Introduction
With the evolution of marketing strategy, there are lots of methods or tools that have been added to business marketing to increase sales and one of the most ruling marketing strategies being used for lead nurturing is “Email Marketing”. It has become the branded obsolete year by year. The reason behind this astonishing performance is the credibility it creates in prospects that build better relationships between brands and customers.
Some trends that would be the highlight of email marketing in 2022 are as follows-
- Personalization Beyond Name
The very annoying yet considerable thing that happened with emails is that it goes into the spam box instead of hitting the inbox directly. Another thing is that every day there the email inboxes are bombarded with lots of emails that are irrelevant and because of this customers don’t pay attention to the important emails as well. But if you want to be the brand that your prospects cannot ignore, ruling their heart with personalization is the need of the hour.
In 10 years, an email will be operated fully automated with 100% personalized messages via artificial intelligence predicted by the leading email marketer Adam Q.Holden-Bache. The ultimate goal of any email marketing campaign is high revenue generation. With the expectation of having more consumer-like buying experiences, the priority of personalized services becomes more supreme for the B2B organizations. As the study says, 74% of marketers claimed personalized targeted email improves customer engagement making it a more valuable point to remember.
The personalization process requires harnessing of entire data for more engaging email content having personalized subject lines, offers and promotions, time, and date.
Having buckets filled with useful data is not enough to engage with customers but the sense of navigating and utilizing all these consumer data is important. This opens a vacancy for AI software playing to be an invaluable tool for marketers examining data and predicting email campaign terms adjusting it automatically to drive the best possible results.
The question here is why AI. AI can be the tool that has the potential to write email subject lines, send out personalized emails, time optimization, and adjust email lists automatically. AI is useful for analyzing large datasets and getting insights that can be used to make recommendations and decisions permitting personalized segmentation at every stage of the customer journey. The usage of artificial intelligence in email campaigns will assure increased return on investment (ROI) because of its numerous potential and the most credible advantage is its optimizing potential to analyze real-time feedback by tweaking continuous campaigns for optimal results.
- Less Copy
To catch readers’ attention, a concise email that is well-written is capable to interact making it ideal for the people that are prone to glancing at an email on the go imparting a message to the readers in less time. Digital marketing has made content marketing more oversaturated than earlier making it necessary for the marketers to focus on drafting short, concise emails rather than sending overwhelming long content to engage viewers more.
Email content having a storytelling strategy is a popular marketing tool that makes readers more feasible to remember it rather than hard-sell content with statistical facts. Content having a conversational tone, a humorous, tone, forging relationships that are meaningful with the email recipient is another way to connect with the readers.
- Mobile Optimization
The studies say smartphones had 50% B2B inquiries more comparatively to desktops. So not counting mobile-friendly optimized email strategy would be a big mistake losing so many potential effects of the campaign. The functionality of the emails must be correctly presentable on mobile devices using responsive design to be adapted by the audience despite the devices they are using.
A tip for running the email campaign with mobile optimization is to keep it clutter-free which will make users free from the endless scrolling in search of relevant content.
- Microsegmentation
An essential smart practice of B2B is customer segmentation which categorizes audiences into groups in sending emails individually deriving higher ROI and a higher chance of click-throughs. But now in 2022, this segmentation needs to be done in microsegments dividing the audience into smaller groups on various parameters for a more personalized experience. The buyer behavior, website visiting pattern, products along with demographical parameters needs to be considered. This study can be done through AI software that can lists all the information accurately, keeping it updated and segmented email lists with maximum accuracy.
- User-Generated Content
This is getting more ubiquitous in digital marketing in different aspects from social media to video weaving email marketing as well. The user-experienced content is found to be more credible for the buyers than the selling company. Presenting happy customer records and reviews encourages others to buy services or products. Hence, using customer reviews, photos, and case studies in email marketing is a good strategy that should be adopted by the email marketers as the survey says consumers trust non-paid recommendations more than paid ads with social proofs in B2B by 92% and B2B can improve CTR and conversions through.
Final Thoughts
Being an important credible marketing strategy, email marketing is gaining more popularity day by day and is emerging as an important tool to be in the competition. Hence if you want your B2B organization to be on the top following the above-mentioned trends is the key that you must follow without fail.
