Email Marketing Trends To Follow in 2022
Creating hyper-personalized emails
Personalized emails are a part of the past. In 2022, only hyper-personalized emails will bring in conversions.
Hyper-personalized emails take data from multiple customer touchpoints and use them to offer highly personalized experiences. Examples include sending emails with product recommendations based on past purchases, monthly/yearly usage reports, and tailored offers based on behavior.
Each year the audio streaming company highlights each user’s listening patterns and shares them across multiple channels. The following email includes figures unique to the subscriber receiving it. Spotify Wrapped
Source: unlayer.com
Micro-Segmentation and Hyper-Personalization
Creating targeted emails with relevant content will become more important than ever – and this is where micro-segmentation comes in.
Here's an example: If you are an e-commerce industry email marketer, you can segment your target group into “deal searchers” or “deal buyers” and increase the frequency of promotional emails for these segments. Then keep an eye on the email metrics and optimize your email workflows accordingly.
To create micro-segments, you can use interactive content like quizzes, chatbots, assessments or calculators:
This will not only help you generate more qualified leads, but also increase the likelihood of converting them into paying customers.
Rather than segmenting according to basic parameters like age, gender and geographical location, you can carry out
This will provide real value to your email subscribers.
Source: singlegrain.com
Interactive Emails
For far too long, recipients have been treated with simple email texts that look uninspired at best. But with a new competitor in every corner, brands need to up their game when it comes to user experience. Interactive emails grew in popularity in 2021, and they’re going to be widely used in 2022 as well.
According to Kapost, interactive emails can create 2X more conversions than passive content. These emails take the essence of the UGC and improve engagement with various types of scrollable and clickable content without opening a browser window.
You can create an interactive email by including:
Surveys, polls, and quizzes to gather user insights;
Slideshows and carousels of curated products;
Rollover images to give a rich shopping experience within the email;
UGC to establish reliability;
Animated CTAs to encourage people to check the landing page.
Adding UGC and interactive content is part of the email gamification strategy that focuses on the cycle of engagement, rewards, and competition. By encouraging people to more than just scan the emails, marketers will be able to drive engagement and loyalty.
Source: landbot.io
Creating Privacy-Friendly Emails
Customers are more aware than ever before about their privacy and have become more conscious of how their data is being used. You have to go beyond maintaining PCI and being GDPR compliant to win their trust and loyalty. Make privacy the center of all your email campaigns to ensure you’re meeting their expectations.
This means constantly reviewing legislation surrounding data privacy and remaining transparent with customers. Use your emails to inform customers of any upcoming changes to data privacy and highlight how you are protecting their information. This will also help showcase your company ethics in a good light.
Be careful not to fall into the trap that Amazon set up for itself with its recent ‘dark pattern’ scandal. The company recently faced legal challenges over incorporating a design that made canceling a subscription difficult for users. The findings revealed that canceling required flipping through too many pages and constantly being faced with warning signs.
Avoid this mishap by making canceling an easy process for customers – this is particularly important to subscribers of your mailing list. It will also allow for a refresh of your subscribers and ensure you’re only retaining ones that are the most engaged.
Source: benchmarkemail.com
Making email designs engaging
The design of your email determines the overall fate of your campaign. Let us make this super clear; poor email design = poor conversions.
It’s 2022, and your emails must look like mini-websites, or else your email will get lost in your subscribers’ massive inbox clutter. While there are many of this year, the most important one is what works for your customers. Our tip? Test a bunch of designs, see what works, and then stick with it.
Email design doesn’t have to be complicated. Just make sure the overall color palette marries well, the copy is concise yet effective, they are interactive, and the final email isn’t heavy in size.
According to, 76% of brands use email templates to design their emails. That’s because they’re easy to modify and can be designed quickly.
Source: unlayer.com
A/B Testing
With the changing preferences of customers, A/B testing will be an indispensable part of the email marketing strategy. Just guessing what is working well does not work any longer.
