We tell you some of the upcoming email marketing trends for this new year, so you can plan an email strategy that will close sales!

Many might think email is a little bit outdated, but when it comes to marketing, they’re completely wrong (no offense). Up to 89% of marketers use email as their lead generation channel, and it is still the most popular technology for customer engagement. 

This ain’t news and that’s why you need to make emails that will stand out from the crowd. Today, we’ll tell you some of the upcoming email marketing trends for this new year, so you can plan an email strategy that will close sales! Here’s our picks for 2022…

 

Trend #1: GET PERSONAL

This one isn’t new, but it’s still as relevant as ever. Personalization is the best way to make your potential customers interact with your emails and truly engage with your content – they want to feel you’re talking to them directly, not to a massive crowd of strangers.

In fact, personalization on email marketing improves open rate up to 42%. That’s a lot. If you’re using Klaviyo, there’s some automations you can enable to get closer to your customers, such as welcome emails or birthday messages: you can offer your clients a special birthday discount, a free shipping code or a simple, heart-felt birthday message will do. That’s something brick and mortar stores can’t match. 

 

Trend #2: USER GENERATED CONTENT

User-generated content has been in the marketing game for a while, and integrating it to email marketing can do wonders. Potential customers will probably trust other clients more than your own perception of your products.

Seeing other customers use your products and services — like influencers — or reading text reviews that come with photos, will without a doubt give the potential buyer some peace of mind about their decision. Find a way to include user-generated content in your email strategy and you’ll see better results!

 

Trend #3: INTERACTIVITY

 

Static emails will be too bland to catch your subscriber’s attention. You’ll want to make your users interact with your emails, and for that, you need to make them more engaging, by including elements such as carousels of images, videos, sliders, games, quizzes, etc. This will make the subscribers pay more attention and get more interested in your offer!

 

Trend #4: ARTIFICIAL INTELLIGENCE

 

Next, we have the use of artificial intelligence, or AI. AI has been making a strong impact in marketing for a while, allowing marketers to get more information about their potential customers, and use it to their advantage.

AI tools use customer data to learn how to best communicate with them, then serve them tailored messages at the right time without intervention from marketing team members, ensuring maximum efficiency. This, taken to email marketing, can bring incredible results.

 

Trend #5: GOODBYE OPEN RATE!

 

Open rate seemed like a reliable way to see if subscribers were engaging with your emails. However, Apple changed that. Some months ago, the tech company released new privacy settings that impacted what information companies can access.

Before that, marketers could track open rates by using pixels that loaded when users opened the email. Now, Apple preloads all that content, which means emails could seem opened even if the user never saw them. Of course, not all email users are Apple users, but considering 66% of emails are opened on a mobile device, and that 58% of those mobile users have an Apple device, open rate will not be a trustworthy metric for the majority of mobile users.

All this means companies will have to use other metrics to determine if their email marketing strategy is working or not, at least for Apple users. Metrics like conversion rate and list growth rate will gain a lot of attention.

 

Trend #6: PRIORITIZE MOBILE

 

As we told you before, most email users open their emails on mobile devices. Which means you should make sure your emails will be perfectly adapted to mobile, if not directly planned for it. The more easy-going and attractive your email looks on mobile, the more attention you’ll get.

Make sure the photos and the size of the text are accessible through mobile devices with no need to zoom excessively, and don’t fill it with hidden links that will unexpectedly take the user to other pages. We’re all mobile users, and we all know it’s annoying when that happens!

 

Trend #7: SHORT AND SWEET

 

As email users ourselves, we know we probably wouldn’t go through a long text-filled email from a random company. It’s no surprise that our attention span is at an all-time low, and that most consumers appreciate brevity, especially younger ones.

If we want subscribers to actually read our messages, we need to make it short and sweet, and if you can throw some images while you’re at it, that would be amazing.