--- title: The Perfect Marketing Email in Focus description: A new study from Retention Science is shedding light on what makes up the perfect marketing email me... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-49-39-1842-PM-Apr-10-2023-01-20-05-4062-PM-Apr-25-2023-03-12-52-9931-AM-May-01-2023-09-29-52-5843-PM.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # The Perfect Marketing Email in Focus ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [by Peter Devereaux](https://www.websitemagazine.com/email/author/peter-devereaux) 19 Oct, 2015 - - - [mailto:?Body=https://www.websitemagazine.com/email/the-perfect-marketing-email-in-focus](mailto:?Body=https://www.websitemagazine.com/email/the-perfect-marketing-email-in-focus) - Link Copied! ![The Perfect Marketing Email in Focus](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-49-39-1842-PM-Apr-10-2023-01-20-05-4062-PM-Apr-25-2023-03-12-52-9931-AM-May-01-2023-09-29-52-5843-PM.png) **A new study from Retention Science is shedding light on what makes up the perfect marketing email message.** The study is based on an analysis of more than 1 billion emails resulting in 60 million orders over the past two years. According to the data, conversion rates are higher when emails include percent-off deals rather than dollar-off deals. In fact, 38 percent of customers are more likely to click on an email with a percent-off deal and 47 percent are more likely to convert when compared to emails with a dollar-off deal. What's more, the data found that that punctuation marks impact open rates by nine percent. Question marks are particularly effective, with the data finding that open rates are 44 percent higher than subject lines with exclamation points. The study also found that subject lines with six to 10 words rank highest for open rates (21 percent), followed by subject lines with zero to five words (16 percent). Open rates tend to fall when subject lines reach the 11 to 15-word range, with emails for this length of subject line only opened 14 percent of the time. "Consumers are sifting through tons of emails a day and making at-a-glance judgments about which to open and which to trash, so it's vital to be descriptive and brief," said Jerry Jao, CEO of [Retention Science](https://www.retentionscience.com/). "While six to 10 words is the sweet spot, our clients experimenting with even shorter subject lines, those in the one to two-word range, are seeing even more impressive results."   It is also important to note that the data found click rates are the highest at the beginning of the holiday season, reaching 30 percent in October and 27 percent in November. Surprisingly, conversion rates actually peak in July, with rates 21 percent higher than average. Coming in second, however, in December, with conversion rates 10 percent higher than average. Additional data reveals that unsubscribe rates tend to be at the highest in August and at the lowest during the holiday season. Moreover, subject lines that mention novelty items typically generate more interest, resulting in a 6 percent lift in open rates. In the body of an email, however, marketers should stick to featuring familiar items, as the data shows that common goods have a 10 percent higher click-through rate than novelty or specialty items - even when the novelty item is featured in the subject line. ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/emailpercentoffretscience-3-1-1-1.png?width=500&height=263&name=emailpercentoffretscience-3-1-1-1.png) ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [Peter Devereaux](https://www.websitemagazine.com/email/author/peter-devereaux) As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field. - - - - - [mailto:peter.devereaux@websitemagazine.com](mailto:peter.devereaux@websitemagazine.com) #### Popular Post ### [2023 Email Marketing Statistics ![2023 Email Marketing Statistics](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/campaign-creators-8F4EX4Nw1yY-unsplash-1.jpg)](https://www.websitemagazine.com/email/email-marketing-statistics) ### [When to Remove Contacts from Your Email List ![When to Remove Contacts from Your Email List](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-52-07-3321-PM-Apr-10-2023-01-20-09-4548-PM-Apr-25-2023-03-12-59-3487-AM-May-01-2023-09-29-58-6208-PM.png)](https://www.websitemagazine.com/email/when-to-remove-contacts-from-your-email-list) ### [Emailology ![Emailology](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-42-56-1938-PM-Apr-10-2023-01-20-06-4083-PM-Apr-25-2023-03-12-57-4994-AM-May-01-2023-09-29-55-5560-PM.png)](https://www.websitemagazine.com/email/email-emailology) #### Subscribe to Our Newsletter! 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All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Peter Devereaux", "url" : "https://www.websitemagazine.com/email/author/peter-devereaux" }, "dateModified" : "2023-05-01T21:30:13.096Z", "datePublished" : "2015-10-19T05:00:00.000Z", "headline" : "The Perfect Marketing Email in Focus", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-22-2023-11-49-39-1842-PM-Apr-10-2023-01-20-05-4062-PM-Apr-25-2023-03-12-52-9931-AM-May-01-2023-09-29-52-5843-PM.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/email/the-perfect-marketing-email-in-focus", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Peter Devereaux" } ], "headline" : "The Perfect Marketing Email in Focus", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```