Emoji Usage in Email: Impact on Deliverability and Engagement

Research-based guidance on using emojis in subject lines and email content, including deliverability implications across different email clients.

6 min read Published 6 Apr 2025 SpamBarometer Team

Emojis have become an integral part of digital communication, but their role in email marketing is often misunderstood. When used strategically, emojis can boost engagement, convey emotion, and make your emails stand out in a crowded inbox. However, improper use of emojis can negatively impact deliverability and even lead to emails being flagged as spam. In this comprehensive guide, we'll explore the best practices for using emojis in email subject lines and content, with practical examples.

Understanding Emoji Support Across Email Clients

Before diving into emoji usage strategies, it's crucial to understand how different email clients handle emoji rendering. While most modern email clients support emojis, there are still some exceptions and inconsistencies.

The following diagram illustrates the emoji support across popular email clients:

Emoji support in email: modern Gmail, Apple Mail and Outlook show emoji in colour, older Outlook for Windows may show them in black and white or as empty boxes, each platform draws emoji in its own style, and screen readers read out each emoji's name.
How emoji show up across email clients

Major email clients like Gmail, Apple Mail, and current versions of Outlook support emojis, but some older versions of Outlook and certain other clients may not display them correctly, and each platform draws emojis in its own style. When using emojis in your emails, it's essential to test your messages across various clients to ensure consistent rendering.

Fallback Options for Unsupported Clients

You can't force an emoji to display in a client that doesn't support it, so plan for it not appearing:

  • Make sure the subject line and content still make sense if an emoji shows as an empty box or doesn't show at all
  • Don't use an emoji in place of a key word
  • If you need a consistent look in the email body, use a small image with alt text instead of an emoji character
Tip: Make sure your emails are sent with UTF-8 encoding so emojis aren't turned into garbled characters. In the HTML body you can also write emojis as numeric entities (for example 🎉 for ?) if your platform has trouble with them.

Emojis in Email Subject Lines

Using emojis in email subject lines can be an effective way to catch the recipient's attention and increase open rates. However, it's essential to use them judiciously and strategically.

Best Practices for Subject Line Emojis

  • Use emojis that are relevant to the email content and align with your brand voice
  • Place emojis at the beginning or end of the subject line for maximum impact
  • Limit the use of emojis to one or two per subject line to avoid appearing spammy
  • Test subject line emojis to gauge their impact on open rates and engagement

Example

Subject Line: ? Celebrate our 5th Anniversary with 20% Off! ??
This subject line uses celebratory emojis to convey excitement and includes a shopping bag emoji to hint at the sale offer.

Do's and don'ts for emoji in subject lines. Use one or two that fit the message, keep the subject clear without them and test against a version without. Avoid strings of emoji, emoji that replace key words, and money, adult or gambling emoji often seen in spam.
Emoji in subject lines: what helps and what hurts

Emojis and Deliverability

While emojis can enhance subject lines, they can also trigger spam filters if used excessively or inappropriately. To maintain good deliverability, follow these guidelines:

  • Avoid using too many emojis in a single subject line
  • Steer clear of emojis that are commonly associated with spam, such as ?, ?, or ?
  • Balance the use of emojis with relevant and engaging text
  • Regularly monitor your email deliverability metrics and adjust your emoji strategy accordingly
Warning: Overusing emojis or using inappropriate ones can lead to your emails being flagged as spam, harming your sender reputation and deliverability.

Emojis in Email Content

In addition to subject lines, emojis can also be used within the email content to add visual interest, break up text, and convey emotions. However, it's crucial to strike the right balance and use them purposefully.

Effective Emoji Placement

When incorporating emojis into your email content, consider the following placement strategies:

  • Use emojis to highlight key points or calls-to-action
  • Place emojis near relevant text to reinforce the message
  • Use emojis as bullet points or separators to break up long blocks of text
  • Incorporate emojis into headings or subheadings to add visual appeal

Accessibility Considerations

When using emojis in email content, it's important to consider accessibility for recipients who may use screen readers or have visual impairments. To ensure your emojis are accessible:

  • Remember that screen readers read out each emoji's name (for example "party popper"), so check how your text sounds, and give any emoji images proper alt text
  • Use emojis to complement the text, not replace it entirely
  • Avoid using emojis as the sole means of conveying crucial information
Best Practice: Always test your emails with screen readers to ensure emojis are properly described and do not interfere with the overall message.

Emojis and Brand Identity

Emojis can be a powerful tool for brand building and conveying your brand personality in emails. However, it's essential to use emojis that align with your brand voice and values.

Developing an Emoji Style Guide

To ensure consistent and on-brand emoji usage across your email campaigns, create an emoji style guide that includes:

  • A list of approved emojis that align with your brand identity
  • Guidelines for emoji placement and frequency in subject lines and content
  • Examples of appropriate and inappropriate emoji usage
  • Any specific emoji combinations or sequences that reflect your brand personality

Measuring Emoji Effectiveness

To determine the impact of emojis on your email performance, it's crucial to track and analyze key metrics.

Key Metrics to Track

  • Open Rates: Compare the open rates of emails with and without emojis in the subject line to gauge their effectiveness in capturing attention (bearing in mind that Apple Mail Privacy Protection inflates opens, so confirm with clicks).
  • Click-Through Rates (CTR): Measure the CTR of emails with emojis in the content to assess their impact on engagement and conversion.
  • Unsubscribe Rates: Monitor unsubscribe rates to ensure emojis are not causing recipients to opt out of your emails.
  • Deliverability Metrics: Track metrics like bounce rates, spam complaints, and sender reputation to ensure emojis are not negatively impacting deliverability.

By consistently tracking these metrics and conducting A/B tests with different emoji variations, you can continually optimize your emoji strategy for maximum impact.

Conclusion

Emojis can be a powerful tool in your email marketing arsenal when used strategically and thoughtfully. By understanding emoji support across email clients, following best practices for subject lines and content, aligning emojis with your brand identity, and measuring their effectiveness, you can harness the power of emojis to boost engagement and build stronger connections with your email audience.

Remember to use emojis judiciously, prioritize accessibility, and continuously test and refine your approach based on data-driven insights. With a well-executed emoji strategy, you can create email campaigns that stand out, resonate with your subscribers, and drive meaningful results for your business.

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Topics: Deliverability, Authentication, Best Practices, Technical