eMerge Blog

50 words real estate agents should not use in email subject lines

Posted March 22, 2016

In the world of email marketing, subject lines are a tricky one. There have been countless studies conducted across a wide range of industries to find out which subject lines are most effective. Our opinion? Spend the energy learning what NOT to do in regards to email subject lines, rather than staying on top of the latest research and trends.

​With that said, we prepared 50 examples of subject lines, words and phrases for real estate agents that have proven to be ineffective over the last decade of email marketing. Just check out your spam folder in your current inbox and you'll see what we're talking about. There will be good examples of bad subject lines in there that get caught by your spam filter. 

It's our job to keep you informed, so here are the top 50 subject lines, words and phrases you should avoid, so that your email does not get sent straight to the spam folder without a “get out of jail free” card. Let's get started!
First, special characters are generally discouraged because the spam filters will hunt you down and block you before your email ever makes it to the inbox. Here are some examples of special characters in the subject line that are likely to get smack down by spam filters.
  1. 100% guarantee
  2. Open house TODAY!!!!!
  3. Save $$$ on this flipper
General “call to actions” in a subject line can alarm spam filters that you’re sending bad emails.
  1. act now
  2. apply now
  3. call now
  4. limited time
  5. click here
  6. hot information you requested
Greetings in the body are fine, but we don’t recommend putting them in the subject line.
  1. Dear Friend, today is the day to list your home for the best rates possible
Anything that looks like yelling is discouraged. Extra punctuation and gappy text is just plain annoying to your readers. Starting off with a dollar amount is bad, too. I’ve seen that happen too many times. If the spam filters don’t catch you and completely BLOCK your email from making it to the intended recipient’s inbox, then the recipient themselves will probably drag you over to the spam folder.
  2. Can someone say v.a.c.a.t.i.o.n. home?
  3. O p e n     H o u s e     t h i s     S a t u r d a y
  4. $150,000 2 bd/1ba condo just reduced
There are a host of words and phrases that generally should be avoided so that you are not flagged as spam. This first list applies directly to the real estate and finance industry. Professional spammers have tainted these words, so you should not use them in your subject line. NOTE: these words are fine to use in the body of your email, just not subject line.
  1. credit
  2. lower your mortgage rate
  3. offer
  4. refinanced
  5. loans
  6. easy terms
  7. mortgage
  8. cash bonus
  9. buy
  10. financial freedom
  11. make money
  12. satisfaction
  13. discount
  14. your family
  15. consolidate
  16. lowest insurance rates
  17. now only
The second part of the list of words and phrases you shouldn’t use in your subject line is just a general list of common words that professional spammers have tainted. Try to avoid them as much as possible!
  1. compare
  2. don't
  3. You're a winner!
  4. extra income
  5. instant
  6. fast cash
  7. free
  8. free access
  9. free gift
  10. free offer
  11. get out of debt
  12. earn
  13. hello
  14. hidden
  15. delete
  16. amazing
  17. avoid
  18. stop
  19. collect
POSTED ON 03-22-2016