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9 Fresh Email Marketing Trends for 2022

blizzard email marketing tips for copy

25 Best Email Marketing Tips To Power Up Your Strategy [2022]

As experience has shown, email is a major customer acquisition weapon, with marketers reporting that business email is 40X more effective than Facebook and Twitter combined. So, it’s a shame not knowing the tips and tricks to maximize it.

  1. Lead with value
  2. Segment your email lists
  3. Hyper-personalize your content
  4. Time your email marketing campaigns
  5. Let unengaged subscribers go
  6. Take advantage of double unsubscribe opt-ins
  7. Don’t buy email lists
  8. Use email newsletter templates wisely
  9. Write clear and compelling subject lines
  10. Don’t forget your preview text
  11. Come up with entertaining email content
  12. Target the holiday season
  13. Create campaigns using trending topics
  14. Plan social-infused emails
  15. Reward customer loyalty
  16. Equip your emails with interactive elements
  17. Take care of email deliverability
  18. Collect customer feedback
  19. Match your emails with your landing pages
  20. Embrace RSS Campaigns
  21. Optimize your emails through A/B Testing
  22. Use email testing tools
  23. Pass the ‘5-second test’
  24. Measure your results
  25. Automate your email campaigns

1. Lead with Value

To provide value, though, you need to adopt customer-centric practices that will nurture them into your brand advocates. Start by asking yourself who your audience actually is. Do you have buyer personas in place?

This ideal representation will show you what your target audience wants from you and help you address their pain points. Knowing who to target will result in designing a content marketing strategy that will provide the most benefit to your prospects and maximize your email marketing efforts.

email marketing tips

If you are constantly spamming your prospects with sales pitch after sales pitch with no value included to increase conversions, you will quickly lose subscribers and reduce your chances of making the sale.

2. Segment Your Email Lists

Segmenting your email list involves splitting up your contacts depending on where they are in their customer journey. Email marketers can create different customer segments based on their recipients’ demographics, lifestyle, location, website activity, job title, psychographics, etc.

A great example of segmentation comes from Avocode. The brand has created a specific segment to deliver targeted discounts to students, making the offer as irresistible as possible to help them nail their assignments:

avocode customer segmentation example email marketing tips

As you can see, segmenting your contact list ensures that people receive deals and offers that will be of interest to them, making them more likely to buy and less likely to unsubscribe! If you want to make your messages effective, keep this email marketing tip on top of your mind, segment your list, and deliver your campaigns. It’ll be an instant win!

3. Hyper-Personalize Your Content

I’m sure you’ve heard about personalization already. This practice is pretty simple since all you need is to add your subscriber’s name in the subject line or email copy, and, voila, your email is now more personal!

To hyper-personalize your campaigns, you need to combine the power of data, consumer insights, analytics, and automation. The more you know about your recipient, the better your campaigns will be. Consequently, your message will feel less salesy and more natural, providing an instant solution to your customer’s pain points.

For example, BareMinerals often uses this practice in the form of a “We saw you looking” campaign. These automated messages leverage online behavior to target users with the right content at the right time:

bareminerals email marketing tips for hyper personalization

4. Time Your Email Marketing Campaigns

However, this doesn’t necessarily mean this will be right for your email list. The more you know about your prospects’ behavior, the better it will help you determine the best timing and frequency of your email campaigns.

Email marketing trend #2. Don’t sweat the open rate

Tracking open rates was a widely accepted method of assessing campaign success until now. Apple has introduced new privacy settings which render the open rate figure comparatively meaningless. This is because emails now appear opened regardless of whether the user opens them or not.

Moreover, you can no longer divine information like where and when an email was opened and what device it was opened on. If one considers the dominance that Apple has on mobile devices, it becomes clear that this change has profoundly impacted the ability to track email data.

Other metrics will need to be considered. These might include conversion rates or other ways to measure the immediate success rate of your campaign. To ensure comparative data validity, this same metric will need to be applied to android and PC users too.

Email marketing trend #3. Adapt and advance with AI

AI is making its presence felt in a multitude of business activities, especially if you manage small business marketing campaigns. AI is employed to help marketers with many activities, including decision making, especially over the provision of optimal UX.

ai use cases

Overview of the ways different kinds of companies use AI for marketing purposes; source: Digital Marketing Community

The fact is, AI is rapidly becoming indispensable. This is mainly down to the sheer volume of data out there. Most marketers don’t have the time or resources to wade through information regarding customer behavior, demographics, psychographic segmentation, etc. This, however, is AI’s meat and drink.

When trying to sell through a product retargeting email campaign, having as much historical data as possible can really hit home. AI will accumulate data from a wealth of sources and quickly cultivate insights that can be put into action in the next email campaign and, in time, monetized. All the while, some marketers are still stirring sugar into their first coffee of the day. This will result in a marketing campaign that is implemented more quickly hence will be more relevant.

8. Reward More

It pays to include free content in your emails. In fact, a study completed by Bluewire Media revealed that click-through rates were as much as three times higher when free resources like templates were included.

When it comes to email marketing, timing matters a lot. Optimizing your send time can have a significant impact on open rates, click-through rates, and revenue per subscriber. According to online data, Tuesdays and Thursdays are the best days to send marketing emails. All in all, it’s better to send it during the workweek, but those two days in particular can offer the highest click-through rates and open rates respectively.

Though, you’ll still need to do your own testing to determine which day and time will get the best results for your target audience. At the end of the day, your goal for 2022 should be to find that sweet spot so that your email will be right at the top when your subscribers check their messages.

Frequently Asked Questions

Are email newsletters important?

Email newsletters play a crucial role in any successful email marketing strategy. It helps your brand to share information that's important to your subscribers and you can also use it to promote products and offer discounts. Sharing this type of content will essentially help to build stronger relationships with your subscribers. Email newsletters should be sent on a regular basis. You can send them using whatever frequency works for you and your subscribers, but once a week is recommended.

What is email personalization?

Email personalization is when you aim an email campaign at specific subscribers by using the data you’ve already gathered about them. Data that you can use include information like their names, products they’ve bought, their location, how active they are on your website, gender, age, etc. Simply adding the name of a subscriber to the subject line of an email is an example of personalization. It can help to boost sales, improve customer experience and satisfaction, and increase brand loyalty.

How can you make your email marketing more inclusive?

Firstly, it’s important that you work with a diverse team of email marketers that are inclusive of the customers who make up your target audience. By working with marketers who have a comprehensive understanding of your target audience, you’ll be better able to create email newsletters that connect instead of offend. When it comes to creating content for your emails, your goal should be to create a sense of belonging for all. In short, you should speak to different user types so that everyone feels welcome.

When should you remove inactive subscribers from your subscriber list?

According to online data, the majority of marketers remove inactive subscribers from their email lists after a period of 15 months of inactivity. Ideally, you should update your email list every 6 months by removing those subscribers who’ve always been inactive or stopped engaging. If you don’t, it can hurt email deliverability. However, before you delete them, first send a win-back email. This way you might be able to get some subscribers to start engaging with your email content again.