2022 Email Marketing Trends: 3+ Trends Impacting the Future of Email

Macy is a Content Writer at WebFX. With a Content Marketing Certification, she's an expert in crafting pieces filled with the facts about all things digital marketing. You'll find many of her pieces featured on UpCity's Top Digital Marketing Articles of the Week. When she isn't clacking her keys, she's wondering why her dog is so cute. Follow her on Twitter @iinfinitestorm.

Email remains at the core of business marketing strategies, with 89% of marketers saying email marketing is their primary strategy. To reap the benefits of email marketing for your business in 2022, you must keep up with the trends and predictions for the new year.

On this page, we’ll cover five of the top 2022 email marketing trends and predictions you need to know to keep your strategy moving forward.

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5 email marketing trends for 2022 that predict the future of email marketing

If you want to stay competitive with email marketing, take note of 2022 email trends. Taking these trends into consideration will give you a leg up on your competition.

Here are five trends, plus a video overview:

Email marketing trend #1: Integrating interactivity

Delivering static emails just won’t cut it for your subscribers. If you want users to interact with your emails, you must make them engaging. Interactivity is one of the top email trends of 2022 that will help you improve your emails’ performance.

Interactive emails include elements that users can manipulate without having to visit another page and leave their inbox. These elements include:

  • Carousels of images users can swipe
  • Videos users can play
  • Sliders users can manipulate
  • Games users can play

 

A Google Email for their Nest product that features interactive elements

 

Interactive elements make your emails more enticing and encourage prospects to engage with future emails. It’s a great way to help you stand out from your competition.

Email marketing trend #2: Straying away from open rate

When looking at the future of email marketing, you may have thought that open rate would always be a reliable way for you to see if people engage with your emails. So, this email marketing prediction may come as a shock, but the days of tracking open rates may soon be over.

This email trend for 2022 comes from Apple releasing new privacy settings that impact what information companies can track. Previously, companies could track open rates by using pixels that loaded when users opened the email. Now, Apple preloads all email content, which means it also preloads tracking pixels.

That means that emails appear “opened,” even if the user never opens them. This update also hides the subscribers’ IP addresses from companies.

With this new change, marketers can’t track information from Apple users like:

  • When users open emails
  • Where users open emails
  • What device a user uses to open an email
  • Activity on the device used to open the email

So, why does all this matter?

Users open around 66% of emails on a mobile device. Of that 66% of mobile email checkers, 58% of them use an Apple device. So, it means that you can’t accurately track the open rate for a great majority of mobile users.

As a result, you can expect a shift in what metrics companies use to determine email marketing success. While you can still track the open rate for Android and PC users, you may need to shift to focus on different metrics for Apple users, like conversion rate and list growth rate.

Email marketing trend #3: Using artificial intelligence (AI)

Next on our list of email marketing trends for 2022 is the use of artificial intelligence (AI). AI continues to build a strong presence in marketing and helping marketers make better decisions. When looking at the future of email marketing, AI is a critical component.

You can use AI to help you deliver better experiences for your subscribers. AI can help you analyze thousands of data points and pull out meaningful insights to shape your email marketing campaigns.

This technology can help you analyze customer patterns to understand better how they interact with your emails and what they want from you. It’s a great tool to help you identify trends and changes with your audience to make more actionable decisions with your marketing.

When it comes to 2022 email trends, AI is not one to glance over. This technology will play a critical role in helping you create more personalized and tailored email campaigns.

Email marketing trend #4: Using personalized messaging

Personalization is an email marketing trend that has persisted throughout the years, so it’s on our list of email marketing trends of 2022. This strategy is a great way to get subscribers to interact with your emails and check out what you have to offer.

Here are just a few stats that show the impact of personalization on email marketing:

  • Personalization improves open rate by 42%
  • Personalized subject lines increase open rates by 26%
  • Personalization increases the average clickthrough rate (CTR) by 14%
  • Personalization increases conversions by 10%

Your audience receives dozens of emails a day from different companies, so they don’t always have time to waste on irrelevant emails. Personalization is the key to catching your audience’s attention and getting them to open your emails. You can personalize their experience by using their name or tailoring the email content to their interest.

Email marketing trend #5: Focusing on mobile

The last item on our list of email trends in 2022 is focusing on mobile. As shared earlier, users open 66% of emails on mobile devices. More people use these devices to sift through their inboxes and determine what’s worth their time.

This shift to mobile means that you must ensure your emails appear and function correctly on mobile devices. You’ll want to use responsive design for your emails, so they adapt to the device a subscriber uses.

Additionally, when you design your emails, keep the mobile user in mind. Keep your emails free of clutter and remain mindful of how much copy you put in your emails, so users don’t have to scroll through your email endlessly.

If you want your emails to stay relevant in 2022, make sure you deliver a positive mobile experience for subscribers.

3 tips to help you keep up with the future of email marketing

Email marketing is a strategy that’s constantly evolving. If you feel like you’re always trying to keep up with how email marketing changes, here are some things you can do to future-proof your strategy.

1. Use time-based automation triggers

As you saw in the list of 2022 email marketing trends above, Apple’s changes to privacy significantly impacts tracking open rate. If you currently use open rate as a trigger for sending follow-up emails, you’ll need to shift your strategy.

To help your strategy stay relevant, use time-based triggers for your automation. You can set up time-based triggers like:

  • Follow-up emails X hours after you sent the first email
  • Automatic emails on a subscriber’s birthday
  • Follow-up emails when users interact with your website
  • Abandoned cart emails when users forget to check out

 

Abandoned cart reminder from Rudy's about their products

 

Time-based triggers effectively reach users at the right time, especially after they complete a desired action.

2. Keep your subscribers top of mind

When looking at the 2022 email trends, remember to keep your subscribers top of mind. You’re creating emails to get them to engage with your business, so you always want to think about what will deliver the best experience for your subscribers.

You may find that adding an interactive element would enhance your email content or something as simple as changing a button color delivers a better experience.

Keeping your audience at the forefront of your email marketing campaigns will help you deliver emails that drive success.

3. Test your emails

The future of email marketing is constantly changing, as are your subscribers’ interests and tastes. The best way to keep pace with all these changes is to test your emails. Testing your emails enables you to understand what’s working for your audience and what’s not.

You can test multiple elements of your emails, from your subject line to your button colors to your image choices. Testing your emails lets you see what your audience likes and doesn’t like, so you can continually improve your campaigns.

Prepare for the 2022 email trends

Staying on top of the email marketing trends for 2022 is critical for keeping your email marketing strategy current and effective. If you find yourself struggling to keep up with these trends, rely on the experts at WebFX to give you a hand.

We have a team of over 300 marketing experts that know how to craft successful email marketing campaigns. Our in-house software, MyEmailFX, makes creating, sending, and monitoring your email campaigns a breeze.

Ready to drive more revenue with email marketing? Contact us online or call us today at 888-601-5359 to speak with a strategist about our email marketing services!

Bonus Reading: 10 Definitive Tips for Writing Captivating Emails