By Tom Wozniak, Head of Marketing – published on Business2Community on 11/7/21
As we head toward the end of 2021, it’s been a challenging and successful year for the digital marketing industry. Challenging, because of the uncharted waters brought on by the pandemic and evolving data privacy regulations. Successful, because while real-world marketing was impacted most by people staying home, the digital marketing industry rose to the occasion. Amidst it all, email marketing continued driving results, as it has consistently for the past 40+ years. But, as we head into 2022, what can marketers expect to see from the email channel?
Here are 5 key trends you can expect to see in the email marketing industry in 2022.
The Impacts of Data Privacy
Whether it’s new legislation and regulation that is changing the ways companies can collect and leverage data in their marketing programs or specific technological developments that specifically address email marketing (like Apple’s Mail Privacy Protection features) email marketers will be challenged in 2022. That said, the email channel is well-positioned to thrive in 2022. Email marketers have many years of experience working within a regulatory framework that requires compliance with a set of rules. While changes in the data marketers can leverage for audience targeting will make certain aspects of email marketing more challenging, the email channel itself has never been more important to consumers and businesses. So, expect email marketers to continue to successfully adapt to changing requirements while delivering impactful and effective campaigns in 2022.
Even with more stringent rules around the collection and use of consumer data, you can expect email marketers to become even more focused on segmentation, targeting, and personalization in their campaigns. Email marketers will become even more focused on making the best use of the data they have to drive more engaging email content with personalized subject lines, content, send timing, offers, and promotions. If anything, expect email marketers to rise to the occasion and dial in their personalization programs to a higher degree than ever before.
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Tom Wozniak heads up Marketing and Communications for OPTIZMO Technologies.