Email Marketing Trends in 2022: The Experts Speak
Posted: Tue Dec 03, 2024 8:10 am
As every year, at Digital Response we want to reflect on the key aspects that will dominate Email Marketing in the year we begin.
This time, we are doing it with the participation of very prominent professionals who have wanted to share their points of view.
In 2021, we have seen how the momentum that the Covid-19 crisis brought in 2020 in the digitalization of companies has been maintained.
Companies continue to focus on sudan business email list adopting online marketing and sales strategies, seeking alternatives to traditional channels. And without a doubt, one of the fundamental channels continues to be email.
The trends that, from our point of view, will be consolidated in 2022 are the following:
Unified management of owned channels
We are seeing how CRM teams are taking over all communications to their own databases within the so-called “owned channels”. This includes both Email Marketing campaigns and, increasingly, the sending of communications to mobile applications (push notifications, in-app messages and message center). As brands have successful cases with the use of this type of communication, the next and natural step will be to integrate them into more complex programs that also incorporate email. In fact, brands that usually lead the adoption of new marketing technologies are already implementing multi-channel programs in which the user can receive push notifications and/or emails depending on the stage they are in a given journey. In 2022 we will see how multi-channel campaigns gain prominence.
Agile systems for managing “owned channels” will be adopted
Related to the previous point, we will see how marketing operations in “owned channels” are equipped with agile management systems. By marketing operations we understand the set of tasks necessary to convert a plan, strategy or initiative into a perfectly executed campaign/journey (on time and without errors). Marketing operations are responsible for creating audiences, sending tests, validating links, including tracking codes and other tags, converting designs into HTML pieces, writing query codes so that personalization rules and dynamic content work correctly, etc. An increase in the complexity of marketing operations will lead to the adoption of agile management systems that reduce production times, avoid errors and increase team productivity.
Jordi Puig
CEO & Founder – Digital Response
2022 is going to be a curious year for Email Marketing specialists, because the rules of the game are changing rapidly. On the one hand, privacy is becoming increasingly important, and examples such as Apple’s “Do not track” or the protection of privacy in Apple Mail are a clear example. A user will have a very easy time choosing not to send information to the brand that sent the email, and the brand will not be able to know if the user has opened that email or not. So the Open rate statistics , which were already historically unreliable, are now even less so.
On the other hand, personalization and even hyper-personalization will continue to be the main focus in 2022. Brands that have not yet jumped on this bandwagon should do so as soon as possible to ensure that their emails have a chance of being opened. Inboxes are increasingly full, and the email we send must be relevant to our subscribers.
To increase effectiveness, interactive content within emails will save clicks and therefore allow us to be more effective. The possibility of displaying a form directly in an email, without the user having to go to the landing page, opens up a world of possibilities. I am looking forward to seeing how these practices become popular.
Paula Quiros
Salesforce Marketing Champion – Cloud Coaches
The continued growth of the email marketing industry means that 2022 is a year of great excitement. We are entering a new era of big data where traditional email marketing platforms are no longer able to cope with the real-time nature of data transfer that makes customer experience stand out from the rest. When it comes to customer experience, integration and orchestration are the winning combination as traditional email platforms and new market entrants are becoming less data-savvy and their value is based more on operational efficiency. Fittingly, Digital Response has designed a revolutionary approach to agile campaign management to bring efficiency to the most complex email programs.
There are many voices that encourage us to think that email marketing is dead. But the truth is that it is not, and it will not be. Not in 2022, nor in the following years.
In terms of volume, “email marketing” is usually associated with mass mailings, where segmentation, the offer itself and controlling timing are key. But when it comes to conversion, triggered emails are becoming increasingly important. These communications are based on the interactions that consumers carry out in e-commerce.
And of all of them, the triggered email for recovering abandoned carts is the king. And it will continue to be so, with increasing weight in the global marketing strategy of online businesses.
This time, we are doing it with the participation of very prominent professionals who have wanted to share their points of view.
In 2021, we have seen how the momentum that the Covid-19 crisis brought in 2020 in the digitalization of companies has been maintained.
Companies continue to focus on sudan business email list adopting online marketing and sales strategies, seeking alternatives to traditional channels. And without a doubt, one of the fundamental channels continues to be email.
The trends that, from our point of view, will be consolidated in 2022 are the following:
Unified management of owned channels
We are seeing how CRM teams are taking over all communications to their own databases within the so-called “owned channels”. This includes both Email Marketing campaigns and, increasingly, the sending of communications to mobile applications (push notifications, in-app messages and message center). As brands have successful cases with the use of this type of communication, the next and natural step will be to integrate them into more complex programs that also incorporate email. In fact, brands that usually lead the adoption of new marketing technologies are already implementing multi-channel programs in which the user can receive push notifications and/or emails depending on the stage they are in a given journey. In 2022 we will see how multi-channel campaigns gain prominence.
Agile systems for managing “owned channels” will be adopted
Related to the previous point, we will see how marketing operations in “owned channels” are equipped with agile management systems. By marketing operations we understand the set of tasks necessary to convert a plan, strategy or initiative into a perfectly executed campaign/journey (on time and without errors). Marketing operations are responsible for creating audiences, sending tests, validating links, including tracking codes and other tags, converting designs into HTML pieces, writing query codes so that personalization rules and dynamic content work correctly, etc. An increase in the complexity of marketing operations will lead to the adoption of agile management systems that reduce production times, avoid errors and increase team productivity.
Jordi Puig
CEO & Founder – Digital Response
2022 is going to be a curious year for Email Marketing specialists, because the rules of the game are changing rapidly. On the one hand, privacy is becoming increasingly important, and examples such as Apple’s “Do not track” or the protection of privacy in Apple Mail are a clear example. A user will have a very easy time choosing not to send information to the brand that sent the email, and the brand will not be able to know if the user has opened that email or not. So the Open rate statistics , which were already historically unreliable, are now even less so.
On the other hand, personalization and even hyper-personalization will continue to be the main focus in 2022. Brands that have not yet jumped on this bandwagon should do so as soon as possible to ensure that their emails have a chance of being opened. Inboxes are increasingly full, and the email we send must be relevant to our subscribers.
To increase effectiveness, interactive content within emails will save clicks and therefore allow us to be more effective. The possibility of displaying a form directly in an email, without the user having to go to the landing page, opens up a world of possibilities. I am looking forward to seeing how these practices become popular.
Paula Quiros
Salesforce Marketing Champion – Cloud Coaches
The continued growth of the email marketing industry means that 2022 is a year of great excitement. We are entering a new era of big data where traditional email marketing platforms are no longer able to cope with the real-time nature of data transfer that makes customer experience stand out from the rest. When it comes to customer experience, integration and orchestration are the winning combination as traditional email platforms and new market entrants are becoming less data-savvy and their value is based more on operational efficiency. Fittingly, Digital Response has designed a revolutionary approach to agile campaign management to bring efficiency to the most complex email programs.
There are many voices that encourage us to think that email marketing is dead. But the truth is that it is not, and it will not be. Not in 2022, nor in the following years.
In terms of volume, “email marketing” is usually associated with mass mailings, where segmentation, the offer itself and controlling timing are key. But when it comes to conversion, triggered emails are becoming increasingly important. These communications are based on the interactions that consumers carry out in e-commerce.
And of all of them, the triggered email for recovering abandoned carts is the king. And it will continue to be so, with increasing weight in the global marketing strategy of online businesses.