11 Email Marketing Experts Tell us What They Learned in 2021 and How It’s Shaping Their 2022 Email Strategy

2021 was not your common yr. A lot occurred globally, and people world happenings modified the best way we dwell, work, and do enterprise. A number of firms needed to shift their method to promoting, and with so many occasions and networking alternatives canceled, we needed to get extra artistic with our outreach and relationship-building efforts. 

On prime of that, there have been shifts made in order that client privateness was extra protected and managed. This meant that entrepreneurs needed to get extra progressive with strategies they used to study their prospects, leads, and potential leads. 

So, what do all these shifts imply for e mail advertising this yr? We requested X consultants to offer us with their greatest 2021 classes that they’ll be utilizing to tell their e mail advertising methods this yr. Check out what they needed to say. 

1. Deal with Important Metrics for Success

Alex Souchoroukof, Digital Marketer for Moosend

The pandemic introduced many adjustments within the e mail advertising world, and 2021 was no exception. Probably the most essential lesson for me was the Apple Mail Privateness Safety (MPP) replace.

What’s the significance of this replace? When Mail Privateness Safety is turned on, it pre-loads e mail content material and prompts the monitoring pixel which used to trace open charges. Which means the open price is now not an correct metric of success, particularly in case your e mail record has a considerable variety of Apple Mail customers.

In consequence, different metrics like click-through price and conversion price can be extra vital in 2022. Whereas many e mail entrepreneurs have been disillusioned by this replace, many consider Apple’s replace pushed entrepreneurs to deal with extra important metrics of engagement

Indicators like conversions and clicks will help organizations optimize campaigns for outcomes which have a extra vital monetary impression. This brings me to the second takeaway from 2021.

Companies typically have a look at e mail advertising as one other channel for his or her advertising efforts. Though this may be true, Moosend took this channel to a different stage in 2021 and used it as connective tissue between different channels.

By aligning all channels, companies can keep consistency and provides a seamless expertise whatever the type of communication used. In consequence, a social media put up can turn out to be a fast e-newsletter, and a webinar can turn out to be a complete marketing campaign that may information leads in your advertising funnel.

Electronic mail advertising is an important device that organizations can use in 2022 in tandem with different channels to skyrocket their success and improve their income into unprecedented numbers.

2. Put Your Viewers First

Liviu Tanase, Founder and CEO of ZeroBounce

A very powerful factor we realized is that caring about your viewers will all the time repay. Tendencies come and go, and e mail advertising is all the time altering, typically inflicting companies to panic.

For example, Apple’s Mail Privateness Safety wasn’t excellent news for anybody. However should you have a look at most trade updates, all of them have one aim in widespread: to provide individuals a greater expertise with e mail. Generally, which means discovering new methods to measure our success. Not specializing in vainness metrics however on precise outcomes whereas providing our viewers the perfect interplay with our model – isn’t {that a} win-win?

In 2021, we took much more steps into viewers analysis so we might higher tailor our emails to every group. Our focus was to additional customise the content material to reply to individuals’s wants on the proper time. It’s too early but to find out the outcomes. We’re nonetheless fine-tuning our approaches, however we all know that is higher for our prospects and prospects.

In 2022, you need to go that further mile to indicate your viewers that you simply care. Present up with essentially the most related response to what they’re on the lookout for, and also you’ll see conversions improve.

One other vital side we seen in 2021: 30% of our database went unhealthy. Seeing this a lot knowledge go out of date in only one yr was stunning even for us, as an e mail validation firm!

B2B e mail lists churn lots sooner now as a result of the job market is so unstable. We validate our contacts extra typically now and advocate our prospects do the identical. When you might have a wholesome record, you might have peace of thoughts understanding your emails usually tend to go to the inbox.

3. Don’t Be Afraid to Check….and Check Some Extra

Jaina Mistry, Senior Electronic mail Advertising Supervisor, Litmus

Whereas there’s appreciable worth in making use of greatest practices to your e mail advertising, it’s not the tip of the journey or the definitive reply. It’s the place to begin. Testing and studying (on repeat!) is the one option to actually perceive what works to your viewers. For instance, we examined animated GIFs in a few of our emails to see in the event that they improved click-through price (CTR) and conversions. We discovered that they didn’t really assist us–however we’re not stopping there. We’ll take a look at once more, on totally different audiences and in numerous campaigns, earlier than we attain any conclusions.

