In our previous post, we covered why email still deserves a place in your marketing mix in 2022. Now let's get into the trends worth paying attention to this year.
Optimise your emails for mobile
This one has been on the list for years, and it still belongs here. Your campaigns need to display and read well on every mobile device, full stop.
When you're building your emails, think about how your content stacks on a smaller screen. TouchBasePro lets you control exactly how content reflows on mobile and gives you a live mobile preview before you send.
Also think about length. Nobody wants to scroll through a wall of text on their phone. Keep your emails focused and easy to scan.
Protection of personal data
POPIA was the headline topic of 2021, and in 2022 it stays front of mind. Data security and responsible data handling are now core parts of any email marketing programme.
When you collect data, be explicit about what you're collecting and why. Get clear permission before adding anyone to your email database. Store data securely, a breach is your responsibility, not just an inconvenience.
How you manage data matters just as much as how you collect it. If a subscriber asks to be removed, remove them. No delays, no second-guessing.
Spend more time on email design
Email design keeps moving, and campaigns that looked fresh two years ago can feel dated now. A few areas to focus on:
- Minimalist layouts, clean, focused emails that cut the clutter and get to the point.
- Dark mode, more readers are viewing email in dark mode. Test how your campaigns look, because broken dark mode designs are jarring.
- Illustrations, a practical way to break up content and carry your message without leaning on stock photography.
Your subscribers receive a lot of email. Distinctive design is one of the few levers you have to stand out in a crowded inbox and make people feel something.
Hyper-personalised email
Personalisation in 2022 goes well beyond a first name in the subject line. That's still worth doing, but the bar has moved.
The emails that perform best this year are built around dynamic content, content that shifts based on what each reader actually cares about. Think product recommendations tied to purchase history, or editorial content matched to a subscriber's stated interests. The goal is an email that feels like it was written for one person, not blasted to a list of thousands.
Send the right content to the right person at the right time, and your email marketing will generate more revenue. It's that straightforward.
Focus on email accessibility
Accessibility ties into everything above. Use clear headings and images thoughtfully so your content is easy to scan. Check that your emails render correctly across devices. Test every link, every button, every dynamic content block before you hit send.
Your subscribers should enjoy reading your emails. A well-built, accessible campaign respects their time and makes engagement easy.
There are plenty of small, practical changes you can make to your email programme right now. Pick one trend from this list, apply it to your next campaign, and go from there. If you'd rather have a team of specialists take a look, get in touch, we'd love to help.
Frequently asked questions
- What does mobile optimisation mean for email campaigns?
- It means your emails display correctly and are easy to read on smartphones and tablets. That covers how content stacks on smaller screens, keeping copy concise, and testing your design on a mobile preview before sending.
- What does POPIA require from email marketers in South Africa?
- You must get explicit permission before adding anyone to your email database, tell subscribers what their data will be used for, store data securely, and remove subscribers promptly when they ask to be unsubscribed.
- What is hyper-personalisation in email marketing?
- Hyper-personalisation goes beyond inserting a subscriber's first name. It uses dynamic content to show each reader material relevant to their behaviour, purchase history, or stated interests, so the email feels tailored to them specifically.
- Why should I test my emails for dark mode?
- A growing number of people read email with dark mode enabled on their devices. If your design has not been tested in dark mode, elements like text colours and background images can break, making your campaign look unprofessional.