Without a doubt, email marketing is a top method for following up with your prospects and nurturing them towards a sale. The challenge arises when you’ve put together a really cool email that will educate and inspire your prospect to action… but you can’t come up with a subject line that’s compelling enough to get your email opened.
The key to getting your emails opened is a subject line that is persuasive and compelling. Rest easy, you don’t have to be a pro-copywriter to craft seductive subject lines. Just follow a template…
Templates are powerful tools in writing good copy quickly (fortune favors the swift!) Here’s several templates you can start using today to pull more profits from your email campaigns by increasing the pulling power of your subject lines.
Now, this first template gets folks to open the email for one reason and one reason only: it promises to reveal something that delivers a result they want to achieve.
“For [blank], this works like crazy”
For getting out of debt, this works like crazy
For mass curb appeal, this works like crazy
For qualifying quickly, this works like crazy
Here’s a really good one that works on a couple of different levels. First, it offers a “top 10” which people love. It also plays to the fact that people want to avoid problems. This subject line promises critical tips before it’s too late.
“Do you recognize the [number] early warning signs of [blank]?”
Do you recognize the 7 early warning signs of a seller’s market?
Recognize these 7 warning signs of a home owner money pit?
Do you recognize the 5 early warning signs of agent apathy?
This one is a powerful attention grabber since no one likes to make mistakes. If you know your market well this will definitely be a winning subject line.
“Do you make these mistakes?”
Do you make these mistakes when viewing homes?
Do you make these home pricing mistakes?
Do you make these mistakes with your real estate agent?
The next subject line template works because of two very powerful words – “easy” and “tip.” We all want things to be easier, and we also want to gain a bit more insight.
“This [blank] tip is almost too easy”
This home selling tip is almost too easy
This open house tip is almost too easy
Here’s a quick tip to picking the perfect agent (a slight variation)
Want to craft subject lines that get your emails read? (Can you spot the template in that question?) Start by using these templates but also be on the lookout for other templates. Watch for ads in newspapers, magazines, sales letters, and your own email inbox. Once you spot one, copy it into a text file so you can refer to it next time you want results from your email campaign.
What are some other subject line templates we can add to this list?
These are great! Thanks for sharing!
Hi Eleanor,
You’re welcome! A good subject line goes a long way in grabbing someone’s attention and ensuring your emails get opened.
The next step is setting up a solid drip campaign! In the meantime, happy writing!
I dunno, Ribeezie … maybe the general public will view them differently but most of these read like e-mail subject lines that are going to get e-mails delivered to the spam folder, if not by inbox rules then by delete button.
I don’t know Jonathan… When I look at my inbox and the various newsletters I subscribe to (probably too many), I spot a few things…
1.) I tend to like lists. So something like “6 Pricing Mistakes & How To Avoid Them” might peak my interest if I’m looking to sell my home. Or “5 Reasons Your Lender Sucks” (ok, maybe that’s too dramatic, but I bet it would get someone’s attention…no?).
2.) I tend to like emails that open with a question because, well, if it’s relevant, that tends to pique my curiosity the most. “Do you make these ______________ mistakes?” gets my attention.
I suppose it also boils down to the expectation you set with your subscribers. Is it clear on what they’re signing up for? Then, are you fulfilling that content promise or are you just using that email blast to push, push, push…?
What do you think Jonathan?
Well, let’s peruse the Deleted Items folder for today …
“It’s better to buy than rent in 4 out of 5 markets … how about yours?” … Wait, that’s actually not bad. Source was the cause for deletion there.
“Are you able to accept referrals?”
“New this week in Glendale!”
“Valley Mortgage Lending Experts at your Call”
“Buying a home in Glendale” – Spam, incidentally. Gets me to click and delete almost as quickly, but at least they get their click.
And now the story … two months ago I sent out my monthly newsletter and noticed clients I have worked with unsubscribing. The reason? I had forgotten my name in the subject line.
My name got them to click and open, nothing else. Which, while not as effective with folks who don’t personally know me, still taught me a lesson. It’s less about the subject title and more about the sender.
Hmm… Let’s see:
Re. #1 – I don’t think it’s all that bad. I’d rephrase it to: “Why it’s better to buy in 4 out of 5 markets…”
Re: #2 – Agreed. I’d delete that one too. First of all, we don’t know each other that well and I don’t trust you (yet). At least that’s how I’d feel.
Re: #3 – Unless I subscribed to get listings in that specific area, delete!
Re: #4 – DELETE + Remove from List.
Re: #5 – Umm… Ok. Again, if I didn’t subscribe to that specifically, remove me from your list.
Re: ” It’s less about the subject title and more about the sender.” I totally agree! Your email needs to always be branded with your name. In fact, I prefer it be branded with your name versus something like your company name “ABC Real Estate”. Mainly because your name seems more personal.
The sender is important (hopefully!). Mark covers that in his Guerilla Essentials to Email Marketing and I think it’s the combination of the two that works.
One, they see it’s from you – they want to open it.
Two, they see it’s compelling – they want to open it now.
Hey Matt,
Mark rocked the h**l out of the ebook! Seriously, hands down better than a lot of actual print books out there.
And you’re write, I think it’s the fine combination of the two that leads to good open rate and overall engagement with your audience.
Where I see a lot of people fail, is they don’t make it compelling. Pitching and selling isn’t helpful. It’s helpful to YOU (maybe). But not to your audience.
Hey Matt,
Mark rocked the h**l out of the ebook! Seriously, hands down better than a lot of actual print books out there.
And you’re write, I think it’s the fine combination of the two that leads to good open rate and overall engagement with your audience.
Where I see a lot of people fail, is they don’t make it compelling. Pitching and selling isn’t helpful. It’s helpful to YOU (maybe). But not to your audience.
I don’t know Jonathan… When I look at my inbox and the various newsletters I subscribe to (probably too many), I spot a few things…
1.) I tend to like lists. So something like “6 Pricing Mistakes & How To Avoid Them” might peak my interest if I’m looking to sell my home. Or “5 Reasons Your Lender Sucks” (ok, maybe that’s too dramatic, but I bet it would get someone’s attention…no?).
2.) I tend to like emails that open with a question because, well, if it’s relevant, that tends to pique my curiosity the most. “Do you make these ______________ mistakes?” gets my attention.
I suppose it also boils down to the expectation you set with your subscribers. Is it clear on what they’re signing up for? Then, are you fulfilling that content promise or are you just using that email blast to push, push, push…?
What do you think Jonathan?