We all love seeing the right emoji at the right spot; that’s for sure. But is it okay to use that method in content marketing? Email marketing, to be more precise? It’s an interesting question.
Let’s talk about the effectiveness of email marketing before we get to the main thing. It’s still important. Your messages have the potential of boosting conversion rates. It may seem like an old-fashioned marketing strategy because everyone is focused on social media nowadays. However, every serious brand still relies on email marketing.
The problem with email marketing is that it’s getting hard to convince people to open and read your messages. They are getting dozens of them on a daily basis, so they tend to ignore them. That’s where emojis can boost your game.
Antonio Tooley, a marketing expert from EduGeeksClub, explains that emojis are particularly effective when used in subject lines: “This small, cute icon will express the emotional vibe of the message itself. It helps the recipient understand what the tone of the message will be. When combined with an effective subject line, the emoji can really have a great effect. We saw a significant improvement in email engagement as soon as we started using emojis in our newsletters.”
Reasons to Use Emojis in Email Subject Lines
If you’re wondering whether or not to use emojis in email subject lines, the answer is yes; use them! Not convincing enough for you? Here are few advantages for you to consider:
- They Boost the Brand Awareness
Big brands have their special emojis. That’s a great strategy, since it instantly makes people recognize the email, even when they don’t pay attention to the subject line.
- You Say More in Less Space
If, for example, you’re sending a free vegan cookie recipe to your email subscribers, you can use an emoji instead of writing cookie. When you do that, you save tons of space and you send a cuter email.
- Emojis Get People’s Attention
As any other content marketer, you already know that your audience pays more attention to visual content when compared to textual content. Go through this Emoji Report by Return Path and you’ll see that some emojis are particularly effective.
However, you can’t just use a random emoji and expect wonders to happen. There are specific dos and don’ts regarding the use of emojis in email marketing. Let’s focus on that, shall we?
The Dos of Using Emojis in Email Marketing
- Use Them Carefully
If you check that Emoji Report again, you’ll see that specific emojis have great effect on specific dates. The holidays, for example, are the perfect occasion for using the gift emoji in the subject line. Use the emoji only when it means something.
- Test How It Works
Yes; using emojis can get you to a higher open rate. However, not every emoji has an effect, and emojis don’t have an effect on every single email marketing campaign. How will your audience respond? You can’t be sure if you don’t test.
So send emails with emojis to half of your subscribers, and send text-based subject lines to the other half. Check the open rates and voila – you know how emojis work in your particular case.
- Use It at the Beginning of the Subject Line
You may use it at the end too, but you’ll need a really short subject line in that case. Keep in mind that most devices don’t display the entire subject line. Given the fact that your subscribers will see a limited number of characters, it’s wise to use the emoji at the start.
- Choose Emojis Relevant to Your Brand Image
According to the Unicode Standard, there are 2,666 emojis as of June 2017. That’s a huge number. It might get you confused, but versatility is a good thing. It means you can pick symbols that fit well in your branding campaign.
If, for example, you’re targeting teenagers, it’s okay to use funny emojis. Even the poop emoji is an option (in extremely rare situations). If, however, you target a more serious audience, you’ll pick emojis that align with such branding efforts.
The Don’ts of Using Emojis in Email Marketing
- Don’t Skip the Testing
You can’t just start using emojis without controlling the effect they have. Percentages matter. This strategy may work really well for your audience, and you’ll quickly see an improvement in the open rates. However, it may also have a counter effect. In that case, you’ll change the emojis or you’ll simply stop using them.
- Don’t Overuse Them
Yes; it’s possible to compose an understandable sentence full of emojis. However, that doesn’t mean your email recipients will pay attention to it. A single emoji should be enough to grab their attention and get them to read the subject line. If you use too many emojis, the line will demand decoding. No one has time for that.
- Don’t Ignore Competitors’ Strategies
Did you subscribe to the email campaigns of your competitors already? It’s important to do that, so you’ll know how they are using emojis in the email subject lines. This doesn’t mean you’ll copy them; that’s the last thing you want to do. It only means you’ll analyze their approach and you’ll think of a better way to attract your audience. You’ll use a cuter emoji with a punchy subject line.
Do or Don’t?
Do; definitely! Emojis are a powerful tool that can boost the productivity of your entire marketing campaign. Maybe that won’t happen with your specific audience, but the least you can do is try.
What’s the whole point in using emojis? They make your audience laugh. They make them notice the email in the busy inbox. They help them figure out what it’s about from the very moment they see it.
However, there’s always right and wrong way to do things. In email marketing, in particular, you have to be very analytical. Keep the above-listed tips in mind and don’t forget to measure the results. If you have more suggestions for our readers, feel free to share them in the comments.
Warren’s lifestyle is full of hiking adventures. When he’s not busy with his guitar or enjoying the sunny day outside, he excels at blogging skills and leaps through social media. Folow him on Twitter and Facebook.