Email Subject and Preheader Text

The email subject and preheader text are the first thing your campaign’s recipients see before they open your email. Well-written subject and preheader text will capture your subscribers’ attention and urge them to take a look at what you offer. As a result, open rates and sales will increase.

The email subject and preheader text define your recipients’ first impressions, which can make a huge impact on your campaigns’ success.

How to Add an Email Subject and Preheader Text in Email Marketing

You can add an email subject and preheader text while you compose an email campaign in the Email Builder. To access the editor, edit an existing draft, or create a new campaign in Email Marketing > Campaigns.

You can edit an existing draft by opening its Actions menu and selecting Edit. To start a new campaign, press the New Campaign button in the top-right corner of the screen.

Upon loading, the Email Builder will load the Content section where you can edit the Subject and Preheader Text. If you are in a different menu, you can press the Content icon from the menu on the left.

The Email Builder auto-saves all changes. It will save the text for the Subject and Preheader text once you write them.

How to Generate an Email Subject and Preheader Text in Email Marketing with AI

You also have the option to craft your subject line and preheader in a modern way, using AI generation.

1. Navigate to the Subject section on the left and click on the sparkle (✦) icon.
   

   

2. Choose one of the available options from the AI pop-up:

• Use Email content – The AI scans your email body and generates subjects based on what is already written. We suggest using this option if your email content is already complete.
• Describe your email – You type a short description of your email in the text field. This option is great if your email is still in progress or you want more control over the angle.

3. In our case, we selected Describe your email.
4. In addition, you can add some specifications like Tone of voice and Type of email. When ready, click GENERATE.
   

   

5. From the next window, select the option you prefer and press the USE SUBJECT button.
   

   

The Subject line box in the left-hand sidebar will be updated automatically and you will see the new version.

The same steps can be applied to the Preheader when you want it to be AI-generated. Click on the sparkle (✦) icon > Use Email content/Describe email > GENERATE

When ready, click USE PREHEADER.

How to Improve the Email Subject and Header with AI

Sometimes, you generate or come up with an idea for your subject line and preheader. Then you decide you want to improve and readjust it. This is easy to do with the AI generator.

1. Again, click on the sparkle (✦) icon on the Subject/Preheader box.
2. Select Improve Writing from the dropdown menu. The changes will be applied automatically and you can use this feature as many times you want until you’re finally good with the alterations.
   

   

How to Personalize the Email Subject

The subject line and preheader text of your marketing campaign will be the same for all recipients. However, you can add a personal touch to your email by addressing recipients by their names in the subject line. You can achieve this by using variables in your email. To do that, click on the Add Variable button (middle) in the lower-right corner of the subject’s text box.

You can choose to add a variable for the recipient’s first or last name. You can use the option as many times as you see fit for the subject’s format. When subscribers receive the email, the variables will be replaced by their names as you’ve recorded them in the fields First Name and Last Name in Email Marketing > Contact list.

How Recipients See the Subject Line and Preheader Text

When subscribers receive your campaign, it will appear in their inboxes. Before they open it, the email will show the sender’s name, the subject line in bold text, and, next to it – the preheader text.

Below is an example of Gmail displaying a marketing email with a First Name variable used in the subject line. The subject shows Mike instead of First Name, since this data is saved in the contact details in Email Marketing > Contact list.

How to write the perfect subject line? (Dos & Don’ts) – Video tutorial