Win the Inbox: When to use emojis in email

The team at Emma is here to help you send better emails, so we created a video series to equip you with all the knowledge you need to send messages your customers will want to open. In this video, email expert Elizabeth Duffey takes us through the times you should (and shouldn’t) use emojis in your emails.

As content marketers, we see (and use) emoji symbols on a variety of platforms: blog posts, social media, and of course, email. But are emojis always appropriate for your messaging? 

When to use emojis in email

To start off, let’s talk about some examples of when to use emojis in email.

1. Use emojis to make promotional emails stand out.

Emoji symbols are colorful and approachable, and 56% of brands who used emojis in subject lines had a higher unique open rate.  

2. Send timely emojis to increase engagement.

Using timely emojis for seasonal subject lines can significantly increase a mailing’s effectiveness when it comes to opens. For instance, you might use a kissing face or heart emoji for Valentine’s Day, or a candy cane for Christmas.

3. Use emojis to fit subject lines on mobile devices.

Finally, emojis can help with email subject line formatting. If you need a subject line to fit onto a mobile device, emojis can help. Emoji symbols take up less space than text while communicating the same message.

When NOT to use emojis in email

Now, let’s discuss a few examples of when you shouldn’t use emojis in your emails.

Your messaging needs to reflect your branding. So, what’s the first example of when not to use emojis in email? When the emoji symbols don’t match the tone of your brand.

1. Omit emojis if they don’t fit your brand’s tone.

If your brand is more serious, emojis probably aren’t appropriate for your audience.

But even upbeat brands shouldn’t use emojis for everything. Transactional emails, for instance, are another time when heart eyes may not be appropriate.

2. Leave emojis out when sending transactional emails.

No one wants to receive a receipt or a declined card notice full of cutesy emojis. Read the room—well, email—before sending.

And finally, don’t overdo emojis.

3. Don’t send emojis if you’ve already sent too many.

Sending emails with too many emojis too frequently can be distracting and overwhelming—kind of like having too many balloons in one room...

Wrap up

You now hopefully have a better idea of when you should use emojis in email, and also the times when you shouldn’t.

Don't let your emojis go over like a lead balloon.

Check out Emma resources for all the helpful tips and tricks you need to make your email successful. You can also learn more about our email marketing platform and services by trying our demo today.


About the Author

Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. With our

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