My Predictions For Email Marketing In 2022

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With 2022 firmly under way, you’re probably wondering what’s to come? Will the world of business remain the same in the coming months or will the turbulence of the past two years continue, throwing curveballs at you from all angles? 

I’d love to tell you I have the answers – but my soothe-saying abilities are not up to much! 

I can’t tell you if there will be more lockdowns, if social distancing will return or whether your industry is going to see a boom or bust. 

But when it comes to what to expect from email marketing, I can make some predictions to help you plan your marketing efforts more effectively over the next 12 months. 

To connect with your audience in 2022 you’ll have to adapt to a few of the latest changes in marketing, and if you want the best chance at finding new leads then your email marketing strategy needs to stay ahead of the curve. 

2021 was a big year for marketers as people settled into new post-COVID buying behaviours. Everything from remote working to iOS updates changed the way businesses can reach their ideal buyers. All this might feel like a lot to keep up with, but it’s important for you to have an informed plan for the year to come. 

That’s why I want to share my predictions for marketing in 2022, based on the trends and stats that stood out to me.

Big Tech Changes

Shifts in the way we use technology cause big waves for the way we use marketing. Things like the iOS update I talked about in a recent blog have already started to impact the way marketing works. This specific update allows Apple device users more control over who can see their email behaviours. Of course, this means we can’t rely so heavily on email open rates to inform what we do next.

Instead, businesses need to focus on delivering genuinely interesting content in their marketing, and tracking the data that really matters – the conversion rates will speak for themselves. 

It isn’t just changes in tech that will affect the way we market either. Hybrid working and the pandemic are playing their part.

The Pandemic Effect With Hybrid Working

Since the pandemic, we’ve seen a 23% uplift in conversions by email. In short, email is working better than ever. But why? Well, more companies are embracing the work from home system, either by necessity or preference. 

Remote and hybrid working means people have more freedom to be on their phones, on their tablets, and most importantly in their emails. It seems like hybrid working is here to stay too, so it’s important for you to be prepared with meaningful email campaigns as this trend continues.

You see, as people continue to work from home, they’ll find themselves on devices more often. Email marketing will put you front and centre where your audience is already spending their time.

Video Is Getting Bigger

The other obvious way that people are spending their time is watching videos! Most businesses are using video one way or another now – and if they’re not, they’re lagging behind. 

Not only that, you can measure the performance of videos easier now, and we can see just how much their effectiveness is improving (it’s a lot). Including videos in your emails should be a big part of your plan for this year, especially if it wasn’t already last year.

Data And Feedback Are King

Knowing what to track, where to measure, and what to ignore is going to be your mission in 2022 because data and feedback are your best friends when it comes to engaging with potential clients.

Consumers are more savvy than ever – and don’t we all like having more control over the advertising we see? Keeping things personalised is going to be crucial if you want to build a fruitful email list. Make sure you’re taking notice of the feedback you’re getting and adjusting.

If you’re unsure, maybe now is a great time to ask your audience how you can help them best with the content you’re creating.

Consistency Is Key

When you’re building a relationship with an email list, consistency is key. You don’t get much of a chance to prove you’re trustworthy in an email, so sticking to your word is your best shot at gaining the trust of your audience and managing their expectations.

If you say you’ll send newsletters every Saturday at 8AM then you’ve got to stick to it, no matter what. This is often a sticking point for busy coaches and speakers – so if you need support with getting your email campaigns out regularly, get in touch. I can help you get that all-important consistency. 

Email Marketing in 2022

In 2022, marketers will probably need to adapt to tech changes and the effects of hybrid working. As things like video and personalisation grow, keeping up with the data is going to be key, but don’t forget to stay consistent to earn your audience’s trust in the first place.

I should add that I can’t predict the future… if only! These predictions come from my first hand expertise and the experiences my clients have had, as well as the trends that have made an impact recently.

It’s safe to say that no matter what 2022 has in store, I’ll be here to support you in your marketing journey throughout.

Nathan Littleton

Nathan Littleton

Nathan Littleton is a marketer, professional speaker and author who specialises in helping businesses to grow by attracting and winning more customers. Each year he sends more than a million emails on behalf of his clients, and his proven track record has led to him working with leading brands including Microsoft, Virgin Care and the BBC.

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