Page 14 - AeM_January_2022

RESEARCH, ANALYSIS & TRENDS

Optimizely’s email marketing trend

predictions for 2022

record separately the Apple mail
proxies in the future to keep the sta-
tistics clean and enable user-based
openings to be evaluated.

• Re-verification and high-interaction mailings
with Apple Mail Privacy Protection. To maintain
email distribution lists with Apple Mail users, it is
advisable to send emails to subscribers who have
not clicked any links for a certain period of time.
“Content is king” clearly remains the motto, since
email newsletters that contain good, relevant, and
personalized content achieve high click rates. With
Apple Mail users, the KPI open rate can be

Joanna Hoheisel, Director Business Consulting "bypassed" in this way.
at Optimizely, has identified seven trends in • Marketers must meet various legal require-
email marketing and is convinced that there is no ments when it comes to sending emails. You need
getting around real data-driven email marketing a legal basis for this, such as the General Data
for this year. Read in the following her list of the Protection Regulation (GDPR), the law against un-
trends any marketers should keep an eye on in fair competition allows email advertising only with
2022:
prior, express consent. Email marketers like Opti-
mizely generally ensure legally compliant emails
• To achieve the highest possible email delivery rate,
marketers can no longer ignore the BIMI standard, using the double opt-in procedure.
an email authentication standard. It shows a veri- • Most mail marketing tools collect data within the
fied company logo in recipients' inboxes when email journey; however, “intent data” that is popu-
sending a properly authenticated email. They can lar in the B2B segment, recording user intentions
then be confident that the email is authenticated and interests shouldn’t be focused on too. Such
and not a dangerous phishing attempt.
data can now be bundled on data platforms such
• Rigid content, a personalized subject line or ad- as those offered by Optimizely, making orchestra-
dress are no longer enough to be noticed. Real- tion easier.
time personalization enables marketers to fill the • Finally, the Darkmode is undoubt-
user's perception window with tailor-made content edly one of the most noticeable
and to reach users concisely. The fastest way to digital trends of the recent past and
personalize it is through automation. While users is receiving a positive response
surf the Internet, intelligent technologies such as from an increasing number of us-
algorithms or machine learning collect and evalu- ers. Various email clients offer
ate data.
Darkmode as a display alternative, so that the
trend has meanwhile become a standard. As a re-
• A few months ago, the new Apple Mail Privacy
Protection got launched that prevents tracking of sult, email marketers must grapple with the differ-
email opens for Apple Mail users. A major conse- ent color schemes email clients use. ◊
quence of the update is that the KPI of the open By MediaBUZZ
rate, which has so far been so dominant for mar-
keters, loses its informative value in conjunction
with Apple Mail. That is why Optimizely wants to

14 January 2022: Digital Media Trends & Predictions