To isolate – and measure – emojis as a (non) causal variable requires a specific experimental methodology. Still, people kept asking us, “Should I be using emojis”? So our intrepid data detectives got to work. (Tangent: if you ever see an “AI” model and people can easily deconstruct it to tell you why it made the choice it made… then chances are the system isn’t terribly sophisticated, and you probably just got ripped off). As the model’s sophistication increases, the interpretability decreases at a disproportionately high rate. The less sophisticated the model, the more you can post-hoc explain it. See, there’s a tradeoff between a model’s interpretability and accuracy. Emojis comprise some of those features, but there are MANY more.įurther, deconstructing an advanced deep learning system is nigh on impossible. To give you an idea of the scale of the linguistic complexity within a single subject line: our deep learning engine is trained to consider roughly 750,000 features when determining efficacy of a subject line. See, a subject line is made up of a multitude of components. unstructured) data doesn’t tell the whole story. This question is more challenging to answer, as natural (i.e. So we went back to our data scientists, and asked a much more specific question: Do emojis improve or decay performance of subject lines? That’s great to know… but that wasn’t our question. Here’s the top five:Ĭlearly, all you email marketers are stars who love holidays, amirite?Īt this point, we had shown that emoji usage had become quite widely adopted, presumably in the travel industry, and perhaps in the organ transplant industry as well. Some trends became apparent just by eyeballing the frequency table. That’s a lotta emojis! (Note: we included things like emoticons and whatnot in the sample set – so, any non-word-based linguistic constructs.) Of the 5% of subject lines with emojis, about 1500 different emojis were used. So, not mega, but not insubstantial.īut, that doesn’t tell the whole story. Overall, about 5% of global subject lines over the last 12 months include one or more emojis. We started by looking at a huge volume of subject lines, in the hundreds of thousands, to first determine the frequency of subject line use. Also, we’re great at parties.Īnyway, one day our linguists asked our data science team the age old question: should we Emoji… or should we eNOji? So, our team of 30-odd people is solely dedicated to understanding the linguistic attributes of subject lines that work, and conversely, those that don’t. In fact, our business at Phrasee is predicated on using AI to generate and optimise subject lines. We know a little bit about email subject lines. Just because you can do something doesn’t mean you should. And so you see them everywhere, because just because you can do it… you should do it. Should we Emoji… or should we eNOji?Įver since the Oxford English Dictionary named the “Laughing face with tears of joy” as the word of the year in 2015, marketers have been all about emojis. Here’s what we learned about emojis by looking at >1.5m subject lines. (View All Digital Marketing Training Courses)Įmojis are in lots of subject lines these days.Fast Track Psychology for Digital Marketing.Fast Track Creating Outstanding Customer Experiences.Fast Track Customer Experience Strategy.Fast Track Ecommerce and Online Merchandising.E-Learning: Fast Track to Modern Marketing.E-Learning: Fast Track to Digital Marketing.Econsultancy Live: The Future of Ecommerce, 22-24 November.Ratings and Reviews Best Practice Guide.Third-Party Marketplaces Best Practice Guide.
0 kommentar(er)
