Email marketing continues to produce staggering results. According to trusted sources like the Direct Marketing Association, effective email marketing produces a 4300% return on investment!
What does this mean for you as a Realtor? When you create great email campaigns, more people are likely to read your article, your reputation as “the expert” increases in the eyes of reader, and you have a greater chance of receiving “the call” when it comes time for someone to buy or sell a home.
With numbers that convincing, knowing how to craft good, effective email campaigns is essential, and it starts with having a strong headline. The headline is the first chance you have to captivate your audience. It is the only shoot you have at convincing them to open your email. Let’s consider the following statistics:
*35% of people open their email based solely upon how intriguing the headline is.
*8 out of 10 will see your headline, but only 2 out of 10 people will actually take time to read them.
Based upon this information, headlines determine whether or not someone gives your article or email campaign time out of their day. It might be the only opportunity you have to connect with your target audience on a personal level. Attention and care should always be given when drafting up a good title.
We recently came across some great information from Copyblogger that gives valuable insight into headlines. When it comes time to write, you should consider the following things:
Usefulness: Is the promised message valuable to the reader?
It’s not enough that you blog, you should ensure you write about things your target audience wants to hear. Unless you’re writing for your own personal enjoyment, consider how useful your information is to your readers and try to convey that message in your headline.
Ultra-specific: Does the reader know what is being promised?
Say goodbye to generalities. As search queries become more specific and direct, so should your headlines. Make sure your title clearly defines the benefit your audience derives from reading your article.
Unique: Is the promised message compelling and remarkable?
How do you stand out in a world where everyone is saying the same thing? Be unique and don’t be afraid to tell your own story. Sometimes, you can do this by offering more value than your competitors.
For example, lets say you want to write about the best home selling tips in Tuscan, Arizona. You could start by researching that query in a search engine to determine what appears in the SERP (search engines result page). Hypothetically, you might find an article that reads ” 3 Great Home Selling Tips in Tuscan, Arizona.” To clearly display that you have more to say on that subject than your competitor, you could create a headline that reads, “6 of The Best Home Selling Tips in Tuscan, Arizona”
Make sure you deliver on the promise outlined in your headline. You want your titles to be catchy– not misleading, and there is nothing worst than clicking a headline under false premise. If that happens you are likely to irritate your audience, and lead to a feeling of distrust.
Urgent: Does the reader feel the need to read now?
Your headline should sound appealing and create a sense that the reader could me missing out on valuable information if they don’t read it.
When making a title, tell your audience what they will gain from reading your article/email, create a promise, use strong action words to invoke a sense of urgency and emotion.
Studies show that “How to” and list (number) titles tend to do very well. So something like:
“How to Bake the Best Cookies in Less than 10 Minutes”
Would rank better than the following:
“The Best Cookie Recipe”
This is simply one example of many ways to create a good headline. Some trial and error is needed to figure out what type of titles are most effective for your audience. But taking time to determine what works is a worthwhile investment.
When creating a title, don’t underestimate its importance. Remember, your headline is the first impression someone has of your message. Be specific, make a promise, and deliver results!
Have additional questions about headlines? Feel free to leave comments below. If this article helped you in any way, please consider sharing it with your audience or click here to read more real estate marketing tips.
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