Email marketing has become a fundamental tool to inform about a brand’s campaigns, new products or offers. You have likely thought of another type of marketing strategy to make yourself known.
However, it is essential to know that this tool has significant advantages, and that is why we want to provide you with the best tips related to email marketing trends in 2022.
It is essential to consider that currently, email marketing trends focus on providing interactive content that can be useful to the user and respect their data privacy.
Therefore, the newsletter faces many challenges, but by achieving diversity and following the tips below, you will use email marketing well and will not fail.
How to Make a Good E-mail Marketing Strategy?
We can consider this new trend for many a real challenge, but the fact is that email marketing has many advantages for brands. Therefore, we will give you excellent tips so you can master this tool like a pro:
Campaign automation
Automating your email marketing campaigns is a very positive move because you can send the exact message to the precise person at the perfect time. In other words, thanks to this option, it will no longer be necessary to configure and send emails one by one and spend all day on it.
If you haven’t decided to automate your email marketing campaign yet, it’s not too late to start. Similarly, we recommend that you do this for welcome emails, registration confirmation emails, birthdays and anniversaries, abandoned carts, and thank you messages for a download or purchase.
Metric Debugging
E-mail marketing In the world of marketing, there is a very particular rule: everything that cannot be measurable does not exist. Therefore, to know if your email marketing campaign is working, you must measure the results periodically.
These are the metrics you should pay the most attention to:
- Click rate For this type of rate, the number of unique clicks would have to be divided by the number of emails that have been delivered.
- Open rate The open rate would be the number of emails that have been opened, divided by the number of emails delivered.
- Abandonment rate To know the results of the abandonment rate, you have to divide the total number of users who unsubscribe by the number of emails delivered.
- Delivery rate, In this case, the metric consists of dividing the number of emails delivered by the number of emails that have been sent.
Perform A/B tests
When you measure the results of the emails, you can see what is working and what is not. However, now that we are in 2022 and measuring the metrics and carrying out another series of steps, it is essential to try A/B tests, and if you do not know how they work, we will explain them below.
A /B tests create two variants in a single email but add an element to distinguish them. You can add a different colour in the call to action button or another subject to achieve this.
Therefore, you must send each email to a sample of users from your database to create the tests. Then, compare the results of each of them to see which one has been more accepted and effective.
E-mail Marketing Mailing List Cleaning
A mailing list that does not have the necessary quality leads to a low delivery and opening rate, and consequently, your messages can be considered spam.
So for this year, you should focus on your email marketing campaign and start weeding out inactive users from your database. Even so, this is an activity that you should do at least every 6 months.
Mailing List Segmentation
When you clean up your contact list and get rid of inactive contacts once and for all, you need to put some good segmentation in place.
To segment your contact list, it’s a good idea to divide it into several small groups based on interests, buying behaviour, location, and other elements. As a result, you will be able to send your contacts 100% personalized and relevant copy for email marketing to obtain better conversions, clicks and opening rates.
Use of Double Opt-in
Double opt-in is the process by which you can confirm new contacts who have signed up for your lists. You can send an email to new users and then ask them to click for the subscription to be confirmed.
This step is used to find out which emails are active, improve their metrics and have a better email marketing campaign.
Inclusion of calls to action
Within the 2022 email marketing trends, this element cannot be missing. A call to action always brings many advantages, so there are very few exceptions for it not to be included.
First of all, you must be very clear about what you want to achieve with your email and make it clear to the user what is expected of him.
Similarly, the call to action can be added through a link or a button so that users are directed to a particular site.
Personalized E-mails
Personalized email marketing will be an excellent advantage for any business since their emails can have better segmentation to stand out in the inbox. Now, personalization does not only consist of putting the name in the subject space since we can use all the resources to adapt the text of the email and the offer.
Likely, you have repeatedly received an email from an email address that begins with “noreply”. However, it is essential to clarify that this common technique could trigger some disadvantages since it can worsen the clients’ experience by not sending their questions and reducing the deliverability of the emails.
Review of E-mails Before Sending Them
We do not want to end the tips for better email marketing without adding this point. Often, what is done quickly goes wrong, and when sending an email, you cannot make any mistake that will destroy your campaign. Therefore, a perfect trick is to send yourself an email as a test so you can check that everything is in order.
These are some of the points that you should detail before sending the emails :
- Must upload emails must upload emails correctly.
- There should be no spelling errors.
- Images and alt texts should look sharp.
- Call-to-action buttons and links must be in perfect working order.
- The email must have a quality view, both on computers and mobile devices.