We’re additionally exploring whether or not conventional “guidelines” round the way to talk with a sure kind of viewers nonetheless apply. Whereas we’re primarily within the B2B house at Litmus, we’re nonetheless emailing people. We’re dedicated to displaying empathy in our emails and ensuring that our messages join with our viewers on a human stage. To do this, we’ll experiment with totally different approaches to design, copy, content material–and even emojis in topic strains–to see what resonates.

This yr, we’re additionally difficult how we do issues internally. We’re embarking on an Agile advertising pilot to turn out to be extra customer-focused and to establish (and get rid of) the bottlenecks that gradual us down. Meaning exploring (and once more, testing!) what processes and techniques of prioritization make sense for the enterprise we’ve turn out to be–and the one we’re striving to be. So many entrepreneurs are being requested to do extra (typically with the identical quantity, or fewer, sources). It’s essential to not underestimate how highly effective tweaking or altering a course of or workflow might be to productiveness, outcomes—and worker success and satisfaction.

4. Incorporate Information, Automate, and Use an Omnichannel Method

Parul Shukla, Affiliate Director Digital & Model Advertising at Electronic mail Uplers

Electronic mail, undeniably, is essentially the most promising advertising channel, and this reality was solely re-established in 2021. However the yr additionally taught us some worthwhile classes, that are absolutely going to information our e mail advertising technique for 2022. Let’s check out three such points:

Incorporate Information Meaningfully for Focused Advertising

Focused advertising grew to become the speak of the e-mail city in 2021, laying much more emphasis on two main methods – segmentation and personalization. In 2022, we’ll be pushed to use zero and first-party knowledge meaningfully to grasp our subscribers higher in order that we will attain every one among them with the fitting message on the proper time and thus ship an ideal consumer expertise. 

Get Organized by Automating Your Campaigns 

Everyone knows that model constructing and recall are two of the first targets of e mail advertising, and they are often achieved by way of uninterrupted, personalised, and well timed communication with subscribers. Whereas managing such communication manually is usually a herculean process, it may be achieved simply by way of the strategic use of information and automation. So, it’s time to get organized and automate campaigns. A devoted CRM system will show to be actually useful on this regard.

Make Manner for Omnichannel Experiences 

Your subscribers at the moment are connecting along with your model by way of numerous channels – e mail, SMS, social media, web site, app, and so on. So, don’t rely and deal with only one channel. It’s essential to undertake an omnichannel method to ship a constant expertise throughout channels. Omnichannel campaigns are about always updating and tweaking messaging on all platforms in response to consumer exercise. So, no matter channel subscribers select to have interaction with, they’ll take pleasure in a personalised expertise.

In a nutshell, we have to hold the subscriber prime of thoughts in 2022. We’re creating emails to get them to have interaction with the model, so each communication should deal with what they count on from the model and never the opposite manner spherical. 

5. Get Comfy With the Unknown

Jennifer Nespola Lantz, VP of Business Relations and Deliverability at Kickbox

2021 made any e mail marketer that felt complacent about their program cease of their tracks. Between BIMI at Gmail, Apple’s MPP, safety breaches, and the lack of cookies (oh wait, that hasn’t occurred but), e mail advertising is about to return out of its cocoon, once more.

As you method 2022, be able to get snug with the unknown, strive new issues, and revisit the previous issues.


Authentication is usually swept apart as a result of it’s technical or it’s been in place ceaselessly. New e mail authentication protocols don’t roll out typically. However after they do, you need to be sure you should not solely conscious of them, however you might be adapting to them.  

In the event you don’t but have it, implement DMARC. In the event you do, examine your e mail authentication outcomes and SPF, DKIM, and DMARC data and ensure they’re as protecting as potential. You don’t need lingering DNS entries tied to previous platforms, both. They’ll both create confusion throughout authentication or hold you open to compromise.


Flip your program into an R&D division and begin testing. Discover out what works and what doesn’t primarily based on how your targets are impacted. Uncover what metrics (new and previous) are wanted to measure them. 

So if the last word aim is a click on, web site visitors post-launch is a greater indicator of success than the as soon as high-held open. If record progress is your KPI, strive shifting your opt-in kind to the highest.

