This is part 2 of a 3-part series on how to get CRE prospects to open your emails. Last week’s part 1 introduced the cognitive checklist CRE professionals go through when looking through their inbox, which starts out with identifying “who is sending this email?”
The next item in the cognitive checklist is the:
2 Subject line. You’ve heard this time and time again, a subject line is the window to an email’s soul. It’s true. Think of your own behavior. It’s one of the first places you glance at when staring at your inbox. However, while the merits of various subject line styles and key words are endlessly debated, there is no need to spend days crafting creative headers. All you need to recognize is that a subject line has to be written with your industry (or even sub-industry) in mind.
For example, if you are marketing a retail property, your subject line should contain specific key points for CRE people who might be interested in retail properties. It sounds elementary, but somehow there is still plenty of emails going out with subject lines like, “Former Warehouse, FL.” Uh, delete. Let’s try this again. How about: ” Former REC Warehouse, Jacksonville, FL | Jacksonville , FL | 21,047 (SF).” Much clearer. I might actually open this one. See how that works?
There is also something to be said for creating urgency. While you cannot adopt a Macy’s-like “25% off all items, today only!!!” subject line, there IS a way to let your audience know that this is a deal they can’t miss. Is that former REC warehouse the only one to come up on the market in some time? Is the area it’s in expanding an exponential growth rate? There is always something. Find it.
- Clear subject line with specific metrics relevant to the industry sub-segment you’re trying to reach.
- Create urgency by letting your recipient know why they don’t want to miss this one.
Next week, in the final part of this 3-part series, we’ll talk about how to use the time of day to get prospects to open your CRE emails.
photo by: GollyGforce