• by Ray Schultz , July 17, 2023

Emojis may annoy some people. But there is a science to using and driving marketing results with them, judging by a new report by Phrasee in honor of World Emoji Day (July 17).

For starters, some types of emojis are now more effective than they were, and some are less effective.

Clocks have seem a 58% improvement, while lollipops come in at 43%, bells at 40% and footballs at 37%. 

On the other end, flowers have suffered a 44% decline and locks by 43%, while hammers are down by 32%.

Unaccountably, a football emoji is not effective in November.

"Our research shows there is no consistent recipe for success when using emojis in marketing material,” says Neil Yager, co-founder and chief data scientist at Phrasee. “What works one year may not work the next.” 

Yager adds: “Most marketing decisions today are based on assumptions or prior data. Technology that consistently analyzes and optimizes in real-time will drive the best results." 

Phrasee analyzed data collected over the past five years, based on 179,865 English subject lines across 22,101 experiments.