Want to know what the top email marketing trends for 2022 will be? You’re in the right place. I’ve put together the five email marketing trends that no one else is talking about—yet.
As we do every year, we’re closing out with a look at the latest trends across web design, business development, and, tying it all together, I’m revealing the five email marketing trends for 2022 you can’t afford to ignore. These are the difference between great communication, mediocre messaging, and, frankly, a total disaster.
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Let’s dive into the email marketing trends for 2022
Email Marketing Trends 2022
Diversity, Inclusion, and Gender Perspective
Without a doubt, this is the most powerful email marketing trend for 2022 and the one that will have the greatest impact on commercial communications.
The key to this trend is to approach every aspect of your email marketing—concept, copy, imagery, design, and overall communication—with a focus on sexual, gender, and physical diversity, and everything that entails.
The goal is to ensure your customers receive communication free from bias, so they feel included in your offer, boosting engagement and making your brand stand out.
Until recently, our messaging likely had some degree of gender or inclusion bias—not out of malice, but simply because it’s been the norm. If we don’t adapt, these mistakes, which are currently forgivable, will soon become deal-breakers for our audience.
From next year on, every newsletter you send should embrace this new approach—not just in the copy, but also in your choice of images, design, color palette, form fields, and more.
For example:
It’s common to subscribe to a newsletter and be asked for your name, surname, gender, age, etc.
As you can guess, it’s important to carefully consider which gender options you provide, and whether age is truly relevant.
Customers should see themselves reflected in your gender options—non-binary individuals shouldn’t feel excluded, and some may not want to share their age.
Think about what information is truly essential for your business, and how you present it.
The same goes for imagery in your newsletters: not everyone is white, blonde, or conventionally attractive. That era is over.
One of the strongest email marketing trends for 2022 is inclusive storytelling that reflects the full spectrum of society—including so-called minorities, who should never be treated as such. Your messaging should be culturally and gender-aware, and always respectful.
Exclusionary language doesn’t just alienate those directly affected—it also turns off everyone else who notices.
When to apply this email marketing trend
This email marketing trend for 2022 will be front and center in all communications, but it’s especially relevant for:
- Companies selling clothing, toys, sports equipment, or technology.
- Blogs of all kinds—don’t ignore this trend; weave it into your content and newsletters.
- Service businesses—even if not strictly necessary, it’s a valuable addition to your newsletter strategy.
Examples of emails embracing this trend
Marketing 4 Ecommerce Newsletter
Here, the lead story is about Inditex (via Zara) launching a fashion line for digital avatars. If that’s not diversity and inclusion, I don’t know what is. It’s a clear sign that major brands are taking this seriously.
Elevator Newsletter
Another example of a leading 2022 trend: the images no longer show only “normative” bodies or sexualities, and the content explores topics that were once off-limits.
Vivienne Westwood
Again, the copy is adapted for non-binary identities and is highly mindful of all forms of diversity.
Sustainability and the Environment
The second major email marketing trend for 2022—and a reflection of broader social priorities—is sustainability and environmental responsibility.
Use your email channel to communicate your company’s stance, the actions you’re taking, the challenges you’re tackling, and your short-, medium-, and long-term goals on this front.
Make room in your email marketing plan and newsletters for this topic—either by weaving it into your regular communications and promotions, or by sending dedicated newsletters focused on sustainability.
As with the previous trend, it’s about using your platform to share your company’s perspective.
If your business doesn’t yet have a stance on these issues, now’s the time for some honest reflection: What are we doing well? Where can we improve? What’s out of reach for us right now?
Highlight your strengths in your newsletter, turn areas for improvement into actionable goals, and leave the rest behind the scenes.
When to apply this email marketing trend
This email marketing trend for 2022 will be featured in most newsletters you receive next year, especially for:
- Companies selling clothing, toys, sports equipment, or technology.
- Service businesses—even if not strictly necessary, it’s a valuable addition to your newsletter strategy.
