|Sam Del Rowe|
Mobile marketing push notifications with emojis yield 85 percent higher open rates than those without them, according to a report from mobile marketing platform provider Leanplum and business intelligence firm App Annie.
More than 2.6 billion push notifications were analyzed for the study, which produced several additional insights. Android emoji push notifications yielded higher open rates than their iOS counterparts; the former generated an open rate that was 135 percent higher than those without emojis, while the latter had an open rate that was 50 percent higher than those without them. Furthermore, the report found that emoji push notifications can increase conversions: emojis that were A/B tested in push notifications yielded a nine percent increase in users who engaged with the notification’s call-to-action.
“Today’s app users demand delightful content to engage with. This means marketers have to deliver mobile messaging campaigns that resonate with emotion on an individual level and at scale,” Momchil Kyurkchiev, co-founder and CEO of Leanplum, said in a statement. “This report confirms, along with first-hand conversations with customers, that emojis help drive higher open rates, greater conversions, and deepen user connections.”