11 min read

Email Marketing Trends in 2022

Nov 1, 2021 1:38:21 PM

email marketing

Emails have been around a long time, longer than the internet itself. Of course, the look and feel of email was much different than it is today. It continues to evolve faster than ever, making it important for you to be aware of the latest trends and projections. You want to keep up with the competition and reform your marketing plan accordingly, not fall behind with the times.

There is a myth that email marketing is dying as social media platforms are used more frequently, along with chatbots. But that statement remains a myth. Email marketing tactics and strategies, without a doubt, continue to reach customers and maintain a strong return on investment (ROI) year over year.

So what will email marketing trends look like in 2022? Here are ten email marketing trends you can focus on as the new year approaches.

#1: Include User Generated Content

What is user generated content? It refers to references made by people or users of products or services. These users, or influencers, post videos, images, reviews, etc. to promote a brand, not the company itself. Companies borrow the content from users and share it on their own platforms such as a social media account, website, etc., to influence their audience.

People are uncertain when purchasing online. Today, they prefer social proof. Theories have it that if something is unfamiliar to a person they will deflect it. In order for them to embrace it, they need to see how other people are reacting to it. 

Here is an example: Online shopping has taken away the experience of knowing what the dimensions are or what the material feels like. Yes, the online details explain the product or service in length, but some people are more visual than others. 

By having influencers talk about a product in real-time, viewers get the visual they need. If they like what they see and hear they are more likely to complete the customer journey.

Obtaining user-generated content is easier than it looks. Ask for customer involvement by encouraging customers to leave reviews about the products and services they purchase. The reviews are at no cost to you, so use them to your advantage by including them in your email strategy. 

Use them to increase your conversion rate. Also, include poll results, photographs provided by customers, and a call to action (CTA) button in your emails to build a foundation of trust with your audience.

#2: Artificial Intelligence Advances Your Email Marketing Campaigns

Artificial intelligence (AI) is the latest developing tech. Some people are hesitant to incorporate it. They are skeptical of its use with email marketing. What does AI do? It takes the human out of the equation reducing the room for error and increasing efficiencies, especially when sorting through and organizing data. There is a plethora of data out there and available. Let the AI obtain it for you.

By using artificial intelligence in your email marketing campaigns, you can find out:

  • Timing of emails: when to send them for the highest open rates
  • Leading subject lines
  • Customer trends
  • Predicting outcomes

Here are additional ways that you can use AI for:

Technology gives you the tools you need to enhance your marketing plan. It makes the best use of your time. It takes away the manual work and allows you to interpret the data and see customer trends. 

When you are ready to embrace artificial intelligence and integrate it with your email marketing campaign, take time and research the cost. Make sure it is right for you as it can be expensive. It is nice to have, not a must-have.

#3: Focus on Email Personalization 

Personalization is an extension of artificial intelligence. With the mounds of data the AI collects, you can engage with your customers in a personal way on your website. Make them feel special and a part of your mission by forming a deeper connection with them. 

With personalization in mind, go beyond opening the email with a personal introduction. Think more about behavior and habits to connect on a personal level with customers.

Consider using an online email marketing agency. They are there to assist you in improving customer relations through compiling data over time and using it to personalize your campaign. One simple way to build personalization into an email is through the subject header. Another is by using subscriber tags.

Let’s look at ways you can accomplish personalization in your email marketing campaign.

Email Hyper-Personalization 

Hyper-personalization creates custom experiences using data, analytics, AI, and automation. This is valuable when personalizing email campaigns to a customer. Hyper-personalization sends specific communications to targeted customers through the proper channel at the most accurate place and time.

AI-powered hyper-personalization helps you tailor your email marketing using the information it collects. What does this mean? You can recommend personalized products or services to customers, custom-fit promotions or discounts to them, and set off emails based on their shopping behavior. Customers are more willing to spend if a product or service is relevant to them. 

Drive your company's brand loyalty by using hyper-personalization techniques. Benefits such as elevating the customer experience, maximizing revenue, and reducing costs are not far behind. 

