How do emojis render across different mailbox providers?

Emojis in subject lines are attention-getters that can help or hurt depending on brand fit, audience expectations, and usage frequency. They increase visual standout but can also look unprofessional or spammy if overused or misaligned with brand tone.

Research findings are mixed: some studies show emojis boost opens, others show no effect or slight decline. The truth is context-dependent. A casual consumer brand sending "🎉 Big Sale!" feels natural. A B2B enterprise vendor using "🔥🔥🔥 Urgent!!!" feels off-brand. Audience expectations matter—younger demographics may respond better; conservative industries may not.

Test emojis with your audience. Don't assume they help or hurt—measure. A/B test emoji vs. non-emoji versions of the same message. Track not just opens but also complaints and unsubscribes—if emojis boost opens but also complaints, the gain isn't worth it. Use sparingly and purposefully. One relevant emoji can enhance; five random ones look desperate.