Employ A/B split testing to learn more about your audience and what kind of emails would resonate the most with them. This will enable you to send customer-centric emails that leave a deeper impact and bring conversions. You can test elements like subject lines, type of visuals used, CTA placement, CTA copy, and email personalization.
The email marketers at Swiggy tested two different subject lines (wording and emojis) for their subscribers:
Source: singlegrain.com
Mobile Experience
A poor mobile experience makes 52% of users less likely to commit to a company. If you think experience in email design is another story, then you are wrong. The mobile experience is increasingly vital in every sphere, especially with long-read approaches and creative solutions gaining popularity.
According to Wolfgang Digital’s KPI Report, mobile browsing has surpassed desktop browsing by almost 20%. It is impressive. Besides, according to Litmus, mobile enjoys higher open rates than desktop or tablets. Therefore, even though 56% of respondents prefer to finalize purchases through desktop, still the importance of contributing to the mobile experience is undeniable.
More so, 2020 brought us numerous physical limitations and restrictions (it is already too much to handle), do not build other barriers. Therefore, the mobile experience should be flawless.
Consider an email from HomeAway. The newsletter accommodates lots of chunks of information. There is a traditional hero area, two-column layout, promo section, header, and multifunctional footer. Nevertheless, thanks to a flexible and fully responsive layout, everything looks great on all devices, and all customers have an opportunity to enjoy this email.
Solutions
Mobile optimization is not an easy task. It requires a lot of design and code to be done. Add to this inconsistency in how emails display across email clients, and creating perfect email design turns into a real challenge. Therefore, it comes as no surprise that according to researches done by Litmus, it takes one-two weeks for the majority of brands to create a good email newsletter. Imagine how much time and money is lost during this period.
To see through, use professional instruments. Automation is a huge email marketing trend. According to recent findings, more than 40% of companies say email marketing is under-resourced, and only 12% plan to add full-time email staff. Therefore, without a good tool in your arsenal that will do all the heavy lifting for you, you simply do not have a chance to stand the competition.
There are numerous solutions out there; for instance, you can use Postcards that prioritizes mobile experiences and provides the best responsive behavior among the competitors. Not only does it offer a solid foundation to build fully responsive, mobile-friendly, and retina-ready email templates, but it also has lots of other helpful features like modular system, version history, cloud image hosting, one-click export to favorite ESPs that will help your company to stay above the competition next year even without full-time email designer.
Dark Mode
When it comes to nailing mobile optimization, it is vital to remember trends within this area. This year much like the previous one, dark mode is going to be highly in demand. According to Litmus stats, 36% of Apple iPhone users read emails in dark mode.
Pandemic played the role of the catalyst. The lockdowns and physical restrictions that pushed people to spend more time on the internet boosted this tendency. Spending more time in the digital World rather than in the real one brings about some discomfort for the eyes. Dark mode reduces eye strain in low-light conditions. Therefore, it is getting much more popular these days.
Take a look at some big names whose teams have successfully adopted this tendency in their email designs. The first one is Adobe with its Black Friday blast.
It provides a great reading experience. Plus, it conveys the atmosphere of the event, sets everyone in the right mood, and makes the email look modern and stylish. In addition, it is fully optimized and renders excellent across all screen sizes. Brilliant.
The second one is a newsletter from Uber. Uber uses dark mode and cards to help the newsletter gracefully accommodate all the information and provide a great reading experience. It also plays nicely with the blue tone used for accents. The layout is based on a flexible 2-column layout that easily transforms into one with an ample amount of whitespace, making it look great on small screens as well.
Prioritizing mobile-friendliness and trends in this area, Uber speaks with the audience in the same language providing a comfortable environment where subscribers easily fall for marketing tricks.
Source: designmodo.com
Conclusion
A global pandemic has stirred things up and made some drastic changes in our lifestyle. To stay afloat next year and face the tough competition, we should embrace these changes and pull out all the stops.
When it comes to email marketing, it is here where you need to be on top of things. Follow the email marketing trends and email design trends to make the most out of these uncertain times and raise cash even in the worst-case scenarios in 2022.
Source: designmodo.com
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