Marketing communications have evolved quite a lot in the past few decades. From video ads on TV to giant billboards and newspaper ads, it has received a fair share of attention from users. However, the arrival of digital marketing has revolutionized marketing communications like never before.
Digital marketing and advertising depend largely on marketing collaterals such as images, or videos. Yet, the messaging channel or the restrictions in advertising space often jeopardize the application of these. This is true especially when the message is displayed through a web browser or on smartphones via a push notification, as the message is displayed in a window.
Moreover, users have shorter attention to your marketing communication than ever. Besides, users often look to engage more with brands or products they like, rather than anything communicated to them.
So, how to take care of this perpetual issue where you need to establish trustworthiness, improve engagement and draw attention through a push notification service? Well, the answer might be surprising. An unconventional factor can help you to improve your push notifications performance by as much as 85%, and it is known as Emojis.
Ever since emojis have arrived, communication, particularly on mobile devices have become an essential part of expressing ourselves. However, do you think including emojis in push notifications actually help increasing conversion? Let’s find out in detail.
What are emojis? Why they have become relevant in marketing communications?
Almost all of us know what emojis or emoticons are. They are the tiny images or icons that we use to communicate an idea or emotion to the person receiving it. Since the emojis primarily depict emotion with a human face or miniature objects, using them in communication becomes much engaging.
Moreover, the human expression of a smiling face or a surprised face helps the human mind to identify with actual interaction with another human. Besides, emoticons are nonverbal communication and can invoke certain feelings in the person receiving them. As real conversation within people involves both verbal and non-verbal exchanges, emojis helps in making the digital conversations interactive.
Marketers are using emojis quite extensively for the last few years while communicating through various multiple channels. Emojis are known to increase social network engagement by almost three times. Email subject lines with emojis are capable of improving the open rates by 20% too.
The use of emoticons in marketing communication helps you to replace a certain word with a small icon. Therefore, it helps you to show exactly the reason for sending the message to your users. For instance, let’s say you send marketing communication to your users that says – “deals that will make you smile”. Now if you use an emoji, you can replace the word “smile” with a happy face. Since the message now shows how a happy face looks like, it adds more meaning to the message.
Since every marketing channel works differently, now the question you might be looking to ask is about the impact of emojis in a push notification. As mentioned earlier, emojis can be quite beneficial for your push notification campaigns. The extent of efficiency is explained in the next section.
The impact of emojis in Push Notifications
Emojis in push notifications allow you to use certain images as a replacement of texts. Therefore, they convey a lot more than the words in a push notification. Additionally, they stand out among the texts of the push notifications because of their colourful textures. In other words, inserting emojis in push notifications allows your users to get more information, rather than doing so by reading a lengthy notification
Besides, emojis are the most used characters that take communication to an enhanced level. Thus, it should be no surprise that emoji usage has seen an annual rise of 163% in 2016. Also, the number of emojis sent daily on Facebook alone is around 5 billion.
Based on the popularity of the emojis, the following are a few benefits of using them in personalised push notifications:
a) Improve open rates
When an emoticon displays a certain expression, it creates a connection with the users, compelling them to take a positive action
b) Increase engagement and brand awareness
Using emojis improves the top-of-the-mind recall about your brand with your users
c) Increased use of emojis among users, particularly millennials
Today’s youth prefers to communicate through emoticons as they make the conversation more meaningful
d) Brings in more emotion in push notifications
As an emoticon helps you to express the exact feeling, it helps bringing in emotions to the message
e) More engagement in Android smartphones than iOS
The use of Android devices are far more than that of the iOS, resulting in an increased usage
f) Fewer words, easier to read
Emoticons are small images, thus they are easy to remember, convenient to use, and an arrangement of multiple emojis could make the message more engaging
Do’s and Don’ts of emojis in Push Notifications
Before you join the bandwagon of inserting emojis in push notifications, you need to know the best practices of doing so. The following points will help you to know the fundamentals of emoji use push notifications.
a) Identify the right emojis
There are 3178 emojis available in Unicode as of 2019. However, you should only look to use only a selected few for your campaigns. Some of the emojis might have similar appearances, but different meanings. Using them can leave your users confused, so it is better to avoid them while designing your push notifications.
b) Use emojis in push notification strategically
Even with the selected ones, you must be careful with the use of emojis in push notifications. Avoid using the ones that do not align with the message that you want your users to interpret while they receive the push notifications.
c) The segment you emojis according to user behavior
Use your emojis according to the user behavior. Some users respond to human emotions, while others with the purpose of the notifications. For instance, A travel & leisure marketer can use a flight, a discount or a travel emoticon to make it more appealing to his online visitors.
d) Don’t overstuff the notification with words and emojis
Do not use too many emojis in push notifications you send and make it look like a stuffy sentence. For best results, use your emojis sparingly and place them strategically to improve the appeal of your push notifications.
e) Don’t use emojis for the sake of it
Avoid emojis just because everyone is doing it and you need to stay relevant. Instead, identify the user behavior, segment your emojis, select the best fit, and then design your push notification campaigns.
Emojis have become a rage among the millennials, and sending them a push notification with emojis could be an effective strategy if used correctly. Also, with an emoji for almost every emotion and every object, replacing the words appropriately would not be a tough task. However, you need comprehensive support from your push notification platform to include emojis in your message.
Let us know if you are using emojis in push notification for reaching out to your users. In case you are not and want to know how it works, get in touch with us at [email protected].