2021 was not a normal year. There was a lot going on globally, and those global events changed the way we live, work, and do business. Many companies had to change their approach to sales, and with so many events and networking opportunities cancelled , we had to get more creative with our outreach and relationship-building efforts.
Additionally, changes were made to make consumer privacy more protected and controlled. This meant that marketers had to be more innovative with the methods they used to get to know their customers, potential customers. So what do all these changes mean for email marketing this year? We asked the experts to provide us with the top lessons from 2021 that they will use for their email marketing strategies this year. Check out what they have to say.
1. Focus on essential metrics for success
Alex Souchoroukof, Digital Marketer for Moosend
The pandemic brought a lot of changes to the world of email marketing, and 2021 was no exception. The most crucial lesson for me was the update to Apple’s Mail Privacy Protection (MPP).
What's the significance of this update? When you turn on Email benin telegram lead Protection, it preloads your email content and activates the tracking pixel that used to track open rates. This means that open rate is no longer an accurate metric of success, especially if your email list has a significant number of Apple Mail users.
As a result, other metrics like click-through rate and conversion rate will become more important in 2022. While many email marketers were disappointed by this update, many believe that Apple’s update pushed marketers to focus on more essential engagement metrics.
Metrics like conversions and clicks can help organizations optimize campaigns to deliver results that have a more significant financial impact. This brings me to the second takeaway from 2021.
Businesses often consider email marketing as just another channel for their marketing efforts. While this may be true, Moosend took this channel to the next level in 2021 and used it as a connective tissue between other channels.
By aligning all channels, businesses can maintain consistency and deliver a seamless experience, regardless of the form of communication used. As a result, a social media post can become a quick newsletter , and a webinar can become an entire campaign that will guide potential customers down your marketing funnel.
Email marketing is a vital tool that organizations can use in 2022 in conjunction with other channels to skyrocket their success and increase revenue to unprecedented levels.
2. Put your audience first
Liviu Tanase, Founder and CEO of ZeroBounce
The most important thing we've learned is that caring about your audience will always pay off. Trends come and go, and email marketing is always changing, which often sends businesses into a panic.
For example, Apple’s email privacy protection wasn’t good news for anyone. But if you look at most updates in the industry, they all have one goal in common: giving people a better email experience. Sometimes, that means finding new ways to measure our success . Not focusing on vanity metrics, but on real results while giving our audience the best interaction with our brand — isn’t that a win?
In 2021, we took our audience research a step further so we could better tailor our emails to each group. Our goal was to further personalize content to respond to people’s needs at the right time. It’s still too early to determine the results. We’re still fine-tuning our approaches, but we know this is better for our clients and prospects.