The trends shaping email marketing in 2022
As marketing becomes more performance-driven, one thing has become clear: email remains a formidable channel, delivering $44 ROI for every dollar spent. But email marketers face an ever-changing set of issues, from the impact of Apple’s Email Privacy Protection (MPP) to email’s role in omnichannel communications to the challenges of managing an agile messaging strategy.
A new ebook from SparkPost, “Email in 2022: The Trends, Behaviors, and Benchmarks Driving Email Forward,” highlights the top issues email marketers will need to know to be effective this year. It’s based on a global survey of 224 email practitioners and 2,000 marketing executives.
Among the key information of the ebook:
- The impact of privacy regulations: 72% of email professionals said they were worried about how privacy changes would affect their ability to operate.
- Budgets are back: 63% of marketers said their budgets and priorities reflected pre-Covid levels and 70% said their business performance was better overall compared to 2020.
- Better marketing alignment: 95% of executives said email marketing was aligned with other marketing disciplines in 2021, up from 50% in 2020.
Maximize the impact of your 2022 email campaigns. Download the ebook.