The use of email as a digital marketing strategy for converting customers... and driving growth is essential.
I'm sure you will agree that it has become a vital tool in eCommerce.
Well, I know that the last 2 years may have been a turbulent year for business... but email marketing stayed.
And it even made businesses bounce back into the spotlight.
Today there are over 3.9 million people who use emails.
Wow! That number represents nearly half of the global population.
No wonder, it is still an essential tool for engagement.
Even as we move forward into the second quarter of 2022... email marketing remains to be a huge focus for many businesses.
And it should become yours too!
By incorporating email marketing into your digital marketing strategy, you'll see an increase in engagement and conversion rate, too!
That's why I've come up with these Email Marketing Trends 2022.
1. Incorporate User-Generated Content
A user-generated content (UGC) is any form of content created by a user of a product or service.
It could be in a form of video, text, image, and audio.
The use of user-generated content in email campaigns is a trend that emerged last year.
TurnTo Networks found that 90% of consumers believe UGC holds more influence over their buying decisions... than email promotions or even search engine results.
And it's one of the simplest ways you can increase organic traffic and convert more customers.
Also, it is expected to achieve its full potential this year 2022.
Because when a user sees positive reviews about your business... there's a high possibility that they also become a paying customer.
A great thing about user-generated content is that it is free.
And it's something you can use in your email to entice more subscribers and customers.
It's a good email marketing strategy to include customer reviews, poll results, or photos in your emails.
Or why not show your customers using your product in your emails?
This will build trust in your business. And don't forget to put an eye-catching Call-To-Action (CTA) in your emails.
Now, the next one is interesting...
2. Email Campaigns With Personalization
Basic personalization includes... creating or sending emails based on the customer journey, demographics, history, etc.
Meanwhile, hyper-personalization relies on combining the demographic data you've collected with real-time data... that changes based on the new actions a user takes.
The purpose of this tactic is to layer real customer behavior. So it creates personalized experiences beyond first names.
This includes... browsing history and purchases, episodes watched, songs liked, and social media posts.
Using hyper-personalization in your emails will set your message apart from the rest.
And it was perceived to be important last year. And without a doubt, it will be crucial this 2022 and for sure, in the years to come.
Personalization can produce pretty amazing results when you can use stats provided by your ESP (email marketing service provider).
And tailor these to your customers' behavior, interests, preferences, and history.
Speaking of stats, did you know... Instapage states that personalized messages have an ROI of 122%.
And another National Client Email Report shows... that targeted emails generate 58% of all revenue.
When the competition is intense in 2022, these numbers can help you keep your business alive.
Personalization may not be easy. Because it is more than just mentioning your subscriber's name in the copy and subject line.
For example, good personalization relies on:
- Segmenting correctly
- Optimizing send times based on user history open patterns
- Adapting email frequency to engagement levels
- Connecting your personal brand to your audience
It's always a good idea to put the needs of your customers first.
There are many brands that benefit from it, utilizing it in various campaigns.
For instance, every cart abandonment newsletter includes hyper-personalized automated campaigns.
This is tried and tested tactic. As this helps you get your customers back and convince them to complete their purchase.
Take a look at this email from Jack ThinkGeek (The Game Stop).
This email is humorous and entertaining. It never seemed like an abandoned cart email. Yet, everyone knows what it is.
I think you’ll agree with me when I say…
3. Use More Newsletters
Newsletters have been considered the cornerstone of every email marketing plan.
That's why it's always a good idea to provide your subscribers with something valuable as this.
You can do this by offering short news items and industry updates in your newsletters.
By summarizing stories and pointing to credible sources... you are able to give information that is digestible, interesting, and relevant.
Take a look at this Hubspot email newsletter. They use email newsletters to help promote their content.
HubSpot newsletter is clean, with a crisp design, and is easy to scan. They introduce their message with eye-catching images.
These images captivate and motivate. Plus, there's the CTA (Call-To-Action) to move the readers to read and learn more.
You can't complete this list without...
4. Optimizing With AI
According to 66% of marketers, artificial intelligence optimizes email send times.
Using Artificial Intelligence makes email personalization easier. With it, you can pull more data about your customers quickly and easily.
But, many eCommerce owners are still not convinced about incorporating AI in their businesses.
Because they have little understanding of how it can benefit their business.
But AI (artificial intelligence) won't replace human efforts.
It is designed to streamline your workload... and increase the effectiveness of your email marketing campaigns.
- AI can help you in writing your emails' subject lines.
- You can send each email subscriber a personalized email using AI.
- With AI, you can structure your email campaigns to maximize effectiveness.
- Building your mailing lists will be easier with AI.
- AI can help clean up your email list.
AI is very beneficial to your eCommerce business, right?
And you can't miss the next one
5. Implement Cross-Platform Optimization
Cross-platform marketing involves marketing that is customized to... the types of devices that your consumers use.
