Throughout the pandemic, widespread remote work has influenced a spike in both email sends across industries and click-throughs by recipients. With so much of the world's activity and population still stationed at home in 2022, that number will only continue to increase. In fact, data from The Radicati Group estimates that more than 330 billion emails will be sent in 2022 alone.
While text message marketing has also grown during the pandemic, consumers still use email every day, which means there are daily opportunities for businesses to connect with their customers.
This year, email marketing will become more personalized as brands begin to reconnect with their core values. Many major brands are pivoting their messaging to focus more on their company mission or adapt to industry trends. There will also be more personalized messaging within automated emails to try to connect with their consumer base on a deeper level.
With the increase in automation, companies will be trying to deliver a message in the most compact and transparent way possible. Email marketing experts predict that companies will ditch templates in favor of plain text and pared-down descriptions. Bite-sized content, including short videos, will be on the rise as companies try to compete for customers in the age of content overload.
Email marketing became more technologically advanced in 2021, adopting and integrating more use of artificial intelligence (AI). This trend is likely to continue through the rest of 2022 and beyond, and may also start to incorporate more of the metaverse and NFTs. AI will also make emails more interactive by allowing customers to purchase products directly from an email, streamlining the buying journey.
Bottom Line: Email marketing will continue to thrive as a top digital marketing strategy, and emails will become more personalized and interactive, helping brands better connect with their subscribers.