Using Emojis in Subject Lines Can Improve Your Email Open Rates – here’s how.
Email marketing is still a top dog when it comes to making money on the internet, but there’s one big problem – getting noticed in a flooded inbox. The average office worker gets over 120 emails a day, and with open rates sitting at around 20%, brands need all the help they can get.
In this article, we want to dive into the data and find out the simple trick that’s been picking up steam in the email marketing world – dropping emojis in subject lines. Emojis are everywhere these days – text messages, Instagram captions, even work emails.
If you’ve ever wondered, “Do they really make a difference, or is it just another marketing fad?”, this article answers your burning questions.
In recent times, there have been several studies putting emojis to the test, and the data has shown that when used the right way, they can actually boost open rates.
- Experian found that emails with emojis in the subject line got a 56% higher open rate than plain text ones.
- Return Path (2019) reported that in 60% of cases, emails with emojis had better read rates than similar emails without them.
- Zurb’s eye-tracking study showed that visual elements (like emojis) naturally grab attention, helping emails stand out in a packed inbox.
Sounds great, right? But here’s the catch – go overboard or use the wrong emojis, and it can backfire.
Why Emojis Make a Difference
You put in the effort – writing a killer copy, thinking up the perfect CTA, and making sure your email looks great. But none of that matters if no one opens it. That’s where subject lines come in. And one simple trick that can boost open rates? Emojis. A common question we get at Abervin Digital is: “Why should I use emojis in my subject lines?”
The answer is simple – emojis aren’t just fun add-ons – they actually change how our brains process information. Neuroscientists from the University of Missouri found that emojis activate the same brain areas as facial expressions. A simple 😊 or 👍 makes your email feel warmer and more engaging without extra words.
Research from the Unicode Consortium and digital marketing studies show that emojis enhance visual recognition, making messages more eye-catching and memorable. This means when someone scans their inbox, an emoji helps your email pop against a sea of plain text. And there’s more data that says “YES” to using emojis in subject lines.
- Experian (2023) found that emails with emojis in subject lines had 56% higher open rates than those without.
- Campaign Monitor reported a 15% higher read rate for emails that used emojis in subject lines.
When Do Emojis Help vs. Hurt Your Email Open Rates?
The effectiveness of emojis largely depends on several factors, including context, industry, audience, and device compatibility. Not all emojis are created equal, and not all audiences respond the same way. Here are 3 key Emoji facts to keep in mind:
1. Context is Everything
Using an emoji merely for decoration won’t necessarily enhance your email’s performance. The emoji must align with your message’s content and tone. For instance:
✅ Good Example: “🚀 Our New Product Just Launched!” → The rocket adds excitement and makes sense with the message.
❌ Not-So-Good Example: “🚀 Get 20% Off Office Supplies!” – Unless your office supplies are blasting off into space, this one feels weird.
The key takeaway is that emojis should enhance and reinforce your message, not distract or confuse the reader.
2. Industry & Audience Matter
Your industry’s nature and your target audience’s preferences play a significant role in determining whether emojis will be effective. For example:
- Retail & E-commerce: These sectors often see positive results with emojis. A study found that the open rate of emails with emojis in the subject line is 56% higher compared to plain subject lines.
- B2B & Finance: In more formal industries, excessive emoji use might be perceived as unprofessional. Some studies have shown that using emojis in subject lines can increase negative sentiment toward an email and do not increase the likelihood of an email being opened.
Knowing your audience is everything. While a playful emoji might work for a Gen Z fashion brand, it might not land the same way and could deter a more conservative, professional demographic like a law firm.
3. Mobile vs. Desktop Performance
Most people open emails on their phones, and emojis usually display just fine there. But desktop email clients (especially older versions of Outlook) can be hit or miss—sometimes emojis don’t show up at all or turn into weird empty boxes.
This is why we recommend testing to ensure your message appears as intended, across various devices and email clients before sending them out.
How to Use Emojis the Right Way
Emojis are everywhere, and like any marketing tool, emojis need to be used wisely. When used right, they can make your messages feel more personal, relatable, and emotional. But if you don’t use them carefully, they can easily make your emails look unprofessional or spammy.
Here’s a simple breakdown of how to get the most out of emojis in your marketing without overdoing it.
Understand Your Brand’s Voice and Message
Every brand has a unique personality, like the tone of your voice – it’s your business’s personality, values, and the way it connects with your audience. Before you start adding emojis, make sure they match your brand’s style and message you want to convey. As mentioned earlier, a cool, casual brand like a clothing store can totally get away with using emojis to keep things friendly and fun. But if you’re running a law firm or a bank, you might want to skip the emojis to keep things more professional.
Don’t Overdo It: Less is More
One of the biggest mistakes people make with emojis is using too many. It can be tempting to add tons of emojis everywhere, but trust us, less is more. Using too many emojis can make your message look cluttered, unprofessional, or just spammy. Studies show that overusing emojis actually lowers the value of your message and makes people take it less seriously.
The key is to strike a balance. A good rule of thumb: Stick to 1 to 3 emojis in your posts, emails, and captions. Think of emojis as a spice: a little goes a long way. Too many can ruin the dish.
Make Emojis Complement Your Message
Emojis shouldn’t just be there for decoration. They need to actually match and boost your message. For example, if you’re running a sale, a shopping bag emoji works great to highlight the deal. If you’re a fitness brand announcing a new challenge, a flexing arm emoji gets the point across.
When using emojis, think about what you want people to feel. Emojis should help explain your message, not distract from it. Make sure they make sense, connect with your audience, and match the overall vibe of your content. A well-placed emoji can make a subject line more eye-catching or add an extra layer of warmth to a friendly email.
