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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

info@whereoware.com

Contact us:

facebook.com/whereoware

@whereoware

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