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Your Email Subject Lines Shouldn’t Be an Afterthought

Posted by RealNex on Jun 27, 2022 12:00:00 PM

Did you know that email subject lines play a big part in actually encouraging people to open, read, and engage your messages? We’ve discussed best practices for increasing your email click-through rate in the past, but let’s take some time to explore tips and strategies specifically for subject lines. 

Here’s a quick overview of what works, what doesn’t, and what commercial real estate agents and brokers should consider when writing a subject line — because it shouldn’t be an afterthought. 

Why Are Subject Lines So Important for Email Marketing? 

With 4 billion users active on email each day, it’s important that you’re properly leveraging your email marketing strategy to build your business. Since more than 306 billion emails are sent per day, your brand needs to be able to grab the attention of your audience and encourage them to engage with emails sent by your business. 

Email subject lines create this opportunity, being the first thing that your recipients see when they receive an email from you. Your subject lines should stand out from the other emails in their inboxes, helping to boost visibility and engagement rates. 

At first glance, the subject line is what determines whether your audience is going to open or delete your email outreach. According to research conducted by Invesp, 47% of people open an email based on the subject line alone. The same report noted that 69% of email recipients report email as spam based solely on the subject lines. 

To increase the effectiveness of your bulk email automation tools, spending more time creating thoughtful, strategic subject lines is key for success in 2022. 

6 Best Practices for Creating Compelling Subject Lines

Now that you know why your subject lines shouldn’t be an afterthought, here are six data-backed best practices for improving your email subject lines. 

#1. Use 6 to 10 Words Per Subject Line

Data shows that the number of words in the email’s subject line contributes to its open rate. 

The number of words per subject line that receives the highest open rate is six to ten words, with a 21% open rate. Up to five words have a 16% open rate, and 11 to 15 words have a 14% open rate. The lowest open rate is 9% for 21 to 25 words per subject line.

To hit the ideal target, try to craft subject lines that fall between six and ten words. 

#2. Include the Recipient's Name 

A great way to personalize your subject lines is to include the recipient's name. Emails with subject lines including the name see an average open rate of 18.30%, while subject lines without names typically see open rates of 15.70%. 

Using an email tool that allows you to include each recipient’s name within the email line when sending out bulk outreaches can streamline this process. 

#3. Include Numbers 

Studies show that subject lines including numbers are opened 2.5 more on average compared to emails with no numbers in the subject line. Use this trend to improve your email lines by incorporating numbers. For example, you might phrase the subject line as “10 Tips for X,” “3 Market Trends for X,” or similar list-style formats to potentially boost open rates and engagement.  

#4. Include Pre-Header Text 

The pre-header text is an email feature that is displayed underneath or after the subject line. This gives you a few additional words to explain to the audience what value they can gain from reading your email. Make sure that your pre-header text flows well with your subject line and highlights the best parts of your email messaging. 

#5. Create a Sense of Urgency 

A great way to create a compelling subject line is to use a tone of urgency or timeliness. To achieve this, you could consider phrasing your topic around choice keywords such as:

  • New 
  • Happening now
  • Limited time only
  • Act fast 
  • Almost over 

This can help spike interest in your recipients and potentially convince them to engage with your email. 

#6. Use Emojis When Appropriate 

59% of emails are opened on mobile devices like smartphones and tablets. Since emojis can also be viewed on most computers, it makes sense to consider including emojis in your subject line when appropriate. This can help your emails be more personable and retain a social, human element. However, always maintain a professional tone. Avoid using emojis when they do not add to the value or appeal of the topic at hand. 

For more CRE tips and marketing best practices, browse other articles on the RealNex Blog.

Topics: CRE, CRE Tech, CRM, CRE Marketing

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