6 Habits to Improve Your Email Marketing Campaigns in 2022

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Many of us are guilty of making lofty resolutions at the start of a new year only to abandon them by the time February rolls on.

According to research, 8 times out of 10, you are more likely to fall back on old bad habits and patterns than to stick to your resolutions.

But what if you can reframe these resolutions into simple new habits that you can start doing daily?

You need to incrementally build new habits every day and make continuous small improvements that can achieve a cumulatively different outcome!

Author of the book Atomic Habits, James Clear calls this “Getting 1% better every day!”

Tiny changes. Remarkable results!

So with an amazing 2022 to look forward to,  use the below email habits to smash your marketing goals, so that you can look back with pride at all you have achieved by the end of the year!

 

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1. Clean your list regularly

Data, like unconsumed food, decays over time. The longer it is on your email list, the less reliable it becomes. Practice regular list hygiene or “scrubbing” every time you add new subscribers.

Start by removing invalid, typo, and bounced addresses. Role account addresses like ‘support@’ and ‘info@’ do not represent customers, and hence they need to be scrubbed as well. Do a deep dive into your campaign performance every month-Sunset terminally cold users for maintaining a productive list.

Benefits of maintaining good list hygiene in 2022:

-> Improves your sender reputation. 

-> Boosts your email engagement

-> Reduces blocklisting and spam issues.

 

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2. Know your customers better

How well do you know your customers beyond their email IDs?
Now that you have a clean list, you need to add quality data to form better customer personas. In 2022, knowing your customers’ needs will be more important than the products you wish to pitch.

Collect more zero-party data from your subscribers with surveys, polls, progressive profiling, and tailor your messages to the selective customers. This will help build stronger customer relationships and reduce list churn.

3. Use short emails to nurture your audience

Use a set of short and precise emails that provide value to your recipients. The aim should not be to sell but to educate and intrigue your audience.

These short emails or “microns” help to build a habit revolution with your subscribers and keep them hooked inside their inbox. Make sure to send these emails at the same time every day, and the results will be too stunning to ignore!

4. Rethink engagement and how to measure it

Apple’s MPP regulations will have an increasing impact on your opens data. You will need new avenues to measure customer intent and engagement. Rethink the approach to customer engagement, decide on your north-star metrics that make a revenue difference, and start tracking them.

Get to the bottom of what email engagement means to your business?
Choose between clicks, conversions, customer lifetime value, replies, and forwards. Which engagement metrics you choose depend on your overall marketing KPIs, business model, and tracking mechanisms. 

 

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5. Encourage interactivity with your subscribers

User interactivity on every email will be king for email marketers in 2022. Focus on getting a positive reaction to measure your customer engagement levels accurately. Include questions, polls, surveys, or a simple thumbs-up/down reaction at the end of every email.

 

Focus on balancing conversations with conversions this year. Adopt interactive emails to encourage customer actions. But you need to go beyond the technology (AMP) and focus on good storytelling in the email to drive extraordinary results.

6.  Combine email with social channels to drive growth

The rise of user-generated content in the past few years means that email marketers can benefit from social media campaigns to drive more engagement. According to the recent report by ANA, social media came a close second to email in advertising usage.

Think of it this way, if your brand followers like to engage with your social content, they would like to receive attractive deals in their inbox. Include social content in your emails and get your social followers to subscribe to your emails. Set up a weekly cadence with your social teams to strategize and maximize your brand’s impact.

If email drives engagement, social media drives discovery. Combine them both, and you have a flywheel framework for building audience growth.

 

The key to achieving long lasting success in anything is consistency.

Even small habits, if done ritually, will get you amazing results in due time! The goal is not to focus on absolute numbers, but rather progress on improving your daily performance.

The key is to start with one thing, and when it becomes a habit, then incorporate another, and another, and so on.. Design processes for your email framework to practice the above habits. Test incorporating them one-by-one and achieve your marketing KPIs in 2022!

Good luck in 2022! :)



Meet the Author



Tejas Pitkar manages Outbound Marketing Strategy for Hurix Digital.

He likes analyzing data and diving deep to find valuable insights for marketers. He has written Email benchmark reports and CMO survey reports. He also gives back to the email industry with his volunteer work at the Only Influencers Diversity Committee. 

An #emailgeek at heart, he likes writing blogs, sharing email knowledge, and making thought-provoking videos on all things email.

He enjoys hiking, backpacking, reading books, and drinking his favorite Chai in his free time. 

You can reach him via his social handles:

Linkedin: https://www.linkedin.com/in/tejas-pitkar

Twitter: https://twitter.com/TPitkar

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