Same is boring in the world of email marketing. So how do you make your campaigns stand out from all the other emails in your subscriber's inbox?
Email marketers are using GIFs and other interactive elements in their emails more and more. But these will only work if your readers open your email. This is where a good subject line and preheader text come in handy. And if you really want to stand out, add an emoji or two.
If you use too many emojis in your email campaign, it might look like spam. However, if you use them sparingly, they can make your emails stand out in the inbox. In 2016, it was found that the number of marketing messages with emojis had grown by 775 percent each year, and there are no signs that this trend will stop.
Whether you use a simple smiley face or the checkbox emoji, both can be powerful tools for email marketing. Let's look at how designers and developers can work together to add emojis to your campaigns, what not to do when using emojis, and which operating systems (OS) support emojis.
Why should you use emojis then?
Emojis are fun to use in text messages, but they are also a great way to get your subscriber's attention in a crowded inbox. Here are a few reasons why using emojis in your next marketing campaign is a good idea:
Different uses of emojis
Did you know you can add emojis as image preheader text? Alt text is the copy that appears in place of an image if the image doesn’t render. Screen readers also rely on alt text for descriptions of images. If your logo or another image in your email closely resembles an emoji, you might want to use an emoji in place of a text-based description.
However, there is one thing to take into account when using an emoji in the alt text. In our testing, we discovered that screen readers will pronounce the emoji's system-defined name. For example, a regular user would see a 😍 while a user with a screen reader would hear “smiling face with heart-shaped eyes.”
In order to ensure accessibility, we advise sticking with traditional alt text naming and naming non-decorative images with descriptive terms and phrases.
You might also want to experiment with using emojis in your standard email copy. If you do, just keep in mind to maintain brand consistency and subscriber relevance.
While most operating systems have emoji support, there are some minor differences between OS. Emojis, for instance, won't appear on Windows 7 and earlier computers. On the other hand, regardless of the operating system, emojis are always displayed in Gmail. To determine whether your emojis will be used by your target audience, you should become familiar with the OS preferences of your subscribers.
Additionally, even if your subscriber's OS is equipped to handle emojis, some email service providers (ESPs) are not. You might need to employ the emoji HTML entities in this situation.
The Subject Line
Emojis are a great way to make your subject lines stand out and draw the attention of your subscribers, as we mentioned at the beginning. Emojis can be used in subject lines, so let's examine some examples.
Now for the big one: does using emojis actually affect how well your subject line performs (and, by extension, how well your email performs)?
In 60% of tests, it was found that emojis help increase email open rates.
There is a proviso, though. It's crucial to remember that emojis essentially amplify the message of a subject line. The addition of an emoji will improve good subject lines and make bad ones worse.
The short answer is: possibly. This is why it's crucial to A/B test your emails and track what is and isn't effective for your subscribers.
A Few Tips To Consider For Subject Lines
Before you begin including emojis in your subject lines, consider these questions.
If you answered yes to all of the above questions, it could be a good time to start testing emojis in the subject lines of your email marketing campaigns.
Emojis are fun to use in text messages, but they are also a great way to get your subscriber's attention in a crowded inbox. 🙏
So there you have it, a brief overview of why you should use, or at least consider using emojis in your emails. The key here is to test and test again. See how emojis help in all areas of your emails and keep what works.