Use hyper-personalization throughout the customer journey by attracting new customers and by offering personalized products and services to current customers.

Customer Appreciation 

Customers want to know that they are a part of the action and that you recognize their contribution. This is a strong form of personalization, and it’s easy to do.

Send personalized emails to your customers, which include:

  • Early access invitations to special events
  • A simple note of thanks
  • Birthday or anniversary messages
  • Special discount 

Showing customers that you appreciate them obviously raises customer satisfaction. The unsubscribe rate is lowered, and the open and click-through rates increase. Overall, it is a benefit for you and a chance to re-engage with customers in the long term.

#4: Keep the Email’s Design Simple 

Create a remarkable user experience. Customers need to be able to read and understand your campaign. It is vital that you use text that is easy to read and ensure that any graphics included in the email are crystal clear. 

Since data is accessed on multiple platforms, this is another reason to keep the design simple. Take out the clutter. Screens have limited viewable space, for example, on mobile devices. Be mindful of design templates and stay within the recommended dimensions.

Dark Mode

Dark mode is a growing feature that is popular amongst users. It is an inverted color scheme available on devices that is easier on the eyes, especially for users that are on them all the time. 

How does dark mode affect email marketing? It does present a challenge as it turns light colors in an email dark and dark colors light. Test dark mode features before sending emails to customers. 

You may need to make modifications to the presentation before it looks presentable in either mode, dark or light.

Plaintext Email Is a Safe Option 

Continue using plain text emails in addition to HTML. Plain text emails are time-saving. They do not include fancy fonts, images, or hyperlinks. 

Users prefer plain text over HTML as they are easier to read and acts as a one-on-one conversation. Plain text also takes up less space. When HTML emails arrive, there may be a concern for storage space.

Users find that plain text emails are more secure and less suspicious. These types of emails tend to make it to the recipient at a better rate than HTML emails, which are often detected in a spam filter.

Another reason plain text tends to be preferred is that non-traditional email inboxes can handle it. What are non-traditional inboxes? These include smartwatches, gaming devices, and voice assistants.

There is an alternative. Multipurpose internet mail extensions, or MIME, allow you to send emails in both plaintext and HTML versions. This helps you cover all of the criteria and ensure it is delivered to the specified audience timely.

#5: Get To the Point of the Email 

Information is obtainable at the touch of a button. There is no longer a need to drown an email out with text. Instead, craft your message carefully. Determine what you want to convey to the reader and stick to the point, starting with the headline.

The headline, or subject of your email, is what draws the reader in. The purpose of the headline is to perk the reader's interest. It is a major factor when deciding whether or not to open and read the email. Keep the headline short with no more than nine words and 60 characters. 

Talk to the reader through the body of the email. Tell them why you are contacting them and suggest the next steps. Avoid irrelevant information in the email that does not benefit the customer or fulfill their needs.

#6: Add Interactions to Email 

Boost engagement and entertain your customers through interactive emails. Include useful elements that call customers to take part in the content. Depending on the platform they are using to read the email, give them access to easily click, tap, swipe, or watch the content.

What type of content is included in interactive emails? Here are some examples:

  • Animation
  • Survey or quiz
  • Polls
  • Gamification elements
  • Design mode options

Animation 

Animation comes in many forms. It can be a simple text that is highlighted, looping motion, GIFs, rotating photos showing off different versions of a product, frame animation, videos, mystery sales promotion, and more. Be creative when it comes to choosing the right animation for your product or service.

Have you heard of CSS Animation? It stands for cascading style sheets. CSS animation is a fun way to bring your content to life. Elements in your email can be rotated, shifted, stretched, spun, etc. 

They can even bounce across a page and interact with other elements, making it fun for the customer to watch. There are thousands of different types of CSS animation. There are text animation, color animation, slide-in animation, wave animation, and hover animation. 

Once you determine how you plan to use automation, think about placement. If you want the subscriber to take any action, keep it above the fold. This means the content needs to be visible without scrolling or any additional effort. Also, keep the design and imagery consistent with your website or social media platforms.