Consider Your Audience’s Preferences
Not everyone feels the same way about emojis. Younger people may see emojis as a fun and integral part of communication, while older demographics may find them unprofessional or unnecessary. So, knowing who you’re talking to is key.
To ensure that your emoji usage resonates with your audience, conduct audience research, whether through surveys, social listening, or analyzing the performance of previous campaigns. This can provide insights into how your audience perceives and interacts with emojis. In our experience, B2B audiences appreciate the occasional smiley face to convey a friendly tone, but they are less likely to respond positively to excessive emojis.
Test and Optimize Your Emoji Strategy
Like with any marketing move, you should test how emojis perform. Not all emojis work the same way for everyone, so experiment with different options and see what gets the best reaction..
For example, if you’re doing email marketing, track how your emails perform with and without emojis. You can try A/B testing with different subject lines to see if emojis help boost open rates or engagement. And of course, pay attention to the feedback your audience gives so you can tweak things if needed.
Stay Updated with Emoji Trends
Emojis are constantly changing, and new ones pop up all the time. Some emojis gain popularity based on trends, memes, or cultural moments. Staying on top of what’s trending will help you keep your content fresh and relevant. For instance, the “sparkles” emoji has become popular for anything new or exciting. Keep an eye on the emoji scene so your content doesn’t feel outdated.
Use Emojis for Clear Communication
Emojis can be a great way to add a little extra emotion or clarify the tone of your message. For instance, if you tell a joke, a laughing face emoji can help people understand that you’re being playful. This is super useful when your message could be misinterpreted without some extra context.
However, don’t rely on emojis to explain everything. Your main message should still be clear without needing to interpret the emoji. If you do it right, emojis can make your marketing way more fun and memorable.
Top 9 Emojis for Subject Lines
The perfect email subject line can be the difference between getting buried in an inbox or standing out. Knowing which emojis to use in your subject line can help you get more eyes on your emails. Here’s our breakdown of the top 9 emojis you can use to level up your email marketing game.
- 🔥 Fire Emoji: Creates Urgency and Excitement
The fire emoji is a classic, and it’s easy to see why. It gives off a sense of urgency and excitement, which makes it perfect for promoting time-sensitive deals like sales, flash offers, and limited-time discounts. When people see the 🔥 emoji, they know they need to act fast. This emoji grabs attention quickly, and studies show it can help boost open rates because it makes your email stand out in a crowded inbox. - 😍 Smiling Face with Heart Eyes: Spread the Love
The heart-eyes emoji is all about love and delight. It’s great for subject lines where you’re showcasing something irresistible, whether it’s a new product, a big discount, or something your audience will adore. Think fashion, beauty, or entertainment brands—if your product sparks an emotional connection, the 😍 emoji will make people excited to open your email. Just make sure the content matches the hype! - ❤️ Red Heart: Classic Love and Connection
The ❤️ emoji is the ultimate symbol of love and care. It’s universally recognized, and when you use it in your subject lines, it adds warmth and a sense of connection. This emoji works wonders for promoting customer appreciation, loyalty programs, or special offers for returning customers. It’s a great way to let people know you care about them, and it can really help increase engagement. - 😁 Grinning Face: Good Vibes Only
If you want to give off a fun, friendly vibe, the 😁 emoji is your go-to. It’s perfect for adding a touch of positivity and making your email feel lighthearted and approachable. Whether you’re in entertainment, lifestyle, or wellness, this emoji helps set the tone for an enjoyable email experience. When people see this emoji, they expect good news or something entertaining inside, and that can boost your open rates. - ✨ Sparkles: New, Exciting, and Special
The ✨ emoji is all about that magical feeling of something fresh and exciting. Use it when you’re launching a new product, offering something exclusive, or promoting limited-edition items. It creates the expectation of something extraordinary inside your email. The sparkles emoji is a great choice if you want to show off your brand’s latest and greatest offerings and keep your audience hooked. - 💜 Purple Heart: Creativity and Luxury
The 💜 emoji is often tied to creativity, luxury, and sophistication. It’s perfect for high-end brands or companies that want to position themselves as unique and artistic. If you’re in fashion, beauty, or any other creative field, this emoji can help elevate your subject lines and give off that premium feel. It signals to your audience that something special and exclusive awaits inside. - 💙 Blue Heart: Trust and Calm
The 💙 emoji is all about trust, calm, and reliability. It’s a great fit for industries like healthcare, finance, or technology, where you want to convey professionalism and security. Using the blue heart in your subject lines gives people a sense of stability and reassures them that the content inside is something they can trust. It’s perfect for promoting dependable services or long-term offerings. - 💚 Green Heart: Wellness and Sustainability
The 💚 emoji is a natural fit for brands that focus on sustainability, health, and wellness. If you’re offering eco-friendly products or promoting an environmentally conscious brand, this emoji will resonate with your audience. It’s a symbol of nature, growth, and green initiatives, making it a perfect way to connect with customers who care about the planet and their well-being. - ®️ Registered Symbol: Legit and Trustworthy
The ®️ emoji might not be the first one you think of, but it’s a powerful tool. It shows that your brand or product is officially registered, which can help build trust, especially in industries where authenticity matters. If you’re launching a trademarked product or offering something protected by intellectual property, using this symbol signals authority and credibility, which can be reassuring for customers.
These emojis can get people to open your email, but they’re just the first step. The content inside has to deliver on what your subject line promises. Make sure your email is just as engaging as your emoji-filled subject line, and you’ll keep your subscribers interested and ready to take action.
Abervin Digital, we specialize in providing email marketing strategies that deliver results. If you want to take your email campaigns to the next level, reach out to us at +1 307-271-5184 or visit Abervin Digital.
