Top 3 Email Marketing Campaign Trends For 2022
The chaos caused by the COVID-19 pandemic, which began in 2020, continued into 2021. And many are wondering what will 2022 bring us? Most likely, this year will be marked by new hopes, recognitions, and gratitude, more meaningful connections being made between people, as well as between brands and people. In 2022, many brands will focus on developing marketing campaigns that put customers first.
In addition, they will put more effort into understanding their audience even better in an effort to improve the user experience and solve user problems. As such, their marketing campaigns will include more targeted, branded, and hyper-personalized offerings.
To achieve these goals, business representatives will launch email marketing campaigns, seeking to get the most out of following several key trends in this direction. Below, we’ll look at 3 major email marketing trends that will shape the evolution of marketing campaigns in 2022 and beyond.
1. Design In The Style Of Minimalism Will “Rule The Show”
Are you familiar with the old cliché “less is more”? In 2022, this rule will be widely used in the development of email marketing campaigns. Maximalist, chaotic, and lacking in harmony design options will gradually disappear from the scene, giving way to clean, minimalist and simple compositions.
The average user receives about 100 emails a day, so it’s no wonder they’re literally overwhelmed with information. The modern user desires to receive emails with clear messages in a readable format. Letters with a predominance of white space, with a “clean” design and clear lines are ideal here.
Do you want to connect with your audience and motivate users to open your emails despite the tsunami hitting their inboxes? Then you should give up too bright colors, complex layouts, and clutter of elements. Instead, opt for subtle color combinations, soft gradients, and monochrome layouts. If possible, use an emotional design that resonates with the heart and mind, but doesn’t go overboard.
Minimize the amount of text content and add more visual content. To keep users interested, surprising, and engaging, dilute the text with visual elements. Use illustrations, photos, and animations that tell your brand’s story, rather than overloading your emails with overtly selling text content.
Awaken users’ curiosity and encourage them to take targeted actions by displaying clear messages and adding unambiguous calls to action. Grab and hold your audience’s attention by adding bold text where appropriate. The main thing is not to overwhelm users with the clutter of information, confusing calls to action, or design elements that look too intrusive.
Take a simple approach: make your users feel privileged, emphasize the uniqueness of your message through eye-catching images and animations. Despite the huge number of emails users receive daily, you still have a chance to surprise your audience. However, for this, it is necessary to use the design style of minimalism. In 2022, it’s time to tap into this trend.
2. Email Interactivity Is Becoming More Important
According to Martech Advisor, interactive content drives a 73% increase in email open rates. In addition, diluting the content with videos increases the number of clicks by 300%. This suggests that the days of boring emails with static content have sunk into oblivion. Modern users need companies to take care of them as individuals, make every effort to interact with them individually. Therefore, interactive emails are the perfect addition to your current email marketing strategy.
Interactive elements in your emails create a sense of personalized content associated with the brand. For example, you can offer solutions to your users’ problems by using surveys, quizzes, questionnaires, or adding special tools (such as an online calculator). Also, include product launch videos, event announcements, or user testimonial videos. Motivate users to make purchases using online shopping tools and checkout forms embedded in emails. Add elements such as a menu bar, carousel sliders, and discount coupons to make it easier to navigate within the email and encourage users to make purchases.
Micro-interactions also generate interest in mailing lists, a desire to click on links and make purchases. For example, you can add an animated button, a swipe/tap feature to your email text, and social media elements so users can save, share, and like your newsletter.
With interactive elements, you will not only provide useful information and encourage users to complete targeted actions, but also give them the opportunity to have fun while interacting with your brand. Such entertainment contributes to the growth of brand awareness, so do not underestimate them.
In 2022, email interactivity will be just as important as simplicity in email design, so don’t neglect this trend to stand out from the competition. A good example in terms of interactivity is Email Uppers which contains a video message at the beginning and in the center of the page. It is difficult to imagine a user who can resist such advanced functionality and such a well-designed letter in general.
3. The Dark Theme Will Continue To Be Popular
According to a 2020 Android Authority survey, about 82% of mobile device users enable a dark theme (in individual applications or everywhere, if it is available). Another 10% of users turn on the dark theme from time to time. This means that more than 90% of smartphone owners use a dark theme in one form or another.
As a result, in 2022, an increasing number of marketers will create emails that are compatible with the dark theme. Its popularity is due to the fact that the displayed content strains the eyes less and is more legible. Therefore, the probability of opening emails that support a dark theme is much higher.
In addition, emails that support a dark theme look more stylish and elegant, which also has a positive effect on the number of opens and clicks, and saves battery power. Emails that are not compatible with the dark theme will look strange and out of date. This can cause spam filters to work, and emails will not reach your audience.
Overall, dark theme support is a win-win for both your brand and your audience, so we recommend implementing it in 2022. Provide support for both dark and light themes to increase the effectiveness of your email marketing campaign.
CONCLUSION
Email marketing has come a long way in the last 4 decades. And yes, this type of marketing has already existed for so long! Email marketing will continue to evolve in 2022, with an increasing number of marketers focusing on features such as personalization, creative visuals, interactivity, and minimalist design.
