How to Double Your Real Estate Email Open Rates

You probably don’t sell a lot of real estate via email, but that doesn’t mean that email marketing is something you should ignore.

EMAIL MARKETING IS AN EXCELLENT WAY FOR REAL ESTATE AGENTS TO NURTURE RELATIONSHIPS WITH THE PEOPLE YOU MEET THROUGHOUT THE COURSE OF DOING BUSINESS—AT OPEN HOUSES, DINNER PARTIES, MEET-UPS, AND ANY OTHER EVENT THAT BRINGS YOU INTO CONTACT WITH POTENTIAL CLIENTS.

With email marketing, you can:

  • Collect new leads and clients
  • Nurture relationships within your community
  • Establish your brand and reputation
  • Grow your sales
  • Get referrals after closing


But your email marketing efforts are really only as good as your open rate. Fortunately, real estate emails enjoy higher open rates than the average across industries, but if you want to make sure that YOUR emails are the ones getting opens and clicks, keep reading. In this article, we’re going to show you how you can double your email open rates in just two steps.

How to Double Your Email Open Rates


The real estate industry has an average email open rate of 19.9% according to research by Campaign Monitor in 2020. This is 2.1% higher than the email open rate across all industries.

That doesn’t mean that your real estate emails are guaranteed to be opened, though. To get the best email open rates for your real estate email marketing, there are two things you need to do:

  1. Write compelling and clickable subject lines
  2. Split test your subject lines

Here’s how to do it…

Write Enticing Subject Lines
The last thing your email list wants is another email trying to sell them something. Unless, of course, the subject line is compelling enough to demand action. It’s so important to take the time to create engaging email subject lines that will stand out in your subscribers’ inboxes.


After all, unopened emails are missed opportunities.


HERE ARE FIVE EMAIL SUBJECT LINE TIPS REAL ESTATE AGENTS CAN USE TO CREATE CLICKABLE EMAIL SUBJECT LINES.

1. Keep It Short
When writing subject lines for your real estate emails, keep in mind that you have limited real estate (pun intended) to work with.

If your email subject line is too long, it’s likely to get cut off and your subscribers aren’t going to see it. For mobile devices, you’re even more limited with only the first six to eight words showing up on most mobile devices

Your email subject lines should be clear, concise, and pack a punch in as few words as possible.

2. Use Emoji
Long gone are the days when email marketing experts cautioned against using emoji in email subject lines.
In fact, email marketing firm Return Path found that emoji appear friendlier than text-only email subject lines and result in higher open rates.

Choose emoji related to your subject line and use them to emphasize a particular idea or emotion. Here’s an example of using emoji in a real estate email subject line:

“I know someone who would love your house ??”

3. Personalize
Subscribers open emails with personalized subject lines at a 50% higher rate compared to emails that don’t have personalized subject lines, according to a Yes Lifecycle Marketing analysis of more than 7 billion emails.
Personalization matters.

If you’re emailing subscribers who opted-in to your marketing emails, you should be able to personalize subject lines within your email marketing service. But even if you’re cold-emailing or don’t have the recipient’s name, you can still craft email subject lines that feel personalized. Here’s an example:

“Boost Your Home Value by 40% in {Insert Neighborhood Name} ??”

This subject line feels personalized because you include the neighborhood name, even though you don’t have the recipient’s name. We’d probably change it up a bit, though, since it is pretty long.

4. Ask a Question
Questions are a popular way to pique curiosity and instantly engage your recipients. Something as simple as “Is This the Most Luxurious House in [Neighborhood Name]?” is enough to get your recipient interested to see more.

5. Use Urgency
Urgency and FOMO (fear of missing out) are marketing tactics that can be very effective, but that should be used sparingly. If everything is a sale then nothing is a sale, right?

When you’re emailing about market trends, local events, or a freebie you’re offering, adding words like “hurry,” “limited time,” and “don’t miss out” go a long way toward creating a feeling of urgency that will inspire action.

NOW THAT YOU KNOW HOW TO CREATE BRILLIANT SUBJECT LINES, YOU CAN JUST SIT BACK AND WATCH YOUR OPEN RATES CLIMB, RIGHT? MAYBE.

But even better would be to split test your subject lines to make sure that you’re getting the best open rates possible. You can also gain additional insight into your target audience and the kind of messaging that resonates with them.

A great subject line is the easiest way to improve your open rate and split testing is the easiest way to make sure that your subject line is working. Comparing two (or more) subject lines with a split test lets you see the subject lines that are most effective for your audience so you can write more like that.

Most email marketing services have split testing built into the platform, making it delightfully easy to run a split test on your email subject lines.


How to Split Test Effectively

For best results, you’ll want to test many different types of subject lines (open-ended questions, yes-or-no questions, with emoji or without, etc.).

Additionally, you’ll want to test the keywords you use in your subject lines and where you place them. This is where segmentation comes in handy.

For example, if you have your email list segmented based on the type of property subscribers are interested in, you can plug those keywords in: “Is this the warehouse loft you’ve been looking for?”

Where your keyword is placed in your subject line could make a difference, too.
Using our “warehouse loft” example, you might want to test these headlines:

  1. “Is this the warehouse loft you’ve been looking for?”
  2. “Warehouse loft—your dream home awaits”
  3. “Your dream home awaits—the perfect warehouse loft”


Using keywords in your subject line is a signal to your recipient that this is the email for them. Plus, if you’ve segmented your email list, using targeted keywords for each segment can make your emails feel a lot more personal.

Double Your Real Estate Email Open Rates

Finding the right subject line takes time. To get there faster, you should test as much as possible until you find the subject lines, keywords, and formats that meet the needs of your subscribers and recipients. Writing engaging email subject lines will help you motivate recipients to open your email so they can get the full impact of your email marketing strategy.

Are you ready to discuss more of these strategies?  Schedule a complimentary strategy call and we can talk more about this!

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