Email Marketing Trends 2022: A Review of Design, Privacy, and Process

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Email is the channel that continues to deliver, with CRM teams proving their worth during the pandemic. And while email now feels like a loyal friend to marketers, that doesn’t mean email marketing is standing still.

Keeping up with email trends is essential for marketers who want to ensure their brand rises above the competition.

Failure to adhere to the new standards can damage brand trust and reputation and risk losing followers. While, at the same time, being able to leverage ever more sophisticated messaging content can lead to more engagement – ​​which also means better deliverability, more conversions, and a stronger community for your brand.

To save you time, I’ve compiled a list of the top email trends for 2022.

Design

For one thing, emails need to stand out with bold and attractive designs. But at the same time, they must be easy to engage. Are these two key email trends compatible? Sure! They just require marketers to think a little more about how they construct their communications.

– Dark mode

Over the past two years, more and more marketers have experimented with dark mode in their emails. They cater to consumers who like the option for a number of reasons.

First, it’s easier on the eyes, especially in low-light reading environments. Second, low light means battery life can be preserved on mobile devices, and finally, some people prefer that.

Dark Mode should be treated as an email necessity, not an afterthought. If your designers are worried that this will limit their creativity, they don’t need to be. In many ways, it has the opposite effect. More thought goes into logos, brand colors, and layouts when considering dark mode.

– Accessibility

It’s a golden rule of email marketing that messages should be readable by everyone, no matter where they are or what device they’re using. But marketers still have to catch up to get there. Failure to adhere to accessibility can lead to brand reputation issues.

According to the WHO, 15% of the world’s population, or approximately 1 billion people, live with some form of disability. Understanding how people with disabilities access your email is key to practicing thoughtful design. The scope provides a handy checklist email accessibility considerations on its Big Hack website, such as meaningful link text, readability, accessible colors, and inclusion of a plain text version.

– Emojis

Everyone loves a good emoji and for the most part they work well in emails – adding a sense of fun that’s universally understood.

In 2021, more and more marketers have started using emojis in email subject lines and titles in a rather careless way. some forgot readability guidelinesnot to mention that if the emojis replace the actual words, the overall message will be meaningless if the images are stuck or not loading.

A key point, if you’re going to use emojis in your subject line, header, or in the main body of text (which is good for mobile viewers because copy space is often limited), is to test and retest the effectiveness before you hit send.

– GIFs

A properly executed GIF in email marketing can be a very powerful way to express brand values ​​in a lighthearted way. But they must be used in the right way and in the right context.

Marketers must ensure that the GIFs used:

  • Are not too flashy or overwhelming by having smooth transitions between each frame
  • Include a static fallback in case the GIF fails to load
  • Always include ALT text for screen readers

Privacy

Privacy continues to be a hot topic for email senders, especially marketers. As the demand for relevant and personalized email grows in 2022, the barriers to collecting the actionable data needed to meet that demand will also grow.

The loss of third-party cookies and new features, such as Apple’s Email Privacy Protection, are likely just the beginning of a paradigm shift that will continue to cause marketers to rethink practices. collection and use of data. You can read more about the impact of iOS15 on email marketing in SparkPost’s ultimate FAQ guide: Impact of Apple Mail’s privacy protection on email.

– Loss of third-party cookies

Third-party tracking involves data that does not belong to the website you are on and is used after you leave. Say you’re on a retailer’s website looking at a camera, then you navigate to another website and see that same camera in an ad in your sidebar. This is a third-party cookie that tracks your internet habits.

Firefox and Safari no longer support third-party tracking, and Google has announced that it will follow suit with plans to remove third-party cookies in 2022. The disappearance of third-party cookies puts a tailwind behind channels that exploit third-party cookies. first-party data – email being the most common channel using first-party data. We should all be prepared to invest more in email and SMS, because the data held is about to be more valuable than ever.

– Apple Mail Privacy Protection (MPP)

In June 2021, Apple announced that MMP would be coming to its Mail app on all compatible Apple devices. According to Apple, “Mail Privacy Protection prevents senders from using web beacons to collect user information. It prevents senders from knowing when they open an email and hides their IP address, so it doesn’t cannot be linked to any other online activity or used to determine their location.

At a very high level, since MPP will sample all images in an email, senders should be aware of the following:

    • Open rates will be inflated
    • Hours of operation will be random and unreliable
    • Device information will not be available
    • The position of the user will be approximate

As 2022 progresses, more than 50% of open data will become unreliable and no longer useful as an indicator of success. This means marketers will need to take a more holistic approach to measuring the success of messaging programs, looking at other metrics of success including clicks, conversion, and engagement from other channels, such as your apps. mobiles.

Content

Creating an engaging, interesting, and personalized email can be a challenge, especially if a marketer is limited in terms of time and resources. There are, however, a few shortcuts they can use to speed up the process.

– Personalization

Personalized content used to be the icing on the cake of email marketing. In 2022, that’s arguably the whole cake. With brands having to deal with privacy changes across the marketing spectrum, there is increasing pressure to build personal relationships with customers and tailored email delivery is a very effective way to achieve it.

Ultimately, brands that use personalization in a responsible way that truly creates value for customers and aren’t interested in branding will have happy customers.

– Agile content

This is when marketers use feeds to pull content such as product listings, job postings, properties, recent news directly from the external source/business website. an organization, etc.

Images, links, and texts can all be added with just a few clicks without the marketer having to resort to additional technology to be able to do so.

Email process

Email production can involve many different people within a company, often working remotely and invariably focusing on their own specific niche. Fortunately, there are tools that simplify the process while simultaneously unleashing the creativity of messaging teams.

– Email design systems

The days of constantly creating an email from scratch will soon be gone forever. Email design systems are basically modular templates that have been pre-coded. They allow marketers to deliver marketing emails quickly because automation means there are fewer things they need to worry about.

Email design systems allow:

  • Seamless collaboration between everyone involved in email
  • Less risk – e.g. fewer typos, more consistent branding, etc.
  • Email campaigns that are faster to produce and go to market
  • More time to invest in higher quality code, which means better email quality

– BIMI

Brand Indicators for Message Identification (BIMI) is an initiative launched in 2019 that allows brands to send emails with their logo appearing next to the email in the inbox.

BIMI is destined to be adopted by more and more companies this year for a number of reasons:

  • Design – it helps emails stand out in an inbox
  • Authentication – BIMI urges brands to adopt proper email authentication – DMARC in particular – when sending mass messages to consumers. Senders who strive to implement DMARC are rewarded with the display of their logo
  • Implementing protection – BIMI protects brands against spoofing and phishing because customers can more easily recognize that messages are legitimate

In our recent Benchmark survey, we asked what email innovations are email marketers planning to adopt this year? BIMI was a top response with 28% saying they were considering using it.

Design, content and process are major goals year over year for email marketers, but even more so this year as privacy updates occur, changes in ways of working continue to prevail and brands struggle to retain once-loyal customers. But in 2022, if your design, content, or process isn’t right, you can be sure your email marketing will have an effect.

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