A marketing campaign is not complete until you include email marketing. It is the way in which we can reach the audience in a more personal way, leaving aside social networks. Improving your email marketing is a purpose that you should keep in mind for 2022.
This tool is still one of the most versatile tools to communicate with users and achieve good ROI figures. It has many strategies that are very good for business, but we are not always aware of applying them.
To ensure good results for the future, we are going to talk about the new trends of 2022 in relation to email marketing or corporate mail. But first, let's give a small definition of what email marketing is.
what is email marketing?
Email marketing is sending messages by email to attract potential customers or leads. It is a digital marketing tool that helps companies to communicate with potential customers and increase the visibility of our brand or website.
It is to design a strategy in which we will include all the actions designed to reach a large traffic of users who have our buyer persona profile.
This strategy involves analysing and measuring results, making a segmentation of our target or work the copy to know what kind of audience we want to reach.
6 email marketing trends for 2022
- Voice marketing
Content in the form of voice or audio will be a new trend that will be included in digital marketing campaigns. Offering content, either through email marketing, including audio or video notes can make us reach the user in a new way.
In addition, there are already voice marketing agencies that are focused on voice marketing .
Applications such as Alexa are not having much impact in strategic sectors such as retail, but they are having an impact in entertainment (music, for example) or in the smart home category.
- Campaign automation
The automation of marketing campaigns is an essential tool in email marketing and one that will not be lost in 2022. It allows you to send the right message to the right person at the right time, without having to configure the emails we send one by one.
If you have not yet included automation in your marketing strategies, the time has come for you to do so. The most common cases in which automation is introduced in email marketing are the following:
- Welcome email (when a user registers for the first time).
- Registration confirmation.
- Thank you message for the purchase or download.
- Birthdays and anniversaries.
- Abandoned carts.
- Recovery emails (when a user has been inactive for several months).
- Salestech and B2B digital
One thing we can be sure of is that we are in the era of salestech. Salestech is the set of tools that help companies increase their performance.
According to a McKinsey study, digital growth in the search and comparison phases of the buyer's journey has increased by more than 100%.
In this sense, the opportunities in the B2B channel and in the real and professional automation of the sales funnel will be one of the keys in 2022 and in the future.
We must forget about selling only physical, face-to-face, and we must introduce salestech strategies in our digital strategies.
- Mailing list segmentation
First of all, we must define who the inactive users of our mailing list are and get rid of them. We will not be interested in users who no longer consume digital content. Once our mailing list is free of these users, we must move on to the segmentation of the list.
This consists of dividing the users on my mailing list into smaller, more specific groups, based on criteria such as interests, geographic area, gender, the buyer's journey they are on, and much more.
This way, you will be able to send more relevant and personalised content to users, and consequently improve open, click-through and conversion rates.
- Personalise emails
Email marketing personalisation is a tool that is definitely not going to go away in 2022. This personalisation allows you to create better-targeted emails that stand out in inboxes.
It is about using everything we know about the user and incorporating it into the content of the email, and in this way you adapt the text and the offer to what the user is looking for. It is a very good tool to attract more traffic to your network.
- Include CTAs
Calls to action should always be included in the content of your emails. The goal is to get the user to perform an action thanks to your content and make it clear what you expect from him.
Calls to action can be in the form of a pop-up window, a button or even a link that directs the user to a specific site, for example, at the end of each article include a link that will take you to the home page of the website.
It is important to be creative in the way we offer our calls to action - avoid classics like "Click here" or "Buy now", and offer these tools in a more novel and original way.
Email marketing is a technique in marketing campaigns that is not perceived by users or companies. It does not go out of fashion, as nowadays email is used by everyone, as it is the gateway to getting a job or keeping in touch with certain companies. Although the upcoming trends are not particularly new, they do include newer elements that can boost our future marketing campaigns. We hope you have enjoyed reading this post!