The do’s and don’ts of the e-mail subject line

As you know, a good subject line is what encourages people to open your e-mail – whether it's a marketing ad or a simple note to a client – but you need to be careful when creating your subject headings to prevent them from being filtered into the spam folder (see "How spam filters work" above). Here are some subject line "don'ts" to consider when writing e-mails to clients and prospects:

Don't use the "F" word. By that we mean the word "free" used alone or in combination with words like "trial," "money," "quote," "access," etc.

Don't use words and phrases from the following list. They're common terms associated with the real estate business that are likely to be zapped by most spam filters:

• Apply now
• Earn extra cash
• Too good to pass up
• Eliminate debt
• Extra income
• Fast cash
• Financially independent
• Incredible deal
• Information you requested
• Internet market
• Limited time offer
• Opportunity
• Online marketing

Don't use capital letters. When you use all capital letters, there is no differentiation in your words and that makes them harder to read. It also comes across like you're shouting, which increases the likelihood that it will be considered spam.

Don't use excessive punctuation or symbols. One question mark is okay, three or more may send your e-mail to the spam folder. Also, avoid using exclamation points and symbols such as $ or % as they're often counted as spam.

Don't give commands. Filters often consider words like "Open now," "Download," "Buy," and "Save" as "aggressive" subject line language. Save your calls to action for the body of your message.

So what can you do to ensure your e-mail gets to the recipient's inbox? Here are some things you can do to your subject line to improve deliverability:

Do brand your subject line. Place your name or company name at the very beginning of the subject line so your message is easy to identify (e.g. "Walker Real Estate: Another possible listing in Oakland"). Branding your subject line also gives the recipient an easy keyword to add to their filters' white or "permitted" list, ensuring that your messages are sent to their Inbox.

Do be as specific as possible. Some spammers try to trick filters by using common work-related phrases such as "The document you requested" to get through. So, whether you're sending them a marketing ad or a reminder of your meeting next Tuesday, try to be as specific as possible in your subject line (e.g. "Listing planning meeting June 10").

Do ask their permission. It's always easier to get e-mail through if you have permission first, so encourage your clients to add your e-mail address in their address book, trusted sender list or approved sender list (whatever the name may be in their e-mail client).

Once you've got subject writing down, the rest of your e-mail marketing is a piece of cake if you're using the XSellerate marketing system. XSellerate's e-mail and print library consists of ads designed around your marketing needs that you can edit any way you like. Or, create your own ads that will boost your sales to the next level. Don't have XSellerate yet? Get it today.