We use emojis when communicating with friends and family via platforms such as WhatsApp but do they have a place in marketing emails? It’s a question I am frequently asking myself as I see emojis used more often in subject lines and do they affect email open rates? 📩
The function of the modern emoji is to fill emotional cues otherwise missing from typed conversation and to replace words. Still, I am constantly seeing emojis in the subject lines of marketing emails for both B2C and B2B audiences. I wondered if the use of an emoji in a business email may make it look less professional, or if it would make the email stand out in a crowded inbox.
I ran a little test on our marketing emails trialling an emoji in the subject line but to my despair the results were inconclusive. According to a report by Experian, 56% of brands using an emoji in their email subject heading had a higher unique open rate, so I thought I’d do a little research into best practices for using emojis in email subject lines.
Use emojis sparingly
It is recommended to use only one or two smiley faces or symbols.
Test your audience’s responses
Use A/B split testing to monitor the performance of your campaigns to see the impact on the open rate and response rate. Test and learn to optimise future campaigns.
Add relevant emojis
Use emojis which are relevant to your content and the intention of your email and that will resonate with your audience.
💡 The light bulb emoji can be used to indicate a new idea or innovation.
⭐Star emoji shows a special recognition, perhaps to customers or team members.
📢 Draw attention with the loudspeaker emoji. Use this to announce news or discounts.
Test your emoji subject lines
Not all emojis will show up properly on different mobile devices and Gmail, Outlook etc so it is important to test how your email renders across devices to avoid looking like a ☐ in your readers’ inbox.
Emojis can be effective in generating engagement and interest, so testing emojis in the subject line of your next email campaign could be worthwhile.
If you’re considering ways to improve the performance of your email marketing campaigns speak to our team to see how we can help. From creating responsive email design to engaging copy and journey creation, our expert team can help you increase ROI from your email marketing campaigns. Email Marketing Services | Supporting The Full Journey (capsulemarketing.co.uk)
