4 Data-Backed Best Practices for Email Subject Lines

commercial real estate email marketing

4 Data-Backed Best Practices for Email Subject Lines

Email marketing has become one of the most successful forms of marketing in commercial real estate. There are supposed to be 3 billion people using email by 2020 according to Hubspot. The statistics behind email marketing have proven it to be one of the most effective ways to communicate with both clients and prospects. The beginning of any email marketing campaign is choosing the perfect email subject line.

Here are four data-backed best practices for crafting the very best email subject lines.

Keep it Short and Sweet

The length of your subject line matters. The lowest performing email campaigns on average are those that have subject lines with an average of 82 characters. This is nearly twice the average length of a typical subject line. The best performing email campaigns have shorter subject lines consisting of around 33 characters. Keep it direct, short and catchy enough to entice the recipient to open the email and click through it.

Utilize Numbers and Lists

Incorporate numbers into your subject line to attract attention. Our brains are naturally drawn to numbers and digits, which is why emails with numbers usually have higher open rates. Numbers in subject lines help the email stand out among other emails within an inbox. The end goal is to make your subject line visually stand out so that the recipient is encouraged to open the email. Be conscious of your character count – experts say to keep email subject lines under 50 characters, because these emails have consistently higher open rates.

Keep it Personal

How many emails do you receive on a daily basis where you just skim the subject line and either delete it or leave it in your inbox? The more personal your email subject line is, the more likely it is that the recipient will open the email.

Aside from just including a name in the subject line, also try to incorporate location-specific details and specific language to target a specific audience. It’s useful to understand your audience well enough to use the language, style and information they are looking for and this in turn will increase your email open rates. Using the recipient’s’ first name in the subject line can increase the chance of your email being opened by 14.68%, according to CampaignMonitor.

Test Subject Lines

Try out different subject lines using small segments of your list to figure out which one produces the most opens, clicks, etc. Use the winning subject line to send emails to the rest of your list. Also, to increase email open rates, you need to send your emails when your clients are looking at their email. Test different subject lines, but also test different delivery times to see when you gain the highest open rates with certain subject lines. Instead of sending your emails at noon, send them around 8:00 am when people are starting the day and see how this affects your open rates.

Keep in mind that your email subject line is just as important as the content within your email. After all, if your subject line doesn’t intrigue recipients to open the email, the content inside is essentially useless.

Commercial real estate software

Have you heard about ClientLook’s email integration with MailChimp? It’s the easiest way to send email campaigns and track the results. For more details see: Sending email in ClientLook.

About the Author

Michael Griffin

Michael Griffin - President & CEO, ClientLook, Ltd.

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