Since GMass uses the native Gmail Compose window for campaign creation, you can copy/paste emojis into the Subject Line in order to send an eye-catching mail merge campaign to your email list.

To insert an emoji into your email marketing campaign, just copy/paste it from anywhere on the web. You can go straight to the official source, the Unicode Complete List of Emojis. Be sure to copy/paste from the “Browser” column of this page since GMass operates in the Chrome browser. The website also has a plethora of emojis right on the homepage, that you can copy/paste into your Subject, but you can copy/paste from anywhere. Looking for more? Just Google “Email Subject Line Emojis” and you’ll uncover a wealth of emoji resources.

The list of emojis

What are the caveats?

While not all email clients support emojis in the Subject Line, most do, including Gmail. I happen to be fortunate in that my entire email list is comprised of 100% Gmail and G Suite email addresses, since they are all users of GMass, so I can be certain that 100% of my email list will see my emojis properly. If you’re not as lucky as I am to have such a uniform email list, don’t rely on the emoji being rendered for your Subject to make sense — it’s best to still use words just as any regular Subject Line, and only use emojis to enhance the Subject. If the emoji doesn’t render, you want your Subject Line to still make sense with the words that are present.

Avoid using Gmail’s emoji picker for the Subject

Gmail has its own emoji picker that you can use to insert emojis into the Message, but I’ve found that they don’t work well in the Subject Line. Even if you copy/paste the emoji from the Message area into the Subject, it’s rendered as small square rather than the actual emoji.

Further Reading

Litmus has published the most comprehensive guide available on emoji support in various operating systems and email clients.

Crazy Egg has published information on which emojis are seen the most in Subject Lines and their impact.

Here’s an undated article from Campaign Monitor that includes emoji compatibility information, but given that the guide is undated (my biggest pet peeve with blog posts), the information probably isn’t current. Why no date Campaign Monitor, why?


Now when creating a Gmail mail merge campaign, you can suppress recipients based on how many days it has been since they last received an email from you. This is an enhancement to the Suppression feature which also allows you to suppress email addresses that received past email campaigns.

Why would you want to suppress based on number of days since the last email?

Let’s say you’re engaging in cold prospecting, and you have many spreadsheets containing different email lists from different sources. You’re sending multiple mail merge campaigns over the next week, each one connected to a different spreadsheet. Since you’re cold prospecting, you want to make sure that one prospect doesn’t receive the same cold email from you as part of two different campaigns. You could suppress all past campaigns for each new campaign, but this would get tedious because if you were sending 20 cold prospect campaigns, you’d have to suppress all 19 against the 20th to make sure that 20th campaign didn’t contain any duplicates from the past 19. If certain campaigns were scheduled for the future, you wouldn’t even be able to choose them from the Campaign Suppression tool because the campaign wouldn’t exist yet.

In this case, it would be much easier to set the suppression based on number of days since an email was last received. If I started my cold prospect campaigns 3 days ago, I could just set my Suppression Days value to 3, and that would ensure that I don’t send again to anyone that has already received an email from me.

Other Suppression-related Resources

You may be interested in reading how to  suppress based on recipients of a prior email campaign. Lastly, you can also create a dynamic suppression list from a Google Sheets spreadsheet.

Last year, we launched the Just create Drafts feature, which allows you to have your mail merge campaign created as Gmail Drafts first, so you can spot check them for accuracy, and then click a link to send all of the Drafts.

We just enhanced the feature to work more efficiently. Before, often several of the Drafts would fail to send when you clicked the link, causing you to have to click the link a second time to get all the Drafts sent. You would have received an email informing you of this, that looked like:

This was due to a sometimes faulty Gmail API that would return an error to GMass rather than sending the Drafts. We’ve now worked around the Gmail API issues to make this feature much more convenient to use. Now, GMass will attempt to send all Drafts, and upon a failure, will attempt to send several more times.

Now, it should be rare that you have to click the link multiple times to send all the Drafts.

You can now choose to throttle your email campaign, adding a few seconds of pause after each individual email is sent. This is instead of the default way of GMass sending emails as quickly as possible.

When you check the “Pause a few seconds between emails” box, your campaign will pause for 5 to 10 seconds between emails. The exact number of seconds is determined at random.

Additionally, as of August 2018, you now have the ability to make this a longer delay of 60-90 seconds. The default, however, is the standard delay of 5-10 seconds when this setting is enabled.

Check the box to add a 5-10 second delay after each email is sent.

