Personalization is a key factor in boosting email engagement, and one of the most effective ways to do this is by using merge tags in your subject lines. With our new feature, you can dynamically insert recipient-specific information into your subject lines to capture attention and increase open rates.
Note: Merge tags are available on all Enhanced and Premium plans. If you’re interested in learning more about this feature, please contact us at sales@useworkshop.com.
How to use merge tags in subject lines:
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Navigate to Your Email
Navigate to the settings for your Email and select the "Merge Tag" option under the "Subject line" field -
Select a Merge Tag
The merge tags fields are available either through syncing user attributes to Workshop, or uploading them manually to Workshop via CSV. For more information on how to create a merge tag, please see How to personalize your emails with mail merge
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Select fallback text
Fallback text is what will show if a recipient doesn’t have a user attribute associated to them. Example: "Hey (first name)" could fallback to “Hey there” instead. -
Send a Test Email
Before sending your email, first send a test email. In the “Receive email as a specific person” field, select a recipient to verify that your merge tag is working correctly. -
Send your email
Once you're happy with everything, send your email and watch your open rates climb!
Best Practices for Using Merge Tags in Subject Lines
- Keep it natural: Ensure the subject line still makes sense even when the merge tag is replaced with actual data.
- Avoid overuse: Too many merge tags can make the subject line look unnatural.
- Have a fallback: If a recipient’s data is missing, set a default value to avoid blank spaces (e.g., "Hi [First Name|there]!").
Why Personalized Subject Lines Work
Studies show that emails with personalized subject lines can increase open rates by up to 26%. By making your messages more relevant to each recipient, you’re more likely to grab their attention and encourage them to engage with your content.
Ready to get started? Try adding merge tags to your next email and see the difference for yourself!