SMS examples and strategy
Emojis Text Messages in SMS Marketing
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Helzberg Diamonds
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How to Use Emoji Text Messages for SMS Marketing (+ Examples)
SMS marketing is one of the most direct ways to reach your target audience. The many SMS marketing examples we have in our MailCharts database show how these messages are often more casual and conversational than other marketing channels.
So it’s no surprise that SMS marketers are increasingly using emojis to spice up their text messages. Emojis are what we use in messages to friends and family—which brand wouldn’t want to belong to their customers’ inner circle?
On top of that, Intercom discovered that brands sending emoji text messages are four times more likely to elicit a reaction from their recipients than brands that don’t. And that’s not all. There are various benefits to using emojis in your SMS marketing. We’ll go over them below, but first, let’s get clear on what emojis are.
Emojis vs. Emoticons
Before we dive in, let’s get clear on the difference between emojis and emoticons.
Emojis are images or illustrations that visually represent something such as a facial expression 😀, a gift 🎁, a tree 🌲, a cake 🎂, and more.
Emoticons are pictorial representations of faces made up by punctuation marks, letters, and numbers. Examples include:
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:) - happy
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:( - sad
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:O - surprised
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:'( - crying
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:p - sticking the tongue out
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The Benefits of Using Emoji Text Messages for Marketing
Aside from eliciting engagement, using emojis in your text messages also…
Saves space
Single text messages are limited to 160 characters, which means you don’t have a lot of space to convey your message and get the recipient to take action. Switching some words (don’t overdo it!) for emojis can help you save space while giving your message some extra spunk.
However, emojis take up two characters in an SMS message (versus one for a normal letter), so take that into account when crafting your emoji SMS. For example, in the emoji text message below, Helzberg Diamonds isn’t saving any space by replacing the 10-letter “five stars” with five emoji stars, as those five emoji stars take up 10 characters as well.
The emojis do add some color to the message and make it stand out more than a regular text message.
Note: Don’t replace your CTA with emojis. It’s the most important part of your message, so you don’t want to risk the recipient not understanding it.
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Helzberg Diamonds
Adds a human touch
Because the character limit of SMS messages is so limited, brands often try to cram a lot of information into a single text, using short phrases instead of full sentences in combination with discount codes and shortened URLs.
All of this can make promotional text messages look dry. But adding an SMS emoji or two and your message will instantly feel more personal.
Have a look at this text message using emojis from Michael Stars.
The hand-waving emoji adds joy and lightness to the otherwise rather dry “Hi there”. And because it’s an emoji of a hand, it makes it easier for the recipient to imagine an actual person greeting them.
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Michael Stars
Clarifies your message
Just like product images are great for illustrating the message of an email, emojis can add clarity to text messages.
Here’s a great example from subscription box brand kidpik.
The clock emoji visually announces that “It’s time to SAVE!” while the clothing emojis represent all the items that the text message says are on sale. Lastly, the little truck ensures that readers don’t miss the free shipping offer.
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Kidpik
Breaks up the text
Whether you want to keep your SMS message short and to the point, or have quite a bit of information to share, emojis can help you break up the text and make it look more appealing.
This SMS example from Lovesac consists mostly of short phrases that on their own would sound rather robotic. By breaking up the phrases with lightning emojis that match its flash sale, the brand makes its message much more pleasant to read.
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Lovesac
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Things to Consider When Sending Text Messages With Emoji Enrichment
We already mentioned a few things to look out for when adding emojis to your SMS. Here are a few other things you’ll want to consider.
Not all phones show emojis the same way
While most phones nowadays support emojis in text messages, they don’t all display them the same way. This becomes particularly clear when comparing emojis on Android with emojis on iOS.
It’s important to be aware of this so you can check whether an emoji is displayed the way you intend it to across all operating systems before sending your message.
The message comes first
Emojis are fun to play with and while they hold a lot of potential SMS marketing benefits, there’s also a risk of overusing them. While a few emojis can make your message more engaging, adding too many of them might make it hard to read and can even make it look spammy.
If you’re unsure, go for less rather than more, and only use emojis when it makes sense.
Not all emojis are commonly known
Marketers have a wide range of emojis to choose from, but that doesn’t mean they should try to use all of them. Not all emojis have a clear meaning, and not all of their meanings are commonly known.
Just think about the emoji of two hands pressed against one another with the fingers pointing up 🙏. Many people use this emoji to illustrate praying hands, whereas others use it to represent a high five.
Not everyone uses emojis extensively
While the use of emojis in text messages has become widespread, there is still a generational difference in who uses them. On top of that, emojis are a rather casual communication form and so they’ll pop up more often in casual contexts rather than, for example, in certain B2B industries.
As with any type of marketing campaign, it’s important to know your audience and test what they react to best.
Make Emoji Text Messages Work for You
Now you know the benefits of using emojis in your SMS marketing and what to look out for, it’s time to start experimenting. Sign up for a free MailChart account today and get inspired by thousands of emoji text messages sent by leading ecommerce brands.
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