2021 has been a year rich in eCommerce development and also in the announcement of new developments. In 2022 we will find ourselves with the need to adapt to new paradigms and means to carry out email marketing actions. The most important aspects are the following:
1. Development of the Metaverse
The development of the Metaverse is, without a doubt, the main novelty of the year. Mark Zuckerberg announced in October the change of name of Facebook's parent company to Meta , to promote this new concept.
What will the Metaverse consist of? Although we are currently cmo email lists lacking details, we can talk about a better development of virtual reality on a large scale, where we do more than just play. Some functions such as sales will also be developed in the Metaverse.
In the coming years, the development of the Metaverse will force us to adapt our Email Marketing strategy to that reality.
2. People-Centered Marketing
The marketing paradigm is changing, and this also affects email marketing actions. If before we talked about customer-centric marketing , now we are moving towards people-centric marketing .
This means that when we carry out marketing actions, we have to ask ourselves some questions , both for the recipient and for the people who work in the company . Ultimately, what we are looking for is to be able to create value , and to do so in an ethical way . This will increase sales, but it will also generate loyalty.
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Our advice to you, if you want to move towards this model, is to send a questionnaire to both your employees and your recipients. This will help you to know what they want and, thus, adapt your strategy accordingly. The Todocolección sales portal carries out these surveys with the actors involved.
Allcollection
Image source: Todocoleccion
3. Behavior-Centered Internet
The evolution of the Internet is also changing in other ways. If until now we have talked about the Internet of Things (IoT) , in the future it will be the Internet of Behaviors (IoB) . The idea is that, thanks to the information offered by cookies or purchases , you can interpret behaviors in order to adapt your strategy to the preferences of the recipients.
4. Improving user privacy
User privacy is a challenge , as well as a legal obligation . In 2022, those in charge of implementing Email Marketing actions will have to redouble their efforts in this regard. This, in practice, will make it more difficult in some cases to track cookies , due to the elements that Apple and Google have included . On the other hand, you will also have to pay special attention to the policies of deleting dispensable data .
5. Programmatic advertising
Programmatic advertising is another relevant element. Ultimately, buying space on sites like Facebook, Amazon, Google or other media outlets is a way to give visibility to a company . If you want, you can use this option to get subscribers to your newsletter and, thus, generate a relationship that generates conversion. This issue, in the long term, will be successful.
6. Content segmented and delivered via IP
Sending emails in real time to whoever needs them is a way to improve your impact. And this is achieved by using the recipients' IP address , sending a personalized email to them. Account Based Marketing is a technique specialized in B2B that will see its expansion in 2022.
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7. Investment in Inbound Marketing
Investment in Inbound Marketing is another key aspect, because the forecast for 2022 is that those in charge of implementing actions will maintain or increase their investment. This involves sending emails with content that provides value, from newsletters to discounts or offers , and that are somehow attractive to our recipients. A classic is that of Casa del Libro , which offers discounts on special dates .
House of Books
Image source: Book House
8. Event-centric workflows
Event-focused workflows are another successful Email Marketing trend for 2022. Companies that send emails regularly will also have to send reminders of the events they celebrate. This is a way to generate engagement, which opens the door to increasing conversions. Of course, if you want to be successful, the ideal is to schedule a series of emails prior to the event to generate interest and remind people of the date and time. A paradigmatic case is that of Ticketmaster , which sends newsletter emails announcing events of interest.
