There is also something to be gained

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The equation also applies to email marketing: a hundred people = a hundred tastes. You can never please everyone. Therefore, you need to expect that someone will almost always unsubscribe from your subscription. In our article , you will find out how to deal with this in a way that makes both parties happy.Emoticons were first used in email marketing to grab the attention of the recipient. However, these days, they have the opposite effect, as almost everyone uses emojis in their subject lines or pre-headers. So does this practice still make sense?

Emoticons have a dark side
In 2017, Tom Sather, director of research at Return Path, said that emojis “definitely stand out in a crowded inbox, and grabbing the reader’s attention is an important element of email engagement” ( source ). That was certainly true back then, but today, an inbox looks like this :

Emoticons in emails: inbox messages
Admit it yourself, in this case it is not something exceptional that denmark email list will catch your eye at first glance. David Finger, director of Email.cz, in the webinar What Makes Good Deliverability even likened this appearance to a wall full of hieroglyphs that make orientation difficult .

Another disadvantage is that excessive use of emojis in your newsletter will lead you into spammy corners , which are hard to get out of.

How to use emoji
There are many studies on whether emoticons are important for increasing email open rates , unfortunately with conflicting results. But one thing is for sure – a well-written subject line and preheader still play the main role . One or two appropriate emoticons will not spoil an engaging text.

General recommendations for using emoji in emailing are:

Don't overuse them. We recommend using 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 item, you don’t have enough imagination to come up with an engaging item.”
Choose the right one. Be especially careful when the meaning of an emoji may be ambiguous.
Read the article from Oxford University Press and avoid the inconvenience.
Don't make emoticons the main attraction. The text itself should always be the main attraction.