Why Email Marketing Is Relevant In 2022 and Beyond

What is Email Marketing

Email marketing is one of the most effective ways for companies to promote themselves and grow their business because it’s low-effort, highly scalable, and can be used effectively with any demographic on a budget. But in the fast-paced world of marketing, where every second counts and competitors are just waiting to swoop in on your market share, email can be challenging to make a profit from.

That’s why I’ve put together this brief guide on how you can get started with email marketing.

Email marketing is still relevant in 2022 because it is a fast, convenient, and personal way to communicate with customers and potential customers. It is also an effective way to stay top-of-mind with your audience and build relationships.

According to the Direct Marketing Association (DMA), for every $1 you spend on email campaigns, you can expect an average return of $42.

99% of email users access their inbox every day, with some accessing it 20 times a day. Of those people, 58% of consumers check their email first thing in the morning. (OptinMonster, 2020) 84.3% of consumers say they check their emails at least once a day. (Pathwire, 2021)

The Benefits of Email Marketing

Email marketing is a very effective way to reach out to your customers and prospects. It is one of the most cost-effective ways of marketing.

It is also a very effective way to build relationships with your customers. You can send them offers, discounts, and other information that they might find interesting.

Email marketing is used for many different purposes such as:

  1. Promoting products or services
  2. Generating leads
  3. Building customer loyalty
  4. Increasing customer engagement
  5. Building relationships with customers
  6. Collecting customer feedback

The majority of businesses (72 percent) evaluate email as “good” or “great” in terms of ROI, according to the research firm Econsultancy, which asserts that email “continues to be a critical component of the marketing mix.” You’ll need a solid understanding of email design best practices, an eye for email deliverability, and a knack for creating captivating content that speaks to particular audiences if you want to use email effectively.

Email marketing revenue is estimated to reach almost 11 billion by the end of 2023. (Statista, 2021)

How to Get Started with Email Marketing

If you’re looking for a simple and effective way to reach out to your target audience, email marketing is the way to go. Email marketing is not just one of the most cost-effective ways to promote your business but also one of the most effective ways. 

Choose an email marketing platform

Many email marketing platforms are on offer today, some of which are free while others will charge you a monthly fee. Whatever platform you choose should suit your requirements and budget!

Here’s a list of some of the email marketing platforms available in the market today:

For SMBs and Entrepreneurs: MailChimp, AWeber, GetResponse, ConstantContact, and Infusionsoft.

For Enterprise-level Businesses: Salesforce Marketing Cloud, IBM Marketing Cloud, JangoMail.com, iContact, and Constant Contact.

If you’re just getting started with email marketing, we recommend you to choose from one of the following email marketing platforms which are very popular among new users:


MailChimp is one of the most popular free email marketing platforms out there. You can choose from many features and controls to customize your email marketing campaigns.


AWeber is another freemium email marketing platform, offering a free plan which encompasses all the basic features of an organization’s email newsletter, plus some powerful features like segmentation and built-in tracking.


GetResponse is an affordable mailing solution for small business owners. You can create professional-looking emails and newsletters in a few easy steps.


Keap formerly known as Infusionsoft is an all-in-one sales and marketing software that helps automate your day-to-day operations.


Mailerlite is a simple yet powerful email marketing tool that lets you easily design, send and track your campaigns while improving your open rates. It’s free to use for the first 2000 subscribers.

Build your email list

This second step of creating an effective email marketing strategy is about finding as many customers or prospects that could be interested in the message you have. Then, collect their contact information so they will be notified whenever a new message from you comes through their inbox. You can do this by offering something of value in exchange for the contact information of your potential customers or prospects. This could be a free report, video, or webinar.

Personalize your emails: because you have their email address, you can compose an email message for that person instead of sending a generic message to all recipients. If you send a personalized message, it will feel more like a “conversation”. If you are only allowed to send one email, make it unique.

