You’ve spent hours crafting your newsletter.  You have chosen specific properties and found relevant articles that will appeal to your readers.  You even updated your old headshot with a recent photo and replaced the banner image with a stunning beach landscape.  It’s sleek and fresh, and you know it will leave an impact with your readers.  So, when you open your report the following day, you are surprised to learn your open rate continued its downward trend.  What happened?

While “Content is King,” there are a few essential steps we must take to convince our audience to first open the email.  In this regard, nothing is more significant than our Subject Line.  It acts as our first point of contact with our subscriber, and either convinces them to click open or to swipe past.  For this reason, it’s vital to craft a subject line with the same energy as the newsletter itself.  To assist with this effort, we have come up with five quick tips that will improve any Subject Lines.  

 

  1.  The shorter, the better – Longer subject lines risk being cut short, especially in mobile devices. As well, condensed messages are impactful messages. It’s much easier catching your reader’s attention with short, powerful statements than with longer, muddled messages. If you find this difficult, cut out words that are irrelevant or redundant, such as “newsletter” or “update.”

       “Our New Properties” VS “King Property’s Weekly New Listings Newsletter”

  1.  Be concise – Given your limit on length, each word matters. So, choose words that provide the most detail and clarity to the message you are trying to send. Your readers will scan through their email list fast, so instead of relying on heavy description, choose a lean and light subject line.

       “Modern Units with Ocean Views” VS “State-of-the-Art Beautiful Townhouses right on the Beach”

  1.  Inspire to act – Subject lines are your opportunity to call your readers to act; in this case, to click on your eMailout and view your content. Use action verbs to capture their interest, and draw them in.

       “Walk through Homes near You” VS “Local Property Open Houses This Week”

  1.  Ask relevant questions – Asking common questions can cast a large net. As the expert, you know the questions and concerns of your readers. By initiating the discussion, and addressing their questions first, you demonstrate your expertise and control the conversation from the beginning.

       “Are you ready to buy your first home?” VS “The Concerns of First Time Home Buyers”

  1.  Establish clear expectations– Clickbait is everywhere, and there is no faster way to lose the trust of your audience than by gimmicks or deception. So, be upfront about the content and clear in your description. This will build confidence in your readers and they will know they can rely on you in the future.

      “Another beautiful listing hits the market” vs “We Found your Dream Home”