What are the current hot topics in email in 2022? Continue reading to learn about recent developments in email marketing.
Email continues to be a key medium for customers, marketers, and company success in general. Email is “extremely crucial” to the overall performance of their organizations, according to 41% of survey participants in our 2021 State of Email study. Email is at least “quite crucial” for more than 90% of respondents, an attitude that is 30% greater than in 2019.
Given the importance of email in the overall performance of business, email marketers should keep abreast of new developments and trends. The following are some email patterns we are observing in the current environment:
Although marketers have always placed a high importance on privacy, the launch of Apple’s Mail Privacy Protection (MPP) and the impending end of Google’s third-party cookies have brought privacy into sharper focus than ever.
Email marketers are considering the long-term health of their email programme as privacy controls become more prevalent. This is where privacy-proofing comes in: It entails constructing your email programme with longevity in mind, privacy being of utmost importance. Increasing the acquisition of zero-party data and organizing your first-party data are two strategies for privacy-proofing your system.
Due to Apple’s MPP, long-used email marketing metrics, particularly the open rate, have changed in significance. The best statistics for gauging engagement and campaign effectiveness are now being reevaluated by email marketers, and many have modified how they gauge programme success.
Ones with customization generate transaction rates that are six times greater than emails without it. Marketers are looking to artificial intelligence and other options that reduce the demands for personalization as subscribers desire more customization than just their first name (AI).A defined AI strategy is now used by 60% of marketers, up from 57% in 2020.
Omni Channel Campaigns:
When used in conjunction with other channels (such as websites, paid search/ads, social media, SMS, and search marketing), email may reach its full potential. This is known as omnichannel marketing.
A shared shopping cart across channels is offered by merchants to 56% more customers, demonstrating the value of a smooth experience. Omnichannel marketing isn’t simply clever marketing; it also meets consumer needs.
According to our 2021 State of Email study, newsletters are the most successful sort of emails marketers send; 81% of survey participants send newsletters in their email programme.Email newsletters may help brands and content producers establish strong, direct ties with their audiences. Drip campaigns depend on them, and according to 31% of B2B marketers, they’re the best method for nurturing leads.
AMP for Email:
Although the idea behind Accelerated Mobile Pages (AMP) is not new, usage has increased since Google introduced AMP-powered emails in 2018 and has seen continuing functionality improvements.
ESPs and email clients like SparkPost and AWeber have been added to the AMP list. Examples of these include Gmail, AOL Mail, and Yahoo Mail. Additionally, there is a demand for AMP. Over 50% of email receivers stated they want to connect with the information in their emails, and 60% of recipients said they are likely to engage with an interactive email.
Stay Relevant with subscribers:
A unique subscriber experience may be created by keeping your finger on the pulse of industry changes and helping you stay relevant with your subscribers.