Special Character Subject Lines – Blip of Flip?

Screw Friday the 13^th and superstition, we’re kicking off a new series today!

Technology and the internet have made it easier than ever before to test radically new marketing tactics.

Some have endurance and change the rules of the game. Others prove mostly hype – dying off as quickly they arrived.

Here, will assess the potential longevity of the latest tactics – will they flip the world of marketing upside down or wind up just another blip on the radar?

Today’s subject:
Special Character Email Subject Lines

Emoticons, wingdings, emojis – call ‘em what you like, they’re headed for your inbox!

As the smartphone market continues to grow, so does the proportion of people who send and receive email via mobile. While the icons still render on traditional web browsers, they are most impactful and visually-stimulating within a mobile UI.

So, what do you think?

Marketing FLIP or Tactical BLIP?

We say blip. 

Basically, it’s eye-candy only until everyone starts using it – then it’s white noise and your lead in the fight for attention over the competition’s message is back to zero.

So, if you’re considering an emoticon test, do it now.

Strike while the (emoticon) iron is hot.

This type of thing is eye-candy only until everyone starts using it – then it’s white noise and your lead in the fight for attention over the competition’s message is back to zero.

But first, vet for business fit.

There are only so many characters available. If one doesn’t logically fit with your brand or a campaign don’t force it.

Words (still) matter!

While these icons may (temporarily) attract more eyeballs, opens STILL require a compelling offer.

If you’re going to devote precious subject line real estate to little hearts or suns, you better tighten your point so it still gets across before running off the screen.

Finally, remember to isolate.

Don’t send your carefully selected wingdings out to everyone – you won’t be 100% sure of incremental lift without performing a split A/B test!

If you’ve included special characters in a recent campaign – we want to hear about it!

Share your insights and results!