For example, if you’re sending a campaign to 100 email addresses, normally those 100 email messages would all be sent from beginning to end before you can even snap your fingers. With the “Pause…” setting, every individual email will be spread out over 5 to 10 seconds, meaning the campaign will send slowly and take anywhere from 5 to 15 minutes to fully send.

Minimum Time = 100 emails x 5 seconds/email ~ about 5 minutes.
Maximum Time = 100 emails x 10 seconds/email ~ about 15 minutes.

Why would you want to slow down the sending speed of your email campaign?

There are several reasons:

1. If you send many emails to the same corporate domain, then you may wish to use this feature so that you don’t flood any one email server with a bunch of emails from you at once, which may cause that server to flag you or block you entirely. Typically this isn’t an issue with a large email service provider like Gmail or Yahoo! or Hotmail, but if you’re sending hundreds of emails to, then’s email server may have checks in place to prevent one sender from flooding its server. In that case, a few seconds pause between emails may solve this.

2. If you frequently get your Gmail accounts suspended or disabled by Google, this may also help you fly under the radar. Adding a few seconds pause in between emails will make your sending patterns look more natural, and may help you fly under the radar of Gmail’s detection systems.

3. If you frequently get “You have exceeded your limit” bouncebacks from Gmail, this can help GMass detect those bounces sooner and pause your campaign sooner. Typically when you’ve exceeded your limit, Gmail may wait a few minutes before bouncing your emails back, and in those few minutes GMass continues to send, not realizing that a bunch of “You have exceeded your limit” bouncebacks is about to flood your Inbox. When GMass detects these, it pauses your campaign for 4 hours. If you add a few seconds pause, it allows GMass the ability to catch these before too many emails go out, resulting in the same error.

4. If you’re just looking for a way to slow down your campaign and make your sending pattern seem more natural, then this setting is for you.

Of course, I’m mostly speculating on the above benefits. I’d love to hear from YOU after you use the feature to see if:

1. Your deliverability has improved, as measured by open rates.
2. If your’e now able to deliver more email to a single domain than you were before
3. If it helps with account suspensions

This MailChimp article also explains the issue of sending speeds and throttling emails in this manner, although MailChimp states that they can’t actually throttle emails like GMass now can.

Another major email provider, Mailjet, has this article on sending speeds.

Use the “Pause” setting and the “max emails/day” settings together or separately

You can use the “Pause…” setting and the “max emails/day” setting independently of each other, or together.

If you use them both, then GMass will throttle both the number of emails sent per day and add the 5-10 second pause in between the emails sent in each daily batch.

If you use just the “Pause” setting and leave the “max emails/day” set to the maximum, then GMass will attempt to send your entire campaign, subject to your Gmail’s account limits, at once, but with the 5-10 second pause in between individual emails.

If you set just the “max emails/day” setting and leave the “Pause” setting off, GMass will send the set amount of emails per day, but send each daily batch as fast as possible.

Sometimes the “Pause” setting is auto-applied

There are some instances where the “Pause a few seconds…” setting is applied automatically to your email campaign even when you didn’t set it.

For example, if you are sending from a newer Gmail account with little or no sending history, GMass may auto apply this Setting to improve your email deliverability.

If your campaign is bumping up against Gmail’s sending limits, where you begin receiving “You have reached a limit” bounces, GMass may force subsequent batches of the campaign to be sent with a delay between emails, so that GMass can help deliver your emails and detect future limit issues sooner during the campaign sending process rather than later.

Finally, if GMass detects that you are approaching your sending limit while sending a campaign, GMass may auto-apply the delay after 80% of your emails have been sent, because sometimes Gmail starts bouncing emails with the “You have reached a limit” message even before your account has sent its maximum allowed emails for the day. This way, GMass can detect that your account is bouncing emails and pause your campaign, before too many bounces are generated.

I was just rummaging through my Gmail Promotions folder and shocked at how many emails of major international brands landed here. Microsoft,, Airbnb, TripAdvisor, Saks, Grubhub…the list goes on and on. Even the international Heathrow airport couldn’t manage to land in my Inbox. How any major brand can feel like their email marketing efforts are successful when all of their emails are landing in Gmail’s Promotions folder is a giant mystery to me.

Granted, GMass would not be the right fit for any of these brands, as surely their mailing volume is far greater than what GMass can handle. Still though, if you’re a GMass user, you can rest easy knowing that one of the primary email deliverability advantages to using GMass over a traditional email service provider (ESP) is that if you implement a few key deliverability measures, that your emails will end up in the Primary Inbox and not in the Spam folder, not in the Social Media folder, and certainly not in the Promotions folder.

