How Emojis In Email Marketing Can Boost Your Campaign ROI

Discover the power of emojis in email marketing. They can help you increase open rates, engagement, and add personality to your campaigns.

Email marketing is an essential part of many businesses’ digital marketing strategies. Companies spend a lot of time and resources finding ways to make sure their email campaigns are engaging and can convert recipients into customers. Over the past few years, emojis have made their way from the exclusive realm of texting and social media to becoming a widely accepted and popular feature in email marketing campaigns. Now, businesses and marketers are embracing emojis as a creative way to connect with their audience and add personality to their messages.

Benefits Of Using Emojis In Email Marketing

Emojis are a pictorial representation of emotions, ideas, or concepts. According to Experian, emails that include emojis in their subject lines have been found to experience a 56% higher open rate compared to emails without emojis. This suggests that the use of emojis can potentially capture recipients' attention and increase their curiosity to open and engage with the email content. This is because emojis can capture attention and convey emotions and ideas much faster than words.

In this blog, we will discuss the best practices, tips, and pitfalls to avoid when using emojis in email marketing.

Best Practices For Emoji Use In Email Marketing


  • Understand your audience - The first and most crucial step when using emojis in email marketing is to understand your audience. Different demographics use emojis differently, so it is essential to know the type of emojis your audience uses and what resonates with them. For example, younger audiences tend to use emojis more frequently than older audiences. Also, certain emojis may be more popular in certain regions or cultures.

  • Use emojis appropriately - The use of emojis in email marketing should be appropriate and relevant to the content of the email. The goal is to enhance the message, not distract from it. Emojis should complement the text, not replace it. Avoid using too many emojis or using them excessively as it can come across as unprofessional or immature.

  • Test before sending - It is essential to test your email campaign before sending it to your target audience. Different email clients and devices may display emojis differently, so it is crucial to check how the emojis you use will appear on different platforms. Also, check the rendering of emojis in the subject line and body of the email. With a professional email marketing platform like Smart Messenger it’s easy to send test emails to colleagues and other trusted recipients. When you’re happy that your emojis appear as required on different devices and email systems, then you can send your campaign.

  • Use emojis sparingly - Although emojis can increase engagement, it is important to use them sparingly. Overusing emojis can dilute their impact, and your email may come across as spammy or unprofessional. Also, using too many emojis can make the email harder to read, especially for recipients who use screen readers.

Four Ways To Use Emojis Effectively

1. Use emojis in the subject line

Using emojis in the subject line can make your email stand out in the inbox and increase the open rate. However, it is important to use them sparingly to avoid triggering spam filters and to ensure they are relevant to the content of the email and align with your brand's image.

2. Use emojis to convey emotions

Emojis are great for conveying emotions in your email. For example, using a smiley face emoji can make the email seem friendly and approachable. Similarly, using a heart emoji can convey warmth and appreciation. Do ensure, however, that the emojis you use fit with your brand’s usual tone of voice and the expectations of your target audience.

3. Use emojis to highlight important information

Emojis can be used to draw attention to important information in the email, such as a call-to-action or a sale. However, it is important not to overdo it, as too many emojis can be overwhelming and distracting.

4. Use emojis to personalise the email

Using emojis that are specific to recipients’ interests or location can make the email feel more personalised and relevant. For example, using a snowflake emoji in an email about skiing holidays can make the email more relatable to contacts who have signed up specifically for information about alpine vacations.

Four Pitfalls To Avoid

1. Using too many emojis

Using too many emojis can make the email seem unprofessional and spammy. It can also make the email harder to read, especially for recipients who use screen readers. It is important to use emojis sparingly and only when they enhance the message.

2. Using emojis that don't align with the brand's image

It is important to use emojis that fit with your brand's image and values. Using emojis that are too casual or playful can dilute a brand's professional image. Similarly, using emojis that are too formal can make the brand seem outdated or out of touch if your brand is known for being playful or quirky.

3. Using emojis that are misinterpreted

Emojis can be misinterpreted, so it is important to use them carefully. Certain emojis can have different meanings depending on the context or the culture. To avoid misunderstandings, it's crucial to consider the recipient's perspective, use emojis sparingly, and provide additional context when necessary.

4. Using emojis that are offensive

Some emojis can be offensive, so it is important to avoid using them in email marketing as an offensive emoji can harm the brand's reputation. So ensure you understand the meaning of any emoji you use. If you’re not sure, emojipedia is a great resource for researching emojis and finding inspiration. It also includes a handy feature for previewing how each emoji appears on different platforms.  

Which Emojis Are Email Safe?

When incorporating emojis into your email campaigns, it's essential to consider how they will appear to your recipient, as different devices and email clients can display the same emojis in diverse ways, potentially conveying different emotions altogether. Recipients will see your email according to how their specific device presents it, regardless of the device or platform you use to send it. There's also a possibility that the emoji you choose may not appear at all! If you prefer using newer symbols, remember that not all systems support them.

To ensure consistency across various platforms, it's a good idea to use a service like Emojipedia to preview how your emojis will render across different platforms.

Final Thoughts

In summary, emojis can be a great addition to email marketing campaigns when used appropriately. They can increase engagement, convey emotions, and give your emails a more personal touch. However, it is important to use them sparingly, test your emails before sending, and ensure they fit with your brand's image and values. By following these best practices and avoiding the pitfalls, you can create engaging and effective email marketing campaigns that stand out in the inbox and help to convert recipients into customers.

At Smart Messenger, our friendly experts can help you get the most from your email marketing campaigns. All our clients have access to our exceptional Just Call Us support service, which means unlimited phone support is available whenever you need help. We also provide free training and, with our email marketing plans starting from just £10 per month, we offer powerful, professional email marketing services at a great price.

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