Top Five Email Marketing Trends and Predictions for 2022
With the explosion of new technologies, email has remained one of the most effective marketing channels
By Chaitanya Chinta
Email marketing may be 40 years old, older than the internet, but it’s still as robust as ever. With the explosion of new technologies, email has remained one of the most effective marketing channels. In fact, over the past 18 months, end users are receiving 30% more emails than ever before that are opened and read. This is an important parameter because the success of a good email campaign depends on the opening rate of emails. New business generation only happens when the user opens an email, which is crucial for email marketing. This growth is attributed to offline brands moving online, more app-centric companies adopting email as one of their primary channels, and brands finding that e -mail has a positive impact on the lifetime value of their customers. Email has taken a leap forward in 2021 with several disruptive technologies such as AI-powered smart emails, Gmail’s support for Brand Indicators for Message Identification (BIMI), Pages Accelerated Mobile Devices (AMP) and Disruptive Events like Apple Mail Privacy Protection (MPP). Acquisitions and mergers of several leading email service providers (ESPs) have helped boost service offerings and marketers’ preference for email. As we navigate the ever-changing marketing landscape, several companies have revamped their marketing strategy to digitally connect with their customers. Additionally, marketers have found it interesting that many businesses can increase their ROI through the power of email marketing.
Here are the top five email marketing model predictions for 2022 you can’t miss to stay ahead of the curve:
1. Interactive Emails with AMP (Accelerated Mobile Page) Will See Better Adoption
As AMP emails become easier to create, adoption will increase. It allows email marketers to deliver a personalized experience on Gmail, Yahoo, and a few other email service providers around the world. Email marketing is traditionally a push channel. Usually, clicking on a link in an email takes the user to a website/application where they are supposed to perform actions such as searching for products, adding them to a cart, filling out a form, etc. However, a user can now perform these actions. actions without ever leaving the messaging app. Moreover, marketers can also introduce gamification in emails with AMP. According to a Litmus Research survey, only 23% of marketers have used interactive elements in their email marketing, indicating that now may be a good time to increase interactivity to better gauge responses. client. When done right, AMP delivers up to 5x better responses than a standard campaign. As consumers expect interactive and seamless email experiences, marketers will increasingly embrace AMP for email.
2. Minimal email will be adopted more
The minimalism and clean design of the emails makes it easy for the reader to scan the content. This primarily makes them ideal for connecting with digital native generations. However, with a smartphone in almost every hand and high-speed digitization all around us, we live in an era of information surge. As information overflows and attention spans shrink, keeping the email design minimalist has emerged as a surefire way to grab attention and get the target audience to engage with the content. . Therefore, a minimalist email design makes it easier for the reader to understand while subtly conveying the message.
3. Messaging itself to provide more depth
Email marketing is not just another marketing channel. This is key to the overall customer experience. People are drawn to things that are out of the ordinary. Making them feel important is an easy way to differentiate emails from the rest of the messages in subscribers’ inboxes. Marketers need to create a feel-good factor to engage with audiences and ensure they perceive value. Brands should build engagement by inviting users to click, fill out a form, take a quiz, or play a game over email, rather than running an ROI or sale type campaign. Sometimes emails can nurture relationships and help increase engagement.
4. AI will continue to expand its reach
Until now, artificial intelligence has been the “catch phrase” in almost every industry. One of the big changes for marketers in 2022 is the democratization of AI. AI will help reduce the workload of marketers and help them make better decisions and execute creative campaigns. Therefore, it makes sense that the adoption of AI in email marketing will increase in 2022.
AI will help email marketing campaigns with:
Audience selection – manage list segmentation to target users with high-impact content
Content optimization – create engaging subject lines and personalize content to create the right message
Delivery Optimization – optimize delivery times to achieve higher engagement and reach the user at the right time
Decision-making – providing marketers with reports and analytics that help provide better decision-making capabilities to the marketer
5. Email for preference management
Sending the right message at the right time to the right person can make a huge difference in click-through rates. If you make a mistake, email can fall flat, not to mention wasted time and resources. But how can we get closer to that ultimate email dream? An email preference center gives subscribers control. It allows them to make a choice in the emails they receive (like content or frequency) and also gives the option to unsubscribe. Subscribers have the freedom to opt out instead of opting out. One of the benefits of giving subscribers options is that their preferences can fuel segmentation strategies and personalization efforts. This allows us to understand exactly what subscribers want and leads to a better subscription experience. Email preference managers garner 10x more responses than traditional preference managers and use intelligence to achieve deeper personalization and better engagement rates. Using creative methods, marketers will try to learn more about their users by asking them the right questions and using those preferences to design a personalized experience in the email.
In anticipation of 2022
Email marketing has steadily evolved over the past two decades. Email is a catalyst for every user introduced to the Internet and continues to be a dominant channel with over 96% of users checking their email at least once a day. In 2022, brands that innovate in their communication to arouse curiosity and allow users to interact with their email will win the game.
The author is Global Head – Messaging Company, Netcore Cloud
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