Leanplum has published a Mobile Marketing Trends report, "Unlocking Engagement & Growth With Emojis", that confirms the effectiveness of emoji usage in push notifications and emails. The data verifies that emojis are significantly more likely to influence mobile engagement and aid retention. This article is copyright 2018 The Best Customer Guide.

The report, a follow-up to the study released last year, confirms that emoji popularity and engagement continues to rise. For this year's report, Leanplum analyzed 300 million emails and push notifications between June 1, 2017 to June 1, 2018, including worldwide data. Some of the findings:

  • 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.
  • Emails with emojis are opened 66% more than emails without emojis.
  • Push notifications with emojis are opened an astounding 254% more than push notifications without emojis. That's 3x higher compared to last year's report.
  • Apps 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," said Joyce Solano, SVP of Global Marketing at Leanplum. "Emojis convey emotion and personality from brands, which help marketers deliver in-the-moment engagement and build long-lasting user retention."