As it’s World Emoji Day (yes – there is such a thing. For more info on this see http://worldemojiday.com) I had to write this post as so many of my clients ask me “Is it appropriate for me to use emoji in business communications?”.
Unfortunately the answer isn’t clear cut – it depends.
There’s no doubt that the huge explosion of emoji usage in recent years has led to those little cute pictures in text messages become a brand in itself, with stationery, cuddly toys and now even a film featuring them.
92% of people online use emojis (source: Ad Week) and it’s not just for teenagers. The age group that uses emojis the most frequently is 25 – 29 year olds (source: Expanded Ramblings).
Even big brands are getting in on the action – 59% of the top 500 brands on Twitter have used emojis and the increase of emoji use in marketing messages is a whopping 775% (source: Expanded Ramblings). Some brands have even gone as far as to design their own emojis – Burger King, Disney and Mentos Mints being just a few.
So, should you be using emoji in business communications?
Emoji in business Tip 1
Before you consider ANYTHING else, ensure you have a very clear picture of your business personality and also your customers.
Are you a retro sweet shop targeting mid to late twenties people? Absolutely fine to sprinkle a few 🍭 🍬 in your marketing messages. Maybe you’re a beauty salon who’s customer base is mid thirties mums who like a bit of a giggle – by all means use 💄 💅🏻 💆🏻 every now and then.
An accountant who’s clients are medium size businesses with employees? 💵 📈 – not looking quite so professional now are you 😳
Emoji in business Tip 2
Make sure you know exactly what the emoji means before you use it!
😯 this emoji is mainly used to show surprised but it is actually called “hushed face” (i.e. being quiet)
😂 always used in place of LOL (laugh out loud) or ROFL (roll on the floor laughing) this emoji actually means “tears of joy” – the correct emoji for LOL or ROFL is 🤣
Emoji in business Tip 3
ALWAYS know what an emoji looks like on other platforms before using it.
Poor old Cookie Monster’s celebration of World Chocolate Day (yep, another random day of celebration!) was ruined for people with Samsung devices. Why?
What Samsung users saw:
Crackers on World Chocolate Day??
Emojis can look totally different on each platform so make sure you’ve checked them out before using. A great resource is https://emojipedia.org.
I hope this post has helped you work out if using emojis in business communications is right for you, but if you have any questions or comments please don’t hesitate to get in touch by commenting below!
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Many small business owners I know use Google Analytics to keep an eye on the number of visits they have to their website.
This is great because at least the tool is being put to use, but just think for a moment. Would you rather have 1,000 website visits per month or 500 visits per month that ACTUALLY DID SOMETHING ON YOUR SITE?
See it’s all well and good getting loads of traffic to your site – but if they don’t do anything once they’re there then what’s the point?
If you want to find out how many of your website visits result in an action then you’ll need to set up a Goal – and here’s how to do it.
My example below is based on recording the number of contact form submissions that have been sent (if the purpose of your site is lead generation), but there are a huge number of Goals you can set up. If you’re an e-commerce site you may want to track the number of completed purchases, an information site may want to track the number of PDF downloads. Entertainment site – you’ll want to track number of videos watched.
So, let’s get to it!
After logging into Google Analytics click on the Admin link at the bottom left of the screen:
You will be taken to the admin page, click on Goals:
Click on the red “New Goal” button and you will see this:
Firstly give your goal a name. Keep it simple but descriptive eg Contact Form Submissions.
Then click the destination radio button and get the URL of your confirmation page. It will look something like this:
So you want to set up a email marketing system for your business?
That’s great news! Did you know that:
Email is the primary source of data for marketing people – with 41% relying on their email marketing response data. (Forbes)
Email has long been one of the most measurable channels for marketers. It helps you learn what your audience likes (so you can do more of it), and what they don’t (so you can do better next time).
Young adults are most likely to check their email from bed (70%), from the bathroom (57%) or while driving (27%) (Adobe)
Whilst checking your email in the loo is just a little bit gross (you wouldn’t be doing it while taking a shower would you!) and checking while driving is a TOTAL no no it proves that we’re all on the move and we take our inbox everywhere we go!
77% of UK consumers chose email as their preferred communication method with businesses (Statista)
So, here are my top 5 tips when setting up a new business e-newsletter system.
1. Make it super simple for someone to sign up
Of course you’re going to need as much info as you can get about person when dealing with them as a business but the newsletter signup form IS NOT the place to ask for it. Asking for full postal address, telephone number, date of birth, their favourite food and shoe size just puts people off!! Keep what you’re asking for them to give to a bare minimum – name, email address and maybe date of birth (if you want to send them a birthday present) is more than enough.
Also put your signup form EVERYWHERE – website, blog, Facebook page etc.
2. ALWAYS send a welcome email
You need to start building trust with a potential customer from the outset so send them a welcome email (this can be automated so you don’t have to manually send one every time someone signs up).
Thank them for trusting you with their email address, set their expectations as to what you’ll be sending them and give subscribers choices as to what information they receive if you can.
3. Don’t sell, sell sell
If you’re running a physical shop you wouldn’t just go up to someone who came in and start reeling off your sales pitch and current offer of the month (well at least I hope you wouldn’t!). Be conversational.
4. Keep it short and sweet
The average person is expected to receive 140 emails a day by 2018 (news.com.au) so a rambling subject line and the email body reading like War and Peace just won’t endear you to your list.
Keep your subject line descriptive, short and enticing and break up long blocks of text with paragraphs and images. And always, ALWAYS replace the short preview description to something really exciting!
5. Know who you are
How do you want people to perceive your business – corporate, professional, formal or more laid back and friendly?
Whatever you choose make sure you’re consistent to make your business approachable. And if you have someone writing your emails for you make sure they also know how you want your business to come across!
If you’d like to learn more on email marketing and get specific, tailored advice come along to my workshop!