Privateness and Information Safety

Have a look at what your signup kinds are conveying and what permission you might be really getting. Transfer from opt-out to opt-in and embrace unsubscribe choices on all emails. 

Make the most of kinds, surveys, choice pages, loyalty applications, and so on., to gather knowledge instantly out of your prospects in addition to actions inside your web site and buy habits. 

Lastly, spend time focusing in your inside techniques. There’s no privateness if there’s a breach. 2FA, hashing, captcha, and elevated admin management are issues you are able to do to guard your system, your prospects, and your lists.

6. Personalization is Key

Mariia Kovalenko, Content material Strategist, and Editor at Digital Marketer’s World

Personalization is certainly one thing that I’ll follow in 2022. 

Previously yr, particularly in direction of the tip, I bought so many emails from potential purchasers and companions that have been clearly templates they reused for each particular person they have been reaching out to. On some events, they even known as me by a unique identify, which is a brutal mistake these days. All this expertise impressed me to jot down a complete article on e mail advertising examples the place I speak lots about private method to the recipient. 

So, I extremely advocate researching the prospect previous to writing your message. For instance, you can go to their LinkedIn web page, try the newest put up or remark they made, and use it as some extent to start out a dialog. 

Additionally, be sure you’re reaching out to the fitting particular person. If you’re excited about constructing a partnership, the particular person you’re contacting needs to be the decision-maker chargeable for it. In any other case, the danger of your e mail ending up within the spam folder is simply too excessive, and who desires that? 

So, to sum up, get to know the addressee earlier than emailing them and personalize your message. 

7. Present Your Viewers That You Care

Andre Oentoro, CEO and Founding father of Breadnbeyond

From a number of lockdowns to extra time spent on-line to new pandemic variants in 2021, I’ve realized that individuals have now turn out to be connected to model messages that concentrate on or discuss private well being and wellbeing– together with by way of e mail advertising campaigns. Final yr, I seen an uptick in manufacturers speaking about self-care, setting digital boundaries, and taking breaks in my very own inbox on social media feeds.

We additionally determined to ship some e mail newsletters that promote the significance of bodily well being and encourage self-care or just present that our model cares about our prospects. And we discovered that these sorts of emails had larger open and response charges.

That’s why in 2022, there’ll be extra conversations surrounding our jobs or well-being and the way it impacts us. An emphasis on psychological well being and even burnout prevention on this yr’s e mail advertising marketing campaign could be a pleasant and light-hearted option to interact right this moment’s busy, fickle, often-frustrated prospects.

With regards to e mail advertising, the message we ship can come off extra private as you may personalize and tailor the message to our prospects.

In different phrases, our 2022’s e mail advertising campaigns ought to now not be solely centered on bombarding gives or bragging how superior the brand new options are, how aggressive the worth is, or a complete clarification of how unhealthy prospects will want it. As an alternative, it’s time to indicate how we’re incorporating the well being and wellness tradition. We consider that once we could make our prospects really feel valued and cared about, now we have a better likelihood to extend e mail advertising conversion charges. 

That stated, one factor to remember right here is that we should always know the restrict. We be certain that to not go overboard with the message as a result of it could scare prospects away or no less than make them uncomfortable. Merely together with a brief, transient copy in your advertising emails to remind prospects to care for themselves ought to work simply high-quality.

8. Cease Pushing Merchandise

Jeremy Moser, Co-Founding father of uSERP

The most important factor we realized about e mail advertising in 2021 that may inform our 2022 technique is preserving our ask risk-free. In different phrases, particularly as a service-based enterprise, we’ve discovered it vital to only provoke actual conversations quite than pushing merchandise, gross sales, and reductions. Individuals not often convert on companies from a single e mail. Choices take time, and a number of individuals typically have to purchase in. To match this, we glance to jot down conversation-starting emails and supply genuinely useful ideas that construct belief and relationships over time.

9. Prioritize Your Electronic mail Record and Save Time

Jordie van Rijn is an Electronic mail Advertising Marketing consultant and MarTech fanatic with emailmonday.

Individuals used to say, “The cash is within the record.” Sounds horny, however that’s solely a part of it. It’s really “The ability is within the record.” A robust e mail record will stack the deck in your benefit for partnerships, co-promotion, web optimization, product innovation, new shopper progress, loyalty, and so on., and so on.

