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Differentiation of email subject lines with conditional logic

· 2 min read

The Send delivery engine now includes a new feature that allows for the personalization of email subject lines based on recipient data.

With this functionality, you can differentiate and dynamically personalize the subject lines of your emails, leveraging individual recipient data to ensure that every contact receives a relevant and customized message.

What it is​

This new feature specifically enables you to customize an email's subject line based on the characteristics and attributes of individual recipients through the introduction of conditional logic. In other words, it allows the use of Erb scripting language expressions (the language used in MailUp CDP) with no length limits, going beyond the simple use of placeholders.

How it works​

This update does not change the way you set up a message's subject line.

Simply, within the message creation wizard, you will now have access to a "text area" where you can insert Erb language expressions (like the ones shown in the image below) to dynamically personalize subject lines according to your needs, with no character or length limits.

Conditional subject

What’s the benefit​

  • Increased open rates: a subject line tailored specifically for the recipient enhances the sense of familiarity and relevance of the message, making the email stand out among the many messages in the inbox. Personalized subject lines can boost open rates by up to 50%.
  • Improved clicks: by personalizing email subject lines based on recipient data, purchase behavior, and interests, you can achieve higher engagement and click-through rates, driving more traffic to your websites and landing pages.
  • Optimized customer experience: subscribers will feel more valued and "at the center" of your attention when they receive a tailored message. This improves your brand's sentiment and reputation, strengthening customer loyalty.
  • Maximized ROI: improving open and click rates directly results in a higher return on investment for your email campaigns, positively impacting your business growth trends.

When it will be live​

The feature has been live since July 24, available to all users with no restrictions.