The use of emojis has become democratized, they are now integrated into daily communications. The success of these symbols is such that some brands insert in the subject of their emails . Yes, you read correctly ! These small icons, often used on social networks or in cats, also have an interest for your email marketing .
Nevertheless, some companies are still hesitant to take the plunge. Their reluctance is understandable, a misuse of an emoji can lead to the failure of an emailing campaign. Moreover, it is not suitable for all messages and all businesses.
To understand the success of emoticons and know how to use them in a relevant way in your email marketing strategy, Markentive offers some tips to put in place.
THE SEASONALITY OF EMOJIS
To discover the effectiveness of an emoji inserted in the subject of an email , it is essential to identify the year. You can then associate the related icons.
According to a study by Return Path , if your icons are adapted to the season, they can increase the rate of opening and reading, without reducing your deliverability or be reported as spam. For example, for Valentine’s Day, opt for the emoticon that sends a kiss, the heart icon packaged or the one that represents traces of lips, allows you to obtain a reading rate of between 20 and 22%. There is virtually no risk of creating a complaint from the recipient (less than 1%).
For St. Patrick’s Day, choose the flag of Ireland, which offers a reading rate of 27%! Conversely, avoid emoji beer that may end up in spam (40%).
During the summer season, use the smiling face emoji with sunglasses or sunglasses alone, for a reading rate of 23%. A sun, meanwhile, will offer you only 19% of opening.
For Halloween, the spider is the most successful and convinces 23% of your contacts to browse the email.
Finally, at Christmas, bet on the “family” emoji which generates 28% of opening.
HOW TO USE EMOJIS IN YOUR EMAIL MARKETING?
Inserting an emoji into an email can lead to more engagement on the part of your subscribers or cause dissatisfaction. Here are some tips to apply.
TEST ON A SAMPLE OF SUBSCRIBERS
To know the impact of emojis, nothing beats A / B testing . Select, as a first step, a sample of subscribers who will receive your message with the icon. It must be compared with a control sample to which you send the same email, but without emoji.
By comparing the results, you will know if the emoticons sensitize your audience. You can also, to get more details about your contacts’ preferences, test several icons.
DO NOT EXAGGERATE
The “novelty” effect may fade over time. So do not be surprised if adding emojis is less popular with your subscribers over time.
To stand out, be creative, regularly change the icons used and do not put each time. Do not forget to stick to the season, as we saw earlier. You will avoid boring your customers.
ADAPT EMOJIS TO ITS BRAND IDENTITY
The most popular emojis can get a very high reading rate. Nevertheless, you must take care of your brand image with your subscribers. This implies using icons that are in line with the values that your company conveys.
For example, to announce an event within your company, is it more serious to use the beer emoji or the confetti icon? The second choice seems more reasonable … unless you are the manager of a bar or beer brand!
The same goes for announcing the return: avoid putting on a sad smiley and send a positive message, with hands raised or flames that show your motivation.
SET UP EMOJIS CORRECTLY
Emojis must allow to obtain a higher engagement rate from your subscribers. However, by sending an email whose object is unreadable (the icon appears partially, for example), the recipients are likely to automatically delete your message, without even bothering to open it.
Make sure the emojis used are supported by your customers’ mail.
CHECK THE RECEIPT OF HIS EMAILS
In most cases, high open rates are associated with high inbox rates, too. Nevertheless, before concluding that the use of emojis has proved to be a real success or a bitter failure, check that your emails have been received .
MONITOR THE COMPETITION
When it comes to inserting emojis into the subject of an email, there are many options available to you. Watch your competitors. Study how they use these icons and the results they get. Depending on these, take inspiration from their practices or, on the contrary, avoid making the same mistakes as them.
Inserting emojis into the subject of an email seems to be a new trend that your business can take advantage of. If you plan to try the experiment and it ends with success, implement a real strategy to sustain your good performance in the long term.