The Top 4 Email Marketing Trends [Updated 2022]

Despite the fact that email marketing has been around since the 1990s, email remains one of the absolute best digital marketing strategies available to businesses around the world.

In fact, the amount of people who use email is growing strongly and it is expected that there will be 4.4 billion email users by the year 2023. In 2018, there were only 3.8 billion.

Many businesses are already taking advantage of email marketing and use it as one of their primary marketing strategies. If your company falls in this category, then that’s great, you are on the right path.

However, the best businesses are able to take advantage of new trends quickly in order to gain an edge over their competitors.

In 2022, a number of new trends have emerged in email marketing.

In this article we will break down the most important of these trends. You can use these email marketing trends to increase your return on investment for your marketing budget.

 man doing email marketing

Here are the top 4 email marketing trends for 2022:


1. User-generated content

User-generated content, also known as UGC, refers to any type of content that is generated by users of the company’s products or services.

Oftentimes this content comes in the form of reviews. User-generated content can be audio, images, videos, or written text.


“The reason why more and more companies are using user-generated content in their emails it’s because it provides a sense of authenticity and proof that the company’s products or services are high-quality. Roughly 70% of all consumers look at online reviews before buying.”


So, by including user-generated content reviews in your marketing emails, you are making it easier for your customers and email subscribers to make purchasing decisions.

As a result, there is a very good chance that you will see an increase in conversion when you start using user-generated content in your marketing emails.


2. Email AMP

Email AMP refers to a trend in email in which marketers embed various types of elements into emails such as carousels, purchase buttons, confirmations, accordions and more. In order to do this, email marketers use special technology.

Once the elements are embedded into the emails, email subscribers can perform a wide range of actions on the email without having to open another tab or travel to a different website.

The fewer steps that email recipients have to take in order to accomplish their goals, the more likely that they are to actually follow through and do it. Savvy marketers know this and are taking advantage of it by using email AMP.

If you have never tried email AMP, then consider giving it a try in 2022 to see the results that it creates. If it works well for you, then stick with it! If not, then try going with one of the other trends that are on this list. Some marketers are still unsure whether this trend will pay dividends. But, so far, that statistics are showing that it works quite well.

mobile phone shopper

3. Responsive interactivity

Roughly 66% of email recipients will delete your email if it is not optimized for the device that they are using. Because of this, responsive interactivity has emerged as a strong email marketing trend in 2022.

Reve interasponsictivity refers to the technique of making emails as interactive and user-friendly as possible.

There are a number of things that can increase responsive interactivity. For example, rollover effects to showcase products, mobile optimization, interactive product images, and animated buttons and calls to action are all frequently used to boost responsive interactivity.

As you create your email campaigns in 2022, you should keep in mind that interactivity can help you to increase your engagement rates for your marketing emails. Try focusing on making your emails more interactive.

You might be amazed at the result you get when you start taking this approach.


embed video in email

4. In-email video

In-email videos are videos that are embedded directly into emails in order to increase engagement, CTRs, and conversion.

In-email videos transform emails from simply being text or image-based into being video-based. This makes them significantly more interesting and exciting for email subscribers to interact with.

In-email videos can go a long way towards driving results for your company. In fact, video email marketing has been proven to increase click-through rates by up to 150%.

This means that by putting videos in your emails, you can get substantially higher ROI for your email marketing campaigns. This is why in-email videos are becoming such a powerful digital marketing trend.

gmail on safari


In order for you to stay one step ahead of your competition, you need to be fully aware of all of the key emerging trends. Knowing the top email marketing trends for 2022 is one way to do this.

User-generated content, email AMP, responsive interactivity, and in-email video are all proving to be powerful trends for email marketing in 2022.

If you are already using some of the strategies involved with these trends, then that is great. However, if you aren’t, then you should strongly consider using some of them. Unfortunately, sticking with the same old methods and not adapting to new trends is not likely to boost your ROI.

Companies that stay on the cutting edge of technology and trends are the ones who tend to succeed for long periods of time. In order to keep your email marketing campaigns generating substantial ROI over many months and years, you need to be using email strategies that work well for your customers and your subscribers.

Right now, user-generated content, email, AMP, responsive interactivity, and in-mail video are all working very well. Don’t get left behind. Take advantage of these email marketing campaigns while they are still emerging.

Originally published on April 21st, 2020, updated on February 17th, 2022
The Blog

The Top 4 Email Marketing Trends [Updated 2022]

by Bennett O'Brien time to read: 4 min