Around half a century ago, when American computer programmer, Ray Tomlinson, sent the first ever email in 1971, little could he (or any of his counterparts) have guessed that the channel would go on to become the basis of all business communications in the future. At present, email boasts a staggering global user base of 4 billion with an equally impressive market valuation of $7.5 billion. In the beginning of 2020, when the world fell prey to the wrath of the fatal coronavirus, businesses’ reliance on emails reached an all-time high. A couple of years hence, companies continue to be devoted to email. However, they can make the most of it only if they align their campaigns with the latest trends of the email landscape. Wondering which trends are in vogue in 2022? Let’s find out!
Emphasis on Value Proposition
With the volume of email exchanges rising meteorically with every passing year, it has become critical for brands to amp up the value proposition in their emails. More than the tools and technology used to craft the campaigns, brands need to focus on the benefits they are offering to their recipients for subscribing to their communication. In 2022, making their email campaigns customer-centric is the only way for businesses to cut through the noise. Remember, when an individual shares their email address with you, it is an act of trust and faith. And the best way to repay it is by ensuring that every email you send their way contains something valuable and relevant for them. Attempt to understand their needs and expectations so that you are able to deliver a superlative email marketing experience.
Enhancement of Spam Filters
Many email deliverability experts are of the opinion that spam filters will become more sensitive this year, and in the time to come. This is a direct consequence of the biggest mail providers out there identifying subscriber engagement as one of their top positive signals. As it is, spam filters make use of highly sophisticated machine learning algorithms to assess (on the basis of said signals) whether readers are interested in reading emails from your business or not. With time, these algorithms are expected to improve by leaps and bounds- now they simply measure when recipients open and click your emails; soon they will be able to identify how long they read them and where they move them. Apart from that, spam filters are also expected to act on other negative signals too such as the percentage of invalid email addresses spam traps you hit.
If you don’t want spam filters throwing a spanner into your works, you need to ensure that:
- None of the contacts on your email list have been earned through fraudulent signups.
- You stay on top of your list hygiene, periodically weeding out addresses that become dormant and unresponsive.
Rise of Artificial Intelligence (AI)
All email marketers, whether new or veteran, understand quite well the importance of personalizing their brand’s communications. With thousands of messages swamping your customers’ inboxes on a daily basis, personalization is the only surefire way of getting on their radar. That’s why more and more businesses, especially small and mid-sized ones, are starting to turn to AI these days. Why? AI helps them implement personalization at scale, enabling them to tailor unique messages for every single contact on their list. In the current scheme of things, customers want nothing more than to be heard and acknowledged by their favorite brands. Collaborating with AI, allows said brands to deliver flawless personalized experiences.
Domination of Gamification and Interactivity
Grabbing your subscribers’ attention can require you to get pretty creative at times. And what’s a better way of exercising your creativity than brainstorming interactive and gamification elements in your emails? These features give you a great shot at boosting your engagement, which is why several bands of late have been hopping on this bandwagon. Including gamification in high engagement campaigns such as holiday emails will not only improve your open rates but also let you strengthen customer relationships. Another popular use of gamification is across emails containing feedback surveys and customer loyalty programs. Similar to gamification, interactivity also enriches the user experience by allowing subscribers to complete actions like RSVPing to events, making purchases, and booking appointments without quitting their inboxes. However, don’t include interactivity and gamification just for the sake of it; make sure they provide value to your audience as well as align with your goals.
Greater Commitment To Responsible Marketing
If your email marketing approach is just about selling to your customer, we are afraid you are going to have a hard time tasting success in 2022. Often in the midst of chasing data and analytics to shape your campaigns we tend to forget that, at the end of the day, there is a human being on the other side. And perhaps nothing in this world appeals to us more than empathy. Responsible marketing requires you to keep your customers at the heart of your plans, thereby allowing you to build stronger and more rewarding relationships with them. Use your data and insights to familiarise yourself with your customer’s viewpoint and chalk out your strategies accordingly.
Fostering an Inclusive Environment
Successful and email winning campaigns are spawned by teams operating within a conducive work environment. And such environments are fostered by embracing diversity and inclusivity at the workplace. Diversity, of course, allows the company to benefit from a broad spectrum of ideas and viewpoints, paving the path for increased productivity but more importantly it creates a sense of belonging and employee engagement. In fact, according to Deloitte, diverse and inclusive teams typically tend to outperform their peers.
Wrapping It Up
Liked the insights and trends shared above? Well, that’s just the tip of the iceberg! To assess the course of email marketing in 2022, the team at Email Uplers picked the brains of 41 esteemed experts within the email community and compiled their valuable contributions into a riveting infographic. Check it out over here!