What are best practices for using emoji in marketing?

Whether its email marketing, social media marketing or SMS, there’s a balance to incorporating emoji in copy.

Emphasize a topic.

Consider adding emoji directly after keywords to emphasize your main points. For example, if the keyword is SEO, try the computer emoji.

Use relevant emoji.

Work to keep the emoji within your brand’s industry. If a mortgage broker is looking to incorporate emoji in an email subject line, the home or key emoji are great options, whereas the shoe emoji wouldn’t make as much sense.

Tell a story.

String together a series of emoji to tell a story, remembering to include some text, too. If a swimsuit brand is hosting a summer sale, their latest tweet might include 👙 + 🌞 = 😊, to portray the joy of shopping lower prices.

Stand out.

Research the most popular emoji and consider avoiding them. Instead, choose emoji that will help your brand stand out. If your subject line is the fifth email to include a red heart in consumers’ inboxes, your content might get lost among the repetitive clutter.

As you consider emoji for your email subject lines, social posts and SMS messages, be sure to think about what’s relevant to your industry and your brand. Higher open rates might begin with your emoji keyboard.

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