Using emojis in email subject lines might seem like a fun way to grab attention, but do they actually work? Some brands swear by them, saying they boost open rates and engagement. Others avoid them, worried about spam filters or turning off their audience. If you run a small business and want to make your emails more effective, you need real answers, not just opinions.

This guide breaks down what data says about emojis in email subject lines, when they help, when they hurt, and how to use them the right way.

Do Emojis Make More People Open Emails?

Some studies show that emails with emojis get opened more often than those without. Experian found that 56% of brands saw higher open rates when they used emojis in subject lines. Swiftpage reported a 29% increase in unique open rates and a 28% rise in click-through rates when emojis were included.

But not every brand sees a boost. Some emails with emojis perform worse. Why? It depends on the audience and the message. If an emoji feels out of place or confusing, people might ignore the email or even mark it as spam. The key is knowing when emojis fit your brand and when they don’t.

Why Do Emojis Grab Attention Faster Than Plain Text?

People scan email subject lines quickly. Adobe’s research found that emojis make text stand out and get noticed faster. An emoji can instantly add meaning to a message without extra words.

For example, look at these subject lines:

• Flash Sale: 50% Off Ends Tonight

• ⏳ Flash Sale: 50% Off Ends Tonight

The second one stands out more because the hourglass emoji adds urgency. It tells readers, “Time is running out!” without making the subject line longer.

Some emojis work better than others. Urgency-based ones like ⏰, 🔥, and 🚨 can boost clicks if they match the email content. Others, like 🎉 and 🎁, can make promotions feel more exciting. But using random emojis with no connection to the message can confuse people and lower open rates.

Can Emojis Hurt Your Email Performance?

While emojis can help in some cases, they can also backfire. Some studies show that emojis can increase complaint rates, especially when used in misleading or excessive ways. For example, research on holiday-themed emails found that emails overloaded with festive emojis (🎄🎅🎁) led to higher spam complaints. People saw them as gimmicky or annoying rather than valuable.

Another issue is how emojis appear on different devices. An emoji that looks great on an iPhone might show up as a blank box on an older Android phone. If a subject line relies too much on an emoji that doesn’t display correctly, the meaning could get lost.

Spam filters are another concern. While emojis alone don’t trigger spam filters, using too many or combining them with spammy words (like “FREE” or “100% GUARANTEED”) can increase the chances of an email going to the junk folder.

What Are the Best Ways to Use Emojis in Subject Lines?

If you want to try emojis in your emails, follow these best practices:

• Keep it relevant. Use emojis that match the message inside the email. If your subject line says “🚨 Urgent: Limited-Time Offer,” the email should actually contain a time-sensitive deal.

• Use one emoji at a time. Too many emojis can make the subject line look cluttered and unprofessional.

• Test different options. Send A/B tests with and without emojis to see what your audience responds to.

• Know your audience. Some industries (like fashion or food) might see better results with emojis than more formal sectors (like finance or healthcare).

• Check how it looks on different devices. Some emojis may not display properly on older email clients or operating systems.

What Are Some Real-World Examples of Small Businesses Using Emojis Well?

Many small businesses have successfully used emojis in subject lines to boost engagement. Here are a few examples:

• A coffee shop sending an email with the subject line: ☕ “Your Morning Just Got Better – 20% Off Today” – The coffee cup emoji immediately connected with coffee lovers and made the offer feel more inviting.

• A gym promoting a fitness challenge with: 🏋️ “Can You Crush This 7-Day Challenge?” – The weightlifting emoji fit the theme of strength and competition.

These businesses used emojis to add personality without distracting from the main message. They also made sure the emails themselves delivered on the promise in the subject line.

How Can Small Businesses Test and Optimize Emoji Use?

If you’re unsure whether emojis will work for your audience, testing is key. Here’s how you can do it:

1. Run an A/B test. Send two versions of the same email—one with an emoji and one without. Compare the open rates and click-through rates.

2. Try different emojis. Not all emojis perform the same. Test different ones and see which resonates best with your subscribers.

3. Track engagement over time. If open rates drop when you use emojis, your audience may not like them. If they increase, emojis might be a good fit for your brand.

4. Check audience feedback. If people unsubscribe or complain more when you use emojis, that’s a sign to pull back.

What’s the Best Way to Use Emojis Without Hurting Your Email Performance?

The key to using emojis effectively is balance. They should enhance your message, not replace it. Use them sparingly and only when they make sense. Test different approaches and adjust based on what your audience responds to.

If you run a small business, your emails need to work as hard as you do. Using emojis the right way can help you stand out in crowded inboxes, but only if they’re relevant and add value. Before adding emojis to your next subject line, test them, track the results, and make sure they align with your brand voice and audience preferences.

At the end of the day, emojis are a tool. Use them wisely, and they can help your email marketing efforts grow. Ignore best practices, and they might do more harm than good. The choice is yours.

Emojis in Email: Frequently Asked Questions

What are emojis?

Emojis are small picture symbols we use in messages. They look like tiny pictures that show feelings or ideas. Think of them like little drawings that help make your message more fun and clear.

Why do people use emojis in emails?

People use emojis to make their emails stand out. Imagine getting a stack of boring letters, and suddenly one has a bright, fun picture. That picture helps grab your attention quickly!

Do emojis help emails get opened?

Yes! Many businesses found that emails with emojis get opened more often. It's like putting a colorful sticker on an envelope - people want to look inside and see what's happening.

Which emojis work best in emails?

The best emojis match what you're talking about. If you're selling something fast, a clock might work. If you're sharing exciting news, a party flag could be perfect. The key is to pick emojis that make sense with your message.

Can emojis cause problems in emails?

Sometimes. If you use too many emojis or pick weird ones that don't make sense, people might get confused. It's like telling a joke that nobody understands - not helpful!

How many emojis should I use?

Keep it simple. One or two emojis is usually best. Think of emojis like sprinkles on ice cream - a few make it better, but too many can ruin the taste.

Are emojis good for all types of businesses?

Not always. A fun bakery might use lots of cake and cookie emojis. But a serious law office probably shouldn't use party emojis. Know your customers and what they like.

How do I know if emojis are working?

Track your results! See if more people open your emails after adding emojis. It's like a science experiment for your messages.

What if my customers don't like emojis?

Pay attention to how people respond. If they seem confused or annoyed, stop using them. Your customers' happiness matters most.

Can emojis help my small business?

They might! Emojis can make your emails feel more friendly and personal. Just use them wisely and think about what your customers would enjoy.