Email Marketing Trends in 2022: Rules & Recommendations

Email marketing is an ever-evolving landscape.  Enter 2020 and it was basically a rebirth. 

Which I LOVE because hey, I nerd out on this stuff.

So how does a busy email marketer like yourself (if you send any type of email, you’re an email marketer, just embrace it) keep up with email marketing trends and recommendations?

Glad you asked!

Because this email marketing nerd rounded up the top 6 email marketing trends for 2022 so hang on tight, because this is gonna be FUN.

The State of email 2022 is all about the customer and the experience you provide them via email. 

We’ll cover trends in email marketing including:

  1. Appealing email design
  2. Content is EVERYTHING
  3. Video ups the ante
  4. Get social on Social Media
  5. Forget the funnel
  6. Reboot your newsletters

Appealing Email Design

Nothing says 2022 email marketing trends like design.

So let’s start with some basics.

With the overwhelm that the last year and a half has brought us, we need a visual break with authentic imagery.

So when you’re designing your emails, a few reminders:

Keep it simple:

Remember to leave enough white space between content and images on your email to allow your subscribers’ eyes a rest.  It’s clean.  It’s simple.  Just do it.  For all of us.   

Keep it soft:

Softer email background colors were trending in 2021 and look to continue into 2022.  I know it’s been almost a decade since we were introduced to mint, but I gotta say, I can’t kick it!

source: Really Good Emails

Keep it personal:

Photos, especially black and white, tend to portray a more intimate look in both individual and landscape pictures.  It’s also like natural airbrushing.  I know what I’m doing for my next photo shoot!

source: Really Good Emails

Keep it inclusive:

Representation is SO IMPORTANT (hello, 2020 calling).  And giving visibility to marginalized communities is not going away (so help me).  So please, please, PLEASE be mindful of the images you use in your email marketing.  Your subscribers are all uniquely individual, and they want to be seen.  So show up for them.

source: Really Good Emails

When you’re creating your email design, take a step back and take a look at it.  What does your gut tell you?  If you’re nailing these points, then congrats!  Sounds like you’ve got some first rate emails going out.


Don’t believe me?  Just ask Bill Gates or Seth Godin

Still don’t believe me?

Think about it- what is your go-to for attracting new clients and adding value to your current book? 

  • A PDF?
  • Guesting on someone’s podcast?
  • Creating any kind of visibility for yourself? (Within the realm of appropriateness. Because come on.)


You’re creating content, baby!

And when you market that content, you’re creating brand awareness, building credibility and trust, and generating sales. 

I think all three of those things basically define why you are in your business to begin with, ammiright?

Content can be anything:

  • White paper
  • Worksheet
  • Books
  • Magazines
  • PDF
  • Quick reference guide
  • Flowchart
  • Infographic
  • Video
  • Podcast

I think you see the picture here.

The top types of content being used right now?

  • Blog posts
  • Short articles

But as we gear up for 2022 and beyond, don’t be afraid to spread your wings a little. 

Your bottomline will thank you.

Use video to up the ante

Who knew this prediction would come true?

The Buggles and maybe… TikTok. 

On a more positive note, video increases your views and subscriber engagement.  It also helps users increase understanding of products and services.

Other fun facts? (you know you love ‘em).  According to Finances

  • 81% of biz already use them
  • 80% of all internet will come from video by 2020 opening up a HUGE audience
  • 78% of people already watch online video every week
  • Helps increase sales by 76%
  • 55% of people already watch video online EVERY DAY

And don’t go screaming to the hills thinking you need to get a greenscreen and HD halo light to setup a studio in your office.  It could be short clips on Instagram or LinkedIn just talking about what you’re working on right now, or just commenting on the luxurious lounge pants you’re living in.

Get your face out there.  Don’t be scared.  That’s why god made filters. 

Get Social on Social Media

Get this- there are over 4.2 billion social media users worldwide (Hootsuite, 2021).

