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Add personalization tokens to an email subject line

Last updated: January 29, 2024

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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 > 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. 
  • Add a local default value or choose to Use this property's global default value. Click Insert


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