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Should you be using emojis in your email subject line?

Emoji in the email subject line pros and cons

It can be hard to get people to open your emails, especially if they're not interested in the topic you're writing about.

To increase open rates, many marketers have turned to emojis in their email subject lines. According to a study by Experian, using emojis in email subject lines can increase open rates by as much as 56%. However, other studies state that they can decrease open rates. So, it appears that there's no definitive answer.

But before you get too excited and start adding emojis to all of your subject lines, there are a few things you need to know. In this article, we'll take a look at the dos and don'ts of emoji usage in email marketing, as well as some best practices to follow.

Why are emojis becoming so popular in marketing?

Since their inception in the late 1990s, emojis have become an increasingly popular way to communicate. There are now over 3,000 emojis in existence, and they're used regularly by billions of people.

In fact, 92% of the world's online population uses emojis daily . So, it's no surprise that in recent years, they've begun to make their way into marketing campaigns

There are a few reasons for this. First of all, emojis add an element of fun and personality to campaigns. They can also help to convey complex emotions and messages simply. And last but not least, they're incredibly popular with millennials (who are now the largest consumer group).

The advantages and disadvantages of using emojis in your subject lines

There are several advantages of using emojis in your email subject lines. Some of the most important ones include:

  • They can help you to stand out in a crowded inbox: Inbox clutter is a major problem for email marketers. According to recent studies, the average working professional receives 121 emails per day. So, it's more important than ever to make sure your emails stand out. And one way to do this is by using emojis in your subject lines.
  • They can increase open rates: As we mentioned before, Experian found that emails with emojis in the subject line increased open rates by 56% compared to those without. Similarly, a study by Mobile Marketer saw open rates soar to 66% when emojis were added to the subject line.
  • They can increase engagement rates: Emojis can also help to increase engagement levels. In fact, in a recent study, it was found that tweets with emojis received 25.4% more engagement than those without.

While there are some advantages to using emojis in your subject lines, there are also a few disadvantages. Here are some things to keep in mind:

  • They can decrease open rates: While some studies have found that emojis can increase open rates, others have found the opposite. A study by Search Engine Journal found that using emojis in email subject lines decreased open rates - those without emojis generated an open rate of 52.94% compared to 47.06% for those with an emoji.
  • They can appear unprofessional: Depending on the audience you're targeting, emojis in your subject lines could come across as spammy and unprofessional. This is particularly true for B2B companies that are targeting older, more conservative audiences.
  • They can be difficult to use: Using emojis in your subject lines can also be tricky. If you use too many, or if you use them incorrectly, they could end up backfiring. So, it's important to use them sparingly and to make sure they're relevant to your email content.

How to use emojis in your email marketing without annoying your subscribers

Now that we've looked at the advantages and disadvantages of using emojis in your subject lines, let's take a look at some dos and don'ts to keep in mind.

  • Use them sparingly: Don't go overboard with the emojis in your subject line. A few strategically placed emojis will do the trick. Remember, less is often more.
  • Test different emojis: Not all emojis are created equal. Some perform better than others. So, it's essential to test different emojis to see which ones work best for your audience and your campaign goals.
  • Don't use too many: As we mentioned before, less is often more when it comes to using emojis. So, don't go overboard. Use one or two at most.
  • Don't use them for every email: You don't want to use emojis in every single email you send. This will quickly become annoying for your subscribers. Think of them as a special treat that you use sparingly and only when it makes sense.

Should all businesses be using emojis in their subject lines?

Before you start using emojis in your subject lines, it's important to consider whether or not they're right for your business/industry. B2C companies, in particular, tend to be more open to using emojis in their marketing.

For example, if you're a business that sells products or services to millennials and Gen Z, then using emojis in your subject lines is a great way to connect with this target market, and increase open rates and engagement levels.

On the other hand, if you're a B2B company like a law firm or insurance broker, then using emojis in your subject lines could come across as unprofessional.

The bottom line is that it's important to weigh the pros and cons before using them in your email subject lines.

A/B testing your use of emojis

While there's no guarantee that emojis will have the same effect on your email campaigns, it's worth testing them out to see if they can help you to achieve your desired results. Here are a few tips for A/B testing your use of emojis:

  • Test different emojis: Try out different emojis to see which ones perform the best. You may want to test different combinations of emojis to see which ones have the greatest impact.
  • Test variations of your subject lines: In addition to testing different emojis, it's also important to test different subject lines. This will help you to determine whether or not the emoji is having an impact on open rates.
  • Experiment with your audience segmentation: Not all audiences will react the same way to emojis. So, it's important to test them with different groups of people. This could include segmenting your list and sending different emails to each group.

Summary

Emojis can be a great way to stand out in a crowded inbox, increase open rates, and increase engagement levels. Just be sure to use them sparingly and in moderation. Test different emojis to see which ones work best for your audience and campaign goals. And last but not least, don't use them for every email you send.

A/B testing is a great way to determine whether or not emojis can have a positive impact on your campaigns. Try testing different emojis, subject lines, and groups of your subscribers to see what works best for you. With these tips in mind, you can determine whether or not using emojis in your email subject lines is right for you.

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