How Can You Make Email Marketing Relevant In 2022?

• By Sarah
• General News
• 1467 Views
• 10th October 2022

With so many diverse channels for digital communication, the email is starting to look a little old-fashioned. Indeed, it is over 50 years old, as the first email with an @ sign was sent in 1971, by an American computer programmer named Ray Tomlinson. So what is the future for email as a marketing tool?

Younger generations now use WhatsApp or other social media apps as their go-to method of communication, and this has been picked up on by marketers. The phenomenal rise of TikTok over the past couple of years has also fuelled the success of the short form video as a marketing tool.

30-second-long videos are engaging and easily sharable, and in a crowded online marketplace they instantly grab the attention. Research has shown that the average attention-span is getting shorter, and the desire to move on to the next trend is fed by the constant churn of media noise we live amongst. 

So where does this leave email? Do we really have the patience to sit and read them when our inboxes are constantly bombarded, and there are so many competing demands for our attention? The answer is, yes, if the email is well-designed and properly targeted. Here’s a look at what makes a good marketing email in 2022.

 

Short and sweet

One of the first and most obvious points is to get to the point! No one has time to churn through a load of marketing waffle anymore, so roll with the short form format, and keep it brief. 

Start with an engaging subject line that tells the reader what the topic is, and gives them a reason to open the email. The main copy should be concise, but personable and engaging. The email should finish up with an emphatic call to action. 

 

Mix automated with ad hoc emails

Email marketing is most effective when you use a mixture of scheduled broadcasts, such as monthly newsletters, and ad hoc messages, to support one-off promotions and events for example. Some marketers create separate flows for their broadcast emails, so that audience is segmented into the most relevant groups for the targeted message of the email.

For example, you can use analysis tools to identify your most active users, and send them follow up messages. This could simply be a thank you to keep the company fresh in the customer’s mind, or a refer-a-friend offer, or a request for a review or rating. 

Inactive users could be prompted with messages to pick up an abandoned shopping trolley, or hooked in with a fresh offer or discount. New users could be sent a general welcome email, and so on.

 

Make it eye catching

Email is still a visual format, so including GIFs or high quality images can make it more memorable. Just make sure they don’t make the email slow to load. If you can, personalise the email by using the customer’s first name, and keep the tone light and friendly.

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