Yes, emoji’s are great for texting and status updates, but how successful are they when used in email marketing? As the old saying goes, a picture is worth a thousand words….maybe a small icon is still worth more than the number of characters you can jam into an email subject line.
To answer the question on how well they perform, it appears to come down to who is your target market, and what platforms they are checking their emails on. One of the biggest drawbacks to using these emotes is that only certain devices are compatible with displaying them correctly. If you are reading your emails on your mobile device/iPhone sure they probably look amazing, but if you are getting them in your office outlook chances are they are not going to be so attractive.
So how can these emotes give your email campaign a boost? Putting relevant emotes in your subject line help your message stand out in a crowded inbox. The human eye tends to look toward colors in a sea of black text so it sticks out like a sore thumb. If you use the emotes creatively, your recipients will be more inclined to actually open your mail. Therefore, adding the emoji’s can improve your overall engagement rates.
It is recommended, that you identify the browsers and device types that your users regularly receive their emails on and segment your campaign to only those users whom you know the subject line will display appropriately to. Don’t forget that you can always split test subject lines with the emoji’s to find out which ones are working best for your audience.