{"id":44585,"date":"2022-03-10T08:00:00","date_gmt":"2022-03-10T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=44585"},"modified":"2023-02-27T17:09:49","modified_gmt":"2023-02-27T22:09:49","slug":"retailer-email-marketing-trends","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/retailer-email-marketing-trends","title":{"rendered":"2022 Email Marketing Trends: What Retailers Need To Know"},"content":{"rendered":"\n\n\t
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This article was originally published in <\/span><\/i>Total Retail <\/span><\/i><\/a>on February 24, 2022.<\/span><\/i><\/p>\n

Buyers no longer want a traditional brand experience; they need data-infused, highly personalized experiences. And with new privacy measures in place, marketers are forced to tap into <\/span>zero- and first-party data<\/span><\/a>, and extract qualitative insights from channels where customers can be kept honest \u2014 like email. In fact, according to our <\/span>2021 State of Email<\/span><\/a> report, 91% of respondents maintain email marketing is critical to the overall success of their company. This is a testament to email\u2019s ongoing ability to garner\u2014and keep\u2014engaged customers amidst changing strategies.\u00a0<\/span><\/p>\n

To put it simply, email is the most important channel in today\u2019s marketing playbook. Because of its growing importance, more than 40% of companies intend to increase their investment in 2022. Email isn\u2019t slowing down anytime soon, so retailers and e-commerce brands should follow these trends in order to keep up:<\/span><\/p>\n

Boosting personalization and automation\u00a0<\/span><\/h2>\n

In 2022, 55% of marketers will make personalization a priority for their email program. How will this impact retail marketers?<\/span><\/p>\n

There\u2019s been a significant uptick in the use of <\/span>segmentation in email,<\/span><\/a> with marketers doing more than simply changing the subject line or recipient name. Retailers need to decide which factors or past interactions are most critical to the success of their email program. Historically, personalization has been moved to the forefront of B2C marketing because of its ability to leverage purchase history. Marketers can easily personalize and draw conclusions based on preferences by looking at someone\u2019s <\/span>buying behavior<\/span><\/a>.\u00a0<\/span><\/p>\n

Additionally, with brands becoming more strategic about data personalization, we\u2019ll start to see more practical uses of automation and AI in email. These technologies can help build more accurate customer profiles and optimize the overall brand experience, giving buyers the personalized experience they desire. As a result, nearly six out of ten marketers are expanding automation capabilities and eight out of ten say they\u2019re already using automation in their email programs.<\/span><\/p>\n

Privacy trends impacting email performance and analytics<\/h3>\n

As a result of current privacy updates, like <\/span>Apple Mail Privacy Protection<\/span><\/a>, for example, about 43% of marketers are changing how they measure email performance. Traditionally, marketers have looked at open rates and click-through metrics as key indicators for their email programs. Now, with a lack of purchase-decision insights drawn from those metrics, opens and clicks are finally being viewed for what they should have been all along \u2014 leading indicators into subscriber engagement. Marketers should really focus on:<\/span><\/p>\n