Will Email Marketing Work in 2022?

Digital marketing is a far cry from what it used to be ten years ago. With new trends like voice and image-oriented SEO and the advanced segmentation of social network advertising, it’s easy to consider email marketing less important than it once was. 

“I do love email. Wherever possible I try to communicate asynchronously. I’m really good at email.” – Elon Musk

This naturally begs the question, does email marketing still work, and is it worth investing your time and budget in? Is a technology that dates way back to 1978 still relevant in this day and age? These are excellent questions, and we’ll be looking to answer them in today’s post.

In this guide, we’ll be trying to find out whether email marketing still works and if it’s worth your time, effort and budget.

In today’s article, we ask if email marketing still works in 2022 and if so what tips you should adopt to optimise performance:

A Brief History of Email

Will Email Marketing Work in 2022?
– Everyone Uses Emails
– Email Marketing Doesn’t Break the Bank
– You Can Target Your Emails
– Easy To Measure
– Email Marketing Is Great for Increasing Brand Recognition

Email Marketing Tips You Should Adopt for 2022
– Optimise Your Emails for Smartphones
– Personalise Your Emails
– Don’t Skimp on the Subject Lines
– Make It Easy To Share Your Emails

A Brief History of Email

Way before anyone ever considered email as a marketing tool it was strictly a means of communication. Email was invented way back in 1978 by V. A Shiva Ayyudarai while volunteering at a dental school in New Jersey.  Although there are contradicting accounts that point to Roy Tomlinson as the real email inventor, credible evidence also points to Ayyudarai as the potential inventor of email.

People started using email widely for communication during the late 90s and the early 2000s. Microsoft MSMail, the predecessor to both Outlook and Exchange, was the first widely available commercial email client.

Back in 1996 Hotmail became the first widely available public Webmail client, available to anyone who had an internet connection, Microsoft later bought the service in 1997 for a staggering $400 million enabling free email access for web users worldwide.

In 1998 only about 77 million web users used email for communication. Fast forward 20 years to 2018, and email users grew to slightly over 1.8 billion. Email users are expected to peak at around 4.2 billion by the end of 2022.

Clearly, the number of email users keeps rising by the day. However, the question remains, will email marketing still be relevant in 2022?

Will Email Marketing Work in 2022?

Bulk email marketing has been a preferred means for brands to get their message out and expand their reach. Email marketing has worked miracles for many companies in the past, but some suggest it has lost its charm. So, will email marketing still work in 2022?

The simple answer is yes, but only if you do it right. Email marketing is just as effective or even more effective than it was a few years ago. However, for it to work, you’ll need a fool-proof email marketing strategy that communicates to prospects and customers without being too in-your-face.

That said, here are a couple of reasons why email marketing still works today:

Everyone Uses Emails

As mentioned earlier, we anticipate over 4 billion email users by the end of 2022. That’s almost 50% of the world’s population. You simply won’t find as many people on Facebook or any other social media platform, ever, as you’ll always need an email address to open a social media account.

The first reason why email marketing will remain relevant in 2022 is that everyone uses email. Plus, according to the numbers, email use is steadily rising by the day and shows no sign of ever falling.

Not to mention that most people check their emails at least daily or more often than not, several times a day.

Email is a platform where you can get almost everyone every day. Notifications will pop up on people’s PCs, smartphones, or tablets, presenting an opportunity to hear what you have to offer.

Regardless of your target audience, it’s practically certain you’ll find them via email.

Email Marketing Doesn’t Break the Bank

Email marketing is the most affordable digital marketing strategy today, making it a viable option for businesses large and small. If you do the maths, email campaigns literally translate to points of pennies per every message sent.

The best part is that email marketing has an incredible ROI ($42 to every $1 spent), meaning you spend a little, and the returns will blow you away.

You Can Target Your Emails

Email marketing is targeted, meaning you can send emails to target a particular known demographic or target audience. This is much better than running scatter-gun TV or radio adverts where you don’t get to choose who sees or hears your ads. Who knows, only a small percentage of television listeners or TV viewers are interested in whatever you’re offering.

Email marketing allows you to target marketing emails to a particular age group, location, demographic, or any other group. You can even choose to up the ante with behavioural segmentation and lock-on to people who you’ve already identified will be really interested in your product or service.

