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7 tips for writing email subject lines landlords can’t resist opening7 Nov 2022

So you’ve got a mailing list, your content is great and yet you don’t seem to be getting much back from the emails you are sending out? Let’s take a look at writing email subject lines!

How many emails do you have in your inbox right now? And how many of those have you seen the subject line and thought, “no thanks!” It is very likely that the subject line is going to be cropped on whatever device the consumer is seeing the email on so it’s empirical that you make those first 50 characters count! 

Writing email subject lines to get your emails read 

Creating a great subject line is easier than you might first think. It’s all about creating the right environment for catching the attention of the reader. 


Humans, by nature, are nosey. We like to know what’s going on to make sure we are still relevant. How about using subjects like “See what other landlords think about….” or “See how much Landlords make by…” The fact that the subject is relevant to the person you are appealing to may be enough to make them click through. 


Creating an urgency for opening the email can also be a great way to draw potential clients in. Phrases such as “investment opportunity” could really catch the eye of a potential landlord looking to invest. 


This makes it feel like the email they are about to read is solely for them, and that it’s more like an email between someone they know rather than a company. Try to avoid things like “monthly newsletter” or “monthly blog”. There is a certain level of individuality to these emails but you don’t want to sound creepy either. Try using vocabulary like ‘you’ and ‘your’ if you can’t use a client’s name. 


If the email is giving away an opportunity or discount then you would want the subject of that email to portray this. This is one of the most tricky areas of making a subject line catchy because a lot of the time, it can sound like click bait and can blend it into the rest of the emails we all neglect. 

Relevance and Timeliness

Using subject lines that are relevant to a specific trending topic such as a change in a regulation or law is more likely to generate positive leads and interaction with your emails. It’s also a great way of building up trust, and positioning yourself as a local expert, especially with the many legislation changes that self-managing landlords need to be aware of.

The 7 tips:

  1. The first 50 characters are usually the most important. Use these wisely!
  2. Use concise language, can you say what you’re trying to say, but in less words?
  3. Use a familiar name, something you would want to click on.
  4. Personalisation is key, use a location or a name relevant to who you are trying to reach.
  5. Segment your email list. Not everything you send out will be relevant for everyone. Create lists to get the most out of your email list. This might be landlords looking to purchase property in a particular area, for example.
  6. No fake promises. Don’t click bait,  and don’t lie (or even exaggerate!) to draw people into your email.
  7. Tell the reader what the email contains. If it’s relevant to them they will be more inclined to open it.

Are you looking to develop a top class strategy to keep in touch with the landlords on your books? We can help you create, and send! Get in touch, and we can discuss what you’re looking to achieve and the best ways to achieve it.

Katie is a Freelance Copywriter living in rural Dorset with her daft old Labrador. She first started writing content for the property industry back in 2015, and loves nothing more than bringing brand voices to life!

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