Is It Time to Change Email Marketing Tools for 2022?

Email is one of the oldest forms of digital communication, but it still reigns supreme in personal and business usage. Moreover, it remains one of the most trusted forms of communication today, with over 77% of people choosing it to receive marketing and promotional messages.

According to litmus, businesses that did email marketing the right way in 2021 generated as much as $42 for every $1 spent on marketing efforts. This is an astounding 4,200% return on investment that proves just how potent email marketing is today.

A well-executed email marketing campaign will:

  • Generate quality leads.
  • Boost customer loyalty
  • Reduce marketing costs
  • Create repeat customers
  • Increase sales

The Evolution of Email Marketing

Despite being one of the oldest and most reliable ways to market a brand and product, email marketing is constantly evolving. The key to generating more returns for effort, time, and money invested in a marketing campaign is to know which methods work and what new tools get the job done faster and more seamlessly.

As we head into 2022, this is the best time for you to redefine and reevaluate your marketing tools and strategies. By continuously measuring the performance of your email marketing campaigns, you should be able to determine the efficacy of your current email marketing tools.

Benchmarking Email Marketing Tools and Strategies

Measuring the performance of an email marketing campaign is not unique to 2022. However, you should have goals set for each year and strive to meet them. Then, when you crunch the numbers at the end of the financial year, you will have a good idea of how well your tools stack up against the competition. Proper analysis of your email marketing campaigns should also help you pinpoint the specific areas that require more attention, which tools have to go, and which ones you need to double down on.

As a rule of thumb, here are the most important email marketing benchmarks you can use to assess the performance of your marketing tools and strategies:

  • Open rate
  • Click-to-open rate
  • The click-through rate
  • Unsubscribe rate

Evaluating Cost and ROI

The strongest indicator of the performance of your email marketing campaign is ROI (Return on Investment). Email marketing has one of the highest ROIs today for a good reason: Dollar for dollar, email marketing brings more business than any other marketing channel - including social media marketing. However, email marketing is only as lucrative as the time, effort, and tools.

Successful email marketing demands a significant investment of resources. Tracking the ROI on your email marketing campaign may not be straightforward, but when you set achievable goals and invest in the right tools, you will be surprised by how effectively it quantifies the metrics.

Marketers and retailers are increasingly employing AI in their marketing campaigns for an even more accurate evaluation of marketing performance. In addition, AI is used for such tasks as customer engagement, personalizing emails, and visual curation.

AI is expected to play an even greater role in email marketing in 2022. For instance, sophisticated algorithmic tools will use historical marketing data to predict email subscriber behavior. As technology evolves, so should your reliance on them to increase the ROI of your email marketing campaigns.

Audit Your Email Marketing Tools

It is important that you regularly audit the performance of your email marketing campaigns if for no other reason, to maintain a strong sender reputation. Your reputation as a brand and email sender will largely determine email deliverability and customer conversion rate. If your marketing campaign stats are not encouraging, it may mean you need to make changes in your strategies and audit the tools you use.

There are hundreds - even thousands - of email marketing tools in the market. Most are free and essentially automate difficult tasks without adding so much value to the marketing process. Some are paid and come with a long list of services that do little to improve the efficacy of your campaigns. The key to effective email marketing is to know which services to use and which ones do more harm than good to your marketing efforts.

Keep Up With Marketing Trends

If you have been doing email marketing the right way in 2021, you probably have a standardized procedure optimized for your brand or product. However, just because a procedure or tool worked well for you in 2021 does not guarantee that it will work just as well in 2022. It pays to stay on top of new marketing trends and to read about and test new email marketing tools in the market.

A number of new marketing trends have evolved over the years and are projected to take center stage in 2022. The most notable are:

  • Integrated interactivity in emails with carousels, videos, and sliders
  • The impact of Apple's new privacy settings on open rate as a performance metric
  • Personalized messaging and AI
  • A focus on mobile email marketing
  • Time-based automation triggers

Staying on top of new marketing trends and discovering new tools is critical for maintaining an effective and current marketing strategy in 2022. However, keeping up with every trend and discovering every new tool can be demanding and time-consuming. 

Having the right leads and valuable data at your disposal is only one part of the equation. The other is to have the right tools and put enough effort in your campaigns. The right tools for email marketing in 2022 should be feature-rich and robust enough to make it easy to set up onboarding programs, re-engagement campaigns, email personalization, and even automated retargeting.

In Summation

Your choice of email marketing tools for 2022 should factor in these and any other new trends that would augment your marketing campaign. As you explore what tools and strategies out there will work for your brand or product in 2022, bear in mind that marketing is also a learning process. Visit to discover how best you can organize and grow your email marketing campaigns in 2022 and what new tools you need to fully engage your audience and make your marketing efforts a success.


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