Email marketing in 2022 will continue to be one of the most important communication strategies for businesses. The effectiveness, speed, reach and visibility it offers can rarely be compared to other types of strategies. Brands have learned to use it as an integral part of their marketing efforts and it will continue to reign in 2022.
Having Email Marketing strategies in 2022 will be critical to achieving all business goals. But to get results, you have to consider several factors. And it is that in 2022 there are elements that can significantly affect the performance of any email campaign.
Reputation, deliverability, and profitability are just a few of the factors that need to be considered in order to have a good Email Marketing strategy in 2022. As in 2021, different marketing teams in companies are looking for ways to differentiate themselves from the competition.
The real value of email marketing in 2022
Email marketing in 2022 is loaded with news. The aim will be to acquire new customers but, more importantly, to build loyalty among existing ones. In fact, it is one of the most efficient channels to develop a good relationship with customers, create loyalty, interact, increase sales and build trust.
The famous emails are important for brands or companies because they provide the opportunity to send newsletters and are an essential point in the growth and management of a business. In 2021, it has established itself as one of the most important customer-brand communication channels.
Why prioritize an Email Marketing strategy in 2022?
Despite its long history, Email Marketing is still very relevant to businesses because of several factors. The most important of these is the accessibility it offers. The messages a company sends reach recipients’ inboxes on their mobile devices, which allows them to be close to them at all times.
The use of smartphones in 2022 will increase the presence of this marketing strategy to unprecedented levels. Email marketing in 2022 will be in direct contact with every stage of the customer relationship, such as contact consolidation, conversion, and loyalty to a brand.
Among the goals that a good Email Marketing strategy can achieve in 2022 are:
- Brand awareness or advertise the business.
- Sell and offer the products and services.
- Position yourself as an expert in your niche, which promotes brand image.
- Convert much more than traditional social networks.
- It is a fully customizable strategy, making it adaptable to any situation.
- Increase cross-selling or upselling.
- It is a fully accessible communication strategy for most users worldwide.
- Keep the brand in consumers’ minds longer.
- Although it is not a fast strategy as SMS Marketing can be, it is very fast in its delivery and response.
News that could affect email marketing in 2022
At this point the main news that could affect Email Marketing in 2022 will be gathered. Some are new regulations, others, key aspects of effectively reaching readers’ inboxes. All of these can affect open rates, profitability, delivery, and sender reputation.
1.- IP reputation.
Reputation is the extent to which that IP address acted in sending e-mail or not. In other words, it determines whether or not you are responsible for sending e-mail. Mail managers measure the capability and relevance of IP addresses, as well as whether they are secure and have a good reputation.
When sending Email Marketing campaigns in 2022 you can choose between a shared or a dedicated one. The shared address is the sum of the reputation of all senders, so a bad reputation from one will affect Email Marketing.
Dedicated IP means there is only one owner of that address, so it will only be harmed by that single person’s practices.
2.- Sender Reputation.
This is a composite result of IP address, domain reputation, SPF authentication and bounce rate to date.
It also measures the actions of the user who is willing to engage a relationship and this can be measured by how many times the email is opened, a link is clicked, a CTA is followed, the email is forwarded, etc.
3.- The subject and content
Paying attention to content and subject line is the key to success in Email Marketing strategies in 2022. You need to avoid certain keywords such as offer, discounts, etc., which can hurt emailing.
Getting the recipient’s attention from the beginning and piquing their interest is essential. Try to find an appropriate language for each type of customer.
A message that is quick and easy to read is better received. The central idea must be summarized in a few words, and this is the key to Email Marketing in 2022. Texts in topics that may seem highly suspect can send mail to the spam tray.
4.- Database quality
A very important factor in emails not reaching their destination are databases with incorrect information such as email addresses. A single typo can bring down the entire strategy.
Sending emails in this situation greatly affects email marketing in 2022 because it increases bounce rates and poor engagement.
Also, at this point it depends on good customer segmentation as well as a good brand database. The key here is to ensure that all the data we have on customers comes from reliable spaces. One key is to constantly update customer information.
5.- GPRD Update in Email Marketing
Likewise, the introduction of updates to the GDPR regulation on Email Marketing also brings with it new responsibilities in the handling of personal data by companies. If commercial or other communications are sent without the user’s informed permission, they will likely end up in the trash without being opened.
Database quality is critical for email marketing in 2022. But it is even more important to keep users informed about how their data will be used. Above all, let them know what rights they can exercise if you are willing to receive email from a company or not.
Sending messages to people who are unknown or who do not want to receive our messages is counterproductive to brand interests. This is why purchased or rented databases should be avoided at all costs.
6.- The mailing time and frequency
Among the changes affecting Email Marketing in 2022 are those related to email open rates. A good open rate will be determined by several reasons. For example, the frequency and time of communications. This is a relative aspect that can change from customer to customer. And each person has their own schedule.
Ideally, send them content when they are free from their daily activities so as not to disturb them. There is no fixed rule here, but it is possible to study customer behaviors so that Email Marketing strategies in 2022 are applied correctly.
Sending emails unreasonably is not highly valued. You must have a strategy behind every email sending, not sending to send.
