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How a Single Emoji Can Flip Your Open Rate

They say a picture is worth a thousand words, and when it comes to millennials and modern-day communications, we’re inclined to agree. Sending emojis is simpler, faster and often more amusing than traditional texts, but we at AWE wanted to know: Are emojis equally as effective when used in email marketing?
Studies indicate that brands that incorporate emojis into their subject lines – either as part of the text or as supplemental decoration – see their emails standout in an inbox flooded with others. So much so, in fact, that adding those little emoticons, be they the tears-of-laughter smiley faces, the twin female flamenco dancers, that flirtatious little fire symbol or whatever else fits your current objective, can enhance your unique open rate by 45 percent!
If you’re already fluent in email marketing, you probably know that shorter subject lines have always been the way to go. The emoji is a blessing in this respect, because it’s a simple way to convey a whole lot without saying much at all. Big party planned? Throw in the little streamers-and-confetti emoji, or offer clues to a theme in the form of a taco, a house or a top-hat.

Take AWE’s recent usage of emojis when marketing Summer Cocktail Camp, for example. A much-anticipated annual affair that pairs the metro area’s top mixologists with the cocktail-drinking public, Summer Cocktail Camp helps pack a revolving lineup of Arizona restaurants and bars in the dead of summer – not always an easy feat. Anyhow, the team utilized a cocktail emoji in conjunction with a tent (? ⛺ ) to connect with potential Cocktail Camp guests throughout the summer, and the move increased the email open rate by over 30%. In addition to creating an immediate connection with today’s tech-obsessed audiences, emoji use in email marketing offers a new, fast way to convey the message from the body of the email – which, let’s face it, a lot of people never get around to reading, anyway.