As we’ve mentioned time and time again, email is one of the most effective messaging channels for marketers. In the age of video campaigns, social media, and webinars, you might be wondering if email marketing is worth your efforts. The short answer: it is. For the long answer, read on and learn why and how to optimize your 2022 email marketing strategy. 

First, some stats. 

We can tell you how important email marketing is, but if you have a junk folder currently full of thousands of unopened marketing emails, you may be inclined to disbelieve us. For proof, check out these stats from Hubspot and Search Engine Land: 

  • Marketers are 6x more likely to get a click-through from an email rather than Twitter. 
  • Email generates $42 for every $1 spent, amounting to a 4,200% ROI. 
  • 90% of B2B marketers say email engagement is the metric they use to measure general content performance. 
  • 87% list email as one of their top free organic distribution channels.  
  • 31% say email newsletters are the best way to nurture leads. 

Keep in mind; there are currently 4 billion daily email users. Expect that number to rise to 4.3 billion by 2023, which is over half of the world population. Don’t doubt—using this communication channel effectively is a major influencer in a good digital marketing strategy.  

Optimizing your emails for 2022.

Now you know how effective email marketing can be; how do you keep your email from the dreaded junk folder? Here’s some GROWL tips to optimize your 2022 email marketing strategy.  

INTEGRATED SALES AND MARKETING

When you’re crafting your message, take a step back and look at the big picture. Your email is a small but integral part of an entire journey from prospect to sale. The goal is to generate leads to hand off to sales, where users will become customers. Whether you’re B2B or B2C, don’t just send a single message and move on—think about the entire scope of the campaign from your business’s point of view. Adjust your messages to fit into the overall flow. At the end of the day, the effectiveness of your email is centered on the content, so be sure you’re tailoring your message to your user’s entire journey as they interact with your brand. 

KEEP UP WITH TRENDS

With iOS 15 shaking up important metrics and the digital space continuing to evolve, the world of email marketing is constantly changing. If you want your 2022 email marketing strategy to stand out, stay on top of current trends so your emails aren’t overlooked or ignored.   

Companies like WorldData and SubjectLine.com aggregate raw data on email marketing campaigns and release their findings on their website and in newsletters. WorldData collects data from entire campaigns, while SubjectLine.com focuses specifically on best practices for your subject line. If you stay up to date on best practices in the ever-evolving email marketing space, you can be sure your strategy is effective and not obsolete.  

For example, knowing the changes in open rate accuracy caused by iOS15 will allow you to adjust your strategy accordingly. Instead of getting rid of open rates as a measurement tool, you can segment your email database into Apple Mail users and non-Apple Mail users. 

ADVANCED PERSONALIZATION

It’s been said a million times before: it’s not enough to simply send the same email to your entire audience. You need to segment your users along their buyer’s journey to better personalize your message to the individual reader. In 2022, It’s no longer enough to address a user by their first name and call it sufficient. Your customers want to feel like you truly understand their needs, which makes it crucial to utilize tools to collect as much demographic information as you can about your clients. From age and gender to geolocation and email preferences, every bit of information is important.  

Up your personalization game in 2022 by using this information to create dynamic content. Certain CRM’s will allow you to leverage user information into dynamic content, meaning you craft one email, and the message and images inside will change based on the subscriber. Fine-tune your message around your user information to create effective email marketing campaigns. 

IMPLEMENT INTERACTIVITY

One of the biggest game-changers in the marketing space is the rise of interactive marketing. If you want your emails to stand out in 2022, consider ways you can implement interactivity into your email marketing campaign.  

You can take your existing user information to create engaging interactive experiences. Or you can use interactivity to increase your personalization efforts by capturing more accurate and relevant data from your users. For example, the company Paradigm Life created a Financial Literacy Quiz which they encourage users to take via email. The quiz helps their audience understand their financial knowledge while providing Paradigm Life with important information they can use to segment and personalize their future emails.   

While it’s important to think in terms of integrated sales and marketing, a good interactive email doesn’t always need an explicit sales goal. A fun interactive email can still build brand awareness, encourage customer loyalty, improve engagement, and drive traffic to your website.  

 

Keep your emails out of the dreaded junk folder in 2022 by implementing these strategies into your email marketing campaigns. For more tips on all things marketing, check back weekly with GROWL Talk! Need a hand optimizing your 2022 emails? Contact the GROWL team today!

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