"In sports, the best coaches find hidden talent to help propel their teams," writes Greg Zakowicz at the Bronto blog. "In email marketing, that means finding underused tactics."

A perfect example of a hidden email talent is the use of symbols in subject lines. Since few email marketers are using subject-line symbols, they can be a great way to grab a subscriber's attention.

But before you dive in, Zakowicz has a few caveats and recommendations:

Choose symbols that suit your brand and the occasion. The symbols you choose must work on multiple levels. For instance: Hearts at Valentine's Day are a no-brainer for many companies, but they might set the wrong tone for your brand.


Place them at—or near—the beginning of your subject line. Be sure to give them prominent placement. Symbols won't have any impact if they're cut off and subscribers can't see them.

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