Bad news: your real estate clients and prospects feel the same way.
So how do you cut through the noise and get people to open your email?
Without awesome email headlines, you are dead in the water.
At Top Agent Network, we put tremendous effort into writing compelling subject lines and blog titles. Our open rates are consistently more than twice the industry average. So how do we get such great open rates?
Let me share with you an amazing tool we use to help pick awesome headlines. It’s called the Headline Analyzer by Advanced Marketing Institute. The concept is simple: the better your headline is at reaching the reader at an emotional level, the more interested they become. Just type or paste your headline/subject line into the box and the Headline Analyzer returns an Emotional Marketing Value (EMV). The higher the EMV score, the more compelling your headline.
According to the Advanced Marketing Institute:
Communication is the key of effective marketing. And the key to communication is being able to reach the client at an emotional level; involving them in your copy, and invoking their deeper thoughts. Your headline is unquestionably the most important piece of copy you use to reach prospects.
While many marketers ‘guess’ how people will react to various words and offers, we have determined a test which will give you an actual rating that you can use to judge how well received your copy will be to others.
The English language contains approximately 20% EMV words. Most professional copywriters’ headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words.
Does EMV work? Well, the headline of this blog, “Top Producing Agents Need Awesome Email Headlines” scored a 71% EMV, and you opened it!
Important exception: Subject lines very specific to the reader often get a high open rate even if the EMV is low. For example, TAN’s email, “Check out your member profile on the new TAN website” had a very high 49% open rate despite only an 11% EMV.
We look forward to hearing your thoughts on this important subject. Thanks for reading!