Expected to reach number of active email users 4.6 billion people by 2025proves that email marketing It's a powerful way to reach a huge audience.The problem is Build an engaged email list The target group is full.
However, when used properly, lead generation tactics and By implementing these growing email marketing trends, you're sure to significantly grow your email list while sharing email content that people love.
In this article, we will introduce you to the top 8 email marketing trends to take advantage of.Get ideas by looking at examples Learn how to incorporate these trends into your email marketing.
The 8 most noteworthy email marketing trends:
1. Personalization and hypersegmentation
Personalization and hypersegmentation are two big trends this year, especially as segmentation gets deeper and deeper. Although they are slightly different, they are very similar trends, so I wanted to discuss them both in the same section.
When we say personalization, we mean much more than using the customer's name in the email or subject line (though you should also do this).
Instead, focus on the pieces of customer data you have access to and consider how you can leverage it to help your customers get the most out of your products and services.
For example, this is an email that Duolingo sends to all users every week to share their progress and other stats for the week.
Users can see how many days they attended lessons, how much time they spent on the language, and other fun statistics about their usage.
Other ways to incorporate this data are:
- A graphic design tool that shares weekly or monthly summaries of user-created visuals
- A drive/map app that updates users' driving habits with the latest information
- An exercise app that sends weekly motivational emails highlighting your workouts
- Annual email letting users know about their most popular uses (like Spotify Wrap)
This type of personalization is especially effective for SaaS (Software-as-a-Service) companies that have access to customer usage information.
However, hypersegmentation works for all types of businesses, from B2B companies to enterprises. ecommerce brands.
Email segmentation It's time to segment your email list into different categories based on customer behavior. For example, if you have several different store locations, you can segment your email list based on location. This way, you can share sales and events at each customer's local store instead of sending irrelevant content to your entire email list.
Other segmentation ideas include:
- Past purchases
- Activity on the website
- funnel stage
- Device type
- abandoned cart
- Life events (birthdays, anniversaries, etc.)
2. Mobile optimization
81% of all emails opens on mobile devices, so it's important to make sure your email content is mobile-friendly in 2022.
To ensure your emails are optimized for mobile viewing, follow these important guidelines:
- Create short email subject lines. Mobile devices tend to display only half as many characters as desktop email clients, so try short subject lines.
- Keep your copy short and to the point. Mobile users like to skim emails and online content, so make sure every part of your copy is understandable.
- Increase font size. Large headlines and medium body copy are the keys to optimizing your email for mobile. Don't strain your eyes to read emails.
- Use larger images. Landscape images can make it difficult to see the big picture on mobile, so include square or portrait images instead.
- Incorporate a wide CTA button: Make it easier for mobile users to click. Use buttons that take up the entire column rather than links or small buttons.
- Preview emails on multiple devices. If you're not sure whether your emails translate well on mobile, test first.largely email marketing software You can preview or send a test email. Be sure to open it on your mobile device to check the format.
3. Creativity
Be creative with your email content.in number of graphic design tools We also offer customization options for your email platform, so you can easily come up with more creative email designs.
Below is a great example of a creative email that includes a pop quiz to help subscribers find the product that's right for them.
Source: realgoodemails.com
Other ways to incorporate creativity include:
- animation elements
- gamification
- An illustration
- interactivity
- big typography
4. Accessibility
Accessibility is very important in marketing so that you can reach all your target users. Building accessibility into your email means making sure everyone on your list can read it.
There are several ways to gain access to your email. First, make sure your subject line is relevant to your email. If someone is using a screen reader, you need to make sure everything ties together and makes sense, even if they can't see the entire email.
Next, utilize colors that are easy to read. Or, take a page from the example below and use the contrast switcher to help you adjust your email based on how it suits your needs and makes it easier to read.
Source: realgoodemails.com
Also, avoid emails that only contain images. These are popular for e-commerce brands to show off their products, but they aren't the easiest to access. Be sure to include some type of copy for all images. If your email marketing platform has alt tag functionality, be sure to at least add an alt tag.
Make sure the font size is large enough and easy to read. Avoid cursive fonts or fonts that are difficult to read. Avoid using all caps and excessive use of italics, bolding, and underlining.
Having access to your email, social media content, website, etc. will help you reach a wider audience and should be a key element of your overall marketing strategy.
