How to Spice Up Your Email Marketing With Emoji

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Jan 21, 2016
Lani Oaten
email marketing

How to Spice Up Your Email Marketing with Emoji

If you receive any type of promotional emails from brands, no doubt you’ll have started to come across some special characters creeping into your inbox – emoji.

Emoji have infiltrated the mainstream in a big way since their international inclusion on the iPhone, and brands have sat up and taken notice. So much so that cute little pictures in email subject lines are becoming a big thing.

Here’s why your brand should leverage that.

Show off your emotional side

It’s a fact: People love brands that appear more human. If you want that coveted emotional connect with your consumers, try cutting down on your word count and using emoji to show emotion.

Save space

Speaking of cutting down your word count, emoji are great space-savers. Viewing emails on mobile devices is the norm nowadays, so your subject line has to be below 30-40 characters if you want your entire subject line to fit on a mobile. Solution? Say more with emoji – they only take up one character.

Higher open rates

This report by Experian indicates that brands using emoji in their subject lines saw a 45% increase in their unique open rates. Sounds good to us…

Stand out from the crowd

It’s 2016, and people are busier than ever. With our inboxes increasingly full, it can be difficult to make your email marketing stand out from the rest. And that’s where emoji come in.

Sold? Here’s how to use emoji effectively in your subject line.

Don’t go off-topic

Emoji are fun to use, but that doesn’t mean you should just choose the most popular one and apply it to your email. Think about what other text you are going to include in your subject line, and make it consistent with that message. And don’t go overboard, either – too many emoji can confuse your message.

Testing, testing

Before sending your emoji-clad email out to everyone on your address list, run a split test to see how your customers react to them: send two emails, one with the emoji in the subject line, and one without. This will help determine whether or not emoji suit your brand. You’ll also want to consider how emoji render in different email clients.

One more thing…

Before using emoji, take care to consider the tone of your brand and your audience demographics. If you’re a serious brand with an older customer base, emoji may come across as unprofessional.

But if you’re a brand with a millennial customer base, for example, you may just hit the mark.

Either way, make sure to test before take-off.

Need a hand with your email marketing strategy? Get in touch.

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