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The subject line is the most important text you can write for your emails. This line of textdetermines whether or not your customer will even open your email. Many people don’t realize how creative they can get with the subject line and today I’ll discuss unicode symbols and how they can increase engagement for your emails.
What is Unicode?
Unicode is an international encoding standard for use with different languages and scripts, by which each letter, digit, or symbol is assigned a unique number. Here are some examples:
So how can you create them?
Well it’s easy, you can either copy and paste from this source or simply turn Numlock ON and type them yourself holding down the Alt key.
Alt+9731 = ☃
Alt+9827 = ♣
To get a complete list go here.
Here’s a breakdown of a how some customers react to the Miscellaneous Symbols:
When they don’t work they will appear as empty spaces, blocks ☐ , question marks, or even weird lettering.
Testing, Testing, 1, 2, 3.
Now of course you must test to see if using unicodes in your emails will increase engagement. There has been successful open rates using these symbols, some as high as 17%. However, other companies that have tested their emails with these symbols saw a drop in engagement.
Start by sending to a small test segment of your list. Half of that test segment should receive the subject line with the symbol and the other 50% should receive the same subject line without the symbol, allow that test to run, and then compare open/read/click rates. You will then be able to see if including a symbol in the subject line works for your dealership and subscribers. The winning subject line, with or without the symbol, should then be sent to the remainder of your list.
Ultimately, consumers will decide whether or not these unicode symbols will work, Tom Sather, Return Path Sr. Director of Email Research says it best:
“Consumers will ultimately decide whether symbols in subject lines help them understand and prioritize messages. But, if they're voting with their feet by engaging with those messages, it's probably an indication that they'll continue to, at least as long as the symbols add to their experience,” going on to say, “as with most trends though, if overused, it will lose its effectiveness.”