I’m not sure how many real estate agents realize this but email is still VERY important!
However, as the medium has gotten significantly more noisy over the last two decades, it has gotten far more difficult to get your subscribers to even open your emails.
Let’s face it, it sucks to put all of that work into producing an email only to have it end up in most people’s spam or trash folders.
Yet, to throw your hands up and give up is such a waste because email marketing has an average ROI of 3,800% more than other marketing channels.
So the challenge at hand is to get people to not only notice, but actually open your emails.
Which means you’re going to need compelling subject lines.
In today’s post, you’re going to learn:
Just how important subject lines are
How to craft irresistible subject lines
What words to lean on
What words to avoid like the plague
Be sure you stick around to till the end too because I’ve got some special treats in store for you to help you craft some fucking killer emails!
The True Value Of Subject Lines
It shouldn’t come as news to you that subject lines can make or break an email campaign’s success.
As someone that uses email in your day-to-day life and is constantly bombarded with marketing subscriptions, you know how keen you are to ignoring or automatically deleting them.
What you may not fully understand is why you open the marketing emails that you open. Hell, many of you are reading this right now because you just opened one of my emails!
The primary reason for that is the subject line.
Invesp reports that 47% of people open emails based solely on the subject line. That’s nearly half of your list, my friend!
Just imagine how your business would be impacted if 47% more people opened and engaged with the emails you were sending them!
How many more listing appointments would you get?
How many more buyers would trust you as THE LOCAL EXPERT?
Your real estate business could easily reach the next level (and the one after that, and the one after that…)if you could just get your subscribers to start engaging with your emails.
So let’s dissect the anatomy of an effective subject line so you can start earning those results, shall we?
How To Craft Click-Worthy Subject Lines That Seduce Buyers And Sellers Every Time
While it may seem like some kind of overly complex artistic science to writing effective subject lines, the truth is it is not as hard as it seems.
True, there are some important rules to follow, like length and language.
For example, that same Invesp study shows that 21% of people prefer subject lines between 6-10 words.
However, I don’t want you to overwhelm yourself with stats and studies like that!
Instead, our focus today is to get down to the nitty-gritty basics and simplify subject lines so you can master them in no-time.
That being said, the number one thing I want to drive home (as always) is to consider your audience!
This is ANOTHER reason why it is so valuable and important to have a clear real estate niche with a defined profile of your ideal client. (You can get a worksheet to define yours here).
You had to know I was going to say that right? I mean, I am a professional writer, after all!
Your subject lines need to be tailored to the emotions, goals, problems, and motivations of your audience if you want them to sit up and pay attention.
Personalizing them by adding their first name in the beginning, never hurts to grab their attention either. In fact, some studies show that using the recipient’s first name can increase your open rate by 50%!
While we’re at it, why don’t we cover some of my best tips for a successful subject line? Here they are:
Play on their curiosity
Portrait a sense of urgency
A/B test subject lines to see which ones work better than others with segmented portions of your list
Ask targeted questions
Take it easy with the emojis
Get personal to show your more human side
Incorporate a balance of positive and negative emotions
Be VERY conservative about using CAPS
Limit your exclamation marks to one to avoid SPAM filters
Don’t be misleading. If you lost their trust with clickbait you’ll be dead in the water before you know it.
Okay, so now that we have covered the most important and basic rules for success, let’s dig a little deeper into the specific words that can make or break your campaigns.
Profitable And Poisonous Words For Better Open Rates
The first obstacle that you need to overcome is to avoid the SPAM folder.
In order to do that, there are certain words that you must never use in your subject lines because they function like pure poison to any campaign; killing it instantly with SPAM flags.
The trap that most people fall into is trying to compel their subscribers with common words which SPAM software flags immediately.
But before I share those words with you, I will say that you can automatically improve your open rates by asking your subscribers to whitelist your emails so that their email provider knows from the start that they want to hear from you.
If you don’t already have an autoresponder sequence in place for your real estate business and newsletter, you need to get on that STAT! It can produce as much as 320% more revenue for you. Not to mention, welcome emails can improve your open rates by 4X. (Let me know if you need me to help you with that!).
Now we could be here ALL DAY if I showed you every poisonous word, but these are the biggest and most common offenders:
Claim your free
If your subscribers have built up a warm and fuzzy relationship with you and already get excited to rip open your emails, you may be able to get away with some of these. However, there is really no reason that you NEED to use any of them so just don’t mmmmmkay?
Now, I don’t want to be a Negative Nancy, so let’s take a step away from what your shouldn’t do and move on to what you should do.
When you start to incorporate the profitable words I’m about to share with you, your emails will pop out to your subscribers, entice them to actually open them, and help you to build upon your relationship with them.
What comes next?
As you already know, once they trust you they will buy from you. CHA-CHING!
Be sure to use as many as these words as possible as often as you can in your subject lines:
Strong adjectives are your friend and pepper your campaigns with conversion power!
I’ve gotten to know you guys pretty well at this point and I know that as much as you love these helpful tips, what you really come to me for is samples, examples, and tools to help you make my advice more actionable.
That’s exactly what I have in store for you next!
Below, you will see a sample of high-conversion subject lines I’m inviting you to steal. PLUS I’m sharing two super helpful tools you can use to help you perfect them - you’re welcome!
And as always...if you don’t want to be bothered to struggle with this learning curve or don’t have the time to try and craft high-conversion email campaigns, holla at your girl and I will get you all set up to start crushing it with email marketing!