If you're using Resquared AI to create your campaigns, these email best practices are already built in.
But it’s still important to know them, especially if you plan to make manual edits.
Subject line
Use the formula type of business + area
Your subject line is what makes people open your email. You need to grab attention — everyone’s inbox is crowded — and the best way to do that is by adding a local touch so they know the message is meant for them.
Space available for Med Spa in Santa Monica
Space available for Pet Groomer in Tampa
Downtown Denver Space Available for Coffee Shop
Midtown Center Needs Dental Office
Email body
Keep it short and plain text — no links, attachments, or fancy formatting.
Include brief but unique details about the space and the neighborhood.
Think about your property’s number one selling point. Is it anchored by a major retailer? Located in a high-traffic area? Near a popular landmark? Lead with that.
I'm working with a Publix-anchored shopping center in the heart of Chicago. We have a former Nail Salon space avaiable.
I'm working with a high-traffic mixed use development, down the street from AT&T stadium. We have an space avaiable that would be great for local mexican restaurant.
Then ask:
Do you have any plans to relocate or expand?
Can I send you some more information?
Personalize with Snippets
Personalization drives higher response rates. Use our Snippets where it makes sense.
I was reading about [business_name] and I thought you would be a great fit!
I think [business_name] would be a great addition to our center.
What to avoid
Exact addresses or square footage
This isn’t a spam issue, it’s strategy. Your first email should focus on getting a response, not closing the deal.
Once they reply, your email address is “safe,” and you can follow up with details and attachments later.
Avoid giving too much info too soon. You don’t want them to self-eliminate if this space doesn’t fit, because another one might.
CRE jargon
Avoid terms your recipient might not know, like lifestyle center, power center, inline, outparcel, or Class A/B/C.
Even second-generation space can sound confusing. Use former or built-out instead.
What We Learned from 5 Million CRE Cold Emails
Have questions or running into technical issues? Our best email is human@re2.ai
For guidance on campaign strategy, reach out to our Resquared Coach: resquaredcoach@re2.ai