Key email marketing trends both old and new you need to implement for 2022
It might surprise you to learn the first email was sent way back in 1971. We tend to take email for granted in the modern era, but it remains one of the most effective means of communication between businesses and consumers making it ever more important to follow and implement the latest email marketing trends.
It’s possible to create a connection with your target audience through carefully crafted personalised emails with the benefit of massively increased sales revenues (ROI of 42 to1).
“I want to do a business with a company that treats emailing me as a privilege, not a transaction.” – Andrea Mignolo
But why do so many companies continue to get poor results from their email campaigns? One reason could be that they are using outdated email marketing techniques. These email marketing trends will help.
This email marketing trends article covers the following:
- User-Generated Content
- Artificial Intelligence
- Advanced Personalisation
- Mobile Optimisation
- Improved Email Copy
- Data Privacy
- Email Accessibility
Although the technology has been around for fifty years, there are of course constant changes in email marketing trends.
Let’s dive in and learn more about the email trends to watch out for in 2022.
User-generated content includes customer reviews and photos of clients using your products. The concept of social proof is crucial in digital marketing. Displaying that other businesses or consumers are delighted with your products can convince another person to make a purchase.
It is also relatively easy to get user-generated content as you can contact customers on social media and ask them to leave reviews. Because this type of content is free, by including them in your email copy you increase your conversion rate and thus ROI.
Your email marketing strategy should use the latest technology, which includes artificial intelligence (AI). Your email campaigns provide a rich source of data, and AI can sort through and organise this information faster than any human.
In seconds, you could find out when you should send emails to increase open rates, the best subject lines, and what outcomes you should expect. You can then fine-tune your campaigns using the suggestions from an AI platform.
An extension of AI is the ability to use advanced personalisation in your emails to make a deeper connection with consumers. It is no longer enough to use a template that puts customer names at the top of an email and send the same message to everyone. Your clients want to feel like you genuinely understand their needs.
An AI system could provide information relating to purchasing habits. You can then include this information in your email. For example, perhaps you could ask how they enjoy using the last product they bought and name the item. You do not need to manually do this for each individual email; technology will find this information and apply it to the relevant customer file.
One of the main aims of every email marketing campaign is to encourage interaction. By taking the customer on a journey, you can guide them through your sales funnel to the point when they are ready to buy. You can achieve this goal using interactive options such as surveys and user-controlled product carousels.
Your marketing plan should have a mobile optimisation component. Many users read emails on their handheld devices, so your content needs to display correctly on their screens. If users have trouble viewing your promotions or offers, they are unlikely to wait until they get home and look it up again on their computer.
You may want to work with a professional service to ensure your emails display properly and have an attractive layout on every device.
Better Email Copy
Writing engaging content has always been essential for email campaigns to achieve success. But, as people nowadays have so much information at their fingertips, it’s more important than ever to grab their attention right from the beginning. Your headline is the starting point and should intrigue the reader.
When they open your email, get to the point quickly. Explain why you are contacting them and what you have to offer. Finish with a clear call to action that leaves the reader in no doubt as to what you want them to do next. Busy consumers will appreciate that you are not taking up their time by including a lot of irrelevant information that does not benefit them or solve a problem.
Email Marketing Trends and Data Privacy
Consumers know that going online and entering their personal details puts their data at risk. It’s important to put details in your email communications that can help give customers peace of mind. For example, you could explain that your security processes meet PCI and GDPR compliance standards.
You should also inform customers if there are any upcoming data privacy amendments. They can then decide if they want to continue receiving your emails. A consumer should always be able to find and click a link to unsubscribe from your email list if they desire. Of course, if you send terrific emails, readers will have no need to use this legally required link.
More Accessible Emails
One of the most important marketing tips that many companies overlook is to make emails accessible to as many people as possible. This is easy to do and can include using a large font and ensuring your graphics are crystal clear. Many consumers also enjoy having the choice of viewing emails in dark mode as they feel it is kinder to their eyes.
Contact EmailOut Today
EmailOut provides a free email marketing service that makes it effortless to get in contact with your target audience. Our professionally designed templates reflect the latest email marketing trends and ensure you can get your message across in a way that resonates with customers.
With our comprehensive analysis tools, you can monitor the success of your campaigns and optimise your emails to achieve the best results. While our platform is easy for anyone to use, our world-class support team is available if you need assistance.