New marketing strategies have been emerging since the turn of the twenty-first century, like mushrooms after rain. Email marketing is still effective, offering a staggering 4400% ROI and an average subscription value of $48.87. Companies need to adapt to the worldwide shift toward digitalization and the constantly shifting demands of consumers as they enter the third decade with COVID-19 in tow. The secret to keeping on top of your game next year is excellent email management.
How come email marketing?
The use of digital services is becoming more common among consumers.
This year alone, the number of internet users is expected to expand at a rate that will far beyond that of previous years. 40 million new users joined the internet this year in the SEA area alone, compared to 100 million between 2015 and 2019. One in three of these users began using it as a result of COVID-19 lockdowns forcing them to alter their way of life.
The use of digital services is becoming more common among consumers.
Source: Temasek and Bain, e-Commerce, Google SEA 2020: Moving forward quickly and resolutely, November 2020.
As schools and other learning institutions shifted toward using digital classrooms, education topped the list. Groceries and other essentials for daily living came in second as consumers choose to have their products delivered right to their homes.
Digital adoption will continue to grow.
If you want to connect and engage these new audiences, there is a chance as consumers become savvy and have a digital environment that meets their requirements.
By assisting them in making judgments about purchases and other positive activities that are significant to businesses, email marketing will likely continue to play a significant role.
Today's environment makes it tough to overestimate email marketing's effectiveness. This manual will teach you:
The importance of email marketing for your campaign.
The main advantages of email advertising in 2022.
How to create and expand your email databases in 2022.
When preparing your 2022 marketing strategies, things to watch out for.
Statistics to Consider
Email marketing will still be a successful strategy for companies trying to connect with clients in 2022. You can structure your email marketing campaigns for the upcoming year using these statistics.
By 2025, there will be more than 376 billion active emails sent and received each day (Statista)
Compared to Facebook advertisements or TV commercials, 86% of people prefer receiving marketing emails. (HubSpot)
Emails that are automatically generated can bring in 320% more money than manual emails. Campaign Watch
59% of consumers claim that emails affect their decision to make a purchase. (HubSpot)
An email marketing ROI of 4400% is possible. (Clutch.io)
Social media marketing has a lower conversion rate than email marketing (Entrepreneur)
The click-through rate of emails can improve by 158% by including a social sharing button. (Entrepreneur)
Over 90% of consumers are interested in receiving promotional emails. (Marketingsherpa)
Millennials use email for more than 30 hours a week (study by Adobe)
Over 50.7% of consumers' purchasing decisions are influenced by marketing emails (SaleCycle)
A flawless sending experience when combined with an efficient email marketing strategy can produce fantastic results in 2022 and beyond. Email marketing continues to be a key component of meeting these objectives, whether you're wanting to expand your client base, crowdfund the money you need to start your next dream project or spread the word about a new product launch.
Make a drip email campaign.
If your material falls short of expectations, all your efforts to develop a sizable subscriber list and select a collection of templates will be in useless. Your writing is very important. You can nurture your leads by providing pertinent, helpful material that your subscribers will find interesting. Fair enough, you can't expect your readers to continue to be active subscribers if you don't consistently share excellent stuff.
Email drip campaigns are a powerful tool that email marketers have at their disposal, which is fortunate. It basically means that a segmented group of subscribers will receive a series of emails automatically. The material is prepared in advance, and it is then sent at the appropriate moment using email marketing software (more on that later). Frequently, particular occurrences, such as shopping cart abandonment, will serve as a trigger.
POPULAR EMAIL DRIP CAMPAIGN KINDS
Here are a few of the most typical objectives you can have when developing an email drip campaign.
a greeting sequence
A welcome sequence needs to be developed for every brand. This kind of drip campaign is sent to subscribers shortly after they sign up for your mailing list, and you usually start it by sincerely thanking them for doing so.
Asking them to confirm their email address is another smart move. This extra step can help you improve delivery rates and lessen the likelihood of having to eliminate inactive customers a few months down the road.
After thanking them and verifying their email address, you could, for instance, send an email asking them to read your most recent blog article as a call to action. Basically, you want to take advantage of this as an opportunity to win over new subscribers and convert them into paying clients.
A short course
You can choose to distribute your lead magnets over the course of a few emails to create a type of drip campaign, even though many lead magnets are available as one-time digital downloads like a cheat sheet or checklist. With this strategy, over the course of a few days or perhaps weeks, you'll send a number of emails containing useful information.
This kind of organization is also appropriate when you're providing a webinar as a lead magnet. After inviting them via email to attend, you may also remind them and follow up with them via email to highlight the main takeaways from the event (in other words, share more valuable content).
Shopping basket emptied
For online stores, abandoned cart recovery emails are essential. Online shops can recover some of those lost purchases with the aid of an automated abandoned cart recovery email series.
To keep your brand in their minds and to remind them of the things still in their basket, you'll normally send the first email in this campaign within a few hours. Depending on the response, you can either send a thank-you email for their purchase or a second email with a possible discount coupon to remind clients to finish the transaction.
For instance, Grammarly provides a staggering $75 off of its annual premium subscriptions. While a significant reduction is not required, it should still be enticing enough to be useful. It's quite improbable that a 5% discount will work.
