Summary: Our research shows that emojis in subject lines increase negative sentiment toward an email and do not increase the likelihood of an email being opened.
Emojis are small visual representations of an object or a concept. They first started popping up in text messages, but it wasn’t long until they evolved into a set of mainstream and highly recognizable pictographs used across almost every digital channel, including email.
Here is an example of text smiley vs. pictograph, or emoji, smiley
Many newsletters and marketing emails from companies include emojis in their subject lines. Various email-marketing groups suggest they be used to draw attention to an organization’s email within a crowded inbox, but there is little research about the effectiveness of emojis in capturing attention or how their usage influences customer’s perceptions.
To explore these questions, we conducted two studies: