Best practices, BIMI, New feature
Best practices, BIMI, New feature
If you are regularly changing your marketing strategy, you are not only staying ahead of the competition, but you are also showing your customers that you are committed to innovation and a modern approach. Consumers are increasingly aware, resulting in them being willing to choose particularly memorable brands. By implementing the following solutions, you increase your chances of making sales and improving your results.
Let’s take a look at five of the hottest trends for 2022 that you should use in your planned marketing communications.
In the fall of 2021, Apple introduced a new privacy rule in iOS15 to prevent the tracking of email openings of Apple Mail users. An important consequence of this implementation is that the Key Performance Indicators (KPIs), which until now have been so dominant among marketers when it comes to analyzing subscriber behavior and preparing the mailing base e.g. based on Open Rates, lose their importance when interacting with Apple Mail. Indeed, the separate recording of emails sent by Apple Mail proxy servers allows the preparation of partial statistics and the evaluation of opens based on users of different mail systems, but it can be expected that other providers will also restrict access to such data shortly. A focus on privacy will therefore be a significant and growing trend in 2022.
You can read about all the benefits guaranteed by by this new feature – HERE.
When planning your marketing strategies, focus your attention on targeting your mailings primarily at those subscribers who are genuinely interested in receiving your messages. Do not forget to clean your database of invalid addresses or inactive users, and to include an unsubscribe link (use the Unsubscribe functionality). Every recipient should have easy access to unsubscribe. It is also a good idea to give potential customers a choice of what content, products, or services they are interested in already at the newsletter sign-up stage. Do not limit yourself to just one option! More personalized communication means a greater chance of getting the recipient’s attention and increasing conversions.
To achieve the highest possible email deliverability rate, marketers can no longer avoid BIMI (Brand Indicators for Message Identification). With its implementation, a message properly authenticated with SPF, DKIM and DMARC will stand out in inboxes – a certified brand logo will appear next to the sender name. Recipients can then trust that this is a verified message and not a dangerous phishing attempt. Last year showed how important it is to take care of such security – many, including well-known brands, fell victim to impersonation and phishing attempts via emails.
Currently, only a few providers support this standard (e.g. Google, Yahoo, AOL, Fastmail), but it is expected that its popularity will grow and more mailbox providers will join the program soon – including our local ISPs.
Implementing BIMI can be a time-consuming and complicated process, so it is worth enlisting the help of experienced professionals – such as EmailLabs™ – to guide you through every step of its implementation.
More and more users are choosing to use browsers in dark mode. Since major email providers like Gmail and Outlook decided to introduce a dark theme to their email programs, it was only a matter of time before email communications had to adapt to this change.
The use of the dark mode is a growing trend and is yet another factor that marketers need to consider when designing and optimizing emails for proper recipient display. Checking emails in different email programs will be insufficient – so what if a beautifully tailored Email design displays correctly in a light mode if a user using a dark theme on their device has one of the graphics illuminate as a white spot, causing discomfort and negative perception. Using grey fonts and images with no backgrounds is just the basics. The most important thing is still to test, test and test!
AMP (Accelerated Mobile Pages) for email is a technology that allows interactive elements to be included directly into an email, allowing the recipient to interact dynamically with the content.
AMP components make it possible to add elements such as carousels, newsletter sign-up or purchase confirmation buttons, forms for adding feedback or rating. The difference between regular, static e‑mails and those with AMP is that actions can be performed directly in their message, without a redirection to browser or mobile app.
Currently, only Gmail, Mail.ru, and Yahoo email clients can receive AMP-enabled emails, but it is expected that many other ISPs will expand support for the technology soon.
Addressing messages solely through personalization by name is no longer sufficient. 2022 will be the year of Artificial Intelligence (AI) and platforms based on it. Marketers will be even more focused on making the best use of the data they collect to create more engaging emails with personalized subject lines, content, send dates, promotional offers, and discount codes.
Artificial intelligence may not yet be advanced enough to create such messages from scratch, but it is advanced enough to help optimize and create ‘recipient-specific’ content – better than a human could do. There are already tools that can automatically assign content using data analyzing users’ “movement” on the page to create Call-To-Action (CTA) – abandoned shopping carts are an example.
Systems based on artificial intelligence can be expected to “learn” in a more advanced way to respond to consumers’ needs and provide information about their shopping habits. Instead of segmentation according to basic parameters such as age, gender, and location, advanced segmentation can be carried out based of items purchased or searched for previously. It will also be easy to prepare content asking users to evaluate a product or service and recommend similar ones.
Messages based on such collected data are more relevant for users, and thus will record higher open and click rates. Advanced personalization will allow you to establish a deeper connection with consumers and stand out from the competition.
By implementing changes to your marketing communications in line with upcoming trends, your message subscribers’ experience will take to the next level and your results will become more rewarding in terms of sales and conversions. Pay close attention to emerging news and innovations that can help your messages stand out in the inbox. Do not forget to thoroughly test each of the solutions you introduce.
Good luck in 2022!
Product and Technical Insights Specialist
Natalia abandoned her career as an experimental biologist for the digital universe and new technologies. She likes to know something about everything and everything about something. Breathlessly follows and describes news from the email world. Supports EmailLabs users in integrating, analyzing, and reporting deliverability. Helps to increase domain security with implemented DNS records and BIMI standard, moreover educates on good mailing practices.
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