Let’s be honest:
It’s not that your clients don’t care. It’s that your subject line screams “mass email” or “boring update”… and their inbox is already doing the most.
If your open rate is underwhelming, it’s probably not your content; it’s your hook.
Here’s the fix: Start writing subject lines like you text your friends. That one simple mindset shift? Total game-changer.
What Doesn’t Work Anymore:
- “July Market Update” → Too formal. No urgency. Sounds like homework.
- “New Blog Post Inside!” → Cool, but no one asked.
- “Thinking of Buying or Selling?” → They weren’t… until now, they’re annoyed.
What Does Work:
Start with curiosity, relevance, or a real-life moment. Here are a few that actually get opened:
- “This came up twice this week, so I had to share…”
- “What my client said that surprised me”
- “3 things I tell every buyer before they write an offer”
- “Just a quick July hello (and a favor to ask)”
- “A story about sunscreen, contracts, and almost losing a deal”
- “PS – your home might’ve jumped in value. Want me to check?”
Notice a theme?
They sound like a person, not a brochure. That’s the whole point.
Tips to Punch Up Your Subject Lines:
- Write like a friend, not a brand.
If you wouldn’t say it out loud, don’t type it. - Use one “real” word.
Think: tacos, toddlers, Tuesday. Specific > generic. - Promise value or provoke curiosity.
Not clickbait, just a reason to care. - Don’t bury the lead.
If it’s about home values, say so. If it’s just a hello, own that. - Test and tweak.
Send one version to your A-list and another to the rest. Watch which one wins.
This month, send one email with the subject line: “Want the truth about [insert something local or timely]?”
