3 Email Marketing Trends For 2022

 

                                                  Photo by Maksim Goncharenok from Pexels 

Wondering what steps you need to take to increase your email open rates in 2022? Are you a small business trying to experiment and deliver brilliant email campaigns, if that's you then this blog has something to offer.

Still wondering if you should invest or look to up your email marketing game?  According to tavanoteam, around 89% of marketers use email marketing as one of their lead generation techniques. Even though the digital marketing landscape sees a constant change in terms of new platforms like Tik Tok, Instagram disrupting the trends and different content formats gaining popularity, email marketing has been the most effective channel for ecommerce marketers, as mentioned by Bernard Meyer, Director of Content at Omnisend. 

If marketers are worried about the ROI on email marketing, we have good news as per Hubspot for every $1 spent, email marketing generates $42 for your business. That's a 4200% ROI which makes it a clear winner when compared to other channels.

This blog will cover some of the top email marketing trends you could use in 2022, with examples and provide tips on how you can make most of your email marketing channel to get more leads, increase brand awareness and help your business reach your community.

1. KISS ( Keep it Short and Simple)

We all know how our attention spans have reduced in the past few years. 

Your email subscribers want quick, snappy, social media styled content delivered right to their inbox. They will not be your fans if you send them a 5 page long email. It needs to deliver the message, in a creative and concise way. One way for businesses to achieve this to focus on the single most important product, best selling product, campaign of the month or idea of the month. Giving your email reader one thing to focus on will help improve your open rates, engagement rates and will help to get your message across to your audience.

Below is an example of an email from Harvard Business Review.

Subject Line: The Management Tip of the Day

So when the audience receive this email they know they are getting a tip and the email body consists of one topic which is of value to the email subscriber. Simple clean design will help the user read the content and understand the information. 

2.  Using emoticon in subject lines

Using emoticons in email subject lines is an art. If you over do it, then you have missed the point. Using emoji's which are linked to your brand name, vision or product is a great idea. In the example shown below, you can see how Marketing Brew make use of beverage emoji, because it links back to the main brand name which consists of "Brew". So it does make sense to use it and also makes it relatable to the email audience. Another example shown is by ParkRun UK, who have used the heart symbol emoji in the subject line along with personalisation. What they are trying to do is motivate it's email readers to join the park run and by adding a "heart" emoji symbolises care for your health/heart. But also note the colour of the heart is in the branded colour to tie it back to the brand. 

Before making use of emoji's in your subject line or email body copy always make sure to check the meaning of the emoji's. Few of them can have different meaning in different cultures, regions and languages. Best place for that would be to visit: https://emojipedia.org/

But you can always talk to your team, check with your target audience via focus groups and carry out some testing before finalising on these.

3. Ditch the header image

How many of you have received beautiful creative emails, only to get "Click here to download" the image on the header section of the email. And some times email designers feel the pressure to include an email header, when you feel you could really do without it, in order to get more of your message.

The example below is an email from teachable which has got rid of the header image and just included the brand name and then the main body copy follows it. So this helps the user to see the message instantly without having to scroll. Some tips to make your email headers stand out are to make use of branded consistent style, colour palette and style which speaks to your audience. Do remember the dimensional requirement of 600px. Few other very useful tips mentioned on this blog here, mentions about using web safe fonts and have listed the fonts which are email-safe fonts. Drawing attention to a call-to-action on the header section if you are running a promotion or sale and want users to perform a certain action is a great idea to implement.

Hoping you have got some inspirations and tips for your next email campaign. Do share your feedback and let me know any other email marketing trends which you think are here to stay in 2022 and beyond.