If you're going to give a reward, you should also specify a deadline, much like Grammarly has. By doing this, you convey a sense of urgency and encourage speedy conversion.
There are abandoned cart plugins that you may utilize in addition to the capability that the majority of email marketing systems should provide to assist with shopping cart abandonment. There is no justification for not following up on abandoned carts as some of them are even free to use.
Cross-selling or upselling
It need not be the end of the road once a customer has made a purchase. Additionally, you can design an email drip campaign to promote upselling and cross-selling. You can do this to get repeat business from clients.
To achieve this, you might, for instance, suggest pertinent accessories before their order is dispatched. As an alternative, you can send them offers for new products when you know it's time for a new order if the item is consumable, such as dog food.
5 Important Benefits of Email Marketing
Many businesses neglect email in favour of paid search, social media marketing, and search engine optimization. The beauty of email marketing is in how easy it is to understand and use, which can provide your company with a competitive edge. Other advantages of putting in place a strong email marketing plan in 2022 include:
1. Developing enduring relationships with customers
Email continues to be the most personalized marketing method for reaching both current and potential customers. It helps create dependable connections and fuels your retention efforts.
2. Taking Authority Positions
Email is a direct line to potential clients and customers. By disseminating top-notch educational material, you can solidify your position as an industry leader. Meanwhile, credibility may be established and brand recognition can be raised by consistently disseminating useful information.
3. Increasing Competitive Advantage
Small firms may compete with big organizations by putting advanced email management techniques into practise. Regardless of the size of the firm, email has an identical chance of converting a lead.
4. Making the most of time and money
Email marketing is a cost-effective method for converting and keeping customers because of its extraordinarily high ROI.
Email conversion rates are reportedly 40 times higher than those of social media sites like Facebook and Twitter.
Our collection of pre-made templates guarantees that you'll never have to worry about creating the ideal message from the beginning while allowing you the freedom to modify the visuals and copy to fit your company's requirements. You may focus on other elements of your marketing plan while saving time using email automation alternatives.
5. Aiding Other Marketing Techniques
Your other marketing initiatives, like SMM and SEO, might benefit from a well-structured email marketing strategy. Emails featuring social sharing buttons encourage social media promotion of your business's goods and services. In the meanwhile, adding helpful connections to your website will drive more visitors there.
In conclusion, emails are a very effective marketing tool since they can reach the appropriate audience at the appropriate moment.
You need a list of recipients before you send out your first marketing email.
Here are a few strategies for building a strong and healthy customer list:
Create compelling lead magnets. While it could be difficult to persuade people to sign up for your newsletters, providing leads like Ebooks, Swipe files, case studies, etc. may help you increase the number of people that subscribe. A powerful tactic for increasing signups is to use a strong lead magnet.
Improve the homepage of your website to boost email signups.
Offer excellent material in exchange for an email address on your landing pages and in your paid search advertisements. This includes case studies, videos, white papers, and guides.
Use social media to gather email addresses from your followers by holding a contest or giveaway. Promoting websites with useful material can be done using social media accounts.
Implement useful exit popups. Just before a visitor exits your website, a message with an offer and an email sharing form can appear on the screen.
Make the revealing of an address necessary when a consumer makes a purchase or completes a contact form on your website.
Add a link to your email signature so that customers may sign up and leave their addresses on a landing page. Do this for all of your workers as well.
In order to help readers become brand ambassadors, including social sharing and "email to friend" buttons in your emails.
Post QR codes within your brick-and-mortar businesses for rapid signups to collect addresses offline. You can give members that join up for membership discounts at the register.
Once you've built up a sizable email list, make sure to keep it clean. While customers may decide they no longer want your material, addresses might be abandoned. Your mails thereafter bounce or land in spam bins. You may maintain a good reputation and keep bounce rates down by eliminating such addresses. By removing undesirable addresses for the health of your list, Enginemailer's Automated Email Cleansing service assists you in achieving this.
Automate your messages by using a mailing list program.
An email list is crucial for more than simply your email marketing campaigns. You can't get a list this large of contacts with any other marketing strategy.
You only have sporadic followers on social media. You may instantly lose all of your contacts if a bug caused your accounts to vanish. People's social media profiles aren't as secure as their email addresses, which can be used for decades.
2022 Email Marketing Techniques to Use
Your email marketing strategy might be strengthened with these strategies next year.
Email is not an exception to how impressively popular videos are becoming across all platforms. 85% of companies utilize videos as a marketing strategy today. People like watching videos. They provide educational and entertaining content without consuming a lot of the viewer's time.
You may use videos to establish an emotional connection with your customers and foster their loyalty and trust. A video in an email can also enhance the open and click-through rates by 19% and 65%, respectively.
Put email marketing automation to use
Email marketing automation may greatly enhance your strategy in addition to reducing campaign expenses and freeing up time. Here are some strategies to think about in 2022:
Check the output from your marketing automation solutions to verify quality.
Create consumer profiles with AI-powered tools using data about their online behavior, social media presence, and purchasing preferences. You can use this information to create automated emails.