5. Email automation
Incorporating automation into your email marketing strategy is a great way to nurture leads and close more deals. How email automation fits into your overall strategy varies greatly by industry.
For example, some businesses may rely on automated email sequences to complete sales. You might also use automation to send abandoned cart emails that notify customers that they're almost done with their purchase but haven't completed it yet.
Most email marketing software allows you to create drag-and-drop workflows that automate when users send emails.
For example, if you create an ebook as a lead magnet, you might (a) send your subscribers the requested ebook, (b) initiate a sequence of sharing details related to the ebook, and then (c) Move them into your sales pipeline in hopes that they will buy or sign up for your services.
Email automation is a great way to not only support your sales team, but to continually engage with your audience.
6. User-generated content
User-generated content is a great strategy for many marketing channels, and email is no exception. Showcasing photos, videos, and stories taken by existing customers proves that you have happy customers with your business and increases the likelihood that others will buy from you.it is of the form social proof It's really easy to incorporate.
By incorporating photos taken by visitors to the island, we encourage the rest of our email subscribers to travel and take their own photos.
Why not collect your own UGC by holding a photo contest surrounding your brand's hashtag? This can be used on social media, email, websites, etc.
7. Dark mode
Dark mode is all the rage on many sites, from social media to work documents to email clients. Offering a dark mode (darkmail) is a great way to jump on the bandwagon.
The reason dark mode has become so popular is due to the many benefits it offers, from reducing eye strain to extending your phone's battery life. Therefore, your customers will be happy if you offer this option in your emails.
However, this is also important because many mobile devices automatically invert the colors of emails if the user has dark mode turned on. Therefore, you should be able to easily flip your email design so that white backgrounds become black and black text becomes white.
To fix this, consider (a) sending your own dark mode email designs more often, or (b) using colorful backgrounds and text less often.
8. Omnichannel Marketing
omnichannel marketing Use different marketing channels to reach customers. It also helps create an atmosphere of consistency in your marketing strategy, rather than each channel using completely different voices or talking about completely different product or service lines.
Omnichannel marketing will also be a big trend, especially in email marketing. SMS marketing Its popularity continues to grow. When you use these two channels (and others) in conjunction with each other, you can create a consistent messaging strategy that reaches a wider audience and generates more sales.
Start building your marketing strategy by incorporating more marketing channels. Consider where your customer touchpoints are.
For example, if a customer finds you on Twitter, visits your website, and then signs up for your email newsletter, you've reached them in three different places. Diversity is good so you can reach a wider audience.
Another example not related to email is: Some people watch videos on TikTok, while others prefer Instagram Reels. Others return to YouTube Shorts. Repurposing your video content across different platforms allows you to reach your audience where they are.
Additionally, by offering both email and SMS communication options, you can reach people who prefer to hear from your business via email, while also making it easier to connect with people who prefer texting. Be consistent in your communications so that anyone who may have subscribed to both knows these messages are clearly coming from the same brand.
Start embracing email marketing trends
Incorporate popular trends to enhance your email marketing strategy. Take a look at some below to get even more ideas for leveraging these email marketing trends. Examples of these great brands.
FAQ
Will email marketing still work in 2022?
absolutely! Email marketing remains a very powerful marketing strategy. This is because your email list is one of the only target users you own. While social media platforms are not guaranteed, your email list is filled with people who have chosen to interact with your business and sign up for communications.
Which industries use email marketing the most?
The top five industries leveraging email marketing are:
- retail
- Financial operations
- trip
- hospitality
- consumer goods
What is a properly sized email list?
Everyone has to start somewhere, but once you reach your first 1,000 subscribers milestone, you should start to get used to the size of your email list. Large companies will want to increase that number to 10,000 to 50,000 or more.
How can you grow your email list in 2022?
There are many ways to grow your email list. Some are:
- Place opt-in forms strategically throughout your website or blog
- create lead magnet What the target audience is interested in
- Use pop-ups to grab attention and encourage registration
- Offer incentives like discounts and freebies to new subscribers
What percentage of emails are read?
The average open rate in 2020 was 21.3%. 81% of these are opened on mobile and 19% are opened on desktop.
About the author
Writer
Chloe West is a digital marketer and freelance writer who focuses on topics related to social media, content, and digital marketing. She's based in Charleston, South Carolina, and when she's not working, you can find her reading romance novels or watering her plants.
