Create a Dynamic Subject Line and Preheader

Use Content Builder to create a dynamic subject line and preheader. An email with a dynamic subject line or dynamic preheader has the content that a subscriber sees based on the subscriber's attributes according to the rules that you define. For example, you can define one subject line to appear for all the males in your list and another for all the females. These attributes can be taken from a subscriber list or a sendable data extension.

1. Create your email or select an existing email.
2. Enter a Subject and/or Preheader. The text entered is the default content and appears if the subscriber data does not satisfy any of the dynamic content rules.
3. Click the Dynamic Content Button to open the dynamic dialog box.
4. Click Create Rule #.
5. Select Profile Attribute or Data Extension as the source to create the dynamic content from. Select a source the first time you create a rule.
6. Click Ok. If you selected data extension in the previous step, select the source data extension and click OK.
   

   Note If you click Change next to source at any time during the creation process before clicking Save the rules and content are removed.
7. Drag and drop attributes from the left column to the expression canvas. Use the following table as a reference to build out your filter.

   Function	Description
   is equal to	Subscribers with an attribute definition that exactly matches the value. (Choose 1 value only.)
   is not equal to	Subscribers with an attribute definition that does not match the value. (Choose 1 value only.)
   is greater than greater than equal to	Use this operator when the attribute is a numeric value. Subscribers with an attribute definition greater than (or less than or equal to) the value.
   is less than less than equal to	Use this operator when the attribute is a numeric value. Subscribers with an attribute definition less than (or less than or equal to) the value.
   begins with	The application looks for attribute values that begin with the exact sequence of characters that you enter as the comparison value. Commas are treated as characters and not as delimiters.
   contains does not contain	The application looks for attribute values that include or exclude the exact sequence of characters that you enter as the comparison value. Commas are treated as characters and not as delimiters.
   ends with	The application looks for attribute values that end with the exact sequence of characters that you enter as the comparison value. Commas are treated as characters and not as delimiters.
   exists with	Subscribers with an attribute definition that matches one of the values you define in a comma delimited string of values. The exists in operator looks for a partial match of the entire value. For example, if your match criteria is north, the exists in operator returns subscribers with north, northwest, and northeast attribute values, but not subscribers with south, southwest, and southeast attribute values.
   does not exist in	Subscribers with an attribute definition that do not match any of the values you define in a comma delimited string of values. This operator is not applicable when choosing an attribute with restricted values, as you can select only one of the restricted values as the comparison value.
   is empty is not empty	To filter for a blank value select is empty or is not empty.
   is	The application looks for of either a true or false value. Your only options are True and False.

   

   Note Be sure to choose an operator that makes sense with the type of attribute you chose. For example, do not use the less than operator with a text attribute. For attributes with type equal to date, only the following operators are supported: is equal to, is not equal to, is greater than and is less than.
8. Select an AND or OR operator. You can group your criteria by hover over the grouping operator so that it turns a darker blue, and click to change the operator. If you choose AND, the subscriber must meet all criteria to be included in the group. If you choose OR, the subscriber must meet one of the criteria, not necessarily all criteria, to be included in the group.
9. Click Save.
10. Enter the text that appears if the subscriber information satisfies this rule and click Save.
11. Click Create Rule # and follow the steps until you have created all the rules needed.
12. Click Save.