The use of emoji email stands out for its ability to convey emotions and messages quickly and effectively.

However, the inclusion of emojis should not be done randomly, as there are variables that can make their use inappropriate and thus damage communication.

Below, you will see the best times to use emojis in your email campaigns, as well as good practices to ensure that they are a complement that generates more connection with the brand.

How the email emoji works

When we communicate by email, verbal signals such as facial expressions, gestures and tone of voice are not present. And filling this gap is the function of emojis, as they allow senders to convey emotions and intentions more clearly.

The study “Emoticons in mind: An event-related potential study”, carried out by Social Neuroscience, showed that the human brain processes emojis in a similar way to real facial expressions.

In other words, this evidence has opened the eyes of marketing professionals to the use of emojis in emails as a way of reinforcing the connection with the brand/company.

In short, emoji emails work because they provide emotional cues, help humanize digital communication by establishing a connection and can strengthen customer relationships.

It’s important to note that emojis are most commonly used in the subject line, but they can also be applied in the body of the email.

What to do before using emoji in communication

Before thinking about using emoji in your email marketing campaigns, it is important to ensure that all the technical and behavioral aspects have been reviewed.

Among the behavioral elements that are important to review are the subject line itself (which should be short and avoid terms that could activate anti-spam mechanisms), and the body text of the email, which should be easy to read, with good-sized fonts and colors that offer good contrast.

From a technical point of view, ensure that problems of a technical nature (such as hyperlinks pointing to blacklisted domains) are eliminated, that the images are not too heavy, that the call-to-action is visible and easily actionable, among others.

A more complete list of important aspects to check in your email marketing can be read in this post on the SafetyMails blog.

A fundamental aspect that deserves special attention is the quality of the mailing lists you will use. If they have hard bounce rates of just 3%, you could already suffer from blockages, low deliverability and more emails being delivered to the spam folder.

Therefore, check your emails to remove invalid emails, spamtraps, temporary emails and other types of emails that could harm your campaigns.

SafetyMails has the most accurate email verification for mailing lists and also an API for real-time email verification that can be installed on registration forms, removing:

• Invalid emails
• Spamtraps
• Temporary emails
• Catch-all emails
• Among others

Well done! Now that we’ve talked about these first precautions, let’s get back to the importance of emojis in email communication.

Emoji email to stand out in the inbox

When you send your email, the user receives it along with thousands of others in their inbox.

Standing out among so many messages is a challenge for sales emails, remarketing emails or any other type of email.

And that’s where emoji come in to make a difference. They can increase the open rate of emails, as they draw the user’s attention to the subject line of your email.

And with a higher open rate, the likelihood is that the engagement rate will also increase.

Despite these benefits, emojis should not be used frequently. Pay attention to the tips in the next paragraph to learn more about this.

Use sparingly!

Remember that not all audiences are suited to this technique.

Always bear in mind that the acceptance of emojis can vary depending on the culture of your target audience, as well as their age group.

Even so, if the email emoji suits your company’s tone of voice, pay attention to the frequency of use, which should be brief and punctual.

This way, there is no risk of associating the brand with an image that is too informal and therefore out of context. Excessive use of emojis can appear unprofessional, depending on the market and target audience.

And, like any communication tool, their use must be considered and adapted to the context and the target audience.

For example, in customer service communications, emojis can help create a stronger emotional connection with the public.

They convey friendliness and readiness to help, improving brand perception.

Good practice in using emoji

As with any communication strategy, it’s important to test the use of emojis and evaluate the results.

Try including emojis in specific emails and monitor your audience’s response. Analyzing open rates, clicks and feedback from recipients can provide valuable insights into the effectiveness of these elements in your communications.

You can monitor the receptivity of an email emoji through A/B testing.

Make sure that the emojis used are consistent with the content of the email. Using this element out of context can confuse the recipient and hinder the effectiveness of the communication.

Avoid using emojis instead of words, as this can cause confusion. People can interpret the same emoji in different ways. Instead, use them to add emotional emphasis.

And very importantly: make sure that using this technique doesn’t make the email look like spam.

Tools for integrating emojis into your campaigns

There are various tools and resources available to help you incorporate emojis efficiently and professionally. Here are some of the main options:

Emoji libraries offer many of these elements for free.

• Emojipedia: not only provides emojis, but also explains their meanings and common uses.
• EmojiCopy: to easily copy and paste emojis, making it easier to insert them into your emails.

Plugins and browser extensions can make it easier to insert emojis directly from your email editor. Some of the most useful are:

• Emoji Keyboard by JoyPixels: available for Chrome, it offers a selection of emojis that can be inserted with a single click.
• Gboard: Google’s virtual keyboard for mobile devices, offering quick access to emojis. Ideal for campaigns managed from smartphones or tablets.

Marketing automation platforms have built-in support for emojis, allowing you to easily add them to your campaigns. Here’s an example:

• Mailchimp: offers a simple interface for adding emojis to both the subject line and the body of the email.

Emoji email: conclusion

Understanding the language of the target audience is fundamental to applying emojis correctly.

The tools and resources available facilitate this integration, providing a richer and more humanized communication experience.

By following good practices, you can ensure that your emails stand out, create stronger emotional connections and achieve better results.

And remember: the use of emojis must be punctual.

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