Use These Email Subject Lines to Guarantee Opens

Chime TechnologiesFeb 20, 20175308

real estate email marketing

Coming up with effective subject lines for email marketing campaigns can be challenging, even for seasoned marketers. While real estate CRM software helps you automate the sales and marketing process, it can’t strategize and craft copy for you! It’s up to you to be the copywriter and editor. You must narrow your message down to a few effective words. In truth, there is no one formula that works across industries. However, businesses are finding success using the following tactics and a splash of creativity. If you’re in a rut, try these techniques to try for your real estate email subject lines to better connect with your audience.

Zillow: “What Can You Afford?”

This Zillow headline tackles a topic almost everyone is familiar with: financial uncertainty. The subject line worked for a few key reasons. First, it posed a question without immediately answering it. This likely enticed many readers to click through for the full answer. Even more importantly, this question gets to the heart of home buyer concerns. Thus, Zillow branded itself as an understanding and helpful third party, all with one simple question.

Lesson: Address your audience’s deepest concerns.

Groupon: “Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew Steve)”

Groupon demonstrated one powerful truth with the success of this headline: Humor is universal. Everyone enjoys a good joke – especially a goofy one that is completely out of context. While opening emails, most people are on a stern mission to delete all the spam and not waste time. But, this subject line is anything but a sleazy sales tactic. It unexpectedly takes readers out of that protective mode with a fun, casual tone.

Lesson: Step outside the square zone and loosen up.

Digital Marketer [DOWNLOAD] 15-Point Landing Page Audit

While the experts often recommended avoiding capital letters in subject lines, Digital Marketer strikes an acceptable balance with this valuable offer. The subject line succeeded because it follows the golden rule of content marketing: give value (preferably for free). In addition, the [DOWNLOAD] copy implies that the much-needed audit is right inside the email – just a click away. So, those who could use a landing page audit (which is almost anyone selling anything) are tempted to click straight through and find out if their landing page is up to par.

Lesson: Drop some undeniably helpful content. (Bonus: do it without warning.)

To Bait or Not to Bait?

All marketers shudder at the thought of accidentally being perceived as click baiters. But, remember this rule of thumb when grappling with click bait: If it’s totally honest, go for it. The term “click bait” typically refers to headlines that entice you to click but offer misleading or mediocre content. If your content is genuine and doesn’t mislead, you have every right to entice your audience to click with a juicy headline.

The Cringe-Worthy Subject Line Mistake to Avoid

So, now that you have a good grasp on what to do, what should you not do? The most played-out subject line tactic is the sleazy sales headline. To be specific, this includes anything that evokes a sense of urgency that is over the top – such as several exclamation points or all capital letters. This is actually a surefire way to bore your audience. It’s a modern phenomenon called “information burnout.” Audiences are so used to being bombarded with urgent sales offers that they’ve begun to block them out altogether due to overload. In addition, this style of writing, along with several other spam triggers, can get you caught in a spam filter.

With these tips in mind, you can develop strong subject lines that cut through the noise and speak to your audience. And lastly, remember to leverage the power of automation with email drip campaigns, which can drastically improve open rates.

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