Emojis increase open rates by up to 254%

Anne Freier

In Mobile Advertising. July 23, 2018

Push notifications which contain emojis experience a boost of 254% in open rates, according to new research by mobile marketing platform Leanplum.

The company analysed over 300 million mobile message deliveries between 2017 and 2018 and found that open rates of emails also jumped 66% if they included emojis.

The number of emojis used per message on average doubled from 1.22 to 2.23 in 2018 compared to 2017.

Meanwhile, the report also notes that apps that use emojis as part of their messaging tools see 26% fewer uninstalls. That’s potentially good news for app developers who are looking to engage their users long-term.

When it comes to including emojis as part of a campaign it is advised to stick to positive images rather than negative ones.

If used appropriately, emojis can assist in sharing brand emotion and help capture consumer attention.

Previous research by Quintly found that emojis can boost Instagram interactions by 47.7%. Some of the biggest accounts on Instagram used emojis in 83.3% of their posts. Additionally, posts that contained emojis boasted a 15% higher interaction rate.

In addition to emojis, Leanplum adds that there are three main steps marketers can take to engage more users with their apps. These include frictionless onboarding, reach and personalisation. Mobile app engagement can be increased 3x when email is coordinated with push notifications. At the same time, personalisation has a significant effect on open rates – increasing them up to 4x.