The number of emails sent per day has increased steadily for the past five years. In 2022 alone, an expected 333 billion emails are expected to be sent and received.
With so many emails, it’s imperative that brands have a strategy for breaking through the noise.
Follow these tips for boosting opens and clicks in 2022.
Sections
1. Use your users
Your customers are always hearing from you. Why not let them hear from other customers for a change? Highlight customer reviews, testimonials, and visuals in your emails. Include their social media handle or first name for validation.
Branded content always deserves a place in your email marketing strategy, but featuring user-generated content (UGC) can build trust and authenticity, create a sense of community, and most importantly, drive your users to convert. Nine in ten consumers say UGC holds more influence over their purchasing decisions than marketing emails.
Plus, it takes some of the work off your plate!
2. Own the omnichannel experience
Omnichannel marketing is the future of marketing. With an omnichannel marketing strategy, you connect your user’s behavior across your marketing channels (social media, email, and so on) and update your messaging in real-time based on their behavior.
For example, if a customer engages with your Facebook campaign about a particular philanthropic initiative or product line, you can follow up with an email drip campaign related to that topic.
By connecting your messaging in this way, your brand can provide a more cohesive, personalized experience — deepening your customers’ connections with your business.
3. Say yes to microsegmentation
Segmentation refers to the practice of categorizing your email subscribers into smaller subsets based on specific criteria, such as their location or purchasing history. According to HubSpot, brands who use email segmentation see as much as a 760% increase in revenue!
Segmentation is highly effective. You know what can be more effective? Microsegmentation.
In 2022, develop a sophisticated approach to microsegmentation that combines not just your subscribers’ location or purchasing history, but also their engagement with your site and email content, the types of products they’ve browsed or purchased, and more. The fuller a picture you can create, the more personalized your emails can be — making them that much more effective.
Pro Tip: Leverage dynamic marketing platforms like HubSpot that allow you to automate as much of this process as possible, combining different images and copy based on individual user profiles.
4. Get interactive
Static emails are so passe. In 2022, interactivity is in. Click-through rates skyrocket by 200% when emails contain interactive elements.
Here’s how to make your emails more interactive and boost your engagement.
- Use GIFs to animate basic product visuals and bring them to life.
- Add rollover effects to your images.
- In survey or customer review emails, allow customers to begin entering their responses directly from the body of the email itself.
- Embed video in your emails.
- Enable dark mode.
5. Always be testing
A/B testing is at the heart of every successful email marketing strategy. In addition to your regular testing tactics, try experimenting with some of these:
- Plain text vs. HTML: It’s true. Some users prefer plain-text emails. Plain text vs. HTML can be a smart element to test, especially if you have a B2B business where your users need you to get to the point quickly, and there’s less of a need to wow them with dazzling product images.
- Shorter vs. longer emails: Shorter isn’t always the way to go. If you send an email newsletter, experiment with sharing more details for each of your stories, or including the intro of a story in the email itself.
- Different signup forms: Your email strategy can only be as successful as your signup strategy. Create and test different signup form copy, placements, formats, and color. Test adding an incentive, too, like an exclusive discount or whitepaper.
Does your email marketing strategy need a makeover?
Contact Your Marketing People. Our email marketing experts can develop a customized email marketing strategy for your business that drives engagement, conversions, and loyalty — in 2022 and beyond.