There are several platforms that consumers use to engage, such as laptops, tablets, android and pc users, etc.
So you need to optimize your email across all these platforms.
For instance, everyone is aware of the increasing mobile usage.
And everyone uses a mobile device to shop online!
So, it's essential to ensure mobile users are getting the same level of experience as desktop users.
You might want to consider hiring a tech company to make sure your emails are mobile-friendly.
In order to do this correctly, you may need to look over large parts of your system.
The next one is...
6. Interactive Emails
This has already been a trend in place for a while, but it will only intensify in 2022.
And I couldn't stress this enough...
You should aim for interactive responsive emails.
Because this increases customer engagement and email interaction significantly.
And, there will be some exciting interactive email elements in 2022. You can try:
- A rollover effect highlighting product offering.
- A user-controlled carousel of images and products
- Long-form emails can be made more compact by using accordions
- Interactive surveys, polls, and user-generated content
- Include animations for buttons and CTAs.
Speaking of animation, which is a growing trend...
This is not only good on buttons and CTA's.
Because with email marketing, the animation is a great way to make your brand stand out.
Animations allow you to:
- Captivate the reader's attention
- Put emphasis on a message or promotion
- Drives subscribers to take action
With varying levels of support across email providers... animation must be designed carefully to guarantee deliverability.
And guess what?
To make sure your email looks good across most email clients... it's smart to use animated GIFs.
You can draw attention to your headlines by adding a simple frame animation that highlights each word.
This is a great example from Bryan Anthonys...
This next trend is a personal favorite...
7. Dark Mode
If you don't have this trend yet, it's going to affect your reputation as an email sender.
But if you have a dark mode in your email, you are definitely in!
This needs to be accessible to your subscribers and customers.
It was reported by Android Authority... that 81.9% of people are using dark mode wherever it's available.
Therefore, your emails should always take advantage of the dark mode display setting.
Here's what your mobile display looks like when you use dark mode:
Hold on, because the next point is ultra important...
8. Maintain Privacy
Privacy has become a more important concern for customers and subscribers.
They are more concerned as to how their personal info is being used.
If you want to win their trust and loyalty, you need to... go beyond maintaining Payment Card Industry (PCI) and General Data Protection Regulation (GDPR) compliance.
And you should make privacy the focus of your email marketing campaign.
This is to ensure you meet your subscriber's and customers' expectations.
In other words, regulations around data privacy must be continually reviewed.
And of course, customers must be kept in the loop.
In your emails, let your customers know about forthcoming privacy changes.
And make sure to highlight the ways you are protecting their information.
This way, you will be able to showcase the good practices and ethics of your company... and earn the trust of your subscribers and customers.
What follows is crucial...
9. Enhanced Email Accessibility
Email accessibility best practices are crucial. Because you should never ignore the billion people living with disability around the globe.
Your mailing list may contain quite a few subscribers who use assistive technologies like screen readers, text-to-speech, etc.
It is important to develop, design, and create accessible email campaigns.
To ensure your email marketing campaigns are accessible, you should keep the following tips in mind:
- Make your emails easier to read for color blind people by using a proper color contrast.
- If you use visuals, make sure you add Alt-text so that screen readers can read the image description.
- Adding semantic tags like *p>, *h2>, and *h3> will help the reader follow your email's flow.
- The flashing rate of the GIF animation should not range from 2 Hz to 55 Hz. This can trigger the condition of photosensitive epilepsy.
These are all helpful ways to reach out to all people from all walks of life. And this will ensure your email campaign benefits even those persons with disability.
Because subscribers nowadays expect an inclusive experience when they receive your emails.
Last but not least...
10. Customer Appreciation
Appreciating your customers is a type of personalization that never goes out of style! Do you agree?
You might include the following in customer gratitude letters... to make users feel valued:
- Customized birthday messages with product discounts
- Invitations to events' early access
- Thank you messages
And you might want to modify these emails to reflect current situations.
Consider offering discounts for moms, dads... or front-liners and healthcare workers. The important thing is to show your clients that you are on their side.
It's important to show your followers that you understand them. And that you are on their side.
You have not only one or two, but 10 email marketing trends in 2022!
And you are now armed to...
Launch Your Email Marketing Campaign Using These Trends!
Discover which trends will work best for your next email campaign using these trends!
Since email marketing is constantly evolving... you should always keep a fresh approach in your email marketing strategy.
But it's not just your email that needs constant improvement.
Your website is also in need of regular updating.
Because remember... your site is likely to provide visitors with valuable info on whatever market you may be in.
And expect that as soon as you get a click, you get traffic to your website!
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The best part of it all?
You can incorporate the Newsletter Pop-Up Add-On in your email marketing campaigns. This will help you increase your email subscribers!
So, are you ready?
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