Students today are constantly bombarded by emails, notifications, and direct messages on every device. To stand out and ensure your message reaches your audience, it’s essential to stay clear and concise. Adding visual elements like emojis can make your communication more engaging, but they require a careful approach.
Continue reading to learn how to implement emojis in your email marketing strategy without compromising your university’s professional image.
What students expect from email communication
Students are selective about what emails they open. They will only read messages from known contacts – professors, staff members, or departments they recognize and trust. Avoid generic email addresses or confusing names, and instead, use clear and familiar sender names that reflect a recognizable source within the institution. This helps ensure that your message isn’t ignored or mistaken for spam.
Clear, brief subject lines are indispensable. Students want to know exactly what an email is about before opening it, so avoid vague subject lines that obscure the main point. Instead, be direct and focus on the purpose of the email, like “Important Campus Updates” or “Welcome Event This Week.” Signaling the content upfront makes students more likely to engage with your message.
Many students skim their emails rather than reading them in full. Using emojis in the subject line or body text is a strategic way to highlight key points and make essential information stand out. Emojis can act as visual cues, helping guide students’ eyes to the most relevant parts of the email, which is especially useful in quickly communicating with busy students.
Here are more ideas to consider when adding emojis to your email communication:
Using emojis on emails
Emojis are easy to apply to emails. You can quickly insert them from your email box or copy them from reference websites like Emojipedia or EmojiCopy. These pages allow you to search their database by theme or description, making it easy to find the emoji you need.
When adding them to your communication, ensure that they are context-appropriate and that they add value. Remember that they should be used to emphasize your message, not complicate it.
For example, a calendar emoji can be used to call attention to an important date, a party popper can accompany a celebratory message, a popcorn can call students’ attention to a film session, or a gift emoji can signal giveaways, free downloads, and other rewards.
However, they should never replace words, as they may not load correctly on every device and lead to loss of communication. Test for compatibility across multiple platforms to avoid emojis turning into question marks or blank boxes – not every emoji is available in every operating system.
Be mindful that many students use screen readers and other accessibility tools to read your emails. This software reads the name assigned to the emoji by the platform, so always put them at the end of the sentence to prevent your message from sounding fragmented or confusing.
Steer clear from emojis with ambiguous interpretations. Different cultures and generations assign different meanings to the same symbols, which could cause offense or misunderstandings. For instance, a thumbs-up may seem polite to older readers but come off as passive-aggressive to younger generations.
Be prudent with how you call attention to important information. Emojis like the siren, the clock, the exclamation mark, and the hourglass can evoke mixed responses – although they convey urgency, they may come off as “clickbait-y” or pressuring to some. Test how students receive different emojis and discard the ones that don’t work as intended.
Consider your target audience
Different generations have unique preferences for digital communication. When using emojis in email marketing, aligning your approach with your target demographic is essential.
Gen Z and Millenials are used to communicating with emojis, and they appreciate the casual, friendly tone they convey. For prospective and current students in these age groups, emojis can make emails feel more engaging, welcoming, and familiar.
However, alumni and students from older generations might not respond as well to emails containing emojis, as they might perceive them as informal or unprofessional in certain contexts. For these readers, use emojis sparingly or avoid them altogether. This helps ensure your message is professional and appropriately aligned with their communication expectations.
Be mindful of tone
Because emojis bring a playful and informal element to the message, they aren’t always compatible with your email. Knowing when to use them – and when to leave them out – is essential in ensuring your communication remains appropriate and respectful.
Emojis work well in lighter conversations, like announcing a campus shop sale, cultural events, or a sports achievement. They help convey the school’s enthusiasm and friendliness while making the text more eye-catching.
They should be avoided when the email deals with serious or tragic topics like safety concerns, the passing of a community member, or the administration’s response to a grave campus issue. These messages should stay grounded and straightforward, avoiding any misplaced attempt at levity.
Find the right balance
Emojis add visual elements to the text and enrich the email, but be careful not to overuse them. Excessive use of emojis can make the text confusing and jeopardize your message – besides risking having your emails categorized as spam.
Use them sparingly and objectively. They are meant to enhance your communication, not cloud it.
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