As a real estate agent, broker, loan officer, or services provider, email marketing can prove a rich source of leads. When you are trying to build an email marketing campaign, one of the most important things to build up is your CTR, or click-through rate. Getting someone to open your email and engage with the content is half the battle. Since one of the easiest ways to connect with new prospects is via email, it is important to employ an email strategy that works.
What happens if your prospective clients are not even opening your emails before they delete them? Studies have shown that one-third of all email recipients use only the subject line to decide if they will take the time to open an email. Because of this, it is important to create an email subject line that works. Fortunately, there are a few easy tips that you can follow that will help you achieve this goal.
Keep the Subject Line Short
A short, easy-to-digest subject line is usually the most effective. This is particularly true for people that check their email using a mobile device. The small screen size means that a long subject line will be cut off – increasing the chances that your email will be sent to the trash can. Focus on using keywords in your subject line and leave out any extraneous fluff.
Personalize With Recipient’s Name
Making your email blasts seem personalized can help increase your CTR. One easy way to do this is to include the recipient’s name in the subject line. Another popular method is to focus on their location using city or state-specific titles. If you do not have access to this information, try to make it sound like your subject line is directly addressing the recipient using the words “you” or “your.”
Make the Email Subject Line Informative
While this might seem obvious, it is important that your subject line reflects the actual content of the email. Your subject line needs to pique the reader’s interest without making any false promises about what they will find inside the email.
Use Action Verbs in the Email Subject Line and Body
Similar to including a call to action in your email, you will want your email’s subject line to inspire action in its reader. (In this case, you want to inspire them to open the email and learn more.)
Be Sure the Sender Name Is Recognizable
Make sure that the name in the “from” field sounds like a real person. Emails sent from “no-reply” email addresses tend to be viewed as spam and are therefore immediately deleted. Connecting your marketing email account to a real person’s name can help to increase the rate at which your emails are opened.
If you can ensure that your emails always have interesting, informative subject lines, you will be well on your way to successfully prospecting via email. A strong email marketing campaign can put you on the road towards a successful year of prospecting. Critical to an effective email campaign is having accurate, up-to-date email addresses. Find these and other contact information for property owners across the country in ProspectNow’s extensive databases of both residential and commercial real estate.