In a Leanplum study of emoji usage in push notifications and emails over the last year, it was found that using emoji in marketing messages can lead to 254% more engagement with the content.

The report, titled Unlocking Engagement & Growth With Emojis, also found that an 81% lift in open rates and a 363% lift in revenue from the message with emojis in one of the tests conducted.

For this year’s report, 300 million emails and push notifications between June 1, 2017 to June 1, 2018 were analysed, to find:

  • The average number of emojis used per message (1.22 in 2017, to 2.23 in 2018) and the percentage of messages including at least one emoji (15% in 2017, to nearly 30% in 2018) both doubled in the past year.
  • Emails with emojis are opened 66% more than emails without emojis (9.67% open rate of emails without emojis versus 16.06% open rate of emails with emojis).
  • Apps that use emojis experience 26% fewer uninstalls.

In addition, Leanplum compiled a list of emojis that enjoy consistently high open rates across app verticals – essentially ‘power emojis’:

power emojis

Joyce Solano, SVP of global marketing at Leanplum, commented: “Emojis convey emotion and personality from brands, which help marketers deliver in-the-moment engagement and build long-lasting user retention.”


Source: Human Resources Online (