Segment your emails: once you have collected enough contact information from your prospects and customers, organize it into segments so you can send the right message to the right group at the right time. This is about creating more effective marketing campaigns for each target group.

Make it easy to unsubscribe: After you have sent all your emails, you’ll want to make it easy for your customers or prospects to unsubscribe from as many of them as possible.

Whether it is by using a link at the bottom of each email or another way, or an “unsubscribe” link at the bottom of a web page on your site, this is something that any business owner should consider when developing an email strategy.

Debug and measure: Finally, after you have done all these things, you’ll have to learn how to use these tools and resources to help you fix any issues that may come up with your email marketing campaign. You can use things like Google Analytics to track exactly how many people are clicking on each link in every email you send out.

In addition, you can track how many people unsubscribe from each campaign. So before you send one email, make sure you have this “debugging” process in place so that you can analyze what’s working and fix what isn’t.

The good thing about email marketing is that it is a cost-effective way of reaching out to your target audience. When you build your initial list, it costs nothing but time and effort.

Create engaging email content

If you’re committed to growing your email list, then it’s not just a matter of opening up your email inbox and sending out generic “sales” emails that everyone else is sending. To stand out in today’s crowded market, you need to invest time and effort into building your communication with subscribers. There are a number of tactics you can use to achieve this goal, but we recommend starting off by creating engaging email content for all three types of subscribers: buyers, those who opened the last campaign but haven’t bought anything yet, and prospects who have never opened one of your emails before.

We’ve already highlighted that collecting and analyzing data is a crucial component of email marketing. An additional key to success is also to focus on your subscribers’ interests; you don’t have to have something in your email for every Internet user out there, but you do need to find out who your ideal subscribers are. The most effective way to determine what prospects are looking for is by testing various subject lines and the content of the emails that you send out.

The best practices of email marketing

Keep your list clean

There are many reasons why you might want to remove someone from your email list. They may have unsubscribed, they may have left the company, or they may have been added by mistake. Whatever the reason, it’s important that you keep your list clean so that you can send emails only to people who want them.

Use an engaging subject line

A clear subject line is one of the most significant parts of an email campaign because it will determine whether or not someone opens it at all. The goal of a successful email marketing campaign is always twofold: get as many people as possible to read your email and actually do something with that information. In terms of your brand, a clear subject line can make all the difference. While there are many factors that influence how an email will be received by its audience, the best practices remain largely consistent across industries and audiences.

Optimize your emails for mobile

Smartphones and tablets are ubiquitous which mean that the majority of our email is being read on a mobile device. That’s why it’s imperative to optimize your emails for mobile devices.

One of the fastest-growing parts of marketing is mobile-friendly emails. With people checking their smartphones 37 times per day, it’s easy to see why businesses want to take advantage of this data connection. But as more and more connections switch from desktops to mobile devices, the importance of making sure an email is viewable on a phone has increased dramatically. 

A majority of email views come from mobile devices (41%), followed by desktops (39%). (HubSpot Blog Research, 2021)

Include a strong call to action

The most effective way to get people to act is by giving them real reasons to do so, not by simply saying ‘click here. For example, remind your customers about their long-outstanding loyalty points or give them an incentive to book their next flight through your site. People respond better when they know why they should act and what they will get in return if they do.

Making small changes can create a big difference. Do this by testing individual aspects of the email message, such as the subject line, preheader, or call to action. This will give you an advantage in understanding how to make email content as interesting as possible according to various customer demographics.

Bottom Line

Email marketing is the cornerstone of most digital marketing plans. Even if you’re doing well without it, if you try to avoid email, your brand will see a drop in success. Email marketing is still relevant in 2022 and beyond.

This is because like other forms of digital communication, consumers are constantly interacting with brands through email subject lines and social media posts. Consumers have also taken to mobile devices, therefore email marketing no longer needs to be in the form of a link (especially for small businesses). For all of these reasons, email marketing will remain relevant and impactful in the future.

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