Emojis are a deceptively simple tool to help make your email marketing more effective. It’s a quick way to engage prospects and make your brand seem friendly. But not only will they elevate your brand’s tone of voice, but they will also get more eyes on your newsletter content. If you’re new to email marketing, head over to our email marketing guide to get you started.
Before you add emojis to your emails, keep in mind these essential dos and don’ts.
Check your chosen emoji across all devices
Every different email client, operating system, and social media platform has a different suite of emojis. Some are almost identical. Others look different enough to affect meaning and user experience.
Always check how the emojis you’ve chosen appear across different devices. Emojipedia lists all the different emojis by name and category. It shows how they look on any device, from Apple iOS to Android, Gmail to Microsoft, and everything in between.
When selecting a new emoji, use Emojipedia to check whether it will show up as a blank square. This means a device or platform hasn’t yet released an equivalent.
Keep the tone positive
Keep the emojis in your email messages upbeat. No one wants to see a sad face. Instead, use emojis to convey happy emotions that can lead to a sale, or at least pique customer curiosity.
Think about how you want people to feel when they encounter your brand and choose your emojis accordingly. If in doubt, a smiley face helps set the tone.
Create brand guidelines
Pick a few emojis that you want to associate with your brand. They act as a secondary logo for your business and develop brand awareness and recognition.
Even if you don’t pick out signature emojis for your brand, develop a brand emoji guide to ensure everyone creating content for your business is on the same page. The result will be consistent communication that enhances your brand message.
Accessibility and diversity
Make sure your emoji use caters to your entire audience without exception.
Users with impaired vision rely on assistive technology such as screen readers to enjoy digital content. When a screen reader reads an emoji, it reads a unique description of that emoji or transcribes it into braille.
Place emojis at the end of posts and tweets, so the description doesn’t make the written copy confusing. Always double-check the icon’s description to make sure it’s appropriate for the content.
For diversity and inclusivity, default to the yellow skin tone. This ensures your customers around the world don’t feel excluded by your marketing. It might seem like a small act, but it makes a difference.
Don’t replace words with emojis
To keep your message as clear and accessible as possible, never use emojis to replace words. Instead, they should illustrate something you’ve already written in full.
Don’t use them everywhere
Emojis don’t belong everywhere. Your company Terms and Conditions or your returns policy are two places that should stay emoji-free. In these circumstances, emojis may make customers feel less valued or respected and may frustrate them. Equally, if your newsletter is covering a serious topic, keep the emoji keyboard closed for now.
Don’t follow the herd
As with anything, don’t start using emojis just because everyone else is. Do some research into whether your audience likes or even understands emojis. A/B testing is a great way to find out. A/B testing feature lets you send two different email subject lines and two different versions of your email content to see which works best with your audience.
So, you know the dos and don’ts for the use of emojis in your email messaging. Rather than letting emojis hold you back at the last minute, schedule your newsletters ahead to save time.