Email Marketing Strategies For 2022: What's Actually Working

Hey, what's going on? Chris Orszakowski here from TheEmailCopywriter.com. Today, I want to talk to you about what email strategies are working in the year 2022 and beyond. What's going to be working for the next few years as well. So obviously, email marketing has changed a little bit. Recently, last year, probably about six to eight months ago, you know, changes went into effect, the iOS 15 changes. That was something everyone was talking about. Everyone was really freaked out about. I think it was last July it was announced, if I remember correctly. And basically, it kind of shook up the way a lot of people do email marketing because in the past, you had very, not completely accurate, but pretty accurate stats in terms of things like open rates, which is something that people were really concerned with. And then Apple rolled out the iOS 15 update and everyone freaked out because they said, oh, we're not gonna be able to track open rates like we used to. We're not gonna know who's opening emails because if you're using, you know, the update said anyone who's using iOS 15, if you're checking your mail through an Apple device, that's going to inflate your open rates. It's going to show that everyone has opened your email, whether they have or not. Now people lost their minds a little bit because they said, well, what happens if I want to resend an email to people who didn't open and I'm missing a certain segment? Or what happens if I'm using that for data and analytics and all these other things? And you know, what I've seen is over the past few months that has happened. There's a few strategies that even despite all these big changes and these big shakeups, even as email has been developing as a medium over the years, there's a few core fundamental things that I think are tending to work well now. And I think they're gonna be working well for the next few years. So I want to just take a few minutes and discuss that. So number one, the first thing that is working really, really well are automated flows and automated sequences that are based on behavior. So we just call these behaviorally, excuse me, behavior-based email sequences, right? That's the best way to put it in your business. You should have automations that are smart that respond to what your customers are doing with your website, with your store, with your online business. So this doesn't matter if you're an e-commerce brand. It doesn't matter if you sell digital products. It doesn't matter if you have software. It doesn't, whatever you sell, sell courses. It doesn't matter. You have the capability to be reacting and have automated emails that are going out around the clock based on what people are doing. So things like someone abandons their cart. Every single business in the world can have this. If you have a shopping cart online where customers can enter their credit card information or even something like fill out application or request a quote or take the next step, people are hitting these pages, not completing the actions. You should have emails that follow up, that drive them back to take that action. Things like welcome sequences, right? What's the trigger there? Someone signs up for the list, you give them welcome sequence, post-purchase sequences. What happens after someone buys? Win back sequences. What happens if someone hasn't bought in a certain amount of days or do we have sequences that can automatically bring them back to your store and get them to buy again, right? So despite all the shakeups and despite everything else, these core fundamental email sequences, and that's not an exhausted list by any means, but those are the things that's going to help you win with your brand, with the business that you're building. You need to have some of those automated flows and sequences in place to scoop up lost revenue. Because here's the thing, every day you don't have those sequences in place is a day that you could have had that revenue in your pocket, right? And without these smart behaviorally triggered sequences, you're probably letting a lot of revenue slip through the cracks. So that's the first thing. The next thing, it's tending to work pretty well, is a consistent weekly behind the scenes of HQ. That's what I like to call it. Behind the scenes of HQ at headquarters, right, campaign. And that just means that you're sending out an email letting people know what's going on in your business. Now people love these because what's happened is as businesses have grown and as there's more marketing mediums and people are spending more and more time online, what starts to happen is people see so many different brands, it's hard to differentiate between them. And people say, oh, there's this brand and that brand, this other brand, but they don't really have a connection with any of them. And this is a big problem because if your customers see you as a nameless, faceless corporation or just robots, it's just like there's a company and maybe there's people there or maybe not, like you have no idea, right? Obviously, we know there's probably someone there, but you don't have any connection with people at that company versus the company where you know the founder. The founder is emailing you and they're telling you stories and they're sharing updates about what's happening on the factory floor, what's happening at the warehouse, what's happening in the office, what are the new projects they're working on, cooking up? What are the, you know, are they sharing videos? Are they sharing stories? Are they sharing, you know, things that are going on behind the scenes? People love this stuff. They eat it up. And I think nowadays a lot of brands, what I'm starting to see with email is a lot of brands. They used to do these super design-heavy like, hey, here's a picture of our product, buy our product, here's a sale. Like brands still do this, but now a lot of them are starting to get really smart and they're starting to say, hey, maybe we do more storytelling. Maybe we do more of this relationship building, this bond building and making the customers feel like they're part of the brand, they're part of the tribe. And that is becoming super important nowadays in email marketing because who are you going to buy from, the person who you have connection with or the person where you have zero connection with? Like which brand is going to get your money? Obviously the brand that builds that connection with you and the way you do that is by sharing what's going on behind the scenes. I love doing this as a weekly email because there's always new updates. There's always, the narrative continues to unfold week after week after week, and it's just a great way to keep people engaged, to retain customers, keep them looking forward to the next thing, even if they're not ready to buy, they're still engaged and they're still engaging with your brand and you're building more of that bond and setting up that next purchase whenever it may be. So the third and final thing that I want to cover that's working really, really well is segmentation. I mean segmentation has always worked well, but now it's becoming even more important. Most email softwares have great tools for segmentation, for chopping up your list into different segments based on how much money people have spent, the recency in which they have made a purchase, or the recency in which they've signed up for your list, or just different characteristics about people. For instance, if you have a clothing brand, like knowing things like, you know, male versus female for your clothing lines, like that might help, or even different age groups, or even different spending habits. If we work with brands sometimes and we're going to send out different messaging, some, you know, a customer who spent $2,000 with a brand versus a customer who spent $20 with a brand, like those might be different messages that we send out depending on what they bought, right? So segmentation is super important because that's going to allow you to speak to your customer segments differently, to put different offers in front of them, and to give them a different customer journey. So again, you don't have to necessarily do this with every single email you send. A lot of this can be accomplished with automations, like we mentioned at the very beginning, but we've had a lot of success in identifying certain segments of, you know, of the brands that work with certain segments of their list that might be primed to spend a lot of money with certain promotions. And even things like if you have a limited edition product or a certain limited run, you might want to offer that, not to everyone on your list, but to reward people who are loyalists, who are like your brand evangelists. So segmentation is super important. So those are the three things. It's smart behavioral, excuse me, behavior-based automations. It's weekly campaigns where you're taking people in on the journey of your business as it's unfolding, and then smart segments where you are identifying little pockets of your list that you can send specific offers and specific emails to, putting the right messages to the right people with the right offers at the right time, and that's how you make a lot of money with email. So that's what I got. If you like this video, please like it, actually click the like button, that little thumbs up, subscribe to my channel, make sure you hit that little bell icon so you can get notified when new videos are going to be coming out because I like to post one of these every single week. If you drop a comment for me below, let me know what you think. And if you're not already on my list, go to TheEmailCopywriter.com. I'll give you a free copy of my book, Make It Rain. Pretty badass. I think you'll like it. That's what I got. Hope you have a good day. See you next time. Later.