Real Estate, Updates, News & Tips

The average consumer receives around 121 emails per day, according to technology market research firm Radicati. Inevitably, some emails are going to get overlooked, but you don’t want yours to be one of them. Email marketing is likely a piece of your consumer outreach, but unsuccessful subject lines may be turning off clients and keeping them from opening your communications. “The subject line is what entices a subscriber to open, read, and click through your emails,” according to Emma, an email marketing platform. Read Emma’s five common subject line mistakes to avoid in order to improve your open rates.

1. Using jargon. If your subject line is full of dry or confusing real estate terms, people aren’t going to click. Also, avoid using the word “newsletter,” which Emma says decreases the click-through rate by 30 percent. Meanwhile, emojis can increase open rates by 56 percent, adding a casual and relatable vibe to your brand messaging.
2. No personalization. Emails with personalized subject lines are 26 percent more likely to be opened, according to Emma. Try adding the first name, geography (such as a town or neighborhood), or the client’s status (buying, selling, renting, investing).
3. No user testing. An easy way to see which subject lines are getting the most engagement is to do A/B testing. Send two different subject lines to a small subset of your subscriber list. Send half one subject line and half the other to see which receives more opens, and this will dictate which subject line you use for the rest of your email list.
4. Leaving off preheader text. Preheader text is what’s displayed in inboxes alongside the bold subject line. It gives subscribers a little more information about what’s inside your newsletter, yet many email marketers forget about this essential text field, according to Emma.
5. Errors, typos, or incorrect personalization. These are the fastest ways to turn off your subscribers. The best way to avoid subject line mistakes is to have a system in place—including multiple sets of eyes—to make sure it doesn’t happen. Here are the biggest gaffes to watch for, according to Emma:

• A subject line that doesn’t match the email content.
• Forgetting to replace placeholder text.
• Spelling errors and typos.
• Personalization that’s flat-out wrong.
• Unsupported characters.
• Lengthy subject lines that get cut off.