Remember what we just talked about, putting your customer at the center of everything you do?

And where are your customers?

Say it with me!


That was fun, we should do it again sometime.

Now granted, we are inundated with social media.  Trying to manage it in a healthy way can be difficult when it comes to email marketing in 2022.

So pick one outlet to start with based on where your ideal customer would typically visit.

  • Instagram
  • LinkedIn
  • Facebook
  • Tiktok
  • Twitter
  • Other social media apps/outlets the kids are familiar with, so unless they’re your ideal customer, let’s just ignore them. I don’t need more things to tell me I’m getting old, ok?

If you’re already on the social meeds and you’re looking to up your game, look at diversifying the type of content you put out there based on the social media platform.

The two main types of social media content are:

  • Permanent (long lasting)- think core brand messaging with blog posts, articles, white papers, etc.
  • Ephemeral (fleeting)- think simple short-term brand information with an Instagram story.

Stories on Instagram?  Great. 

Videos on Facebook? Awesome. 

Short blog post on LinkedIn?  KILLING IT

Social media isn’t going anywhere.  If anything, usage continues to increase.  So get ready to get social with your email marketing.  And if you need your teenage neighbor’s help to do it, more power to you.  Send her my way after you’re done, will you?

Forget the Funnel

That’s right.  I said it.  Forget the funnel.

Hello, flywheel!

Okay, I’ll be the first to admit that when it comes to trends in email marketing 2022, we’re always looking for the next buzz word.

I’m not sure how I feel about the word ‘flywheel’, but I’ll just have to give it time.

While the sales funnel has been a staple in email marketing for converting your customers, the flywheel essentially takes it to the heart of what you’re trying to achieve.

  • Customer loyalty
  • Retention
  • Brand awareness

And the heart of all of that?

Your customer.

It’s been a pillar of our mission here at Flourish & Grit since inception (not to brag, but I’m bragging).

When you put the customer at the center of everything you do from email marketing to implementation to retention, your job gets a WHOLE LOT EASIER.

Does it take a bit more work up front to gather data on what your customer’s needs are, the language they speak, and the pain they’re looking to solve for?


But it is definitely less work than trying to constantly attract new customers, because you can’t seem to hold on to the customers you already have. 

Reimagine Your Newsletter

POP QUIZ – how do you deliver your brand goals and provide an amazing customer experience with email marketing in 2022?

A newsletter!

That is, a newsletter that actually helps you convert your subscribers to customers without you having to stress about it.

A pipedream, you say?

Not so, my good friend!

Newsletters are great for reaching out to your subscribers.  But if you could reboot them to promote brand recognition and deliver value to your customers?  Then you’ve got a hot ticket to easy sales, my friend.

Some things to take a look at:

Newsletter format:

  • Is it fresh?
  • Does it speak to your ideal customer?
  • Or is it full of your recent purchases from Amazon and whatever air fryer recipe you’re obsessed with?

No judgement, just maybe reconsider if that air fryer recipe is helping you sell.


  • What is your end goal when emailing your subscribers on a monthly basis?
  • And is that helping your business?

Asking yourself these two questions will really give you clarity on what areas of your newsletter may need a second look.

Email production:

  • How easy is it to schedule and manage your emails?

If it feels like you’re reinventing the wheel every time, then it’s time to have a heart-to-heart with your email automation tools.

Newsletters can be fun and effective.  It just takes a little bit of work up front, but trust me.  Once you’ve got it dialed in, you’ll have so much more time to focus on the important things.  Like all those sales coming in!



We’ve all got a lot going on.  Keeping up with email marketing trends for 2022 probably isn’t top of the list for most of us.

It’s at the top of my list, but hey, that’s how I roll.

But as you can see, just a few small tweaks can make a big difference.  Take what works for you, leave the rest, but remember- keeping your customer at the heart of everything you do is a great start.

If you need more expert support with this, contact us.

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