Emoticons began to be used in e-mail marketing to attract the attention of the customer. Nowadays, however, it has rather the opposite effect, as almost everyone puts an emoji in the subject line or preheader. Does this practice still make sense?
Emoticons have a dark side
In 2017, Tom Sather, director of research at Return Path, stated that spain whatsapp number data emoticons “definitely stand out in a cluttered inbox, and capturing the reader’s attention is an important element of email engagement” ( source ). At that time it was certainly like that, today the list of delivered messages looks like this :
Recognize for yourself that in such a case it is not something exceptional that catches the eye at first glance. David Finger, the director of Email.cz, in the webinar What makes good deliverability even com including keywords that potential buyers can pared this appearance to a wall full of hieroglyphs that make orientation difficult .
Another disadvantage is the fact that excessive use of smileys will lead you to spam corners , where it is difficult to get out.
How to use emoji
There are many studies on whether smileys are important rich data in increasing email open rates , unfortunately with conflicting results. But one thing is certain – a well-written subject and preheader still play the main role . One or two suitable emoticons will not spoil an engaging text.
General guidelines for using emoticons are:
Do not over apply them. We recommend putting a maximum of two in the subject and preheader, and not every time.David Finger: “If you have to put a lot of emojis in an object, then you don’t have enough imagination to come up with an engaging object.”