8 Email Marketing Trends to Watch Out for this 2022

While the digital marketing landscape continues to shift quickly, email has remained one of the most effective marketing strategies. Data indicates that each dollar spent on email generates a 4200% return on investment. Whether you are a startup or in a large corporation, you may want to use email as a way to communicate with leads and move them through your sales funnel.

This article will discuss some of the most promising email marketing trends for 2022 that you should be aware of this year and beyond. Let’s examine the industry's long-term trajectory to provide insight into the future of email marketing.

Top Trends in Email Marketing

1. Making use of augmented and virtual reality

This 2022, augmented and virtual reality will be two of the most exciting emerging technologies, with many potential applications in personal and professional settings. While barriers prevent marketers from leveraging this content in emails, those barriers are eroding as AR and VR become more accessible on various devices and operating systems.

For example, Apple has built augmented reality support into both iPhones and iPads, allowing users to directly view AR content from the Mail app and other native apps. You could send a simple 2D image in an email that expands into a 3D AR object when users tap or click on it.

2. Utilizing user-generated content (UGC)

While most of your emails should contain your own content, you should also consider including more user-generated content for various reasons. For starters, it allows you to incorporate multiple points of view and build trust via email the same way you use UGC to build trust with your organic social strategies.

User-generated content also demonstrates to subscribers that you care about them and their feedback. You could, for example, send out an email with photos of satisfied customers using your products. It is also an excellent avenue to build social proof since it demonstrates the type of experience readers should expect if they get something from your brand.

3. Personalizing and segmenting your email campaigns

The days of blasting a single weekly email to your subscribers are over. Personalization and segmentation are all about delivering the right content to the right people at the right time. The more you personalize your emails to each subscriber's needs, the more likely they are to be interested in your content.

Of course, audience segments are only as good as your data collection methods. Gathering information about your users can be a bit tricky, especially with the elimination of third-party cookies. For this reason, data limitations are essential to keep in mind when choosing the right Email Service Provider for your brand and business. 

4. Sending plain text emails

As the name implies, plain text emails contain text in its most basic form. There is no special  formatting or images - just plain text.
Do not underestimate the concept of sending plain text emails. These emails ensure maximum deliverability and replicate the experience of speaking with a customer one-on-one.

We have all spent enough time on the internet to recognize when something is excessively "sales-y"—and it's an instant turn-off for many of us. A simple text email can help alleviate that sensation. While we are not certain that a business personally writes each customer or email subscriber a unique plain text email, plain text emails capture some of that authentic, personal vibe.

Plain text emails are akin to an acoustic musician performing. While mega stadium shows and Coachella features a surprise cameo and a hologram of our favorite artists, stripped-down, raw, authentic performances with just a singer and their guitar are equally impactful. That, in essence, is the purpose of plain text emails.

At Strategy Maven, we are huge advocates of testing. It would be a good best practice to A/B test your emails with branded and plain text content to see which your audience and segments respond to best. 

5. Promoting data privacy more

Since the internet's early days, data privacy has been a critical factor for businesses, but modern consumers are more apprehensive about their privacy than ever before.

Constantly changing regulations and regulatory gaps between countries and even states make it surprisingly difficult for ecommerce vendors to manage sophisticated campaigns while adhering to all local laws.

The loss of third-party cookies, for example, is pressuring marketers to find new and creative ways to monitor users across channels. To remain competitive in an evolving marketplace, we anticipate that businesses will rely on first-party data, contextual advertising, marketing mix modeling, and other alternatives.

6. Having more interactive content

Naturally, we are attracted to things that are different from what we are used to. Interactivity is a simple way to distinguish your emails from the rest of the messages in your subscribers' inboxes. It also opens up several opportunities to engage with your readers in various ways.

Surveys, polls, and feedback forms, for example, allow users to communicate in the opposite direction and share their thoughts. You will be able to acquire valuable information about your brand while also demonstrating to your audience that you care about their experience.

Additionally, with the right email marketing software, you should be able to create multi-question quizzes and surveys that users can complete directly from their email client. When your customers find it easy to interact with your content, they will likely engage.

7. Using social proof

One trend that many people overlook is the incorporation of social proof into marketing emails. Sure, you can always write a three-paragraph email explaining your services and how excellent they are. However, nothing beats your customers’ feedback. 

Your customers are a priceless marketing resource. So, as much as you can, utilize them. Since your past customers have nothing to gain by promoting you, their word will always be more powerful than yours.

8. Mobile optimization

Compared to mobile devices years ago, modern smartphones provide users with far more functionality and speed. Furthermore, screens have become significantly larger in recent years.

With that in mind, it is not much of a surprise that smartphones and tablets are becoming more important in email marketing. In fact, roughly three-quarters of all smartphone owners check their inboxes on their devices, and more than 50% of all email opens now are made on mobile devices.

It is best practice to always ensure you are optimizing your emails to be mobile friendly. 

Conclusion

Every year, email marketing evolves dramatically as a result of emerging technologies, changing regulations, and a variety of other factors. To stay up in your game, you must keep yourself abreast on the latest email marketing trends and adjust your plans accordingly. At the end of the day it is about the customer and their experience with your brand. It is important that no matter what the changes are, we keep the user experience top of mind so that we are consistently offering value and making it easy for the user to gain the value that is being offered. 

If you need help evaluating whether your business is staying up to date with the latest trends and best practices, feel free to reach out to us for consulting.