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Emoji is an emerging language in itself, dominating almost all forms of written communication, ranging from personal chatting to email marketing.
Email Marketing is a new domain that has introduced the inclusion of emojis. To attract more customers and boost open and click rates, companies have started to use emojis in the subject line as well as in the body of their emails.
The usage of emojis in email marketing is not a piece of cake. If not used properly, it would spell trouble for the company.
Hence, it is of utmost importance to keep the following things in mind when using emojis in email marketing.
USE ALL DEVICE-FRIENDLY EMOJIS
The company needs to keep in mind while drafting an email with emojis that not all of their target audience will have the same device or use the same application. While a section of them might use Samsung phones, the other will use Apple gadgets. Some might view the mail on the Gmail platform while for some, Microsoft Outlook will be the go-to application.
To ensure that the email marketing is a hit, the company must make oversee how the emoji looks on different devices and across different platforms and check if some devices do not support the emoji and are displaying a blank box.
Emojipedia is a website that can aid companies to know more about emojis and use them properly.
CLEAR-CUT MEANING OF EMOJIS
With time the meaning attributed to an emoji changes. Similarly, a single emoji can mean two different things for different groups. The company can employ people who partake in conversations amongst various groups of people and identify the specific emojis used by the target audience and the meaning they ascribe to them.
Suppose – This emoji means high – five for the younger generation, while for the older it signifies praying.
HAPPY EMOJIS
The company should refrain from using sad emojis for their email marketing and use emojis that radiate happiness. The customers will also associate this positive feeling with a positive image of the company.
CREATE BRAND IDENTITY
A particular emoji can act as a mini logo for a brand and when the audience sees that emoji, they will immediately relate it to the said brand. Similar emojis can be used while creating different content across various media by the same brand to generate a pattern and encourage uniformity.
DISCRIMINATION FREE EMOJIS
To promote unity and establish a company as discrimination-free, yellow-colored emojis should be used, in lieu of white or dark-skinned emojis. The description for the emojis provided for blind people should not disrupt the message and therefore emojis should be placed at the end of a sentence.
Now, we will discuss things to avoid while using emojis for email marketing.
EMOJIS SHOULD NOT REPLACE WORDS
Emojis should be used as supplementary to written words to enhance meaning and not be treated as replacements for words. Otherwise, there will be difficulty in decoding the meaning of the emojis and email marketing will be futile.
LIMIT THE USE
Emojis should not be used without any restraint, otherwise, it will reflect that the brand is unprofessional and will decrease the audience’s perception of competence.
DON’T JUMP ON THE BANDWAGON
Just because some companies are employing emojis in their email does not necessarily mean every company has to follow suit. Emojis should be used after proper deliberation about the product, target audience, and the company in general.
Since the do’s and don’ts have been covered, let’s now move on to the ‘where’ of the topic.
IN THE SUBJECT LINE
Reports have revealed that using emojis in the subject line increases the opening rates of emails.
IN THE EMAIL BODY
Appropriate placement of emojis in the body will help engage the customers.
NOT IN ‘TERMS AND CONDITIONS
Emojis should not be used in the ‘terms and conditions’ section of any email as it will minimize the seriousness of the subject matter.
Therefore, instead of disregarding emojis simply as an element of personal messaging, companies can use them for their benefit and enrich the content for their email marketing and get assurance of higher click and open rates through said email marketing.
