Brand EditorialElite AgentTECH + SOCIAL

It’s Not You, It’s Your Subject Line: Ash Farrugia

How to improve reader engagement with your content marketing by writing a better subject line.

I like to think of a subject line like a pick-up line – if you get it right, you’ve got a chance to prove yourself and if you get it wrong no one is going to listen to what you have to say.

A subject line has to be compelling enough to convince a person that you won’t waste their time and interesting enough to make them want to learn more. Here are some tips to make sure people respond to your communication.

We’re all a little bit selfish with our time. Tell your clients the benefit of reading the email as incentive to click through. eg ‘How to prepare your home for the best selling price with interior design’

Human beings are wired to look for the highest return on the lowest investment. Implying a quick and easy fix to a problem will appeal to their self-interest and motivate them to read on. eg ‘5 fast and simple ways to declutter your house before an OFI’

How will reading this email protect your contact from a future they don’t want? Fears of loss, missing out and making mistakes are powerful motivators. eg ‘You’ll never sell your home without these three things’

No one wants to think you’re sending your offers to every Tom, Dick and Harry in your database. Make the contact feel exceptional with subject lines that speak to them directly. You can achieve this with a broad identifier. eg ‘Investors, this is the perfect property for you!’

People look at the behaviour of others to make a decision. They take an interest in their success and are eager to learn from their ways. eg ‘Joe Blogs tripled the value of his home with one simple trick’

A question is the ultimate psychological ploy. Your contacts will subconsciously answer it and want to find out more. eg ‘Do you know what your home is really worth?’

Make your subject lines open-ended to escalate intrigue and increase anticipation. eg ‘We didn’t believe Isaac’s story either’

No one wants to communicate with a robot. Be lively, upbeat and conversational. eg‘Hey Lucy, home prices in your area are off the charts!’
Above all, make sure the content matches the thriller. If you keep luring them in under false pretences you’re not going to go anywhere.

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Ash Farrugia

Ash Farrugia is the co-founder and CEO of ActivePipe – a subscription based marketing automation and data discovery platform designed specifically for real estate. To find out more about Activepipe visit