…or so it seemed from the “new GMass subscriber” email notification I just got:

That domain seems a little fishy — or, phishy I should say. doesn’t seem like a legitimate Apple domain, but it was legitimate enough that Google let it sign up for G Suite, otherwise the user would have never even been able to create a GMass account.

I waited a few minutes before terminating their account because I wanted to see what the offender would send, and here it is in all its glory: a phishing email designed to look like it’s coming from Apple:

The telltale signs that this is a fraudulent email go way beyond the fact that the link points to the very unofficial Apple domain of The Apple logo is off-center, the Times New Roman font is inconsistent with Apple’s font palette and the copyright is attributed to “Apple Distribution International”, an entity which I’m certain doesn’t exist.

Having run GMass for a year and a half now, I’ve seen all sorts of spam and scam come through our systems. Because GMass is so easy to sign up for and start using, it’s a big draw for spammers hoping to score some quick sends before Google’s algorithms kick in and shut down their Gmail accounts. This is also the reason why, if you’re a legitimate emailer, you need to make sure your emails are distinguishable from scammers like this Apple imposter we have here.

That starts with setting up a dedicated tracking domain. Nobody will ever block Gmail’s sending IP addresses, but people do block emails based on the domains in the body of the email. So be a responsible and proactive email marketer and set up a dedicated tracking domain for your mail merge campaigns. Additionally, if you’re a G Suite user, you should also:

  1. Set up SPF for your domain authorizing Google’s servers to send on behalf of your domain
  2. Set up DKIM for your domain

Setting up a tracking domain and taking these two additional steps virtually guarantees your email will land in people’s Inboxes.

Gmail announced yesterday that the email size limit has been upped from 25 MB to 50 MB, but there’s a catch — it’s only for RECEIVING emails. Meaning, if you’re a Gmail or G Suite user, you are still limited to sending an email with a max of 25 MB of content, but if a NON Gmail user sends YOU an email, that email can contain 50 MB of data. That data can be anything from inline images to attachments to even 50 MB worth of HTML, although that would be a heck of a lot of HTML.

Yesterday tech blogs were quick to cover the Gmail announcement, but most of them did so incorrectly, including PC Magazine and ubergizmo, both of whom incorrectly referenced the limit as an attachment size limit instead of an overall email size limit. Even the venerable TechCrunch failed to emphasize that the limit is for RECEIVING only. Having built GMass, which is a plugin for Gmail that adds mass email and mail merge capabilities to any Gmail or G Suite account, I’ve become an expert on Gmail, so you can count on me and my blog for accurate and detailed information.

GMass enforces an overall email size limit of 12 MB. Why do we do this when Gmail has a 25 MB size limit? Because while it’s fine to send large attachments for person-to-person email, sending large attachments in mass clogs networks and frustrates recipients.

Assume for a moment that you are sending a mail merge campaign in Gmail to 1,000 recipients, and each contains a 20 MB attachment. That’s 20 Gigabytes of data sent across the Internet, an astronomical amount for a 1,000 recipient email campaign. Even with our current limit of 12 MB, you can easily saturate a network, so please use attachments sparingly in email, and be aware that the size of an attachment can double when its encoded into the format necessary to transmit over email. Meaning, if you attach a 5 MB file to an email campaign, that 5 MB will expand to about 10 MB after it is base-64 encoded and put into MIME format.

If you’ve sent a mass email with GMass by copying and pasting addresses into the To field, and fewer emails were sent than you expected, then the reason is likely that your list of email addresses was tainted with extraneous characters.

For example, if you paste in 500 email addresses into the Gmail Compose To field, put in your Subject and Message, hit the GMass button, and then find that only 300 emails were sent, you should examine what you placed in the To field.

You’ll likely find that a large portion of the email addresses were surrounded by a pair of double-quotes. When that happens, everything inside the double-quotes is treated as one single email address. Those are likely the email addresses that did not receive the email and make up the difference between the expected count and the actual sent count.

How can you examine what you had in the To field after you’ve already sent your mass email?

The Gmail Label GMass Reports –> Sent Copies stores a copy of every email campaign you send in GMass. Examine the right message, and look at the To field and see if you can determine what email addresses didn’t receive your email and why.

The To list showing the first double-quotes
The To list showing the ending double-quotes.

Pay attention to the count of your email addresses in the To field.

If the Gmail Compose window email count isn’t what you expected it to be, there’s likely something wrong with the list of email addresses you pasted.

Pay attention to the color of your email addresses in the To field.

If you have extraneous characters in your list of email addresses, Gmail will subtly underline the invalid email addresses in red in the To field.

You might also be interested in…

Learning how many email addresses you can paste into Gmail’s Compose window without destroying your browser!