Email Marketing Trends for 2022: Competitive Differentiators
Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2022. We then mapped the results into adoption-impact quadrants.
In this post, we’re looking at the Competitive Differentiators, which are in the low adoption–high impact quadrant. The technologies and tactics in this quadrant are not completely proven, but some companies are already seeing great results from using them. They offer a significant competitive advantage with considerably less risk than our Unproven Opportunities.
But, there are still risks, including the acquisition of smaller providers, frequent process and feature changes as the technology stabilizes, frequent changes in best practices as knowledge rapidly evolves, changing cost structures, scarcity of needed skills, and other issues. These hassles and expenses are easier to accept, however, because many adopters are already seeing a sizable return on their investment. Their willingness to accept some uncertainty in exchange for good returns gives them a distinct advantage over their competitors, most of whom have yet to embrace these tactics and technologies.
Of the 26 trends we surveyed our digital marketing consultants about, seven of them were rated as being in the low adoption–high impact quadrant for 2021. Let’s talk about each of them in turn…