Back at the beginning of the year I got asked by email uplers if I would like to take part in their “41 Email Experts on Email Marketing Trends to Look Out For In 2022“.
I, of course, jumped at the chance. So for your reading pleasure, here was my two pennies worth:
This could be the year more businesses finally take the personalised approach.
With IOS15 now in full swing and open rates now being a thing of the past, surely it’s time that everyone took personalisation as seriously as they should. Let’s get the most out of email marketing and give subscribers the experience they deserve.
It’s time to utilise all that data that most ESPs contain and harness it for the greater good. For example the amount of generic emails that were sent on Black Friday offering the subscriber everything but a kitchen sink, why not tailor those offers specifically to the subscriber using what they have browsed, bought etc. Make it more personal.
And finally, I hope a major trend this year will be that email marketing won’t be all about the ROI but more about customer journey, long gone are the days of spammy sales messages and offers. Subscribers and customers want real life interaction and that’s where personalisation will be the absolute key.
As Kevin Costner said in The Field of Dreams, “If you build it they will come”. In the case of email though, “if you build with your subscriber in mind , they will stay”.
Updates
Reflecting back to the article I would change the “open rates now being a thing of the past”, to “open rates now being a bit more problematic”.
Now nearly 9 months down the line, I am seeing an uptake in personalisation at least with the emails I receive, and an increase in the zero-party data collection which is a great thing to see.
Doing both with the right strategy helps not only send the right message at the right time but helps defeat the old spray and pray approach that so many companies adopt.
For the full article have a read.
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