Gabrielle Jeans’s Weblog

In part 1 of this article series I talked about what not to do when writing subject lines for your email newsletters.  This article explores the principles behind effective subject lines that entice your mailing list into reading your email newsletters.  Here’s an example of a compelling subject line:

Subject: “Just Listed: 123 Hyancinth Court in Swansea”

This is an effective subject line because it’s very specific.  Due to this subject line it’s very evident what’s in the email: a new listing in Swansea.  So if I’m at all interested in Swansea area listings, I will probably want to read this email.

Here’s another compelling subject line:

Subject: “Open House: 123 Gardenia Court in Forest Hill”

This subject line is also very specific.  It tells me exactly what’s in this email: an open house in the near future for a home in Forest Hill.  As your ads for your listings should contain not all the information on the property, so should your subject lines reveal most but not all information.  You haven’t mentioned a date for the open house in the subject line, so there’s a good reason to open the email.  Open houses are a great thing to advertise to your mailing list because nosy neighbors always want to know about them, so chances are your email will get forwarded by your recipients to many more people than are on your mailing list.

Subject: “Just Sold: 321 Phalaris Lane in Port Credit”

A Just Sold email is as compelling as a Sold sign on the lawn.  Everyone naturally wants to know what it sold for, so having this in the subject line is a sure fire way to get people interested in the Port Credit area to open the email.  Also count on having some recipients forward this email to friends as well.

So consider sending your mailing list information about current and recently sold listings, not just newsletters.  With newsletters you can demonstrate you’re a real estate expert, but with listings related emails you can demonstrate you can walk the walk and get listings sold to your audience.  Your mailing list may not always see your sold signs on your clients’ lawns, but they’ll be much more likely to see it when you notify them of these sold listings via email.  

I teach real estate professionals much more about subject lines and email in my course The Awesome Power of Email.  This course has been approved by the Registrar, REBBA 2002 to qualify for 4 credits.