Every year digital marketing evolves but email remains the essential digital communication channel to keep in touch with your customers and prospects.
306 billion emails are sent every day! That’s why it’s essential to keep up with the trends!
1. Segment and personalize your campaigns
Did you know ?
20% of consumers want to unsubscribe from a newsletter whose content and promotions do not correspond to their interests. It is therefore essential to push the personalization of your emailings to the maximum!
In an era of increasingly personalized content, you need to do the same for your emails: for example, you can prepare a personalized email for each segment with adapted content so that your customers feel unique
In 2022, you will have to segment your base, increasingly target and personalize your campaigns. The time when you send a newsletter to your entire base without personalization is over!
Segmentation and personalization are about sending the right content to the right users at the right time.
The goal is to create specific content for each segment.
To define a segment, all you have to do is group the people in your database according to the offer or the objective of your newsletter, the scenario you want to send.
Criteria are multiple: type of purchase, frequency of purchase, amount of the average basket, their location, their interests, behavior…
At Probance, we often tell our customers that email personalization is the best way to convert a customer or a prospect.
Today, the probability of an email being opened is 25% higher if it has a personalized subject line.
When we talk about personalization, we are not only talking about adding the first or last name of the recipient in the subject line but also about having a relevant content and offer that matches the needs of the recipient of your emails.
For example, a wine brand could segment its subscribers according to their taste, in order to send ultra-targeted information to each of them. In addition to feeling valued, the customer will be more inclined to click on links that provide a solution to their real needs.
In 2022, you have realized that you will have to meet your customers’ expectations, so you will have to send a personalized email for each segment with adapted content so that your customer feels unique.
2. Offer quality value-added content
Consumers are receiving more and more emails in their mailboxes, including many promotional emails.
How do you get your prospect to become a customer and your customer to be loyal to your brand ?
You need to work on your content and ask yourself, what message do you want to get across through your email? How do you stand out from the competition ?
Sending regular email campaigns meets the same requirements as other content strategies. It is a process that requires time and organization.
This is why it is advisable to draw up an editorial schedule in order to vary the themes covered according to the highlights of your sector.
=> Today, consumers ask for more than just an email with highlighted products. They want to know who is behind this email, what are the values of the brand, its commitments. And they want transparency.
Therefore, you have to work on the content of your emails, communicate your values and tell a story.
Telling a story is what we call storytelling in communication, a technique more and more used by brands that have understood that today content is king.
In summary, well-written content will bring you a lot:
- Stand out from the competition
- Choose which emotions and values your brand will inspire
- Get the attention of prospects
- Create a strong link with the audience through the emotions generated, and boost their loyalty to your brand
- Prove your expertise and therefore reassure your customers
- Have content to share on your social networks
Emailing is a complex format because it feeds on other content formats. For example, a email containing : an engaging video, a blog article with quality content and calls-to-action at the end of the email to invite the reader to click on a selection of relevant products is a good model of high added value campaign.
3. Highlight the content proposed by the user
UGC or User Generated Content is more and more used in email marketing. As mentioned above, you need to work on your own content but you also need to communicate more on user generated content.
As you know, consumers are looking for transparency from brands so nothing is more natural than sharing photos or content generated by your own customers.
These contents are more authentic and represent a social proof that will directly act on your conversions.
- First of all, it gives you the opportunity to change the content of your emails by bringing in more diversity.
- User-generated content also shows your customers and subscribers that you care about their satisfaction and the content they create with your products.
- Showcasing photos of your satisfied customers using your products shows the experience subscribers can expect if they buy from your brand. You can send an email with pictures of satisfied customers using your products for example.
You got it, it is essential to use it in your marketing campaigns !
4. Add more interactivity to your campaigns
Another trend that emerges is the interactivity to develop in your emails to stand out and make the difference in the hundreds of emails received by your customers.
You can communicate on surveys and forms which will incite people to click to consult them or to fill them in on your site and will bring you traffic as a bonus!
=> It is a way to value your customers by giving them the opportunity to give their feedback and it will also help you to improve your products or services. Don’t hesitate to set up games and communicate on them through newsletters, the unknown perspective can be a strong incentive to get more activity and interaction from your contacts.
The easier it is to interact with the content, the more subscribers will engage.
5. Optimize the mobile version
In 2022, responsive email design should be a priority for all businesses across all industries.
Some figures :
- 79%* of people use their smartphone to read their emails.
- 70% of people who check their emails on a smartphone immediately delete emails that do not look good on a mobile device.
If your emails are not already optimized for mobile devices, you are cutting yourself off from a significant portion of your audience.
By 2022, mobile email design should be as important as desktop email design
At Probance, we offer you a responsive solution on mobile and tablets.
To conclude, you are now aware of the 2022 emailing trends. We invite you to work on your content to stand out, create a link, interact with your customers… Don’t forget that email marketing must always be integrated in an omnichannel strategy.
The message used in your omnichannel email marketing campaigns must be constantly updated and optimized on all platforms according to the activity of each user.
*source Fevad