5 Tips for Using Emojis in Email Subject Lines

Emojis have come a long way from the simple smiley face. Developers have given us the power to express ourselves via emoji in almost every situation, from the classic heart eyes ?, to the sweat smile ?, the zipper mouth ?, to the mind blown ?. They’ve expanded into the wild worlds of animals, food, travel, and culture and as of June 5th, we even have red head emojis! There’s no denying that these keyboard characters are an integral part of the way many people communicate.

Emoji keyboard

Emojis can also help emails stand out in a crowded inbox. It’s no surprise, then, that emojis in subject lines are becoming more common (did we mention that Pardot’s Summer ’18 Release included emojis for email subject lines and social postings?!). But, for all of their flair, how do you know just when and where to use them?

Here are 5 tips for using emojis in email subject lines.

Establish guidelines.

We know you’re excited about diving right in with emojis — so are we! But before you do, make sure you have clear guidelines for you and your team that outline when and how to use emojis in email subject lines. A few rules, such as avoiding emoji usage when sending customer support emails or providing a list of pre-approved emojis, will go a long way in keeping your email game in tip-top shape.


Be selective.

Just because emojis are playful and fun doesn’t mean you have to use them in every email subject line. For example, when sending out sensitive information in an important security announcement, it might be best to avoid emojis. Remember, there’s a time and a place to use that fire emoji (and that time is now ?).

Match your voice.

Before you use emojis, ask yourself, “Does this align with my brand?” It’s always best to consult your brand voice guidelines before throwing a shiny rocket ship ? or a cute cow ? into the mix. Companies that want to sound more serious, for example, might not want to be more conservative in their use of emojis.

Save some space.

Subject lines are precious real estate in subscribers’ inboxes, so every character counts. That’s where emojis can come in handy. Simply put: they can save space in subject lines, allowing marketers to add another “word” or two.

Use the right tools.

Make sure your email service provider has the right functionality to insert emojis properly. If done incorrectly, sometimes you end up with a series of characters that don’t make sense, which means that broken heart ? could end up looking like this instead: 💔. Before hitting send, customers with Pardot’s Advanced Email Analytics package can use the email rendering preview to ensure your emojis show up and stand out exactly as you expect them to. 


Whenever you’re ready to move forward with emojis and take your emails to the next level, you can access them directly through the  Advanced Subject Composer in Pardot.

Advanced Email Composer with Emoji Keyboard