Marketing Mythbusters: Do Emojis Hurt Deliverability? The Truth

Introduction: The Emoji Dilemma

Inboxes are crowded—and emojis offer a visual shortcut to stand out. A flame 🔥 or gift box 🎁 can help your email pop in a list of bland subject lines. But do emojis come at a cost?

Some marketers swear off them, fearing spam folders and lowered deliverability. Others use them everywhere. So who’s right?

In this post, we’ll unpack the data and show when emojis are helpful, when they’re harmful, and how to use them like a pro.

Part 1: Why Marketers Use Emojis

• Visual Impact: Emojis add color, emotion, and clarity to subject lines.

• Boosted Open Rates: A well-placed emoji can increase open rates by catching the eye.

• Brand Voice: Emojis can make a brand feel more casual, fun, or playful.

Example:

• "🌟 Your Weekly Roundup is Here!" feels warmer than "Your Weekly Roundup is Here."

But that doesn’t mean they’re always a good idea.

Part 2: The Spam Filter Myth

The fear: Using emojis triggers spam filters and lowers inbox placement.

The truth: Spam filters don’t automatically flag emails because of emojis. But they do penalize:

• Excessive emoji use

• Emojis combined with aggressive language (e.g., “FREE!!! 🎉 ACT NOW!”)

• Poor engagement metrics over time

Part 3: Deliverability by the Numbers

Here’s what the data shows:

• Subject lines with 1 emoji perform up to 10–15% better in open rates than those without — if relevant to the content.

• Emails with more than 2 emojis in the subject line see a drop in performance.

• Emojis in the body have little to no effect on deliverability, but can enhance scannability.

Part 4: When Emojis Backfire

1. Irrelevant Usage: Sending a fintech newsletter with a pizza emoji 🍕? It feels off.

2. Inconsistency: If your brand voice is serious or formal, emojis can confuse your audience.

3. Device Rendering Issues: Not all emojis look the same across devices. Some may not show up at all.

4. Accessibility Risks: Screen readers often skip or misread emojis, creating a broken experience for visually impaired users.

Part 5: Emoji Best Practices

• Keep It to One: Stick to a single, relevant emoji in subject lines.

• Test It First: A/B test emoji vs. no-emoji versions to see what your audience prefers.

• Match Your Brand Tone: Use emojis that align with your vibe—don’t just toss one in.

• Use Words Too: Don’t rely on emojis to convey essential meaning.

Instead of:

• 🎉 🎉 🎉 BIG SALE INSIDE 🎉 🎉 Try:

• 🎁 Big Sale: 25% Off Everything This Weekend

Part 6: Real-Life Test

One brand tested:

• Subject A: “Your Gift Is Here!”

• Subject B: “🎁 Your Gift Is Here!”

Result: B had a 14% higher open rate — with no drop in deliverability.

They later tested:

• Subject C: “🎁 🔥 ACT NOW FOR FREE SPINS!!!”

Result: Deliverability dropped 23% and marked as spam in Gmail.

Conclusion: It’s Not the Emoji, It’s How You Use It

Emojis are a tool—not a trap. When used with intent, relevance, and moderation, they can enhance your message and engagement.

But when overused or poorly matched to tone, they hurt more than they help.

So should you use emojis? Yes—but wisely. This blog post was written by a human and AI, working together to bring you the most insightful, efficient marketing advice.