Deliverability Dispatch by Alyssa Dulin

Do emojis cause spam filtering?

published4 months ago
4 min read

Deliverability Dispatch #002

A weekly newsletter to help you reach your audience.

BF/CM Recap

I hope everyone who celebrated had a wonderful Thanksgiving! As I mentioned last week, I spent a lot of the holiday keeping an eye on our email sending at ConvertKit. Here's how it ended up going:

We sent 114 million messages on Black Friday and 123 million messages on Cyber Monday with a 99.8% delivery rate both days. The 0.2% of bounced emails those days are from typical bounce reasons like invalid addresses, typos, full mailboxes, etc.

Do emojis cause messages to land in the spam folder?

In conclusion: Testing matters

All of the studies and articles above highlight the importance of running tests to determine what your audience likes and dislikes. Some audiences may respond really well to emojis while others might have a negative sentiment. Emojis can also provide a nice boost for an already-great subject line, but tacking an emoji onto a not-so-great subject line can make engagement even worse.

My recommendation: focus first on writing engaging, relevant subject lines. Then, run some A/B tests to learn how your audience reacts to emojis in the subject line and use your findings to inform whether emojis are a good fit for your subject lines or not.

Emojis alone likely won't cause your messages to go to the spam folder. However, if your audience doesn't respond well to emojis in the subject line and you start receiving more spam complaints, you could start to see more spam filtering. This is why testing is so important!

As always, feel free to reply to this message with any deliverability questions you have! I'm happy to help.