It is a crystal clear fact that email marketing is one of the top-rated marketing channels. According to Statista, the global email marketing industry will be touching the high mark of 17.9 billion U.S dollars by 2027. So why wouldn’t you climb up the ladder? Of course, you should, as email marketing is the omnipresent, omnipotent communication-outreach channel that facilitates marketing, transactional messages, and grievance resolution.
But, those old email marketing tactics and practices will not yield good results. We are heading on to 2022, and trends have changed. What worked 1 year back may not necessarily work next year. It’s a good idea to outsource your email marketing strategy execution to an email marketing firm.
In this article, we’re going to guide you about email marketing strategy for the upcoming year in a nutshell and how you should approach your marketing goals.
Why Is Having An Email Marketing Strategy In Place Important
A robust email marketing strategy provides a significant boost to your revenue and keeps your marketing costs low. It consists of a variety of factors like your brand tone, tools you use, technical features you incorporate in your emails, the number of campaigns and emails, how you want to approach lead nurturing, sales-oriented messages, transactional messages, and even discarding contacts. Here are a few factors to keep in mind when you plan your 2022 email marketing strategy:
#1 Maintain Contact With Your Target Audience
Emails can keep the audience updated. Your customers can check their email whenever they get time. It may give them the impression that you are thinking of them. This email could simply say, “Hi, you’re on our mind, here’s a special offer!” or “Here’s an update on what’s been going on here in the last few weeks.” Those on your email list have already agreed to receive these notes. So they’ll probably enjoy and expect these emails (as long as you give them something worth reading), and it’ll increase customer engagement.
#2 Targeted Messaging
Email marketing plays a crucial role in lead nurturing– called email lead marketing. The main idea here is that your prospective customers are at various stages of the purchasing cycle. Some may be in the contemplation stage, while others may be in the research and comparison stage, and still, others may be in the ready-to-purchase stage. Creating buyer personas is therefore essential to understanding what form of content to create for each stage.
#3 Boost Brand Awareness
No, social media isn’t the only platform that can help a business’s brand awareness. Getting your prospect’s email address indicates that they are interested in your company. Email marketing allows you to increase that level of interest and brand awareness better than any other channel since it is a single-window channel where you own the entire screen real estate.
You can experiment with email marketing to promote your involvement in the local community. Too often, businesses use email marketing to sell, sell, sell their products while completely ignoring the brand awareness factor. By doing so, they are also preventing the ultimate possibility of gaining customer trust and imbuing their brand with personality. That’s where a seasoned email marketing firm can provide immaculate guidance and execution.
What Are The Trends In Email Marketing In 2022
Here’s what will be in trends next year.
#1 Hyper Personalized, Segmented, And Targeted Messages
Even with stricter rules governing the collection and use of consumer data, email marketers can expect their campaigns to become even more focused on segmentation, targeting, and personalization. Email marketers will focus even more on making the best use of the data they have at their disposal to drive more engaging email content with personalized subject lines, content, send timing, offers, rich multimedia, and copy. With 360-degree customer journey mapping becoming easier with the increase in other digital marketing channels, we may expect customization down to an individual level for every instance of communication.
Expect email campaigns to come with a wide range of engaging interactivity within the content. Instead of clicking out to visit a website, polls/surveys, games, forms, and other types of content allow recipients to interact with the email, inside the email itself. Including this type of interactive element is extremely user-friendly and reduces the number of steps needed to drive actions by recipients. Interactivity will provide tools to optimize campaigns. This in turn will maximize recipient engagement and conversions as the focus shifts to performance. This will require both technical expertise and know-how of different inbox providers.
#3 Making Use of Artificial Intelligence Tools
We’ve been hearing about the arrival of artificial intelligence for years, but if you haven’t been paying attention, you might be surprised at how far it has progressed. There are tools available that can automatically write/ rewrite marketing content based on performance data. Marketers will use AI to write email content, subject lines, and calls-to-action on a more regular basis, and they will discover that these tools can now improve performance in many cases. AI may not be ready to create everything from scratch just yet, but it is more than capable of helping marketers optimize and dial in content as effectively (if not more effectively) than they can do manually.
Why Should You Consider Outsourcing Execution To An Agency
Here’s some no brainer reasons to rope in an email marketing firm to assist you:
#1 Make Use of Industry Knowledge
Marketing agencies exist solely for the purpose of marketing. They are up to date on the most recent tactics and trends. The key to any successful marketing strategy is to keep it fresh, and once you have great content, you will see some reflective data. An outsourced agency can provide numerous result dashboards to track the success of marketing efforts and make recommendations on how to improve them.
#2 Maintain Consistency
When it comes to email marketing, finding the right agency can help you maintain a consistent voice in your marketing. There are a lot of strategies and tools available, and using them isn’t quite the challenge. Interweaving them consistently in your efforts is. An email marketing firm can help you keep up with the trends, include advanced tools and tactics, and stay relevant to your target audience and the market with consistency since that is their core business.
#3 Cut Down On Overheads
Having an in-house marketing team is costly. Finding the right talent and expertise is a time-consuming and labor-intensive process that includes everything from human resources and recruitment to training and benefits. Your requirements will also differ depending on the state of your company.
With the cost of tools added, you will find that your ROI takes a dip even if you manage to get good results. Since an agency has this infrastructure and experience by default, you can benefit from their ability to get results with a much smaller price tag as you only pay for the output and not the entire setup.
No doubt an email marketing strategy is a complex action plan with a lot of push and pull play its role, but an email marketing firm can help you consistently act on your strategy without you having to pay for the entire infrastructure needed to implement it. I hope that this article gives you a good idea of where an agency can fit into your 2022 email marketing strategy’s financial and strategic outlook.
Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.