(Source: marketing-interactive)
Emojis might be cute in the texts you send to your friends, but hardly do we see it used in emails and notifications. But according to a recent report by LeanPlum, titled “Unlocking Engagement & Growth With Emojis”, using them in emails and notifications can boost effectiveness by influencing mobile engagement and aid retention.
The study said that emails with emojis are opened 66% more than emails without emojis. Meanwhile, push notifications with emojis are opened 254% more than push notifications without emojis. This is three times higher compared to last year’s report.
This year’s report also said that globally, emoji usage continues to rise. The average number of emojis used per message and the percentage of messages including at least one emoji both doubled in the past year.
Joanna Hill, head of digital at Miss Selfridge said in one of its tests, the company saw an 81% lift in open rates, and a 363% lift in revenue from the message with emojis. Overall, LeanPlum analysed 300 million emails and push notifications between 1 June 2017 to 1 June 2018.
When it comes to apps, those that use emojis experience 26% fewer uninstalls. In addition to in-the-moment engagement, emojis contribute to long-lasting user retention.
“As LeanPlum’s latest study reveals, emojis continue to be an impactful marketing tool for driving mobile growth — emoji usage in mobile messages doubled this year, and user engagement tripled as a response to these delightful campaigns,” Joyce Solano, SVP of global marketing at LeanPlum, added. She explained that given emojis convey emotion and personality from brands, marketers can deliver in-the-moment engagement and build long-lasting user retention.