Source http://feedproxy.google.com/~r/listrak/EmailMarketing/~3/jJRw-bgeYAY/83525681627
There is plenty – and varied – information available on using symbols in subject lines. Below Listrak Account Director Karen DiClemente shares some thoughts and best practices:
When using symbols in subject lines, retailers are primarily trying to drive higher open rates. I encourage ALL clients to A/B test subject lines with and without symbols to see if the symbol actually made a significant impact on open rates.
Prior to using a symbol, here are a few questions I tell clients to ask themselves:
- How does using symbols in a subject line impact your brand (will they be seen as juvenile? Is this the brand impression you want your subscribers to have?)
- Does the content of the email warrant a symbol in the subject line?
- Make sure you are using symbols for a reason (not just to “use a symbol”):
- Symbols can be used as a separator or punctuation
- Symbols can be used to replace an actual word (ie. using a ? to replace the word “heart”)
- Symbols can be used as a decorative design element
- Not all symbols render in all email clients – make sure you are using a rendering tool (ie. Email on Acid or Litmus) to ensure the symbol you chose will display correctly
The guide below provides some more detail:
Subject Line Symbols by Email Client
Outlook 2010 – all symbols render correctly; color does not change
Outlook.com – all symbols render correctly; color changes based upon specific symbol
Comcast – all symbols render correctly; color does not change
Gmail – all symbols render correctly; color does not change
Yahoo – all symbols render correctly; color does not change
AOL/AIM – changes the 8th symbol; color does not change
Android – only the yellow symbols render correctly; color does not change
iOS (iPad/iPhone) – all symbols render correctly; color changes based upon specific symbol
Windows Phone – all symbols render correctly; color changes based upon specific symbol