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BizReport : Email Marketing : April 03, 2016

Marketers' use of emoji rises 775% YoY

The visual representation of language, in the form of emoji, has been embraced by mobile marketers with retail and ecommerce marketers the most likely to include them in marketing messages.

by Helen Leggatt

According to mobile marketing automation firm Appboy's analysis of nearly 10,000 marketing campaigns, across several channels, that employed the use of emoji, their use has increased significantly in the past year.

Emojis were created back in 1999 by Shigetaka Kurita and the word emoji was added to the Oxford dictionary fourteen years later, in 2013.

Over the past 12 months, emoji use in marketing email and push messages has increased at an annual growth rate of more than 775%. Indeed, in 2016 alone the use of emoji in marketing messages has continued to increase by more than 20% month-over-month.

Use of emoji has increased far more on Android than iOS - emoji use in Android push messaging grew 1,070% in the past year while on iOS growth was 662%.

While Oxford Dictionaries' word of the year in 2015 was the tears of joy emoji, this one appeared far down the list of the most common emoji used in email and push messages. Appboy's analysis found that the party popper, pointing finger and sparkle emoji were the top three used by marketers.

However, while emoji may be a popular way for brands to communicate with consumers, they should not be thought of "as the singular driver of a consumer's action", Marissa Aydlett, VP of marketing at Appboy told Venture Beat.

"There are many other factors that contribute to the success of a message: tone, goal of campaign, message content, images, what the landing page or deep-linked mobile experience is like when the user arrives there," she said. "Everything needs to connect."

Image via Shutterstock

Tags: email marketing, emoji, mobile marketing, push messages, research

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