Let’s face the facts when it comes to digital marketing, it is highly competitive to attract eyeballs and also to outperform your competitors in that space. One thing beautiful about digital marketing is the fact that it’s always evolving, testing is readily available and reporting is at your fingertips.
EMAIL: Emoji & Symbols in emails subject line
Utilizing emoji and symbols in a classy way will help eyeballs gravitate towards an email and increase the open rate. In a recent test that we conducted, we saw a improvement in Open Rate over the Control version that didn’t have any emoji.
RESULTS:
Hypothesis: Inserting a relevant emoji, or icon in the email subject line will help improve Email Open Rate as it stands out from the clutter of emails being sent by retailers.
Control: <email subject line about flash sale>
Test: ⚡ <email subject line about flash sale>
Conclusion: After 5 days of data with a total sample size of 40,000 emails sent, we discovered that the Test version outperformed the Control version by 7% in Open Rate.
Increasing the Open Rate does not mean that you are going to register an increase in sales, or revenue as email open rate is at the very top of the conversion rate funnel, but any e-marketer will take an improvement in the funnel on any day.
Best practices for email emoji & symbols
Be relevant: Utilize it like you are texting your friend and be emojis should be relevant to the subject & email.
Use it sparingly: Don’t use the ❤️❤️❤️ on every email as that degrades the value of your brand and emoji in emails.
Convey emotion: Nobody like a hard sell email as words can’t always convey emotion, but emoji can
Save space: Space is a premium on email subject lines especially with mobile and using subject line such as “⚡SALE on donuts” can deliver the same message as “FLASH SALE on donuts”.
Good examples of emails with Emoji
Pottery Barn’s email used a clock emoji ⏰ to deliver urgency and a time sensitive promotion.
Priceline used⭐ and : – ) in the message header (Not Subject) along with UPPER CASE to highlight new deals.
Victoria’s Secret employed ⚡ to call out an 1 Hour Flash sale.
Domino’s Pizza employed the 🍕 emoji for their 50% off promotion. I noticed that Domino’s used the emoji sparingly.
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