With such targeting capability, you can also personalise your emails so that they resonate with the target audience or the particular customer in question. This will do wonders for your conversion rates and reduce prospective customers’ chances to mark your emails as spam.

Easy To Measure 

Email marketing offers numerous metrics to help you gauge the success of your email marketing campaign. We’re talking stuff like open rates, click-through and conversion rates.

Don’t despair if the numbers don’t seem too pleasant at first. Email marketing takes a while to pick up. You first need to learn about your customers to know what makes them tick and captures their attention.

If you’re having trouble with creating your email marketing campaigns manually, you should get email marketing software to make things significantly easier.

Email Marketing Is Great for Increasing Brand Recognition

It’s hard for anyone to buy your product or service if they’ve never heard of you in the first place. Email presents a cost-effective way to increase your brand recognition without denting your bank account. That’s right, all you need to do is send emails consistently to your prospects, and you’ll always stay at the top of their mind.

That way, when they come across your product, they’ll be more willing to buy it since they’re already familiar with your brand. It’s also a great way to stay ahead of the competition.

Email Marketing Tips You Should Adopt for 2022

You’ll have to apply the best strategies for your email campaign to succeed in 2022. With that in mind, here are a few marketing tips to help your campaign succeed today.

Optimise Your Emails for Smartphones

If your potential customers must pinch their screens or zoom in to read your messages, then you’re losing conversions by the minute.  The average American spends at least 5 hours on the phone every day. Meaning you’re just as likely to find your target audience on their phones as on their PCs.

That said, you should prioritise optimising your emails for smartphones and other devices to make it easier for your prospects to read them.  It also makes it much easier for them to fill out forms making the conversion process more straightforward.

Personalise Your Emails

Go a step further than the usual email newsletters and personalise your emails to connect with the customer. While email newsletter templates are a great start, you’ll have to think outside the (in)box if you want to stand out from the competition. We’re talking personalised messages that read like you truly know the customer.

The customer’s name in the subject line is a good start but just won’t cut it alone. Try engaging with customers on a deeper level and use power words to trigger psychological and emotional responses from the customers. Keep this up, and you’ll be surprised at how many conversions you’ll be making by the day in a short period of time.

Don’t Skimp on Subject Lines

You’d be wrong to assume that subject lines aren’t super important. Remember, subject lines are your email’s first impression and determine whether the customer opens or ignores your email – think of them like your movies’ trailer. That said, you need to put a lot of thought into your subject lines to compel readers to open your email.

Think of around 3 to 6 different subject lines for every bulk email you send out before settling on the best one. A good email subject line should:

  • Address the prospects’ needs or interests
  • Have a personalised touch to it
  • Grab the prospects or customers’ attention
  • Be grammatically correct and shouldn’t contain spam words
  • Be short, concise, and enticing – 35 to 45 characters seem to work best

If your subject line checks all the above boxes, you have a great starting point. Just ensure you follow it up with email copy worth your readers’ time.

Make It Easy To Share Your Emails

If your emails contain helpful tips, pointers, or valuable information, your readers might want to share it with their family, friends, or colleagues. Make it easier for them to do so by adding social share buttons to your emails. That way, your readers can share them straight to their social media feeds with the click of a button.

This is an excellent way of building brand awareness and connecting further with your target audience. However, make sure you have information worth sharing for the share buttons to be of any use.

Email Marketing Matters in 2022

Don’t be too quick to dismiss email marketing until you’ve experienced how powerful it is – not to mention the ROI of $42 for every $1 spent. We hope the information above is enough to convince you that email marketing matters and will still work into 2022. It now falls on you to kickstart or optimise your email marketing campaigns for increased conversions.

Be sure to contact us if you need a reliable email marketing platform that can help you run a seamless and effective marketing campaign, or you can get started straight away, and for free, here.

Highly recommended further reading –

Free Email Marketing Software to Revolutionise Your Marketing Efforts

Now you know how important email is to your marketing efforts you’ll want to get started right away helping to generate more sales and a stronger company.

At EmailOut, we’re here to offer a fresh approach to email marketing. Our software is free for life, giving you powerful tools without irritating you with restrictions or sneaky upsells. You can register for your free account here.

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