The Software Industry Will Be Shaped by 6 Email Marketing Trends.
The act of sending a commercial message to a group of people via email is known as email marketing. Email marketing, in its broadest sense, refers to any email sent to a potential or existing customer.
Introduction
Email marketing has a peculiar place in our arsenal of digital marketing tools. There have been skeptics who have called it "dead" for years. Sheryl Sandberg, Facebook's COO, warned in 2010 that email "is probably going gone." Nonetheless, here we are. Email marketing is more crucial than ever in today's world.
This assertion, however, is insufficient on its own. Yes, email marketing is dead if we think of it in terms of 2010. Marketing as a whole has changed so much in the previous few years that no part of it resembles its former incarnation.
The same may be said for email marketing. It's still relevant now. In 2019, the scales tipped in favor of email: more than half of the world's population now uses it. We'd be fools to overlook email marketing's power, given that we know it generates more ROI than any other marketing medium. But it's only relevant if we accept how it's changing. As a result, we believe that the following are the six email marketing trends that will affect the software business in 2022.
1. Branding Really Matters
We're all familiar with the power of branding. There's a reason why branding is at the heart of the Omnia marketing strategy. Because, in today's hyper-visual, hyper-connected digital world, branding is more important than ever.
This, we believe, will become much more apparent in 2022. The convergence of marketing channels is becoming more and more seamless. It's not that you're communicating with various individuals in different ways: it's the same people coming at you from different directions. That implies your branding must be bulletproof and consistent at all times.
In many respects, that's a difficult goal to achieve. How can you maintain consistency when your company manages many marketing channels ranging from email marketing to Facebook PPC?
It all starts with a thorough understanding of your brand's identity across your entire organization. Once you've properly delivered this message to everyone, you'll have some spot-on brand rules that everyone can adhere to like glue.
This is actually fantastic news for individuals in the software sector. Your brand is so important to your business, and you already know that software may often help. For instance, savvy email marketing software will allow you to employ brand-centric templates and create email campaigns around your brand identity rather than the other way around.
What should be done in response to this trend:
Prepare for 2022 by having your branding in order. We can assist you with the entire branding cycle, as well as the value of branding across all media, including email marketing. To establish loyalty, start with your brand and work your way forward.
2. Testing is Getting Supercharged
It's easy to get tangled up in lingo when it comes to email marketing. Split testing, on the other hand, is nothing new in the software industry. Email marketing has been crucial for a long time, but it will become increasingly important starting in 2022.
However, the software is the answer in this case. When it comes to email marketing, split A/B testing isn't tough if you use the appropriate technology. It allows you to isolate campaign factors in order to determine what works and what doesn't.
If you want to gain from those email marketing ROI metrics, this is critical. Return on investment (ROI) from email marketing isn't guaranteed; it must be earned.
What should be done in response to this trend:
It's time to consider split testing as an integral element of your email marketing strategy. Using reliable software is the simplest way to accomplish this. Because there are so many possibilities, expert assistance is required to determine which software to use.
3. If you want a genuine customer connection, it's time to get rid of silos.
We will increasingly see a shift toward smarter marketing in 2022 and beyond. The invention exists to allow us to have a seamless integration of email marketing with other marketing channels. We must make use of it. Our clients expect us to do so.
Because of the changing nature of the client, this is becoming increasingly vital. They are not waiting for you to contact them. They aren't dormant. They're engaged in the process of learning more about who you are and what you do. They're picking the touch places, and you need to be prepared.
It's getting increasingly rare for a customer to find you, look at what you have to offer, and then decide to buy. Instead, they'll come along and dip in and out with all of these contact sports in their palms. They're hoping to see a relationship develop throughout this time. Then, and only then, do they buy something?
As a result, we must be honest: email marketing cannot stand on its own. It must coexist peacefully with other methods of interacting with clients. Now that we've debunked the myth that email marketing is dead, we can confidently bring multiple aspects of marketing together to collaborate in 2022.
What should be done in response to this trend:
It's time to accept the fact that you don't have to be defensive when it comes to email marketing. The proof is in the pudding: it works. So now it's time to combine it with the rest of your marketing materials to ensure that your marketing message is consistent. Everything should be in sync.
4. User-Generated Email Content is Gold Dust
By 2022, we'll have gained more confidence in our utilization of user-generated material (UGC). This can feel out of our hands as marketers. It is, nevertheless, extremely effective.
User-generated content (UGC) is simply content created by your users. It might therefore be text, video, or graphics. It is the review in its most basic form.
If you can include user-generated content into your email marketing, you'll be on to a winner. This is because, rather than the marketing spiel you can spout, they want to hear what others like them have to say about you. According to a Nielsen study titled Global Trust in Advertising and Brand Messages, 92 percent of consumers worldwide trust word-of-mouth recommendations above all other types of advertising content.
As a result, we must make use of it.
Email marketing is an excellent approach to obtaining user-generated content. Email marketing allows you to ask short-click questions or get them to take a longer survey.
What should be done in response to this trend:
Again, software and marketing expertise are your allies. It's difficult to know when and how to ask for feedback via email marketing, but it's crucial. It'll be the simplest and safest way to get plenty of tasty user-generated content for use in your ads.
5. Responsiveness Matters More than Ever
You do it yourself: you're reading and responding to emails in your palm more and more. Many in the business believe that 2022 will be the year when the scales shift in this area as well: it will be the year when more emails are opened on mobile devices than on desktop or laptop computers.
As a result, if you don't optimize the emails you send out, they'll wind up in the trash. Worse yet, the recipient perceives your company as out of touch.
What should be done in response to this trend:
Your best strategy, once again, is to understand the advantages of your own industry: software is the answer. Allow a marketing agency to work on your campaigns only if you're confident they're using the proper tools at the time. This means that each and every email sent as part of a campaign must be responsive and mobile-friendly. When you want to achieve the interaction of UGC, this can be difficult.
6. Automation is Unavoidable
It's time to quit avoiding automation because you're afraid of it. Other significant email marketing trends are very hard to implement without automation.
The good news is that, once again, technology is assisting us. At email automation, we can analyze, test, and optimize our campaigns with the press of a button. It will also be the gateway to adopting machine learning in the future.
Smarter automatic segmentation is a fantastic illustration of this. You can use machine learning and automation to automate segmentation rather than doing it manually. This will result in a more personalized approach for the customer while reducing your workload.
This is significant because, as we've seen in recent years, personalization is both necessary and expected. Email marketing must speak to the person, and the only way to do it is through automation.
What should be done in response to this trend:
It's time to convey the appropriate message to the appropriate individual at the appropriate moment. This will be achievable if you increase the degree of automation in your email marketing. Support is required to learn how to add automation and use it successfully. This, on the other hand, will enable you to learn and adapt to client behavior, allowing you to be personal and relevant while being faithful to your brand. Automation can handle large amounts of data, such as location, in ways that would be impossible otherwise.
In 2022, email marketing will take a step ahead.
In conclusion, email marketing will once again be a beneficial tool for software developers. At Omnia, we've already seen the effects of these trends, and we're confident that email marketing will continue to be effective for the foreseeable future.
