Are You Using Emoji in Your Email Marketing? - Midwest Direct

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January 9, 2017

Are You Using Emoji in Your Email Marketing?

emoji, email marketing, emails

iOS 10.0.1 dropped earlier in September, and by now we’ve had plenty of time to enjoy the new emoji that came along with it, as well as enhancements to existing ones. You probably have noticed some of the new additions, including slouching female and male walkers (Are they heading somewhere unenjoyable, like the dentist’s office? We’ll never know.), female detectives sporting old-school magnifying glasses as well as squirt guns. While we can’t exactly think of an example of when you would need to use all of these in a single text message, one thing’s for sure – emoji are here to stay, and they are becoming more and more popular in email marketing.

Emoji, as well as GIFs and memes, are becoming increasingly important in the way that marketers communicate with millennials. Millennials speak a very visual language and will often pay more attention to an image than text. Marketing in the digital world means cramming everything we can into the confines of character limits and short attention spans, and emoji certainly cater to that.  

Millennials aside, the rest of us have become accustomed to having a plethora of platforms and devices to help us express ourselves. It’s something we enjoy doing, and it’s also becoming something we want to see in our favorite companies and brands. Email marketers are finding that using emoji in their subject lines have been increasing their unique open rates by up to 45%. By using emoji instead of words, marketers have found a new way to grab the attention of subscribers, connect with them on an emotional level and add a little fun into the mix.

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Interested in giving it a try? There’s a few things to remember:

Not all email clients are the same in how they render messages. Be sure to test your emails in a few different clients (Gmail, Outlook, Yahoo, etc.) before sending the message out. If you use an email marketing platform, do some research to ensure they support emoji in subject lines. Websites such as Facebook Symbols or Emojipedia (yes, that really exists) will be your go-to sources for copying and pasting the emoji you need for your subject lines.

Have fun experimenting. Perform an A/B subject line test on two different types of emoji (or, perhaps one subject line with an emoji and one without) to see which one performs better prior to sending out to the rest of your subscribers.

Learn from the experts. Spend some time paying attention to what kinds of emails you receive with emoji and how companies are using them. Does it grab your attention? Make you open up the email? Seem annoying? Is it appropriate for the intended audience? What works or doesn’t work for your own personal email is a good indication of what may be successful for your subscribers.

Take a chance and give it a try! You’ll be 153b3259cd8d4955375c067283967c54 if you don’t.

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