How to use Emojis in Email?
Last week I received this in my inbox. The emoji sure caught my attention. But am not sure if a funny looking water gun emoji relates to the action thriller movies that are being promoted.
As viewed on my iPhone.
2017 saw a lot of emojis
We’re all so obsessed with emojis. They have become a big part of our lives. Whether it’s the animated movie ‘The emoji movie’ or Apple’s latest iOS update where they introduced some new emojis including new faces, food and animals or Twitter’s upgraded search that includes emoji characters. Heck, we even have a ‘World Emoji Day’! Imagine the frenzied activity on twitter and facebook.
They seem to have made a headway into mainstream email marketing as well.
Emojis are a global trend that’s here to stay.
Love for emojis and symbols is prehistoric
Come to think of it, this new found craze for emojis is actually not so new. Infact it dates around 5000 years back when our ancestors used pictographic hieroglyphs and cuneiform inscriptions as a means of communication.
Emoji in Email
Emojis can do wonders to your email program. Here are few facts –
- Emojis in emails has increased by a whopping 7100% in the past year.
- According to analysis by eConsultancy, just adding a simple Unicode emoticon to the start of your email could improve open rates.
- 74% of people in the US regularly use emojis in their online communication (View source)
- Research has shown that people respond to Emoticons in the same way they would with a human face.
Here’s a how-to guide to add emojis in your email subject line.
Email campaigns with emojis – how do they perform?
With Halloween coming up this month, let’s see what kind of emojis were used last year for Halloween and how the email campaigns had performed. (Courtesy: ReturnPath)
The verdict: Emoji in email does increase the read rate. But not always. Also there’s no rhyme or reason as to why a particular emoji (in this case spider) performs well over the other (the skull). Sometimes, the text only campaigns fare better with higher read rate and inbox delivery rate.
What’s important is to use them aptly and not overdo it.
Because according to a survey, 58 percent of 18- to 34-year-olds said brands using emoji in email subject lines were “trying too hard.” The gun emoji in this case is one such example.
5 things you need to know about emojis in emails
- 1. Emojis needn’t be confined only to marketing emails
One would think of transactional emails as a “no-nonsense” serious email. Many B2B brands prefer to stay away from emojis in emails, but emojis can be used smartly even in transactional emails without causing any damage to the brand’s reputation or appearing to be too casual. Here’s one I recently received when I signed up for a webinar.
On my iPhone, the emoji even shows the date of webinar. Isn’t that awesome? And it isn’t bad on other interfaces as well. The calendar emoticon clearly serves the purpose. Here’s another one. And you’ll find some more for ecommerce here
2. Can your subscribers see emojis the way you want them to in your email?
Emojis look different across different smartphone devices and operating systems. Here’s a sample:
Picture courtesy: motherboard.vice.com
Get the full emoji list here
- 3. Emojis in subject line can trigger Spam filters
So we’ve all heard that emojis can increase open rates. As more and more marketers get ‘innovative’ and our inbox begins to look like one huge expression box, one aspect that shouldn’t be ignored by email marketers is the probability that emojis can trigger the spam filters. Gmail puts animated emojis in spam as it is mostly used by spammers to grab the recipients attention. So it is a ‘no’ to use emojis in a subject line? Not completely. There’s no mention from reputable sources on this. My advice to you, is to test, keep an eye, not overdo it.
- 4. How to use emoji in email – some quick tips
Create the right effect by using emoji at the right place. Given the increasing use of mobile to view emails and the character restriction, it helps to have emoji in the beginning of subject line.
Don’t replace actual word with emoji, just in case there are rendering issues, your message will not be conveyed.
Know your audience. Use of emoticons varies by geography, age, gender, and social class.
- 5. How much is too much?
Emojis are known to have a psychological effect.
Different regions of the brain light up when you’re looking at emojis as compared to not looking at emojis
Using emojis make you socially receptive, empathetic and approachable. That said, it shouldn’t turn out to be a case of too many emojis, too little emotion. If the same emoji is peppered across the entire email, it generates nothing beyond a yawn and this fact is backed by science. According to a study published in the Journal of Language and Social Psychology, adding more than one of the same emoji appears to be a waste of time.
Best practices for emojis in a subject line
1. Choose the right emoji
Choosing the right emoji completely depends on the type of content, your business and the type of tone you have used in the your email. If your email has a serious tone or your contacts expect conservative content you can use emojis like – the copyright symbol, the trademark symbol or the registered trademark symbol. It will not only help you convey your message but also make you stand out.
2. Keep it relevant
You don’t want to use an emoji that isn’t going to help you convey your message. An emoji works best when they are relevant to the content of your email. Seasons and holidays are the best time and easiest way to use emojis
3. Express your emotions
The best way to convey your emotions is by using the emoticon emojis that use faces to express emotion
4. Do not send your email without testing it
Lastly, never forget to test the subject line before sending it out to your recipients. Check if the emojis are rendered in the different email clients.
|Smiling with mouth open||😃|
Emojis are a superb and effective way of communicating with your recipients. It grabs their attention leading to higher open rates.
If you have used emojis in your subject lines before, we would love to know in the comments below how it has worked for you.
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