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Mobile Marketing Trends Summary

Core Content

This document explores the impact of emojis on mobile marketing, particularly in the context of push notifications. It provides insights into how emojis influence user engagement, conversions, and retention across different app categories and platforms. The data is based on analysis by Leanplum and App Annie, covering over 5,000 push notification campaigns and 2.6 billion notifications from 2015 to 2016.

Main Points

• Emojis Boost Engagement: Push notifications with emojis had a significantly higher open rate (4.51%) compared to those without (2.44%), representing an 85% increase.
• Platform Differences: Emojis increased open rates by 50% on iOS and 135% on Android. Android users benefit more due to longer retention of notifications in the tray.
• App Verticals: Gaming apps use emojis more frequently, often for holiday themes, while retail apps focus on savings and dating apps on social activities.
• Conversion Impact: Emojis directly led to a 9% increase in conversion rates for a mobile gaming company, showing their effectiveness in driving user actions.
• User Retention: A mobile marketplace app saw a 28% increase in day-two retention when using emoji push notifications, indicating their role in user retention.
• Millennial Engagement: Millennials (13-24 years old) are more likely to engage with emojis, spending 20% more time in apps than older age groups.
• Emojis and Revenue: As app store revenue has grown by 80% and time spent in apps has increased by 95%, emojis have become a key element in personalizing and emotionally resonating with users.

Key Emojis for Engagement

The document lists 25 high-performing emojis that have above-average open rates. These include:

• 🎉
• 📱
• 🚀
• 💰
• 🎁
• 🎮
• 🍕
• 🍹
• 🎶
• 📚
• 🧠
• 🤝
• 📅
• 📊
• 🧭
• 📱
• 🧠
• 🤝
• 📅
• 📊
• 🧭
• 📱
• 🧠
• 🤝
• 📅

Additional Tips for Increasing Engagement

1. Personalize Your Content: Including a user's name or location can increase open rates by up to 4x.
2. Recognize User Behavior: Tailoring messages based on user preferences or actions can boost opens by up to 9x.
3. Optimize Delivery Time: Use algorithms to determine the best time to send messages based on user behavior.

Tools and Insights

• App Annie: Provides trusted app data and insights for businesses. It has over 700,000 registered members and is headquartered in San Francisco with global offices.
• Leanplum: Offers an integrated solution for app engagement, including messaging, automation, personalization, A/B testing, and analytics.

Conclusion

Emojis are a powerful tool in mobile marketing, significantly improving push notification open rates, user engagement, and conversions. They also play a role in user retention and align with the preferences of younger demographics like millennials. By leveraging emojis and personalization, app marketers can create more effective and emotionally resonant campaigns.