July 25

Tips for Creating Email Subject Lines to Improve Open Rates

In this article, we'll talk about how to write effective email subject lines and how to use them when you need to grab the attention of your recipient.

In today's world, an average person receives over 100 emails a day. They're busy people with lots of things competing for their time and attention: they're on their smartphones; they've got meetings piling up; they have an inbox full of notifications from social media accounts and more. If you want your message to get through, it needs to stand out from all the rest—and that means using a powerful subject line in your messaging system.

Personalize your real estate email subject lines.

  • Include a question that is relevant to the buyer or seller.

  • Use their name, location, and/or ask them a question about their property needs in your subject line

Ask questions.

Asking questions is a great way to build curiosity and interest. You can use questions to get information, feedback, action, or even a sale. Here are some examples of what you can ask:

  • Do you have any home improvements planned?

  • Are you dating the rate?

  • Are there any other areas where we could work together?

Use the words "you" or "your."

Your customers want to know that your email is relevant to them and their interests. If you can show how the content of your message will be valuable to them, they'll be more likely to read it.

For example: "You are now eligible for your free annual home evaluation"

Create a sense of urgency.

The most obvious way to create a sense of urgency is to use words that suggest time, like “today” and “now.” You can also use words like "today only", "only," "free," or "discount." 

  • Offer information that is time sensitive

  • Consider including a deadline or expiration date in the email subject line. It can help you attract attention and encourage engagement from readers who are eager to take advantage of an offer before it expires.

  • Try using words like "last chance," "limited time," "urgent" or “important” in your subject line if you're sending an email that contains important information, such as news about a product change or price adjustment, so people know they need to act now rather than later:

Try numbers and brackets.

Brackets and numbers can be a great way to grab your reader's attention. In fact, according to research by email marketing platform MailChimp, including brackets in subject lines has resulted in an open rate increase of 11%. So if you're looking for more ways to stand out from the crowd and increase your open rates, try adding some numbers into your subject line. You'll be surprised at how well it works!

Make it actionable.

  • Make it clear what they need to do. The more your subject line makes sense to the reader, the better. For example, compare “Thank you!” and “Thank you for joining our community.” They both convey gratitude, but only one is actionable and specific enough that a recipient would understand what they should do next. For example, If you are offering a custom home valuation report, try: "See what your home is worth in today's market" Or if you're trying to get readers interested in attending an upcoming webinar series on fluctuating mortgage rates — maybe mention how many seats are still available? "Only 5 seats left for Mortgages 101"

  • Make it easy: Keep things short and sweet. Avoid unnecessary jargon unless absolutely necessary (for example, when explaining technical details). You'll want people who aren't familiar with your industry or firm's terminology as well as people who are already familiar with these terms—keep everything as clear and simple as possible so none of them will feel confused by any unfamiliar language used. 

Include location-based keywords in your subject line.

If you're selling a property in a specific area, use keywords that are relevant to that location. For example, if you're selling a home in on the beach in your farm area, use "Beachfront Bliss in Sarasota, FL".


The goal of your email subject line should be to get people to open it. It's not always easy, but these tips can help you create a better one. Remember that the more personal and specific your subject line is, the more likely it'll be read by the right people.