---
title: "Improve your campaign's subject line"
slug: "improve-your-campaign-s-subject-line"
abstract: "Learn how to improve your campaign's subject line using emojis, personalization tags, or suggestions."
---
# Improve your campaign's subject line

You can use different tools in Sitecore Send to make your campaign's subject lines more effective and increase your open rate. You can for example, include emojis, add personalization tags, or generate subject line recommendations.

## Add an emoji to your subject line

Using emojis or symbols in the subject line can help you increase your campaign's open rate. Emojis are typically effective when recipients open campaigns from a mobile device.

To add an emoji to your subject line:

1. [Create a new campaign](https://doc.sitecore.com/send/en/users/sitecore-send/campaigns/create-a-regular-campaign.html "Create a regular campaign") or open an existing campaign.
2. On the **Set Basic Settings** page, in the **Subject line** field, click ![emoji_icon.png](https://doc.sitecore.com/api/markdown-image/send/en/users/sitecore-send/images/emoji_icon.png). 
3. From the emoji gallery, select the symbol you want to add to your subject line.
4. If you can't find the emoji you are looking for in the gallery (for example, ☂ ☁ ✈), you can use the keyboard shortcut assigned to the symbol or you can copy and paste it from another application.

    > [!note]
    > Some symbols don't have a keyboard shortcut assigned to them, so you have to copy and paste the symbols to insert them.

5. Click **Save & exit**.

## Add a personalization tag to your subject line

You can improve your subject line using [personalization tags](https://doc.sitecore.com/send/en/users/sitecore-send/campaigns/designing-campaigns/the-personalization-tags.html "The personalization tags"), which allow you to create a more customized campaign.

To add a personalization tag to your subject line:

1. [Create a new campaign](https://doc.sitecore.com/send/en/users/sitecore-send/campaigns/create-a-regular-campaign.html "Create a regular campaign") or open an existing campaign.
2. On the **Set Basic Settings** page, in the **Subject line** field, click![personalization.png](https://doc.sitecore.com/api/markdown-image/send/en/users/sitecore-send/images/personalization.png).
3. In the **Personalization Tags** drop-down menu, select the personalization tag you want to use. The tag's value will be populated from the corresponding field in your email list.

    For example, if you select the *Recipient Name* tag, it will fetch values from your recipients' **Name** fields in your chosen email list.

4. When your recipients have email list fields that are not filled out, you can still make your personalization tag work by adding a fallback value. To do this, in the **Subject line** field, add a pipe character `|` at the end of the personalization tag and then type a fallback value next to it.

    For example, if your preferred fallback value for the *Recipient Name* tag is the word *friend*, enter it in the **Subject line** field as:

    `Try these new products #recipient:name|friend#`

    > [!note]
    > Recipients who have a value in the **Name** field will receive a personalized campaign with their names appearing in the subject line. If the **Name** field is left blank for recipients, they'll receive a campaign with the fallback value *friend* displayed.

5. Click **Save & exit**.

## Use Refine to get suggestions for your subject line

You can use Refine, a free optimization tool in Sitecore Send, to get recommendations to improve your subject line.

> [!important]
> You can only use Refine when your Sitecore Send account has at least 10 sent campaigns with more than 1000 recipients.

To use Refine to get suggestions for your subject line:

1. [Create a new campaign](https://doc.sitecore.com/send/en/users/sitecore-send/campaigns/create-a-regular-campaign.html "Create a regular campaign") or open an existing campaign.
2. On the **Set Basic Settings** page, in the **Subject line** field, enter a subject line for your campaign and click ![refine.png](https://doc.sitecore.com/api/markdown-image/send/en/users/sitecore-send/images/refine.png).
3. In the **Suggestions To Improve your Open Rate** drop-down menu, view the generated subject line suggestions. You can:
    - Click **Try it** next to a suggestion that you want to use.
    - Use the generated prompts to edit your current subject line. You can for example, follow the suggestion to add your brand name or specific product details.

    > [!note]
    > Refine will automatically reprocess and generate new subject line recommendations, whenever you update your subject line.

4. Click **Save & exit**.