5 Trends in Emarketing to Implement Now

As we head into the second half of 2022, it is time to access your company’s email marketing activity. First, you may be asking yourself if email is still relevant? Wasn’t social media supposed to overtake it?

Research has shown that not only is email still the top channel to reach your audience, but it is still growing. In fact, Statista predicts that daily emails sent will grow from roughly 306 billion in 2020 to over 376 billion by 2025. Further, email advertising sees higher click-through rates than social media.

With the continued growth and dominance of email marketing, the potential impact of its savvy use or non-use on your marketing bottom line is huge. Check out our list of current and future trends below to help guide you in your email decision-making for your business.

#1 Marketing Automation
SharpSpring, the platform we use here at BBG&G, defines marketing automation as “software platforms that help businesses automate their marketing and sales engagement processes to generate more leads, convert those leads to sales and optimize ROI.”

From the onset of emarketing, marketers have been stuck in a world of batch and blast emails to an audience list they have (hopefully) carefully curated and opted in to receive their content. Over the last 5-10 years, we have moved into the next phase by utilizing marketing automation to create personalized one-to-one experiences.

Marketing leader Epsilon finds that automated emails enjoy 119% higher click rates than broadcast emails. Email optimization platform Litmus states that their research shows 71 percent of consumers expect companies to deliver personalized interactions. And 76 percent get frustrated when this doesn’t happen. Additionally, as AI becomes smarter, email automation will become more streamlined and simplified with reporting showing what the customer really wants, and automation technology then able to act on that information by sending timely, relevant content providing increased customer engagement and satisfaction.

#2 Integrations
Automation platforms become more and more integrated with your third-party software like WordPress, or other e-commerce stores. These rich integrations will provide increasingly personalized experiences by increasing the use of dynamic content based on specific user behavior.

#3 Email-based retargeting
If you run a business, you have most certainly heard of, or perhaps even use, retargeting ads. Google defines these as ads that “allow your business to show targeted ads to the users who visited your website and didn’t complete a conversion.” But did you know you can also do this with email? The site GetEmails claims to do just that. With four different solutions, they allow you to Acquire, Engage, Expand, and Reactivate your email lists. With a US patent pending, this exciting new start-up has the potential to shake up the industry and provide unbelievable value to businesses.

#4 Optimizing Dark Mode
Introduced by Apple in September 2018, dark mode has taken the world by storm. According to Litmus stats, 36% of Apple iPhone users read emails in dark mode while in March 2020, Android Authority found that 91.8% of people use dark mode, wherever available.

Are you optimizing for this? What may look great in YOUR inbox or in your email marketing client, can fall very flat to a user that has dark mode on.

#5 Using Interactive email
As ESPs begin to update their inbox technology to handle Accelerated Mobile Pages or AMP, Interactive email sending will become more popular. Interactive emails include things like carousel images, live surveys, and polls, product recommendations, interactive giveaways, and even purchases directly from the inbox. All of these email types stand out in a crowded inbox, provide interest, and increase engagement.

Don’t give up on emarketing – it’s certainly not dead! Add this great marketing tool to your toolkit to see higher click-through rates, conversions, and ROI.

By Robbie, Marketing Automation Specialist | July 8, 2022