Measuring results in PR: Have we cracked the code?
Unlike SEO, PPC, and display ads, email marketing has been around for a long time and hardly seems noteworthy of the headlines anymore. It might even seem a bit boring to some.
But let me tell you this: Marketing emails can be far from boring.
They can be fun, exciting, and shiny too — but most importantly, they help you build a relationship with your target audience. How? Because emails are malleable and can be adapted and moulded to new trends.
To stay ahead of these trends at Branch Road, we consistently A/B test email content to identify what delivers ROI for our clients — but keep it quiet! We want your competitors to continue to think email marketing is boring.
So here are some 2022 email trends we’ve identified that are here to stay and worthy of your time.
Sometimes smaller is better — a case for microsegmentation
You’re likely familiar with audience segmentation and know it delivers high conversion rates. But what if you go deeper?
Over time we have seen the more granular you go, the better the results are.
This means delving into the midst of your customer data, looking not only at obvious defining characteristics such as age and gender but also at your customers’ behaviour and personality, before assigning them to specific segmentation lists.
Research (McKinsey, 2022) has shown this method of micro-segmenting to be more effective than traditional segmentations as your audiences’ behaviour doesn’t stay the same; customers’ needs evolve and change and your email marketing needs to reflect this.
This means delving into the midst of your customer data, looking not only at obvious defining characteristics such as age and gender but also at your customers’ behaviour and personality
Simplify your email design
In 2022, we have seen emails shift from over complicated designs with multiple elements to a more crisp, simple and functional look, with web-safe fonts and optimised graphics and images.
The key is to get straight to the point with your email copy, focusing on why it is relevant to your audience – rather than overcomplicating your message with a distracting design. By simplifying the approach, you declutter your emails and ensure focus and attention are drawn to the CTA.
With email design simplifying in 2022, high-quality landing pages are now more important than ever before. Your target audience journey starts when they (finally) click that CTA button you have been working so hard for them to notice in your email.
But, don’t let it end there. By not investing in building a stand-out landing page that brings value, educates and ultimately converts your email subscribers/website visitors into customers, your email marketing efforts won’t have a business impact.