Be mindful of how much animation you are adding to your email marketing campaign. Sure, they are enjoyable; however, they can slow down the loading time. Keep the size of your email at 100kb when possible.

Gamification Techniques In Emails

Gamification refers to the process of using gaming techniques to motivate participation and engagement. It is not a technique for the sole purpose of generating sales but for building customer relations. So what does it look like in email marketing?

Think about competitions, quizzes, and tests. These are a few examples of gamification in email marketing. It engages users, making activities both fun and memorable. 

When are gamification techniques used? Companies use gamification in-between major holidays to liven up the year. It can also be used as event marketing, for reactivation email campaigns, and in rewards programs.

Starbucks presents a great example of gamification with its My Starbucks Rewards programs. Customers earn points from purchases to use towards their next purchase. More often, they offer games users can play to earn even more points. Overall, they engage their customers and make the process fun.

#7: Steamline Across All Platforms 

Gone are the days of information read solely from a computer desktop. Now, emails are opened on mobile devices and tablets in addition to a computer. 

It’s a fast-paced environment with technology in the mix. If an intended reader can not open an email on the platform of their choice, they will skip the content you sent and move to the next. Don’t let this happen to you. Make sure to format emails properly to ensure they load on all platforms and are not distorted or unreadable.

Speaking of formatting, how does the content look in a web browser versus a handheld device? Keeping material easy to read is one component, but work to keep the design consistent across the platforms. This conveys the same message across platforms and refrains from confusing customers.

#8: Data Privacy: Keep It Secure 

Safeguard your customer’s data. It is always at risk of being compromised when involving the internet. Users know this but continue to enter their personal information as needed anyway.

Keep your customers at ease and build their trust by:

  • Using email marketing to disclose your level of security compliance, both PCI and GDPR
  • Notifying them immediately of upcoming data privacy changes

In 2018, the General Data Protection Regulation (GDPR) required companies to obtain a user’s consent before accessing and using their data. For example, this is why prompts appear on websites for users to accept cookies.

Keep your email mailing lists current. Always include an option for users to unsubscribe to your email list should they no longer be interested in the products or services you offer. This allows you to be able to focus your marketing campaign on your current customers and new subscribers.

#9: Segment Your Customer Email List 

Audience segmentation separates your customers into subgroups such as demographics, geographics, psychographics, and behavior. Why? To create customized communications that best fit the customer’s interests and needs.

Segmentation increases your:

  • Open rates
  • Click-through rates
  • Revenue
  • Lead generation

Use segmentation alongside your customer relationship management (CRM) platform. CRM systems do more than store basic contact information. CRM solutions track when emails are sent to customers, integrate with social media platforms, and work with artificial intelligence. They even give you the upper hand in identifying cross-selling and up-selling opportunities. 

#10: If You’re Offline, Go Digital 

Many brick-and-mortar stores are primarily offline, meaning that their online platform does not generate the majority of their revenue. An example is cafe chains such as Starbucks and Dunkin’ Donuts. 

Fortunately, email marketing is a solution for brick-and-mortar stores to engage and communicate with their customers. They can continue to attract their customers' attention, keeping them in the know with promotions, store hours, etc.

The Bottom Line 

Email marketing is here to stay. It may get a facelift as we approach the new year, but it continues to evolve with technology. It is more accessible than ever and changes with today’s trends. Stay up-to-date with information and trends. Continue to optimize your email marketing campaign along the way and stay ahead of competitors.

Visit QuaGrowth to create your email marketing strategy for 2022 today.

 

Sources:

8 Email Marketing Trends and Predictions for 2021/2022 - A Look into What Lies Ahead | Financesonline.com

12+ Email Marketing Trends For 2021 And Prepare For 2022 | europeanbusinessreview.com

The Top 10 Marketing Trends You Need To Adopt in 2022 | bettermarketing.pub

Jason
Written by Jason Boehle