In the competitive world of multifamily marketing, your email’s subject line is the key that unlocks engagement with potential residents. At Digible, we understand that a well-crafted subject line can make the difference between an opened email and one that languishes unread in an inbox.
Let’s explore why subject lines matter and how to craft them for maximum impact in the multifamily industry.
Why Subject Lines Are Crucial in Multifamily Marketing
Your subject line is the first impression you make on a recipient. It’s your chance to:
- Stand out in crowded inboxes
- Convey value and relevance to potential residents
- Spark curiosity about property offerings
- Set expectations for the email content
According to a study by Apartments.com, the average email open rate in the multifamily industry is around 20-25%. This leaves significant room for improvement through strategic subject line optimization.
At Digible, our average unique open rate is just under 40%.
Using the strategies below, our team maximizes engagement opportunities by continually testing and optimizing subject line strategy.
5 Ways To Get Your Multifamily Emails Opened
Keep it Concise and Clear
Aim for 41 characters or 7 words to maximize engagement. This length ensures your message is fully visible on most devices and quickly digestible.
Personalization Pays Off
Including the recipient’s name or location can increase open rates by up to 26%. Try: “[First Name], Your Dream Apartment in [City] Awaits!”
At Digible, we offer dynamic personalization for subject lines as well as body copy in your email creative. Call out your audience directly using a first name and add an extra touch of personalization. Check out this example: {FIRSTNAME}, we are excited to welcome you home to our community!
Highlight Specials, Avoid “Free!”
An exciting leasing special, such as one month free rent, is a fantastic way to entice prospective tenants. However, including this type of wording in your subject line can cause your emails to be flagged by spam filters and sent straight to the recipient’s junk folder. Here’s how to avoid it while still including exciting leasing offers:
Some common spam trigger words to avoid include “free,” “act now,” “click here,” “limited time offer,” and “open now”. These words are often used by spam emails to try and entice the recipient into taking some sort of action, such as clicking a link or buying a product. To include a leasing offer in a subject line while avoiding this spam language, try wording such as:
- Move-In & Receive X Weeks Rent On Us!
- Special Offer: Enjoy Up to X Weeks Off at [Property Name]
- Unlock up to X Weeks of Savings | [Property Name]
Leverage Curiosity
Pique interest with intriguing questions or statements: “Is This [City]’s Most Luxurious Apartment Community?” Consider a less-sales forward approach in your subject line to draw interested renters in, even without a leasing special up for grabs.
Highlight Value
Showcase benefits upfront. Mentioning location, amenities, commute times, or unique selling points can be a great way to stand out.
Explore these quick examples of how to highlight value in a subject line:
- Upgrade Your Lifestyle: 5 Amenities You Won’t Believe at [Property Name]
- Need a quicker commute to downtown? Come home to [Property Name]
- Discover the oceanfront apartment of your dreams at [Property Name]
5 Trends in Multifamily Email Marketing
1. Mobile Optimization
With over 60% of emails being opened on mobile devices, ensure your subject lines are optimized for smaller screens. At Digible, we prioritize mobile-optimized designs that look great on any device, even in dark mode.
2. Emoji Usage
Emojis in subject lines can increase open rates by 56% when used appropriately. For example: “🏠 New Listings Alert: Luxury Apartments in [City]”
3. AI-Powered Personalization
Utilizing AI to tailor subject lines based on user behavior and preferences is becoming increasingly popular7.
4. Video Content Teasers
Subject lines that hint at video content (e.g., “Virtual Tour Inside: [Property Name]”) can boost open rates by 19%
5. Sustainability Focus
With growing interest in eco-friendly living, subject lines highlighting green features are trending (e.g., “Eco-Friendly Living at [Property Name]: See Our Green Initiatives”)
Data-Backed Strategies for Multifamily Email Marketing
- According to RentCafe, emails with personalized subject lines are 26% more likely to be opened.
- A study by Zillow found that subject lines with 41 characters or fewer have the highest open rates in real estate emails.
- RENTCafé reports that including numbers in subject lines can increase open rates by up to 45% in the multifamily sector.
- Research from Apartments.com shows that subject lines creating a sense of urgency (e.g., “Limited Time Offer”) can increase click-through rates by up to 22%.
Why Mastering Subject Lines Is Crucial for Success
Mastering the art of subject lines is crucial for email marketing success in the multifamily industry. By applying these strategies and staying attuned to industry trends, you can significantly boost engagement from your email campaigns.
Ready to elevate your multifamily email marketing? Contact Digible today to learn how we can help you craft subject lines that get results.
Article Written By: Sara Zuehlke, Social Media Strategist & Kaitlyn Kocsis, Senior Email Marketing Specialist
