As we head towards the end of 2021, it has been a difficult and successful year for the digital marketing industry. Difficult, due to uncharted waters caused by the pandemic and changing data privacy regulations. Successful, because while real-world marketing was impacted the most by people staying at home, the digital marketing industry seized the opportunity. Amidst all of this, email marketing continued to drive results, as it always has over the past 40 years. But, heading into 2022, what can marketers expect from the messaging channel?
Here are 5 key trends you can expect to see in the email marketing industry in 2022.
The impacts of data confidentiality
Whether it’s new laws and regulations that change the way companies can collect and use data in their marketing programs, or specific technological developments that deal specifically with email marketing (such as privacy protection features). Apple privacy), email marketers will be challenged in 2022. That said, the messaging channel is well positioned to thrive in 2022. Email marketers have many years of experience. ‘experience in a regulatory environment that requires compliance with a set of rules. While changes in the data that marketers can leverage for audience targeting will make some aspects of email marketing more difficult, the email channel itself has never been more important to consumers and consumers. businesses. So expect email marketers to continue to successfully adapt to changing requirements while delivering impactful and effective campaigns in 2022.
Even with stricter rules around the collection and use of consumer data, you can expect email marketers to focus even more on segmentation, targeting, and personalization in their campaigns. Email marketers will focus even more on making the best use of the data at their disposal to generate more engaging email content with subject lines, content, delivery schedule, offers, and personalized promotions. On the contrary, expect email marketers to rise to the occasion and incorporate their personalization programs to a greater degree than ever before.
A renewed focus on performance marketing
It seems pretty certain that open rate, a traditional measure of email marketing, will become if not ignored, at least used only in a directional way. While this is certainly impacting email marketers and many types of campaign planning and optimization, it can actually be a net positive for the industry. Open email data has always been at least somewhat suspicious for various technical reasons. Now, email marketers will be forced to stop relying on it and focus on more precise, easier-to-track metrics, such as click-through rates and other metrics more closely related to actions. useful responses taken by the recipients of the emails. Focusing more on the sales and conversions generated by an email campaign will help marketers optimize these more valued, revenue-generating performance metrics.
Take advantage of artificial intelligence tools
We’ve been hearing about the advent of AI for years, but if you haven’t followed closely, you might be surprised how far we’ve come. There are now tools that can automatically write or rewrite marketing content, using performance data to guide its output. Marketers will start testing AI tools for writing email content, subject lines, and calls to action more frequently, and they will find that these tools are now capable of improving performance. in many cases. AI may not yet be ready to create everything from scratch, but now it is more than ready to help optimize and compose content as efficiently (and possibly more effectively) than marketers. can do it manually.
Expect to see email campaigns that exploit a wide variety of engaging interactivity within the content. Look for polls / surveys, games, forms, and other types of content that recipients can interact with in the email itself, rather than clicking on it to visit a website. Adding this type of interactive element is extremely user-friendly and also reduces the number of steps required to conduct any number of actions by recipients. With the increased focus on performance, interactivity will provide tools to optimize campaigns to maximize recipient engagement and conversions.
Get ready for another exciting year in the email marketing channel as it continues to solidify its place as the core communications and marketing channel for businesses spanning virtually every industry.