- Blogs of all kinds—don’t ignore this trend; weave it into your content and newsletters.
Examples of emails embracing this trend
Glamour Newsletter
Glamour’s newsletter is ahead of the curve, addressing sustainability and environmental issues to clearly communicate its position on these pressing social concerns.
Karl Cares – Karl Lagerfeld Newsletter
Karl Lagerfeld’s newsletter now includes a dedicated section on sustainability and environmental initiatives—KarlCares.
PIFERI
Here’s another brand ahead of the curve, featuring the PETA APPROVED VEGAN logo in its newsletter footer, highlighting products made to strict animal welfare and sustainability standards.
Storytelling as a Tool
The third key email marketing trend for 2022 is storytelling.
With the first two trends in place, it’s time to organize and present your information with a storytelling approach.
The goal is for your audience to feel like they’re receiving valuable information—not just another sales pitch.
For inspiration, look at how magazines and cultural newsletters do it. These often open with a personal note from the author, setting the tone for the email.
When to apply this email marketing trend
Next year, every newsletter you send or receive will likely use this communication tool, but it’s especially important if you run:
- A news magazine with subscribers.
- Fashion ecommerce.
- Travel and lifestyle companies.
Examples of emails embracing this trend
The New Fatherhood Newsletter
This newsletter stands out for its engaging, relatable storytelling, making it easy for readers to connect. Storytelling will undoubtedly be one of the most widely used email marketing trends for 2022.
Time Space Newsletter
Time magazine’s Space newsletter is another great example of storytelling in action. It’s easier to use this technique in editorial content, but if you pay attention to the intro, you’ll always find a personal note from the author.
The Goods by Vox Newsletter
Once again, storytelling is used brilliantly as part of an effective and approachable digital marketing and email marketing strategy.
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Be Personal – Content Your Readers Care About
The main goal of email marketing is to build a loyal audience and keep engagement high, so you can offer products and services to your target market. Thanks to technology, it’s now possible to deliver highly personalized communication that makes each recipient feel special.
Every step of the newsletter subscription process should feel personal, gradually collecting relevant information to better serve your audience. You can also offer special options for subscribers—profile photos, name, gender (handled thoughtfully), and more.
Ultimately, the aim is to tailor the information you send to each subscriber.
For years, one of the biggest issues with mass email campaigns has been lack of personalization. Any steps you take to improve this will boost engagement and make your offers more appealing.
When to apply this email marketing trend
This should be applied throughout your entire email marketing journey—from the very beginning to the (hopefully never) end.
Examples of emails embracing this trend
Hustle Newsletter
The Hustle’s newsletter is known for its friendly, highly personal tone and the range of options it offers subscribers—a great example of the email marketing trends for 2022 in action.
DeviantArt Newsletter
DeviantArt also offers one of the most customizable newsletter sign-up experiences, designed to foster a sense of belonging and closeness with its audience.
Museum of the City of New York Newsletter
Finally, the Museum of the City of New York offers one of the most highly personalized newsletters out there—making it nearly impossible not to feel uniquely valued.
Keep an Eye on Graphic, Web, and Digital Design Trends
Last but not least, the final email marketing trend for 2022 is all about newsletter design.
I could go on about all the graphic design trends, web design trends, and digital design trends for 2022, but we’ve already published a couple of articles covering these areas in depth.
Check out our articles on Web Design Trends 2022 and Graphic Design Trends 2022 to see how you can apply them to your email marketing and newsletters.
How and when to apply this email marketing trend
Every newsletter worth its salt needs strong design. This builds brand recognition and gives you an excellent opportunity to showcase your strengths and deliver quality content to your audience.
Examples of emails embracing this trend
Smoothie newsletter
Graphic and digital design trends are front and center in this internationally recognized newsletter.
Co.Design by Fast Company Newsletter
Another newsletter that takes email marketing trends for 2022 seriously, applying them in both design and development.
Saint Laurent
