening rates when they included personalisation in their email campaigns. It could be information like their first name, the last product they bought, where they live, how many times they log into your app, or several other data points. Basic email personalization includes tactics like using a subscriber’s name in the subject line, while more advanced tactics can include changing the content of the email based on a subscriber’s gender, location, or other things you know about them.
Studies have indicated that customers are very much conscious of the information gathered from them. When your customers give you their personal information, they believe that by doing so it will help them get what’s best for themselves.
Email Personalisation Techniques allow you to tailor your message for a specific category of audience. Personalising your marketing emails will help you to improve its effectiveness multifold and also get the right engagement and conversion from your customers.
- Mobile optimisation
An email designed to be read on a PC could look downright horrible on a smartphone. With the rise in mobile usage, emails are being viewed on smartphones more than ever. It’s important to make your email look good on all devices so that it can be read without trouble and avoid uncomfortable summaries like this one.
Here’s a quick cheat sheet on sending out emails that will look good, no matter what device is receiving them.
- Go easy on images – Images take up a lot of space on the internet and can slow down your site if they’re not optimized for mobile devices.
- Use a responsive template – Using a responsive template will ensure that your email or website looks great on any device.
- Be word-wise – Pay close attention to your “from” label, subject line, and preheader text. You don’t have much real estate to work with, so make each character count.
- Break up text – To make your content more engaging, try to avoid long paragraphs and don’t crowd too many links together at once. Put the most relevant information first.
- Be Button Friendly – Buttons are the best way to get people clicking, and when you use them for calls-to-action instead of links it makes your content more interactive. Leave plenty of space around your buttons to avoid “fat finger” issues.
- Build Great Landing Pages
Turn traffic into leads and sales with easy-to-use quality landing pages. The thing with many marketers is that they put all their effort into designing a well-crafted marketing email but give less importance when creating landing pages.
To really captivate your audience, you need to put in the time and effort with designing a landing page. It’s one way that will help them feel confident about making their purchase or conversion from start to finish.
Your landing page should provide the information mentioned in your email and give customers value for reaching it.
- Interactivity Emails
An interactive email includes functional elements that invite readers to engage with the content by tapping, swiping, clicking, or simply watching. Interactive elements can be anything from a GIF and illustration to a quiz or countdown timer.
Interactive emails are the way forward. According to a, Martech Advisor’s report – videos, as well as other visual elements added in business emails, can lead to a 300% growth in click rates. The main idea of inserting interactive features is to increase email engagement because interactive content makes people want to continue communication.
There are six reasons in general why interactive emails should be used in your daily work:
- increased user engagement
- better conversion rates
- more qualified lead generation
- personalization
- improved sharing
- customer feedback
Marketers are continually working to make sure that their e-mail campaigns are compelling and engaging to users as competition in the market grows.
If you’re looking for an engaging email experience that makes your audience, feel like they are part of the action, then this is just what you need going forward.
Interactive Email Elements and Examples
- Call to actions (CTAs) and animated GIFs
- Videos and Animation
- Shopping Carts
- Gamification, Quizzes, and Polls
- Image Carousel
- Product Page
- Reviews
- Adding interactive sounds
- Email Accessibility
Marketing emails are a great way for businesses to get their name out there. One of the main tips that businesses need to ensure while sending their marketing emails is to make their emails be accessible to as many people as possible.
To maximize the results of your marketing efforts, marketers must make sure that their emails are accessed and read by people from a variety of geographical locations and devices. To improve your email accessibility, here are a few tips:
- Graphics should be crystal clear
- Optimised for different devices (desktop, mobile, and tablets)
- The text should be simple, easy to read, and understand
- Font size should be adequate
- The Colour combination should be engaging
7. Data Privacy
Data privacy, sometimes also referred to as information privacy, is an area of data protection that concerns the proper handling of sensitive data including, notably, personal data but also other confidential data, such as certain financial data and intellectual property data, to meet regulatory requirements as well as protecting the confidentiality and immutability of the data.
We live in a world where information leaks are the norm, not the exception. A few months ago, we heard about yet another leak from one of these renowned companies – this time it was Facebook’s fault. Modern-day shoppers want to feel secure when they shop, and many will naturally be hesitant about sharing their personal information.
The best way to boost your readers’ confidence is through open communication/ For example – We take your privacy seriously, which is why we’ve updated our policies to be in line with the latest GDPR regulations. You can rest assured knowing that all of our processes comply, so you don’t have any worries on this front.
8. User-generated content
User-generated content is any form of content; text, posts, images, videos, or reviews – created by individuals or customers (not brands) and published to an online or social network.
The more positive feedback we see from customers, the better our reputation will be and thus increase conversions.
To gather user-generated content, you can encourage your customers to submit photographs of them using the product or include a CTA on a poll or survey. This way data gets collected quickly and easily within an app or your website.
- Data and Customer Segmentation
Segmentation is the division of email subscribers into smaller segments based on set criteria. Typically, segmentation is used as a personalisation tactic to deliver more relevant email marketing to subscribers based on their geographic location, interests, purchase history, and much more.
To send the right message, you need to know your customers well. And for that we dive deep into their data—their preferences and habits from every angle imaginable so they can be matched with an email list exactly tailored towards what matters most.
With customer segmentation, you can tailor your email campaigns to better suit everyone’s interests. In doing so not only will their loyalty increase but also the likelihood of them converting into customers for life.
There are many ways to segment your customers, and you can do it based on location, interests, purchase history, age, gender, customer profiles, and the type of organisation.
It’s important for marketers to stay ahead of the curve in email marketing. Take these changes and use them as an opportunity, not just something that’s changing constantly but also opportunities with which you can strategise how your company or brand would grow your email revenue for 2022.
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