Rising, nurturing, and enriching your e mail record is the place most firms can see the most important bounce in outcomes after they bought all of the fundamentals in place. There are 101 methods to make your e mail record develop, however most entrepreneurs don’t prioritize it.

All issues the identical, 10% new subscribers can symbolize far more than 10% progress in outcomes. Particularly in eCommerce, when engagement and outcomes are slanted in direction of new subscribers.

Crafting extremely focused, audience-specific lead magnets and touchdown pages is a good way to develop your record. You might not even have to do utterly separate content material. Substitute as little as 10%, and it’ll really feel totally focused. With the fitting touchdown web page optimization instruments, there are plenty of alternative ways to optimize your touchdown pages:

  • Use automated a/b testing
  • Use AI-based textual content ideas
  • Ask for consumer suggestions on the web page  
  • File consumer classes and clicks, and so on. 
  • Have a look at how your Touchdown pages render on cellular

Optimizing your pages for record progress is certainly a tactic to contemplate this yr.

Additionally, evaluate your e mail manufacturing time. Take a detailed have a look at how a lot time you might be spending on every process, writing textual content, designs, and so on. A fast win is to start out utilizing solely templates. There’s a place for customized coding an e mail grasp template, however with hundreds (not kidding) of free e mail templates obtainable to encourage and use, it’s nicely inside attain for each funds. You possibly can simply regulate templates to suit your e-newsletter template branding. And these work completely with virtually any e mail software program, like Benchmark Electronic mail, as an example.

10. Collect Reader Insights with Surveys

Sophia Shalabi, Electronic mail Advertising Strategist at BEE Content material Design

Final yr, BEE experimented with one-click e mail surveys and polls. These tripled our CTOR (from ~3% to over 9%). This yr, we’ll proceed to leverage this technique to open up conversations with our e mail record. 

The most important takeaway: e mail doesn’t must be a one-way communication channel. These one-click surveys assist us get a pulse on what our readers are eager about and the way they’re reacting to our content material. 

That is the way it works: 

Step 1: Select a query. For our newest e mail, we needed to know what readers have been excited about studying about this yr. 

Step 2: Select your solutions. It’s greatest to have “shortcut” solutions (aka pre-determined, a number of selection solutions) that prospects can merely click on to log their vote. We additionally included an “different” possibility, the place individuals might kind of their solutions. 

Step 3: Arrange your UTMs and surveys. The primary three hyperlinks have been UTMs that went to a “thanks” touchdown web page. We have been capable of monitor how many individuals clicked on every reply, thus calculating the outcomes of the ballot. 

The “different” CTA went to a Typeform, the place we gathered solutions. 

Step 4: Observe the outcomes. Information is every part! We’ll use each the quantitative and qualitative knowledge to form our future emails and weblog content material.  

Step 5: Iterate. That’s the lifetime of an e mail marketer. At all times optimizing from what we’ve realized. Completely happy 2022! 

11. Be Nimble

Chris Donald, Director of InboxArmy

At all times be nimble and fast to vary technique primarily based on what the shopper is doing and the way their shopping for habits are influenced by exterior sources. 

In the summertime of final yr, the entire supply-chain subject moved entrance and middle, affecting every part, together with the vacations. Toys, iPhones, electronics, and so on. have been going to be in low provide. We noticed Amazon and Walmart beginning what have been primarily Black Friday gross sales in Late September and October, so we pivoted our technique for our eCommerce purchasers to start out the massive gross sales across the identical time. It was a win throughout the board. If our groups hadn’t saved an ear to the bottom about what was occurring within the house, gross sales would have been misplaced. Most of our eCommerce purchasers had report September and October gross sales and nonetheless had wonderful November gross sales. 

Shopping for habits pivot shortly for a large number of causes and the info doesn’t all the time let you know this till it’s too late. So be sure you take note of traits and the way they’ll affect your small business. 

The easiest way to maneuver on from 2021 is to take the teachings we realized and apply them to this coming yr, and the identical will be stated for e mail advertising. We hope these knowledgeable ideas come in useful as you’re taking a tough have a look at your e mail technique this yr. Cheers to higher e mail advertising and a profitable 2022!

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