Did you know that over 347 billion emails were sent in 2023? And that number is on track to grow exponentially in 2024 and beyond. With email still one of renters’ preferred methods for communicating with leasing teams, how can you make your emails stand out from the noise?
That’s where the subject line comes in. Done poorly, a subject line can help your email disappear. Done well, a subject line can catch your recipient’s attention and keep the conversation going.
It’s time to give your subject lines an audit. Retire the old phrases that send your emails straight to the trash, and start writing subject lines that resonate.
Why subject lines matter
There’s no point in writing a great email if it never gets opened. And that’s the fate of anywhere from 75 to 90 percent of one-to-one emails, according to industry estimates.
But most leasing teams don’t receive training on writing effective subject lines.
“I have never met a team that was explicitly trained on how to write better subject lines,” marketing expert Marcus Sheridan said in a recent webinar for Apartments.com.
An effective subject line is the key to convincing renters to click and open your email, bringing them one step closer to scheduling a tour or submitting an application.
Tip #1: Avoid stock phrases that say nothing
A subject line is a promise of what’s to come. If your subject line is generic and nondescriptive, renters may not feel compelled to open the email — or they might not even notice it at all.
Top offenders include these options, Sheridan said:
- Following up
- Reaching out
- Checking in
- Touching base
“We’re all guilty of this,” Sheridan said, “but we can do better.”
Tip #2: Make it about the renter
To make your subject lines more specific and compelling, address the renter and speak to his or her needs. This can attract attention and build trust.
Are you following up on a conversation about rental costs? Include “fee information” in your subject line. Did your renter have a specific question about your community’s pet policy? Mention “pet policy” in your subject line. Or, better yet, mention the name or breed of the renter’s pet.
When possible, use second person (“you,” “your”) to speak directly to the renter.
Tip #3: Make it personal
To further personalize your email, include the renter’s name in the subject line. People are primed to notice their own names. And in fact, personalized emails generate six times higher revenue than non-personalized equivalents, according to an Experian study.
A personalized subject line should feel like a conversation with a real person. Just as every conversation is unique, craft a personalized subject line for each person. Avoid copying and pasting the same subject line across multiple emails with different renters.
Tip #4: Create intrigue
Compel the reader to open your email by piquing his or her curiosity.
What does this look like in practice? Strategies can vary from asking a question to taking a multimedia approach. Sheridan recommends creating a personalized video and including the word “video” in your subject line to boost open rates by 10 percentage points.
Remember that providing useful information your renter is looking for — like answers to their questions about touring availability — is also way of catching their attention.
And never mislead renters with a deceptive subject line that doesn’t match the contents of the email.
Tip #5: Don’t trigger spam filters
You can nearly guarantee your email won’t be read if it ends up in spam. Certain practices are likely to send your email to the recipient’s spam folder. Common triggers include exclamation points, words like “free” and “urgent,” and the use of all caps.
Watch: Marcus Sheridan’s guide to subject lines
How can you increase your open rate from 18 percent to nearly 60 percent? Check out Marcus Sheridan’s top three tips for writing successful subject lines. Watch now:
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