Top 4 Email Marketing Trends for 2022

Top 4 Email Marketing Trends for 2022

In an ever more connected and hyper-digitalized world it is becoming harder to attract the interest of customers and even tougher when using emails. Even if email is still the best way to communicate quickly with your customers and to keep them informed about your brand or company’s latest news, it is constantly evolving. 

Email marketing strategies must keep up with the current trends, developing new ways to get the customers’ and leads’ attention. The biggest specialists are unanimous: in order to maintain the glory of emails, some rules must be adopted now (if it is not already done)

The year 2021 brought big changes in the emailing industry, such as the Apple Mail Privacy Protection that changed the way we look at email deliverability KPIs. Adjusting to those changes will, for sure, help you get off to a good start for your emailing campaigns in 2022. However, we advise continued adjustments and improvements to stay on top of evolving trends.

In this article, we will help you understand and know what to expect in 2022  from an email marketing point of view. These topics may not seem important to you at first, but understanding them will allow you to create relevant email campaigns adapted to the latest changes.

The importance of data in email marketing

The amount of data we get nowadays is important. This data can be decisive for your email marketing communication strategies. Indeed, understanding your customers and your audience is one of the first points to take into account in order to deliver the right message in the right way.  

The need to include this data, and especially understand it, is necessary to implement appropriate actions, and is one of the key factors for the success of an emailing marketing campaign.

Currently some of the most important KPIs for any email marketing campaign are:

  • Number of emails delivered

    It is the percentage of the number of emails delivered divided by the number of emails sent.

  • Click to open rate

    It is the percentage of subscribers who clicked something in the email as related to the total number who opened it.

  • Bounce rate (hard & soft)

    The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

  • Unsubscribe rate

    It is the number of unsubscribes divided by the number of emails delivered.

  • Spam Complaint Rate

    It is the percentage of recipients that click the spam or junk button in their inbox

These KPIs enable you to understand your campaigns more easily and measure the progress of your digital strategy.  They also enable you to have a better view of your customers’ email deliverability practices and to determine what kind of information is meaningful to them. 

It is therefore essential to determine in advance of your emailing campaigns which KPIs are relevant to you and which ones will be your baseline. 

If you want to better understand KPIs we suggest taking a quick look at this related article.

Drop the open rate as a KPI for your campaigns

When it comes to KPIs in marketing the open rate is often at the top of the list. But since few months, this is no longer the case. This indicator is no longer relevant since the last Apple update  in December 2021.  With the launch of the Apple update and the implementation of the Apple Privacy Policy, Apple users can opt out of third-party apps making the open rate a thing of the past.

“In the Mail app, Mail Privacy Protection (MPP) stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location” Apple

Without a reliable open rate, other ways to track and measure engagement are needed. More powerful metrics will need to be used, to allow us to see what’s working and what’s not in our email strategy. 

If you want to know more about the new iOS 15 update and its impact on email marketing, you can read our dedicated article about Apple’s new iOS here.

Focus on Email Privacy

As we’ve just seen, Apple’s privacy initiative shows how seriously large companies value information privacy. Consumers too are increasingly demanding control over their personal data and want to know how brands are using that information.

In 2022 it is essential to take into account these different changes and integrate them into communication strategies. We had already mentioned in this article, the impacts of the implementation of the GDPR laws, which have redefined the world of email marketing. Now it’s time to go even further so that our customers trust us and we can continue to deliver our content. 

Only 8% of consumers trust brands to keep their personal information safe.” NTT Data

In 2022 we anticipate that other major companies may follow Apple’s lead and focus on their users’ privacy as they continue to build new features into their products. This increased awareness of privacy will also have an impact on brands, which will have to reconsider the type of data they collect from their users and the way they use it, for example, setting up double opt-in to avoid spam complaints or spam folders when you send emails.

Any questions about privacy for your 2022 email campaigns? MailSoar can help you understand and comply with current regulations.

Dark mode, the new standard

Dark mode, the new standard for email marketing

The rise of dark mode in the last few years is not unexpected. In fact, with the sanitary conditions of the last few months, with people spending more time at home and on their computers, the advantages of dark mode have made it a much requested feature, now present on most applications and operating systems.

Some of the the reasons people use the dark mode are: 

  • It’s easier on the eyes – light text on a dark background reduces eye strain, especially in low-light situations.
  • It reduces the brightness of the screen, which saves battery power.
  • It can improve content readability and allow some users to consume content more easily on computer and mobile.


It is therefore important to take this change into account and adapt your communications to include this option. 

Email deliverability is still important

Finally, an important point to take into account in 2022  is  the number of emails delivered. As a reminder, this measures the number of contacts who receive into their inbox your emails. 

This is one of the most important factors for the success of your email marketing.

Indeed, although deliverability is not always at the top of the agenda, this information is important, especially nowadays when there is so much competition between companies to reach the inbox and get the best inbox placement

  • Monitor your email sender reputation

    Monitor your email deliverability by checking a few key metrics, such as bounce rates and open rates.

  • Clean up your mailing list

    If you segment your email list properly and make sure that your subscriber list is clean and up-to-date, you will make sure that the rest of your subscribers are getting the emails they want.

  • Watch your analytics

    If you are monitoring your engagement rate and open rate, you can check if there is a decline in these metrics and quickly find out why. For example, maybe you have a drop in engagement rate because you sent an offer that was not relevant to your subscribers. You can rectify this by changing the offer or your list segmentation.


To sum it up, 2022 will be a challenging year for the email marketing world, regarding the increasing inbox competition and the new regulations making data not as accurate as before. 

Marketers can learn a lot from all the changes in email marketing and develop new strategies to beat the curve in 2022. When developing a new idea, even if  it’s different and not practiced, doesn’t mean you shouldn’t try it. 

A spirit of experimentation, curiosity and entrepreneurship is the right mindset when you want to use email to its full potential. However, keeping these email marketing trends in mind will help you handle your email campaigns.

Top 4 Email Marketing Trends for 2022

If you need help for your 2022 email marketing campaigns, MailSoar can help you implement the best solution depending on your marketing goals. Our team of experts is used to managing the ongoing deliverability of massive senders from all industries.

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