Seeing More e-mail’s with graphics (✈✈✈) in the subject line
One of the newer trends we’ve observed in e-mail marketing, concerns the use of graphical characters in the Subject lines.
For example: ✈ (an airplane) – which came to us from an e-mail blast from PriceLine.com
We’re seeing more of these as time goes on. Although still not horribly common, they are fairly easy to implement, but do represent a double-edge sword of “pro’s and con’s”. On the “Pro” side, the limited use of graphics characters (like having a single ✈) may help entice recipients to read or open the message. On the “Con” side, there is not a guarantee that all devices will display those characters correctly. And, the excessive of use of them (e.g. too many in a single subject line) could potentially trigger “SPAM” or “Junk Mail” filters.
We generally suggest that these enhancements be used sparingly, and in a small test group first – to see how well they work in encouraging Open rates for an e-mail campaign. Analyzing the results of a small, meaningful test group should then help determine their effectiveness in future campaigns, or for larger numbers of recipients.