Brands Use Emojis To Build Meaningful Connections With Customers: Report

Emojis have ingrained themselves into the fabric of modern communication, emerging strong as a persuasive and accessible tool

The ecommerce edition of CleverTap's 'Art of Emoji Report' has presented interesting insights on the emojis that are the most common, the ones that work best, and the ones to avoid. Since its inception in 1998, emojis have been a very effective medium of communicating tone, subtext, and irony, among other things plain text cannot. According to the Emojipedia Annual Report 2023, there was a remarkable 77 per cent YoY surge in emoji usage.    

Today, brands have discovered the immense value in emojis, with 60 per cent of global push notifications containing them. CleverTap's report found that notifications containing emojis drive a staggering 12 per cent higher click-through rate compared to those without. Therefore, brands see them as a persuasive and accessible tool to build more meaningful connections with their customers.  

CleverTap analysed 10 billion data points across 40 million push notifications sent by ecommerce platforms globally, to understand customer preferences, the impact of emojis, and how marketers are using them. It found that regardless of region, ecommerce brands incorporate only 20 per cent of the best-performing emojis in their messages; while in some regions, up to 30 per cent of the most used emojis are underperformers.  

To help marketers better engage customers via emojis, the report breaks down the performance of various emojis by region—outlining the most commonly used ones, the best-performing ones, and the ones to avoid. Below is a snapshot of the same:


Most common

Best performing



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