As 2022 continues, email marketing continues to grow and prove its value. In 2020, the number of global e-mail users amounted to around four billion, and that total is set to grow to an incredible 4.6 billion users in 2025.1
Email is one of the most common forms of communication on the planet and an integral part of daily online life. In 2020, approximately 306 billion emails were sent and received every day worldwide. This figure is projected to increase to over 376 billion daily emails in 2025.1
We can expect digital channels like email to maintain the growth they are already experiencing and see some exciting changes. Some of the top changes we expect for the future of email marketing include:
Increased Personalization
The more personalized an email is, the higher the chances are of receiving a response from your target audience. Since many users tend to look at promotional emails in the same light as spam, future email marketing campaigns will be even more personalized.
There will be a major shift from one-size-fits-all campaigns to more personalization methods that consider who your subscribers are, what they’re interested in, and where they are in a buying cycle.
Advanced Accessibility
As many as 90% of Americans own smartphones, which are used by each individual on average for 3 hours and 43 minutes per day. 2 Around 40% of all internet traffic in the U.S. accounted for mobile internet, a statistic that goes hand in hand with the increasing availability of public Wi-Fi.2
Today, 61% of all emails are found to be opened and read via a mobile device, a figure that can only be expected to grow.2
If emails are difficult to read, include broken images and links, or don’t load quickly, recipients today will delete or ignore them. If a business is using email campaigns, it is essential that the design is mobile-friendly.
Machine Learning and Artificial Intelligence
As in most industries today, machine learning and artificial intelligence are becoming a major part of email marketing. Advances in both forms of technology have made marketing automation a possibility, tailoring messages to an intended audience based on customer data.3
AI use in email marketing can result in many unique benefits, including higher conversion rates, data analysis, and automation that saves time and money.
A Focus on Privacy Protection
Privacy is a key issue today in a world of rapidly advancing technology. Companies are pledging to give users more privacy, security, and control over their data. While this is good news for consumers, it can bring new challenges to digital marketing.
Marketers must understand that respecting subscribers’ privacy and putting their audience in control of what information they’d like to receive is key to building brand trust and creating effective digital marketing for all channels.
