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Using Preheaders and Emojis to Make a Memorable First Impression
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WELL HELLO THERE…
EMILYANN KEYDigital Marketing Coordinator
@EmilyannKey
ERIN ALEMDARDigital Marketing Manager
@Erin_Alemdar
TWEET @Whereoware
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ABOUT US
• PRIVATELY HELD DIGITAL AGENCY• 17 YEARS OF EXPERIENCE• RESPONSIVE EMAIL CAMPAIGNS• PERSONALIZED WEBSITES• SEO & PPC• CLOUD-BASED SOLUTIONS AND MOBILE APPS• DATA INTEGRATION
FACEBOOK ADVERTISING
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INBOX (R)EVOLUTION
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WE’VE COME A LONG WAY
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FROM NAME
From Name
From Address
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PREVIEW TEXT
Hidden Preheader Text
Hidden PreheaderText
Visible Preheader Text
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WE’VE COME A LONG WAY
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EMOJIS
Emoji in Subject Line
FACEBOOK ADVERTISING
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UNSUNG HEROES OF THE INBOX
43% of email recipients click the Spam button based on the email “from” name or email address.
Convince and ConvertBlog
24% of respondents look at the preview
text first when deciding to open an email.
Litmus and Fluent
56% of brands using subject line emojis
had a higher unique open rate.
Experian
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(NOT) ACTUAL FOOTAGE OF MY LITMUS PROPOSAL VIDEO
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GET THAT CONVERSION!
FACEBOOK ADVERTISING
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CONSIDER THIS…
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NO SOLICITING
Recognizable, trustworthy, relevant
Context appropriate considerations :
• Purpose• Transactional vs. promotional vs. awareness vs. exclusive
• Relationship Relevance• Use company name as from name v. CEO’s name v. Friends from company name
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WASTED PREVIEW REAL ESTATE
DO write purposeful preview text to inform and guide action
DON’T skip preview text or risk messy text in the preview bar
Alt text and housekeeping text visible in
inbox
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SERIOUSLY?
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SUPPORT FOR PREVIEW TEXT ACROSS PLATFORMS
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SUBJECT LINE EMOJI CONSIDERATIONS
• Is it right for your brand or audience?
• Does your audience open in email clients supporting emojis?
• Does the subject line make sense with and without the emoji?
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SUBJECT LINE EMOJI – IS IT RIGHT FOR YOU?Is it right for your brand/ industry? Don’t try to force a fit.
Reference: https://www.ibm.com/think/marketing/email-subject-line-length-emojis-and-preheaders-what-the-benchmark-data-shows/
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SUBJECT LINE EMOJI – IS IT RIGHT FOR YOU?
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SUBJECT LINE EMOJI – IS IT RIGHT FOR YOU?Is it right for your audience? Perception can vary.
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SUBJECT LINE EMOJI – IS IT RIGHT FOR YOU?Same emoji rendering across devices and platforms:
Image: Gizmodo
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Emojis render differently
across platforms
EMOJI RENDERING
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FACEBOOK ADVERTISING
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GETTING IT RIGHT
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HOW TO CODE ‘EM - FROM NAME
• Character Limits• Authentication: Signing signature• Deliverability: From domain not name
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HOW TO CODE ‘EM - VISIBLE PREHEADER V. NO PREHEADER
Visible Preheader No Preheader
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HOW TO CODE ‘EM - VISIBLE PREHEADER V. NO PREVIEW TEXT
Visible Preheader No Preview Text
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HOW TO CODE ‘EM - HIDDEN PREHEADER TEXT
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HOW TO CODE ‘EM - HIDDEN PREHEADER TEXT
Hidden preheader snippet
White space hack
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Prevent URL in the preview bar when using linked preheader text as preview text
NO URLS ALLOWED!
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Use hidden preview text and white space hack and visible, linked preheader text
HOW TO CODE ‘EM
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HOW TO CODE ‘EM (OJIS)
No additional code requirements for most ESPs
Copy & paste from a reliable emoji library
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REPUTABLE EMOJI LIBRARIES
http://www.unicode.org/emoji/charts/full-emoji-list.html
https://emojipedia.org/
http://graphemica.com/
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UNICODE.ORG
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GRAPHEMICA.COM
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EMOJIPEDIA.ORG
FACEBOOK ADVERTISING
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TESTING
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LITMUS SUBJECT LINE CHECKEROutlook 2003 Win
Apple Mail 8 OSX
Office 365 Webmail
Gmail Webmail
AOL Mail Webmail
iPhone 6 Plus iOS 8
iPhone 6 iOS 8
iPhone 5s iOS 8
iPad Mini iOS 8
1 issue
Outlook.com Webmail
Gmail App iOS
1 issue
Gmail App Android.1 issue
Thunderbird Win.
Outlook 2016 OSX
Outlook 2013 Win
1 issue
Outlook 2010 Win
Outlook 2007 Win
Yahoo! Mail Webmail
iPad Retina iOS 8
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LITMUS SUBJECT LINE CHECKER - TEST PREVIEW TEXT
Test hidden and visible preheader text
Hardcoded hidden preview text
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LITMUS SUBJECT LINE CHECKER
Hardcoded: preview text
Litmus Subject Line Checker: preview text
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LITMUS SUBJECT LINE CHECKER - EMOJIS
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LITMUS CHECKLIST- EMOJI
Windows 10 Mail
GmailExplorer
Change of Plans
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TEST WITH REAL PEOPLE -EMOJI
FACEBOOK ADVERTISING
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TAKEAWAYS
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TAKEAWAYS
From name, preview & emoji effectiveness varies based on:
• Environment (mobile vs. desktop)
• Inbox provider
• Length & type of customer-company relationship
• Email campaign
• Customer culture & location
TEST, TEST, TEST
THANKS FOR COMING!
14399 Penrose Pl #450, Chantilly, VA 20151
(877) 521-7448
Contact us:
facebook.com/whereoware
@whereoware
Follow us on:
www.whereoware.com/ue/
