Key takeaways
- Emojis can boost engagement in email marketing, used well they increase opens and drive action.
- Not every emoji fits every audience, test which symbols resonate with your readers before adopting them.
- Place emojis strategically near calls-to-action to tap emotional responses and inspire clicks.
- Avoid overuse: a couple of relevant emojis are fine, but too many creates confusion and can look awkward.
- Use emojis to build brand association only if they naturally extend your brand voice. What works for one brand may not work for another.
- Emojis are a supplement, not a replacement, for clear written messaging. Use them at the right time and place.
- Measure impact by comparing emoji-filled subject-line open rates with emoji-free versions and by reviewing social engagement on posts with versus without emojis.
Introduction
These days, emojis are everywhere. They’re popping up more frequently in all of our forms of communication. There are probably even pretty high odds that your latest text message contains at least one of emoji.
This is no different for email marketing. In fact, using emojis in subject lines and sign-offs is extremely trendy right now. And this isn’t just a passing fad; it’s a transformation of how we communicate. In the near future, using emojis won’t just be stylish, it will be absolutely necessary if you want to connect with your audience.
Emojis have been around for a while, but they’re becoming increasingly sophisticated and more common in everyday conversations. Emojis represent much more than their fun visual appearance and people are learning how to express a lot more with just a few simple images.
However, people are still exploring emojis and understanding their significance. Particularly for marketers, there’s still a lot to learn about how emojis can be used to communicate a brand to an audience.
Identify Emojis That Connect With Your Audience
Not all emojis will work for all audiences. It is necessary to determine which emojis will resonate best with your readers. While the smiley emoji is a classic, it may not be exciting enough for a younger demographic.
“With so many different emojis available, it makes it important that you understand the meaning behind any you plan to use,” says Jonathon Long, contributor to Entrepreneur. “You don’t want to start randomly throwing out emojis without a strategy — you need to make sure they are aligned with your audience.”
Use Emojis To Inspire Action
Emojis tap into an emotional response that can be very effective for inspiring action from your audience. Carefully selecting emojis and placing them in relation to a call-to-action can help boost engagement.
“I have found that using emojis in email subject lines drastically increases open rates,” recommends Long. “More people opening your emails means more people coming into contact with your call-to-action.”
Don’t Create Confusion
Emojis are fun, but if they are overused, there is a good chance that it will just create confusion. Remember that good marketing has a clear message, so learn to use emojis strategically.
“I subscribe to a large number of email newsletters in multiple industries, and using a couple emojis that make sense within the email copy is fine, but going overboard can really be awkward,” admits Long. “I cringe when I see emails with an obnoxious number of winky-face emojis.”
Build Your Brand With Emojis
A brand is all about image and emojis are a great way to create association. There is a huge range of emojis, so it’s possible to find some that can become a representation of your brand.
“What works for one brand isn’t going to necessarily work for another, even within the same industry,” says Long. “The emojis you use must match your brand — a natural extension of your voice.”
There’s a Place And Time for Emojis
Emojis are not a replacement for the written language. They need to be used in the right way at the right time in order to create an impact. Abusing emojis looks ridiculous and an obvious absence implies that you might be out of touch. The best bet is to use your data to determine what is the most effective.
“Compare email open rates with emoji-filled subject lines and emoji-free versions. Look at your social media engagement on posts using emojis and those that don’t have them,” says Long. “Every audience is different, so dive into all available data to see how your audience responds to their use.”
FAQ
Identify emojis that resonate with your readers and understand the meaning behind each one. Not all emojis work for every audience (for example, a smiley might not excite a younger demographic). Select symbols that align with your audience and with your brand voice.
Place carefully selected emojis in subject lines and near calls-to-action to tap emotional responses. Using emojis in subject lines drastically increases open rates, which in turn exposes more people to your call-to-action.
Use emojis strategically and sparingly. A couple that make sense within the copy is fine, but overusing them can create confusion and look awkward or ‘obnoxious.’ Keep your core marketing message clear.
Yes, emojis can become a representation of your brand if they naturally extend your voice. Choose emojis that match your brand, but recognize that what works for one brand may not work for another, even within the same industry.
Avoid using emojis as a substitute for clear written language. They should be used at the right time and place, abusing them looks ridiculous, and an obvious absence might make you seem out of touch. Use data to decide when to include them.
Compare email open rates for emoji-filled subject lines with emoji-free versions and review social media engagement for posts using emojis versus those that don’t. Let the data show what your audience prefers.
Keep it minimal, use a couple of emojis that make contextual sense. Going overboard with many emojis can be awkward and reduce clarity.
