Personalize your email subject line and preview text with real-time data (data feed)

Grab your recipients' attention before they open your email! By personalizing your email subject line or preview text with data feeds, you make recipients feel valued by showing information that truly matters to them and boost your open rates.

Which emails can be personalized with data feeds? 

Personalize your email subject lines and preview texts with data feeds in: 

Before you start

  • Make sure you’ve learned all about data feeds in our dedicated article About data feeds in Brevo.
  • Create the data feed that you will be using to personalize your email content. To learn more, check our dedicated article Create a data feed.
  • Create an email campaign or an automation with the new editor that contains a Send an email step. 

About data feed types and formatting in subject lines and preview text

The type of data you can include in your subject line and preview text, and their syntax depends on how you choose to insert your data feed:

Insert data feeds with {} Add variable menu [Advanced] Manually insert data feeds

The {} Add variable menu can be used to insert data feed with a flat, directly accessible structure with minimal nesting.

datafeed_add-variable-icon-subjectline_en-us.png

By using the {} Add variable menu, you can fetch only data contained in the first-level items.
For example, in the data feed on the right, you can fetch only the data from the first Object, next_yoga_class. ➡️

datafeed_valid-picker_en-us.png

➡️ To insert more complex data, check the dedicated tab [Advanced] Manually insert data feeds.

📧 Personalize your email subject line and preview text

To help you understand how to insert data feeds into your email subject line or preview text, we created a use case for illustration purposes that you can easily adapt to your needs: Send an upcoming yoga class alert to your recipients.

Open the tab corresponding to how you want to insert your data feed:

With {} Add variable menu [Advanced] Manually

In this use case, we want to send an email with a subject line and preview text containing information on the upcoming yoga class. We will insert our data feed using the {} Add variable menu because this data is flat and directly accessible:

  1. Create an email campaign or an automation that contains the Send an email step. 
  2. In the Subject line or Preview text field, enter your content and place your cursor where you want to insert your data feed variable.
  3. Click the {} Add variable icon and click Data feeds from the list.
  4. Select the data feed that contains the data you need for this email. In our example, yoga_classes
    email_insert-variable-picker-subjectline_en-us.gif
  5. Select the variable you want to insert in your subject line or preview text, and that will be replaced with its value at the time of sending. When the data feed variable is correctly inserted, an orange placeholder with its name will appear. In our example:
    • date in the subject line displays the date on which the yoga class will take place, and
    • class_name in the preview text displays the name of the yoga class. 
  6. (Optional) Apply filters to use a default value if the data feed is empty, or apply uppercase to your text, for example. To learn more, check our dedicated article Modify the formatting of your placeholders with filters.
  7. Finish the content of your subject line or preview text and click Save
Email sent from Brevo Email received by a recipient named John
datafeed_subject-line-variable-picker_en-us.png datafeed_subject-line-variable-picker-replaced_en-us.png

⏩ What's next? 

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.

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