250+ Marketers Share Their Insights and Email Plans For 2022✍️

Hi there,

Happy new year 2021, folks! We hope that you’re well-rested after the break and are raring to achieve new goals. 

At Mailmodo, we ended our year by surveying 250+ email marketers to understand the “State of Email” - quite literally. 

This edition of Mailmodo Bulletin discusses the lessons we learned about the current email marketing landscape and where it is headed. 

So, put on your reading glasses for a quick overview.

🔥 Top 5 statistics that depict the State of Emails in 2021 and can help you send better emails in 2022

via Mailmodo

29.41% of the marketers don’t even track their domain and IP reputation

Domain reputation is like the credit score of your email address. The better it is, the more are the chances of your email landing in the inbox and not the spam folder. 

Thus, it is essential, even non-negotiable, for email marketers to monitor it with tools like Google Postmaster. Our survey, however, had some interesting revelations in store.  

While 47% of our respondents reported that they have a good domain reputation, 29.41% of them admitted to having not tracked their sender email's domain reputation at all.

Basically, while marketers seem to understand the need for a  great email copy, they are not spending enough time on ensuring that it reaches the inbox in the first place.

 ✨ What we recommend

• Get Google postmaster - a one-stop-shop for all your email deliverability metrics. 
• Monitor your reputation and spam rate.
• Also, here’s a link to our detailed article about domain reputation and how you can fix it if it's low. 

Only 50% of email marketers ensure their emails are dark mode compatible

The world embraces the dark side with every passing year, unlike the justice league fans . Yet, not many of our fellow email marketers seem to be unaware of this growing need.

Only 67% of B2C marketers and 56% of B2B marketers admitted prioritizing dark mode compatibility. 

Research conducted in 2019 showed that 95% of users prefer dark mode, and another study shows that 65% of users expect sites to automatically apply a dark theme as and when required. 

Long story short, dark mode is the new norm. So if your emails are not dark mode compatible, you’re more likely to score low on the reader’s experience, which may result in disengagement and, in the long term, declining click rate. 

 ✨ What we recommend

• Make sure that you use transparent images
• Have white outline on black icons and images
• Don’t forget to test your email for dark mode as well. You could also check out our guide to get detailed insights.

57% of both B2B and B2C emails use GIFs and emojis to humanize their message

Gone are the days of formal communication; modern emails are fun, conversational, and do not shy away from email humanization - the increasing trend of leveraging interactive elements like GIFs is proof. This trend also implies that marketers are looking for ways to make emails more dynamic; all they need is the right tool to make their transition to interactive emails easier.

 ✨ What we recommend

• Migrate to an email automation platform that supports interactivity. 
• Cut down on fluff and jargon in your email copy - write as if you’re talking to a friend.
• Identify the situation where a funny email is appropriate and when it is not. 

Nearly 35% of email marketers don’t have a sunset policy

One of the foremost principles of maintaining good email deliverability is carefully removing non-engaging users from your mailing lists. 

Yet, 35% of B2C and 25.4% of B2B email marketers admitted never to have identified or removed sunset users.

This group was closely followed by those marketers, 39.7% in B2B and 30% in B2C, who removed subscribers based on their open rate -.a metric that has become irrelevant after the iOS 15 update. 

These statistics suggest that many email marketers need to revisit their subscribers’ list and understand why it is important for their campaign success. 

 ✨ What we recommend

• Have a proper opt-in mechanism in place for your newsletters and promotional emails to avoid unengaged users.
• Use an email finder to filter out invalid and unverified IDs. 
• Keep checking your email engagement and categorize subscribers based on their activity.

AMP Email is taking email marketing to places 

Our survey indicates a sharp rise in AMP for emails, which has built a strong fanbase amongst email marketers. 

Research by Statista suggests that the average time spent on reading an email is usually 10 seconds and a reader would rather respond to a CTA on the same page than being redirected to a different webpage altogether. In other words, AMP brings real-time interactivity in your inboxes. 

At Mailmodo, we have been the first-hand witness of AMP email's impact on the click rates, engagement, and conversion rate. Most of our clients have recorded far better responses than they had predicted when they shifted to AMP emails and are now fervent supporters of the technology. 

Liked the above? Then, you're gonna love the entire report. 

Here's the link for the State of Email 2022 Report. Do read and let us know if you have any feedback. Also, we would love it if you could share it with your network. 

On Your Watchlist 📺

Mark Robbins, an interactive email champion at Salesforce, took part in a LIVE discussion on January 18th with Team Mailmodo as a part of our Growth Chat series . He is a founding member of Rebel Mail - one of the advocates of interactive emails in the industry, later acquired by Salesforce in 2018.

Let’s check a case out 📝

Pixl, a digital marketing agency based in the UAE, witnessed a 137% higher conversion rate after switching to AMP emails with Mailmodo. Their click rate, too, saw a 1.5X spike.

How to Use Humor In Email Marketing With Examples of Funny Emails 😬🥴🤪

Humor is your best pal when it comes to winning hearts and making friends. Fortunately, this rule stays the same even when drafting marketing emails. Funnily enough, good humor is also one of the popular ways to bring humanization to your email communications. This detailed guide tells you when and how to use humor in your emails and when it may not be a good idea. 

Email Marketing: 8 Offbeat Strategies To Implement In 2022

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4 Steps To Improve Email Deliverability ✈

Did you know that 16% of emails never reach the right inbox because of deliverability issues? Needless to say, your entire email marketing campaign depends on how you manage deliverability. This blog covers 4 most important metrics - like sender reputation and authentication protocols - and how to fix them for your campaigns. 

How email marketing is changing and what marketers should do about it ✉

The future of email marketing is as much about the right infrastructure as creating a compelling copy. This interesting article discusses the importance of email accessibility, AMP for emails, and other technical aspects. It also has a cool “email marketing periodic table” that can help you optimize your campaigns.  

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