What’s trending in the planet of e mail in 2022 so considerably? Read on to dive into developments in electronic mail promoting that we’ve noticed (and what we think is here to remain).

Trends in email marketing and advertising

Electronic mail remains a dominant channel for marketers, customers, and the overall success of a business enterprise. 41% of respondents in our 2021 Condition of Electronic mail report stated e mail is “very critical” to their companies’ all round achievement. A lot more than 90% mentioned electronic mail is at least “somewhat critical”—a sentiment that is 30% greater than 2019.

With email’s significant function in the overarching success of company, it is beneficial for electronic mail entrepreneurs to stay up to velocity with industry developments and changes. In this article are some of the trends in e mail we’re observing in today’s landscape:

  1. Privateness-proofing
  2. Rethinking analytics
  3. AI for personalization
  4. Omnichannel advertising campaigns
  5. Newsletters
  6. Interactivity and AMP for electronic mail


Even though privateness has always been large-precedence for marketers, the introduction of Apple’s Mail Privacy Defense (MPP) and the looming demise of Google’s third-get together cookies has set privateness in focus—now extra than at any time in advance of.

With privateness measures increasing, email entrepreneurs are contemplating about the health of their electronic mail software in the prolonged run. That’s wherever privateness-proofing arrives in: It is location up your e-mail method for longevity, with privacy prime of thoughts. Some methods to privacy-proof include things like expanding collection of zero-get together info and finding your very first-social gathering information in buy.

Rethinking analytics

Prolonged-employed e mail advertising metrics have shifted in that means due to Apple’s MPP—specifically the open fee. Electronic mail entrepreneurs are now reconsidering which analytics are a legitimate evaluate of engagement and campaign performance—and several have transformed how they are measuring plan achievements.

poll on Litmus' LinkedIn
Poll hosted on Litmus’ LinkedIn

AI for personalization

Customized e-mail deliver six instances increased transaction rates than emails with no personalization. With subscribers expecting personalization beyond their 1st name, marketers are turning to remedies that relieve personalization demands, like artificial intelligence (AI). 

60% of entrepreneurs have a described AI strategy—up from 57% in 2020.

Omnichannel marketing and advertising campaigns

Email’s likely is totally understood when mixed with other channels (like paid out lookup/ads, web sites, search marketing and advertising, social media, and SMS)—aka, omnichannel internet marketing.

56% of shoppers are far more likely to store with suppliers that supply a shared shopping cart across channels, proving the electricity of a seamless knowledge. Omnichannel advertising and marketing is not just intelligent marketing—it’s what people want. 


Newsletters are the most powerful varieties of emails marketers send out, according to our 2021 Condition of E mail report 81% of study respondents send newsletters in their e-mail plan.

Manufacturers and content creators are continually on the lookout to develop strong, direct associations with their audiences—and electronic mail newsletters can do that. They are critical to drip campaigns, and 31% of B2B entrepreneurs say they’re the most effective way to nurture sales opportunities.

Interactivity and AMP for email

Accelerated Cell Pages (AMP) is not a new strategy, but adoption has developed considering that Google declared AMP-run email messages in 2018 and has ongoing to increase functionality.

E-mail shoppers (like Gmail, AOL Mail and Yahoo Mail) and ESPs (like SparkPost and AWeber) have been added to the AMP roster. In addition, the demand for AMP is there. 60% of e mail recipients mentioned they are possible to interact with an interactive e mail, and in excess of 50% of e-mail recipients stated they want to interact with information inside of their electronic mail.

Keep related with your subscribers

Retaining your fingers on the pulse of marketplace tendencies helps you retain relevance with your subscribers, and produces a unforgettable subscriber knowledge.

Want to see what’s trending in electronic mail style? See them listed here.

front cover of Litmus' Trends in Email Design and Marketing ebook

Traits in E mail: Structure and Advertising and marketing

Obtain our latest manual to get a snapshot of the hottest traits in style and design and advertising and marketing to aid retain your e-mail software fresh—and subscribers engaged.

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