Adriana Silva – Email Sales and Marketing Manager for the Resort at Pedregal

It is no secret that email is one of the most popular and effective forms of digital marketing. According to HubSpot Blogs research, 79% of consumers have emailed a company to ask about products or services. Additionally, 68% of consumers have used email to research a company before buying products from them.

In 2022, email will continue to be a crucial marketing channel for companies across industries. In fact, marketing departments that fail to utilize email marketing are missing out on potentially lucrative opportunities. In 2022, marketing departments that fail to utilize email marketing are missing out on potentially lucrative opportunities.

Why Email In 2022?

Emails remain one of the most accessible, affordable, and efficient ways to communicate with potential customers. Additionally, most email marketing solutions offer easy-to-use automated email campaigns that can be set up in no time at all.

Furthermore, emails remain one of the most popular and effective digital marketing tools because they are easy to use, accessible, and efficient. If you have a basic knowledge of email marketing, you can get started creating marketing campaigns in no time at all. Most importantly, emails can reach your target audience regardless of whether they’re signed up for your mailing list or not.

Despite all these advantages, email marketing is a form of digital marketing that is constantly evolving and changing. What was considered cutting edge and innovative in 2011 may be considered outdated and ineffective in 2022, and vice versa.

Changes To Email Marketing In 2022

In 2022, marketers will have to constantly evolve and change their strategies and tactics to stay relevant and effective. Here are some of the most significant changes that email marketing will undergo in 2022.

1. Personalized, Video Content.

In the past, email marketing focused heavily on pitching products and services. However, in 2022, marketers will need to develop a closer relationship with their audience. To accomplish this goal, personalized content continues to reign supreme.

In the past, email marketing relied heavily on the “one-size-fits-all” approach. That is, marketers would devise an email template and send it to their entire list. Essentially, the message and content would be the same for everyone.

In 2022, marketers will need to individually tailor their messages to match the demographics, psychographics, and digital behavior of their target audience. This strategy will help establish stronger ties with customers and increase the likelihood of making a purchase.

Additionally, with the shift to mobile, video content is continuing to emerge as an extremely effective medium for engaging and motivating audiences. One of the top video content marketing platforms is TikTok.

TikTok is one of the most popular social media platforms designed for mobile devices. It is currently available for Android and iOS devices, and it is a great tool for marketers because it allows them to connect with their audience wherever they are.

With TikTok, users can submit short-form videos (typically ranging from 15 seconds to one minute) that are often repurposed with music and branded graphics. The videos can then be shared with others via the platform’s algorithmically curated content.

According to HubSpot Blogs research, 48% of consumers have watched an explainer video to better understand or learn about a brand or product. Additionally, 25% of consumers have watched a branded video to learn about or understand a product or service.

TikTok is also one of the most popular and effective platforms for marketing because, as a well-made explainer video will illustrate, it’s an immersive medium that encourages viewers to do more than simply watch. For example, marketers can set up shop inside the app and become available to answer questions or provide additional information as the viewer engages with the content.

2. Authentic Long-Form Content.

With the rise of big data and the accessibility of search engines, marketers have the ability to really know their audience. In the past, most content within an email marketing campaign was fairly standard and unoriginal. However, in order to stand out in today’s crowded digital space, marketers need to develop new techniques and approaches. One way of doing this is by creating authentic long-form content.

To keep their audience engaged, marketers must create content that is both interesting and valuable to them. Additionally, successful marketers will produce high-quality, informative content that provides their audience with value.

Often, marketers will create a guide, a how-to manual, or some other type of long-form content to provide their audience with information. For example, HubSpot Blogs research shows that 19% of consumers have read an FAQ or other types of frequently asked questions regarding a brand or product.

Long-form content can also be an effective tool for marketing. In these cases, marketers will often partner with a content agency to produce an in-depth guide that covers all the details of the product or service. Within this type of content, marketers will want to ensure that the language and style are consistent throughout so that the content is cohesive and easy to follow.

3. Brand Integration.

In the past, most email marketing campaigns were fairly standalone. However, in the future, marketers will want to develop more integrated strategies where the brand within the email marketing channel reflects that of the overall marketing campaign. Additionally, creating a cohesive brand voice and aesthetic across all marketing communications is crucial.

Marketers often partner with a brand agency to achieve a cohesive brand identity. During the brand development stage, the agency will develop a brand platform and strategy and create identities for various businesses/organizations. In the long term, the plan is to integrate the identities into various marketing platforms (e.g., SEO, content creation, social media).

More and more customers are researching products and services before buying them. To grab the attention of prospective buyers, marketers must integrate their individual businesses and brands into a compelling brand platform.

For example, if you’re a realtor and your brand identity is all about providing consumers with valuable information, you may want to integrate this approach into your email marketing strategy.

4. Personalized Audio Content.

In the past, most email marketing campaigns relied on text-based content. However, in 2022, marketers will want to develop audio content that is both unique and personalized. Additionally, to create a more immersive and engaging experience for their listeners, marketers should consider using voice-guided tours and other forms of interactive content.

According to HubSpot Blogs research, 23% of consumers have watched an explainer video to better understand or learn about a brand or product. Additionally, 15% of consumers have watched a branded video to learn about or understand a product or service.

Often, marketers will partner with a content agency to produce an explainer video that is both educational and entertaining. In these cases, marketers will want to ensure that the language and style are consistent throughout so that the content is cohesive and easy to follow. Moreover, they should consider recording voice-overs for the videos.

To make their content even more enticing, marketers can also consider using a combination of the above marketing methods to reach their target audience.

There are many advantages to utilizing email marketing as a digital marketing tool. For example, emails remain one of the most popular and effective digital marketing tools because they are easy to use, accessible, and efficient. If you have a basic knowledge of email marketing, you can get started creating marketing campaigns in no time at all.

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