Are you a digital professional and are you interested in email marketing? Here are the 9 emailing trends to follow in 2022 to optimize your chances of a successful year and achieve your results!
While digital marketing is changing dramatically every year, email marketing remains one of the most effective channels for online marketers, and for good reason.
According to recent data, on average, each euro spent in this channel (excluding rental of external bases) leads to an average return on investment (ROI) of 4200%.
Whether you are working in a small business, whether you are self-employed without employees or whether you work for a large company, email remains an essential and essential digital communication channel for staying in touch with prospects and customers.
In this article, we will introduce you to some of the most important email marketing trends in 2022.
We’ll also take a look at the long-term industry trend to give you an idea of the future of email marketing.
TOP 9 email marketing trends of 2022
Staying abreast of the latest trends in email marketing is essential to constantly renewing and improving your emailing strategy from year to year.
1- Email marketing automation, a trend that does not disappoint!
Although automated messages (email marketing automation) continue to dominate the emailing landscape, alone accounting for nearly 32% of all orders generated by the email channel (compared to only 2.4 % of emails sent), it is still just as important to optimize your traditional email marketing campaigns by staying up to date with the latest trends.
With that in mind, we recommend making automation a core part of your email marketing practices. Email automation workflows such as welcome emails, abandoned cart messages, and re-engagement sequences will keep your audience engaged without requiring you to spend time crafting messages for each single prospect.
2- User Generated Content in marketing emails
UGC or User Generated Content is often used by e-merchants on social networks to promote their brands but it is still not often reused in emails.
However, the interest of the photos and content generated by its own customers no longer needs to be proven.
More authentic, this content acts as real social proof that boosts conversions, so it would be a shame to deprive yourself of it in your email marketing campaigns!
So while most emails should focus on own content, also considering putting forward more customer-generated content is worthwhile, and here’s why.
- First, it gives you the opportunity to break the routine and the usual graphic charter by bringing more diversity to your emails.
- User-generated content also shows customers and subscribers that you care about their satisfaction and the content they create with your products.
- Highlighting photos of happy customers using your products acts as social proof by demonstrating the experience followers can expect if they buy from your brand.
3- Hyper-segmentation and personalization of campaigns
Before, it was common to send a single weekly newsletter to your entire base, without personalization.
But that was before.
In 2022, it is increasingly necessary to segment and increasingly target and personalize its email marketing campaigns so that they obtain the best results.
Segmentation and personalization is about sending the right content to the right users at the right time.
If a customer typically makes purchases around 8 a.m., for example, it’s in your best interest to send them promotional emails at that exact time.
The more you tailor emails to each subscriber’s needs, the more likely they are to be interested in your content.
4- Hyper-qualification and enrichment of databases
Of course, audience segments are dependent on the data you originally collect about your customers and prospects.
Collecting more information about its customers, prospects and users is one of the major challenges for email marketers in 2022 (and the years to come).
Especially with the end of third-party cookies.
The more complete the databases, the more the marketing automation and personalization scenarios will be advanced and therefore efficient.
5- Email marketing integrated into an omnichannel strategy
Email is still one of the most important platforms for digital marketing.
But it is most effective when combined with other digital communication channels such as SMS, social media and web push notifications.
Restricting your digital presence to one or two channels will limit your opportunities to engage with prospects in different ways.
Unlike basic multichannel strategies, omnichannel email marketing campaigns constantly update and adjust messages across platforms based on each user’s activity.
6- Augmented reality (AR/VR) for email marketing
Augmented and Virtual Reality are two of the emerging technologies in recent years that offer a myriad of applications for both personal and business environments.
While there are still hurdles that make it quite difficult for marketers to leverage this content in emails, this is changing as augmented reality and virtual reality become more accessible across different devices and operating systems. operation.
Apple, for example, has integrated augmented reality support into iPhones and iPads, allowing users to view AR content directly from the Mail app and other native apps.
As a marketer, it is now possible to send a basic 2D image in an email that can turn into a 3D AR object when users click or tap on it.
Warby Parker, a company specializing in the sale of glasses, for example, tested this by allowing its users to visualize what their face would look like with different types of glasses by integrating augmented reality directly into their emails.
Of course, this trend is for the moment quite embryonic since it is only aimed at mobile users equipped with iPhone or iPad, but with good segmentation, it is thus possible to increase the user experience of these subscribers. with this kind of innovative features.
7- Integrate interactivity into your email marketing campaigns
People are naturally drawn to things that are different from what they are used to.
Interactivity is a simple way to differentiate your emails from the rest of the messages in your subscribers’ inboxes.
Surveys and forms give users the opportunity to communicate in the opposite direction and feed back their thoughts and opinions to evolve your products and services.
With the right emailing software, it’s possible to set up quizzes and surveys with multiple questions that users can fill out right from their email inbox.
Remember, the easier it is to interact with content, the more likely followers will be to engage.
Games are another relatively easy interactive element to incorporate into email marketing. Instead of giving each user the same discount, for example, you can let them spin the wheel of fortune to get a random gift. Even if they end up getting the same offer, the prospect of the stranger might be enough to generate more interaction and buzz from the email base.
8- Responsive and optimization of campaigns for mobile consumption
Three-quarters of all smartphone owners use their devices to check their inboxes, and more than half of all emails opened now come from mobile devices.
While the vast majority of consumers open emails on their smartphones, less than 12% of newsletters are fully optimized for these devices and responsive.
If your emails aren’t optimized for mobile devices, you’re cutting yourself off from a significant portion of your audience.
In 2022, responsive email design should be a priority for all businesses across all industries.
9- The importance of data privacy and GDPR
Data privacy has been a key consideration for businesses since the early days of the internet, but modern consumers are more concerned about their privacy than ever, especially since GDPR came into force in France.
With the end of third-party cookies, the iOS 15 update and subsequent updates, email marketers will have less and less data at their disposal to evaluate the performance of their campaigns, collect data and properly segment their campaigns. will therefore be all the more important in the future as returns become less and less measurable.
Long-term trend: adapting to new email marketing trends
Email marketing changes dramatically every year due to the influence of emerging technologies, changing regulations, and various other factors.
Staying ahead of the competition means knowing how to stay on top of the latest email marketing trends and adjusting your plans accordingly.