The first step of a campaign, Subject, sets the two lines people see in their inbox before they open your email. One is the subject line. The other is the preview text that follows it.
The subject line
Type it in the Subject Line box. Phones cut long subject lines short, so put the words that matter first. A specific line such as “Seconds sale this weekend: 30% off mugs and bowls” tells people more than “Our latest news”.
Adding someone's name
- Click in the subject where you want the name to go.
- Click the person icon beside the box (its name is Personalise) and choose First Name. You can pick any other detail you keep in the same way.
The name shows as a small pill, and each person sees their own first name in its place. If someone has no first name saved, nothing appears there, so a line like “Ava, your class is booked” would start with a stray comma. To see who has no name saved, open Everyone in People and sort by the Person column.
Getting ideas with Write with AI
- Click Write with AI.
- Describe the email in a sentence, for example “Kiln opening this Saturday, 30% off seconds, two workshop places left”.
- Click Generate. You'll get three suggestions, each up to 60 characters.
- Click one to use it, or Regenerate for more. You can edit it afterwards like anything you typed.
The suggestions use your business name and description. They won't add a price, a date or a discount you didn't mention, so put any you want in your description of the email.
Preview text
Most inboxes show a line of preview text after the subject. Use it to add something the subject doesn't say, for example “Doors open at 10am, and the first 20 visitors get a free mug”. Aim for 40 to 90 characters. It can be up to 150. Leave the box empty to use the preview text saved in the design.
Trying two subject lines
To find out which of two subject lines gets more opens, turn on Try two versions and send the winner on the last step. See Testing two versions of an email.