Email marketing is still one of the most effective ways to reach customers and prospects. A study by McKinsey found that email is almost 40 times more effective at acquiring new customers than social media.
Therefore why it’s so crucial for businesses to invest in email marketing strategies that will be successful in 2022 and beyond, this guide will discuss the latest trends in B2B email marketing and provide tips for crafting an email strategy that will produce results.
The State of Email Marketing in 2022
It’s safe to note that email marketing isn’t going anywhere anytime soon. Research suggests that email will continue to be a powerful communication tool for years. By 2022, it’s estimated to be over 4 billion email users worldwide. This represents a compound annual growth rate of 4% from 2017 to 2022.
What does this mean for businesses? The email will remain an essential part of any marketing mix. However, that doesn’t mean that email marketing will be without challenges. So, stay ahead of the curve. Businesses must focus on a few key areas.
Steer clear of a crowded inbox
First, they’ll need to find ways to stand out in an increasingly crowded inbox. With more and more businesses using email to reach their customers, it’s getting harder and harder for individual messages to break through the noise. Companies will need to get creative with their subject lines and content to combat this. They’ll also need to ensure their emails are mobile-friendly, as more and more people are reading email on their smartphones and tablets.
Pay close attention to data privacy laws
Second, businesses must pay close attention to data privacy laws and regulations. For example, with the European Union’s General Data Protection Regulation (GDPR) coming into effect in May 2018 and similar laws being proposed in the United States, businesses must ensure they comply with these new regulations.
Build a relationship with subscribers
Third, businesses will need to focus on building relationships with their subscribers. In an era of fake news and mistrust, it’s more important than ever for companies to build trust with their customers. This can be done by providing valuable and relevant content that helps subscribers solve their problems.
By focusing on these three areas, businesses will be well-positioned to succeed with email marketing in 2022 and beyond.
Tips for a Successful Email Marketing Strategy
Now that we’ve discussed the state of email marketing in 2022, let’s take a look at some tips for crafting a successful email strategy.
First, it’s essential to segment your audience. By segmenting your list, you can send more targeted and relevant messages that more likely resonate with each subscriber. This will help you avoid the “one size fits all” approach that often leads to high unsubscribe rates.
Second, ensure you’re using an email marketing platform that allows you to personalize your messages. For example, with the right venue, you can insert a subscriber’s name into your email’s subject line and body, which can help increase open and click-through rates.
Third, focus on quality over quantity. It’s better to send a few well-crafted emails each month than to bombard your subscribers with a constant stream of low-quality messages.
By following these tips, you’ll be well on crafting a successful email marketing strategy for 2022 and beyond.