The 7 trends in the email marketing sector:
Customization in email marketing
Industry experts will increasingly focus on segmentation, targeting and personalization of campaigns, guaranteeing their users relevant content.
Specifically, in fact:
• 93% of B2B marketers consider email personalization a key metric for revenue growth (Statista).
• 66% of customers expect their brands to know what they need (Saleforce)
• 72% of consumers prefer to interact only with emails specifically addressed to them (SmarteHQ).
The mobile accessibility of email marketing
According to a report by Statista 54.8% of global internet traffic comes from smartphones and nearly 70% of people use mobile devices for product research.
2022 will therefore see the adoption of responsive emails for mobile devices that no longer push recipients to open a browser window. It is essential to optimize smartphone emails, using high-contrast text and images that work well even on a dark background.
Minimalism in email marketing
The big trend on the internet is minimalism. People want cleaner, shorter, and formatted emails for easier reading.
One trend of UX email is to prefer normal fonts. It is therefore recommended to use short paragraphs, more white space and a soft color palette.
Data privacy in email marketing
2021 was the year of evolution on privacy regulations. The General Data Protection Regulation (GDPR) imposes ever more stringent rules for the processing of personal data. From this point of view, companies must be careful to move in full compliance with current legislation. We need to be transparent about data collection, using double opt-in, respecting opt-out requests and trying not to be too intrusive. Additionally, marketers will need to shift to more organic tracking methods like dwell time-based triggers and consent metrics.
Email marketing metrics
The Open Rate (OR) index will increasingly take a back seat. Metrics such as the click-through rate (CTR) will take on more importance as they are linked to the valuable shares of the email recipients.
Artificial intelligence in email marketing
We will start testing the AI tools to write email contents, subject lines and calls-to-action with the aim of improving performance by optimizing content through machine learning. Artificial intelligence will be an excellent ally for making predictions, for example by establishing the degree of success of a precise image within the newsletter.
Chatbots can also be used as a lead generation tool in this field. Based on the user's response, I can in fact request visitors to receive personalized email communications.
Interactivity in email marketing
Interactivity will be used to optimize campaigns, maximizing recipient engagement and conversions. Animated CTAs, surveys, tests, games and slideshows with which recipients can interact will increasingly be strategic elements. Behind this concept lies the idea of gamification: creating an incentive through rewards in the form of small wins such as coupons. This encourages people to do more than just scan emails, increasing engagement and loyalty.
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