Add subject line variations – Ometria Help Centre

As well as the AI subject line generator and subject line merge tags, you can can add subject line variations to create personalised subject lines for your broadcast and automation campaigns, based on contact information and other properties.

In broadcast campaigns

Go to Campaigns > Broadcast campaigns > Select a campaign > Content tab > Add subject line variations:

broadcast add subject line variations.gif

In automation campaigns

Go to Campaigns > Automation campaigns > Select a campaign > Find a Send email node and select Configure > Use subject line builder:

automation add subject line variations.gif

Choose your criteria

Select +Add subject line variation to start building your subject line:

You can now choose your criteria (who sees the subject line) and personalisation (what they see).

For example, for a simple subject line which reads: Hi, [Jack]! Thanks for your interest! Using the contact’s first name, you should select the criteria ‘First name - which is known’.

The conditions use OR logic and work in priority order from top to bottom - so if your contacts fulfil the first criterion then they will receive that subject line, even if they also fulfil the next criterion as well.

You can choose any of the following criteria:

Criteria	Description
First name	Include or exclude contacts based on their first name, e.g. Jack.
Middle name	Include or exclude contacts based on their middle name, if known.
Last name	Include or exclude contacts based on their last name, e.g. Smith.
Full name	Include or exclude contacts based on their full name, e.g. Jack Smith.
Gender	Include or exclude contacts based on their gender (male, female, other).
Country	Include or exclude contacts based on their country, e.g. UK.
Total revenue	Include or exclude contacts based on the total revenue attributed to them, e.g. greater than £1000, or less than £50.
Lifecycle status	Include or exclude contacts based on their lifecycle status.
Number of orders	Include or exclude contacts based on the number of valid orders they have placed, e.g. greater than 10 or less than 3.
Number of attempted orders	Include or exclude contacts based on the number of orders they attempted to place but which were not completed.
Number of visits	Include or exclude contacts based on the number of visits they have made to your website, e.g. greater than 5 or less than 2.
Average order value	Include or exclude contacts based on their AOV score, e.g. greater than £50 or less than £10.
Number of items purchased	Include or exclude contacts based on the total number of items they have purchased, e.g. greater than 20 or less than 2.
Home store	Include or exclude contacts based on their home store, i.e. the first store the contact visited, added a listing to, or ordered from.
Segment	Include or exclude contacts based on whether or not they belong to a specific segments.

Build your subject line

Once you’ve defined your criteria you can start typing your subject line into the Use the following subject line field.

You can use Jinja conditions in your subject line for fallbacks, or set up a default subject line as a fallback.

To add merge tags for personalisation, click the { } button on the right:

Click +Add subject line variation to add a new subject line using different criteria. You can create as many variations as you like.

Remember, the conditions use OR logic and work in priority order from top to bottom - so if your contacts fulfil the first criterion then they will receive that subject line, even if they also fulfil the next criterion as well.

Set up your default subject line (fallback)

Finally, enter a default subject line to use as a fallback in case any of your contacts do not meet any of the criteria you have defined - e.g. you don’t have their first name available.

The default subject line is very useful for ensuring your subject line displays correctly for all contacts every time. It also means you don’t need to rely on jinja fallback conditions in your personalised subject lines.

Note: You can’t use merge tags here.

Save and preview your subject line(s)

Select Save to preserve your changes.

Note: You cannot save your subject line until you have added a default.

Preview subject lines for broadcast campaigns

Send a live email to your own email address - if you have multiple contacts you want to send your test to, then you can create a static segment to use for testing.

Preview subject lines for automation campaigns

Set the campaign to Testing mode and check your previews to make sure the correct subject line displays.

Use cases

Personalise with a contact’s first name

Criteria	First name - which is known
{}	profile.firstname
Subject line example	Hi {{ profile.firstname }}, have you seen our latest collection?

Personalise for customers who purchased a particular product

Note: You’ll need to create a segment for contacts who’ve purchased a particular product or bought from a particular category.

Criteria	Segment - which is - [select segment]
{}	-
Subject line example	Hi there! We thought you might like this…

Personalise with contact’s first name plus other conditions

Criteria	First name - which is not known
Insert personalisation	-
Subject line example	Hi! Check out our latest collection!

+Add subject line variation

Criteria	Segment - which is - [select segment]
Insert personalisation	First name
Subject line example	Hi {{ profile.firstname }}! Check out our latest collection!

If the contact’s name is known (i.e. Ometria has the first name for that contact), then they will receive the second subject line, which includes personalisation.

If Ometria can't find a first name for the contact, they will receive the first subject line, with no personalisation and no danger of ‘blank’ labels.

Personalise based on lifecycle stage

For win back campaigns, or to entice leads, you can send different subject lines to different contacts based on their lifecycle stage.

Criteria	Lifecycle status - which is - Lead
Insert personalisation	-
Subject line example	Get 10% off your first purchase!