When creating a marketing email, you use personalize the subject line to affirm you value your audience and that the content is relevant to them.
The best email subject lines stand out in a subscriber's inbox. Personalization allows you greet your subscriber by name, feature a topic they've expressed interest in, or congratulate them on a birthday or anniversary. Research shows that personalization leads to more email opens and clicks.
To add a personalization token to your email:
In your HubSpot account, navigate to Marketing > Email.
Hover over the name of the email you want to edit and click Edit, or click Create email at the upper right.
Click the Settings tab.
Locate the Subject line field and click Personalize.
In the dialog box, click the Type dropdown menu and select Contacts or Company.
Click the Property dropdown menu, and select the contact property or company property you want to use.