Sometimes I feel like a really dreary arbiter of good taste. When a colleague recently told me about a client using emojis in their B2B email copy I rolled my eyes like a cartoon character. 

Then she told me about the results and I had to auto-correct the eye roll, at cartoon speed.

Then she told me that this campaign was happening in France, that bastion of insouciant cool. After I had fallen from my chair, slapped my hand on my forehead and LMAO (if only it were that easy) I decided that it might be time for me to take notice of the emoji in B2B copy.  

Is it a short cut to creating connection, a fad? Or instead is it interesting to think about the role of emotion in B2B marketing which in my opinion is often under represented.

What do you think? :)