Marketing is About to Transform: 5 Key Email Trends to Watch
Email remains a top marketing channel in 2022, even outranking company websites and blogs. As the addressable market of email users is set to grow from more than 4.1 billion users in 2021 to 4.5 billion in 2025, smart marketers must ensure their email strategies deliver relevant, timely communications to customers throughout the purchase funnel. Here are five key email trends that you need to adopt for successful sends in 2022 and beyond.
1. Incorporate email into omnichannel
Email is often the gateway to omnichannel, and marketing clouds with multiple interconnected capabilities are helping shatter silos so marketers can get a full view of their customers. Marketers will stop running separate campaigns for specific channels using disparate point solutions and will instead integrate their efforts to better optimize and target.
Today’s top marketers know that true omnichannel engagement puts email at the forefront.
2. Enhance your email UX
Instead of static templates aiming to immediately drive action outside of the email, messages will have more interactive, multimedia options that keep customers in their inboxes. They will be able to browse products, customize them, and cart them all from one place.
3. Engage email readers through AI
Marketers will soon be able to use AI to automate the creation, sending, and optimization of hyper-personalized messages at scale. This will free up their time for more strategic tasks such as mining meaningful insights.
“Zeta’s proprietary data and new modular platform with embedded AI pay off its vision for ‘making sophisticated marketing easy,’” says Forrester.
4. Consider cleaner email design
We will see the email subject line become sharper and more concise and the overall look and feel of the email body become cleaner as a way to quickly hook readers and more easily automate email delivery. This will also help in optimizing email for screens even smaller than a smartphone, such as wearables.
5. Bulk up emails to build loyalty
There is another, completely opposite, direction marketers can take by building out subscription-based newsletters that have grown in popularity in recent years. These email formats contain media-rich stories and do not advertise products—they are simply a way to grow loyalty amongst specific audiences.
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