Email marketing: what it is and how to implement it

 Email Marketing Trends for 2022

Email Marketing Trends for 2022

Advertising technologies do not stand still, they are rapidly developing and increasing their effectiveness. Internet marketing statistics and trends in 2022 also point to this fact. In this article, we'll take a look at popular trends in promotional mailings.

Email Marketing Trends: What Will Work Effectively in 2022

Many effective advertising mailing technologies have moved to this year from the past. Segmentation of customer bases and personalization of letters, mailing of information content, and small, easy-to-understand advertising mailings also work great. Email address parsing is also used to replenish databases. Let's consider the most modern and interesting among all the current trends of mailings for customers.

User-generated content: Engaging customers in content creation

UGC is content that is generated based on the actions of the user. Through his own actions on the site and preferences, the client sets the further structure of electronic mailings. With the help of comments left, the results of past surveys, reviews, and likes, created video reviews, and customer interest in a certain content of future letters are determined.

Email Marketing Trends

According to the statistics of email-marketing 2022 of the service Brightlocal.com:

• When considering a new company for himself, the user carefully studies at least 10 reviews of other customers.
• The client spends at least 15 minutes analyzing reviews about the product before purchasing it.
• Less than half of users would go for a deal with a company whose rating is less than 4 stars.

In the Internet marketing trends of 2022, User-generated content is used to build trusting relationships with customers. Users tend to trust the experience of the company's previous customers, their reviews, and product reviews.

The main advantages of UGC:

• Minimizing the cost of money and time for content creation. Marketers and editors no longer need to puzzle over the content of newsletters. It is enough to correctly assemble and pack the current trends of mailings for customers, generated by the users themselves.
• Helps to increase loyalty to the company - the client understands that his opinion is listened to.
• Increases engagement and conversion. According to the statistics of the Yotpo service, the use of UGC technologies increases the conversion at least twice.
• Ability to integrate with social networks. The body of the email can include links and graphic elements for interacting with social networks, excerpts from the Instagram feed, etc.
• Due to effective feedback, not only does customer loyalty increase, but also the percentage of sales.

Try applying this internet marketing trend in 2022 and see what result it brings!

Interactive elements

Interactive content is increasingly used in modern mailing lists. It helps to increase the openness of messages and clickability, as well as customer interest. This type of content includes everything that can push the user to interact with the letter.

Examples of interactive content in email marketing in 2022:

1. Elements of gamification of the interface inside writing, puzzles, and minigames.
2. Animated buttons.
3. Videos and GIFs.
4. Built-in polls and ratings.
5. Other motion design effects.

In the current trends of mailings to customers, it is especially worth highlighting the elements of gamification. Game technologies when working with the user increase immersion in content, hold attention, and develop loyalty. This is achieved with the help of psychological effects: excitement, a sense of satisfaction, and vivid emotions. Try using this feature in ePochta studio.

AMP Technologies in Internet Marketing Trends 2022

Accelerated Mobile Pages is a special Framework created by Google to improve the performance of websites when working on mobile devices. It was developed back in 2019 and has recently been implemented by the largest email providers.

Email Marketing Trends for 2022

The main advantage of this technology is its versatility. The elements of the AMP framework allow you to perform operations directly in the body of an email without loading third-party pages.

This 2022 email marketing trend allows the user to perform the following actions directly in the email:

1. Buy products from the online store.
2. View the catalog of goods and services.
3. Leave reviews and comments.
4. Play an interactive game.
5. Complete a quest or survey.
6. Put the product in your favorites.
7. Book a hotel or plane ticket.

This trend is common to all Internet marketing in 2022 since AMP technology can be used not only in mailing lists but in almost any online advertising.

Collaboration and work with social networks

To expand the list of email addresses, you can attract potential customers from popular social networks.

This will allow:

• Develop and implement a system of bonuses, discounts, and promo codes issued for subscribing to mailing from social networks.
• Segment content – it should be different in mailing lists and posts on social networks. This will increase its exclusivity and help increase its subscriber base.
• In the trends of Internet marketing in 2022, collaboration with other people and companies also remains. It allows you to conduct advertising and information campaigns with bloggers, influencers, and business partners that are interesting to your customers. This technique will significantly expand the coverage of the audience and attract new customers.

In their activities, most marketers of large companies successfully use various collaborations. Joint promotional campaigns with brands from related business segments, famous personalities, and experts play a crucial role in marketing.

Adaptability of design

In the trends of email marketing in 2022, this aspect of email layout remains. Almost every program for sending letters has in its arsenal templates with adaptive design. Emails created with their help will look great on desktop computers and on wearable devices.

Why responsiveness of design is important:

• Current trends in mailings to customers are increasingly suggesting that users are more likely to open emails using wearable gadgets. According to email marketing statistics, in 2022 there will be more than half of such users.
• Due to the different sizes and features of computer and smartphone screens, the average static design of the letter will be poorly perceived on the part of gadgets. The adaptive layout helps to fix this.
• Shows your professional level. It says that you know how to create mailings that will interest the client and will look great on any device. Conversely, if the email looks untidy, then your professional level in other areas is not up to par and you should not be trusted.

To check the display of the letter on different gadgets, you can use manual testing (which is costly and unreliable), as well as use one of the popular services. For example, Google AMP Playground or Mail Tester.

Longreads

Longreads are professional newsletters that detail a topic of interest to readers. Most often, this type of email marketing in 2022, as before, will be popular in the B2B segment and with businesses working with complex topics that require detailed answers.

Why long reads can be useful:

• Confirmation of expertise. After getting acquainted with the long read, a potential client will be able to assess the level of professional knowledge of the brand representative. And expertise is also included in the trends of Internet marketing 2022.
• Increase loyalty. The company is ready not only to sell its products but also to spend its resources to benefit the client without direct benefits for itself.
• Solving specific problems. Your long read can acquaint the client with the history and mission of the company, highlight the profile news, tell about the new product line, and so on.

Use longreads in email marketing 2022 with caution. They require the expenditure of certain resources and are not suitable for every audience.

Email Marketing Trends for 2022:

This year, the efficiency and popularity of mailings will only grow. According to statistics, more than 60% of purchases are made by customers who in one way or another interacted with the company's mailings. This type of marketing is especially effective for repeat sales and increasing customer loyalty. It is flexible and highly personalized and has an excellent degree of involvement.

According to the statistics of the Statista service, the number of subscribers to postal mailings tends to grow constantly. If at the end of 2020 their number was about 3.9 billion people, then by 2024 their projected number will reach about 4.5 billion.

Use the latest trends in mailings for customers and increase the income of your business!