Navigating through COVID-19<\/h3>\n\n\n\n
The pandemic taught us some important lessons. Firstly, companies are no longer allowed to remain anonymous and detached from their customers<\/strong>. They need to showcase their charitable side. Show that they care about the environment, society, oppressed groups, and current global issues. The best example would be how companies cared for their employees<\/a> during the pandemic. Remote work, additional supplies, or some extra benefits were something most companies broadcasted across their social media to show how they adapted. By showing support to their employees and advertising it, brands gave their customers the idea that they care more about mental well-being than revenue. <\/p>\n\n\n\n Secondly, businesses started being vocal about all the\u00a0non-profit charities they support<\/a>. That resonates the most with young people who see the world a bit differently. More like a community than a standalone entity that doesn\u2019t care about anything that does not directly impact them. This topic is so important that it can affect consumer behavior and most brands recognize that. Thus, email content changed to inform people rather than to advertise their product. If you want to score some additional points with the younger generations, it\u2019s well-advised to mention all the charities you support and talk about them in a less salesy manner.<\/p>\n\n\n\n The\u00a0most important tip for your email marketing campaigns in 202<\/strong>2\u00a0is that the social commitment must come from the heart. If you do it just to get some brownie points from your recipients, they will see through the curtain and call you out on it. Make this your goal. To actually help organizations that are close to your heart. Also a helpful hint – preferably have a way to show everyone exactly how you support them. Transparency will make it authentic. It will show that you walk the walk instead of just getting clout.<\/p>\n\n\n\n The last thing that relates to the pandemic and the\u00a0upcoming<\/em>\u00a02022 email marketing trends<\/em>\u00a0<\/a>is linked to remote work. Most people either completely stopped coming to the office or they work partly from home. It means that the visuals and the way we try to communicate with customers have changed. People no longer resonate with the outgoing, party atmosphere in the era of social distancing. You need to personalize the content based on their recent behavior. And what behavior is it? Staying at home, drinking tea, hiding under blankets, and chatting with people online. By adding visuals and references that remind people of the cozy feeling of home and the current reality, they will connect with your brand more. After all, we are trying to build a relatable environment where customers go back to because it\u2019s familiar. Not because it does not correlate with their perception of the world.<\/p>\n\n\n\n This is by no means a new trend – it\u2019s been around for quite some time. However, it is still as relevant if not more. Every good email marketer tried to experiment with\u00a0email automation<\/a>\u00a0to make it easier and faster to send relevant messages to their recipients. Every great email marketer already has some automation set up that was tested to perfection and now helps them in their day-to-day tasks.<\/p>\n\n\n\n In the past, emails weren\u2019t that complicated. Usually setting up a specific time to send an email and leaving it be was enough. Nowadays though, this is only the tip of the iceberg. Nearly enough to make your email seen by large numbers of people. Good email campaign automation<\/strong> will react based on the users\u2019 behavior. Their routines, activities, and how they actually read and react to the content. It will operate based on triggers, and you can make them as simple or as complicated as you like. The best way to start working with email automation is to start setting up purchase confirmation or activation links based on what users will click on the landing page. Once you start feeling comfortable, you can branch out. Set specific emails based on the recipient\u2019s behavior, like if they opened a newsletter, discarded it or if they clicked on a specific link. <\/p>\n\n\n\n One way to start working with automation is also to do some A\/B testing<\/a>, to make sure you deliver the content people want. Use all the tools you have to your advantage to send truly well-made and relevant emails. Trust me, your recipients will thank you.<\/p>\n\n\n\n Wait, weren\u2019t we just talking about this? Isn\u2019t email automation and AI the same thing? You might think that, but no. Seemingly similar terms are actually wildly different when you actually search a little bit more about the subject of this peculiar 2022 email marketing trend. We already spoke heaps about email automation and what it does, but how about machine learning?<\/p>\n\n\n\n The topic that sparks interest in most developers. While still in progress of getting polished, already has a lot of interest especially among start-ups and small companies. The newest trend is to integrate AI and machine learning into email campaigns, making them basically study the recipients and adjust the content accordingly. For example, artificial intelligence can establish the best time of sending messages, not just to large groups but to individuals. It would mean that when you send an email in real-time, the AI will optimize your delivery based on each recipient inbox behavior. Similarly, it can help you optimize your subject line<\/a>, which is the star of your message. If it\u2019s weak, the message will simply remain unopened and that means you\u2019ll be losing a potential customer.<\/p>\n\n\n\n Another incredible potential AI has with email marketing is that it can make predictions. Based on the data it already collected, it can figure out how certain content or graphics will be received. As a result, it will make you a better marketer.<\/p>\n\n\n\n In the world where subscription is the king email marketers thrive. After all, the email is the original subscription in the online world. However, because so many different companies offer the subscription feature, brands that relate mostly to gathering contacts via emails struggle. Here is where the gated content comes to play. Online newspapers already do it, hiding some articles or special features behind a paywall. Email marketers can use this technique to obtain additional contacts. They ask for email addresses in exchange for case studies, infographics, exclusive content, and more. Truthfully, it\u2019s a win-win for both parties, as consumers get the data they care about and marketers have more contacts that they can later use to further promote their products or services.<\/p>\n\n\n\n Furthermore, this relates directly to the feeling of FOMO, where people don\u2019t want to feel excluded from the premium articles and want to be kept in the loop. Promoting a new feature where users can give something so simple as an email address (wherein the online marketing world is the most valuable currency) can result in a major boost on your list and filter out people that simply are not that interested. Instead of building a large list of unresponsive recipients, you create quality customers who will engage with your emails and build up your brand reputation.<\/p>\n\n\n\n![\"WOMAN:](\"https:\/\/files.reallygoodemails.com\/emails\/woman-la-gamme-unique-de-typology\/crop.png\")
<\/figure><\/div>\n\n\n\nCampaign automation in 2022<\/h3>\n\n\n\n
![\"The](\"https:\/\/files.reallygoodemails.com\/emails\/the-thaw-begins\/crop.png\")
<\/figure><\/div>\n\n\n\nAI and interactive content<\/h3>\n\n\n\n
![\"This](\"https:\/\/files.reallygoodemails.com\/emails\/this-is-how-you-manifest-with-intention\/crop.png\")
<\/figure><\/div>\n\n\n\nGated content<\/h3>\n\n\n\n
![\"Tomorrow](\"https:\/\/files.reallygoodemails.com\/emails\/tomorrow-28\/crop.png\")
<\/figure><\/div>\n\n\n\nPsychology in email<\/h3>\n\n\n\n
![\"We're](\"https:\/\/files.reallygoodemails.com\/emails\/were-all-creative-especially-you-mary\/crop.png\")
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