How to Use Emojis in Email Subject Lines for Better Opens

How to use emojis in email subject lines might not be the first tactic that comes to mind for B2B marketers—but it’s becoming a smart way to increase open rates, even in more traditional sectors. For SME decision-makers using purchased B2B data, the challenge is clear: you’ve only got a few seconds to grab attention in a crowded inbox. A well-placed emoji can give your subject line the edge—if used correctly.

We get it—emojis can feel a bit “B2C”. The last thing you want is to look unprofessional or gimmicky. But used sparingly and with the right message, emojis can humanise your emails, add visual contrast, and improve engagement—without undermining your brand.

In this article, we’ll show you when emojis work, when they don’t, and how to apply them in a way that suits your tone and audience. No guesswork—just clear, practical advice you can use right away.

Why Subject Lines Still Matter in B2B Campaigns

Your subject line is the gateway to your email. It’s the first thing a decision-maker sees—and often, the only thing they read before deciding whether to open, ignore, or delete.

For SMEs running B2B outreach using purchased data, this becomes even more critical. Unlike warm leads, these recipients don’t know you yet. That means you have just seconds to stand out in an inbox full of cold emails, newsletters, and internal messages.

And here’s the reality:

• SME owners and directors receive dozens—if not hundreds—of emails daily

• Many scan their inbox on mobile, often glancing at just subject lines and sender names

• A weak or generic subject line means your message won’t even get opened—no matter how good your data or offer is

That’s why smart subject line writing (including when and how to use emojis) is no longer optional—it’s part of your competitive edge in email outreach.

Do Emojis Work in B2B Emails?

Perception vs Reality

When most people think of emojis in email subject lines, they picture retail promos or birthday campaigns—not serious B2B outreach. But the landscape is shifting.

The perception that emojis are “unprofessional” doesn’t always hold up—especially when you’re emailing SME decision-makers who are used to fast, informal digital communication. The truth is, when used sparingly and in context, emojis can enhance a subject line by:

• Drawing visual attention

• Reinforcing your message

• Adding personality and warmth

In fact, subject lines with emojis can often outperform plain ones—as long as the emoji fits the message and the audience.

What UK SME Decision-Makers Actually Respond To

Tone matters more than the emoji itself. If you’re targeting directors in engineering or finance, a 🎉 might feel off—but a ✅ or 📊 could signal value and relevance. For marketers or creative sectors, the range is broader.

Keep in mind:

• Audience expectations vary by sector: what works for digital agencies may not work for accountants

• Role matters: a business owner may respond differently than a junior marketer

• Cultural context counts: UK audiences generally prefer subtlety over gimmicks

In short: emojis can work—but only if they match the intent of your email and respect your recipient’s tone.

Best Practices: How to Use Emojis in Email Subject Lines

Used the right way, emojis can boost open rates. But there’s a fine line between drawing attention and turning people off. Here’s how to use emojis in email subject lines effectively—without looking unprofessional.

Use Emojis Sparingly and Strategically

• Stick to one emoji per subject line: Overdoing it can look messy or desperate

• Position matters: Placing an emoji at the start or end of a subject line draws the eye naturally. Avoid mid-sentence use.

• Don’t force it: If the emoji doesn’t enhance the message, leave it out.

Match Emoji to Message

• Emojis should support your message, not replace it. For example:

  • 📊 for data or results

  • ✅ to suggest a clear benefit

  • ⏳ to create urgency

• Avoid irrelevant or overly playful emojis—like 🔥 or 😂—unless you’re confident your audience will respond well.

A/B Test With and Without Emojis

• Always test both versions of your subject line: one with an emoji, one without

• Monitor open rates across different segments—what works for marketing directors might flop with business owners

• Check rendering across devices—some emojis don’t display properly in Outlook or older email apps

The goal is to create relevant, visually distinct subject lines that feel intentional, not gimmicky.

Examples of Effective Subject Lines With Emojis

Let’s make this practical. Below are examples of subject lines tailored for B2B campaigns using purchased data, with and without emojis. These are designed to speak directly to UK SME decision-makers across common sectors like marketing, sales, and operations.

Templates Based on Buyer Intent

Curiosity

• 📊 Want 100 fresh leads this week?

• See what your competitors are missing

Urgency

• ⏳ Data offer ends today – don’t miss it

• Last chance to claim your decision-maker list

Results-Oriented

• ✅ 300 SMEs used this list – here’s why it worked

• Turn cold emails into warm leads in 24 hours

Emoji-Free vs Emoji Variants

Without Emoji:

• Boost your campaign response this week

• Fresh B2B contacts, delivered in 24 hours

With Emoji:

• 📈 Boost your campaign response this week

• 📬 Fresh B2B contacts, delivered in 24 hours

The messaging stays the same—the emoji simply adds visual contrast. In formal sectors, the plain version may work best. In creative or sales-driven industries, an emoji might boost engagement.

When NOT to Use Emojis

While emojis can enhance subject lines, they’re not always appropriate. In fact, in certain situations, they can harm your credibility or confuse the message.

Regulated Industries

If you’re emailing businesses in sectors like legal, financial services, insurance, or compliance, emojis may feel out of place or unprofessional. These industries often expect clear, direct communication.

Serious or Sensitive Topics

Avoid emojis when your message is about:

• Regulatory updates

• Security or data risks

• Operational issues

• GDPR or compliance-related communications

In these cases, clarity and trust outweigh visual creativity.

When the Tone Doesn’t Match the Offer

If your tone is formal or your offer is highly technical, an emoji may clash with the message.

Rule of thumb: If you’re not sure an emoji improves clarity or engagement—skip it. Clean, benefit-driven subject lines can be just as powerful.

Why Choose Results Driven Marketing

At Results Driven Marketing, we don’t just provide data—we help you get more out of every email you send.

Whether you’re testing emojis in subject lines or optimising your cold outreach strategy, we understand what works in the real world of UK B2B marketing. Our clients span over 2,000 sectors, and we’ve seen firsthand how small changes—like a better subject line—can dramatically improve open and response rates.

Here’s what sets us apart:

• Specialists in B2B email data and cold outreach

• We know what converts—from subject lines to segmentation

• SME-focused with fast turnaround and real support

• Practical advice, not fluff—we care about your results

Need help improving your next campaign? Contact us

Ready to Optimise Your Email Campaigns?

Subject lines are too important to leave to guesswork—especially when you’re working with purchased B2B data and trying to reach busy SME decision-makers.

Now that you know how to use emojis in email subject lines, it’s time to put that knowledge to work:

• Review a few of your recent campaigns

• Test one subject line with and without an emoji

• Track your open rates and audience response

Need more leads to test with? Explore our email lists tailored to your ideal UK audience.

Or if you’d like a quick second opinion on your email subject lines, get in touch—we’re happy to help.

Results Driven Marketing
Helping businesses go from bad data to more customers and profits.
Highly targeted B2B marketing lists for direct mail, email, and telemarketing.
📞 0191 406 6399 | 📍 Cobalt Business Exchange, Newcastle
rdmarketing.co.uk