Utilize automatic re-engagement emails to pique your past clients' interest without coming off as pushy.
To make email administration easier, implement an email response management system.
You may streamline your email marketing strategy by gathering crucial client data with the use of artificial intelligence and machine learning. Email automation isn't simply a great feature; it's a must in 2022.
Put email marketing automation to use
Boost Your Material Your content needs to demonstrate that you care about your audience. Make your discussions and emails more insightful and timely in 2022.
Think about using dynamic material that changes based on consumer behavior. Platforms for email marketing can help with that. Personalized content used to nurture leads now results in a 20% boost in sales opportunities.
Be as succinct and direct as you can in your email text. Due to a shortage of time, the average reader's attention span is increasing shorter every year.
Remove all words and phrases that have no purpose.
To get the best click-through rates, A/B test the CTA text and placement.
Per paragraph, just one thought is allowed.
To communicate concise, unambiguous concepts, use bullet points.
Be very watchful with your grammar and punctuation.
Throughout all emails, maintain the tone and voice of your brand.
Use expressions that take advantage of FOMO (Fear of Missing Out).
To connect with the reader more personally, go toward a conversational style.
Make sure the footers in your email templates have the essential Calls-To-Actions that you want readers to use.
Bold text is outperforming photos.
Colors, movies, and visuals should elicit a feeling.
Due to the severe eye strain, people suffer when using smartphones, muted colour palettes are becoming more and more popular.
Emails with 3D pictures are becoming more popular.
Utilize emojis and GIFs.
Avoid making the text overly crowded for readers on mobile devices.
All other aspects of your marketing strategies are essentially meaningless without high-quality content. Therefore, it is essential to devote time and resources to enhance its integrity.
Particular Focus on Performance Reports
Analyzing your efforts is crucial as you gain from your successful email marketing strategy. You can approach the 4400% ROI by tracking the KPIs and dynamically changing your strategy. This can entail experimenting with various send timings or tailoring your material to a certain audience.
You can select particular email metrics to monitor and use analysis software to get knowledge about the future of your campaign based on your marketing objectives.
Put the customer experience first
Due to COVID-19's increased online consumer traffic in 2021, businesses were forced to step up their marketing initiatives. Customers became more critical of the experience as a result of lockdowns, which made them spend their spare time online.
All of your email marketing initiatives in 2022 ought to be created with the best possible user experience in mind. The recipient should have a highly customized and customer-focused contact, whether you are collecting addresses, sending follow-up emails, or requesting comments.
Due to recent events, 88% of consumers now want businesses to strengthen their digital operations. You don't want to disappoint them.
Personalization of Email
The next step is to use the required client data you've gathered to individually and specifically target each subscriber with your digital marketing campaigns.
By creating a sense of connection with your readers, email personalization tactics boost the effectiveness of your messaging.
Marketing professionals employ a variety of personalization methods, such as:
utilizing customized subject lines.
sending suggestions for products based on past purchasing information.
Make specialized offers.
Personalization is based on behavior.
Personalized abandoned cart notifications for every subscriber.
Pay close attention to email rules
Customers benefit from email regulations because they make it clear to them how and why their information is utilized.
The right of the subscriber to receive emails and the right to decide whether they wish to hear from you are protected by laws like the GDPR and CAN-SPAM.
Using this method, you can test which email version performs better by sending it to two separate email list segments.
You may learn what works for you by comparing the results, analyzing the data, and reviewing the reports. A/B testing can be used to examine even little modifications, such as a subject line tweak or an additional grouping, to determine whether they had an effect on open rates.
While there are no hard-and-fast guidelines for when to send an email, one should be aware of the audience being targeted and how they use the internet.
The next step is to choose the optimum day and time of the week to send your marketing emails once this has been recognized. It's also vital to note that this may fully change depending on the types of businesses and market niches.
The most successful days to send your marketing emails, according to the majority of statistics, are Tuesday, Wednesday, and Thursday.
Segmenting a list
Your list can be divided using email segmentation tactics depending on a variety of factors, including demographics, psychographics, interests, opinions, website/internet behavior, purchasing patterns, preferences, and more.
You may deliver specific, distinctive content that is pertinent to each of your consumers using a segmented list. Overall, it improves the ROI and increases the effectiveness of an email marketing campaign.
Consider using mobile responsive designs.
In 2022 and beyond, mobile responsive layouts won't simply be significant; they'll be absolutely necessary.
Since most consumers prefer to read their emails on their mobile devices, it's critical that your message appears beautiful and works properly on all gadgets, including tablets, iPhones, Android phones, and other mobile devices.
Following Your Campaigns
The most neglected but essential phase in email marketing campaign tracking is frequently ignored.
Use data like open rate, CTR, bounce rate, unsubscribe rate, conversion rate, etc.
This is a great opportunity to discover the sweet spots that draw in your audience in addition to helping you identify any weaknesses in your methods.
Having a Strong Email Marketing Strategy for the New Year
Email marketing will still be prevalent in 2022. You can obtain a competitive advantage and boost the financial performance of your business by adapting your email management strategies to the most recent trends.
To get more insights on local marketing and marketing ideas for small businesses, stay updated.