I have built an email template that my client will use in SalesForce Marketing Cloud. He requested to insert several pre-headers and subject lines in one template. Is that possible? Usually, in other systems, the same template would be used and for purpose of A/B testing the preheaders and subject lines would be set in the CRM backend...
This is what I'd have done;
You can use AMPscript to define the different Subject Line - Preheader pairs. For convenience, I've written below example with static Subject Lines - Preheaders, if you are using Data Extensions that store the text, you can change those with lookups:
SET @sl1 = 'first subject line' SET @sl2 = 'second subject line' SET @ph1 = 'first preheader' SET @ph2 = 'second preheader'
Based on which criteria you'd like to use to populate the correct SL & PH, you can choose your method. Now, let's assume in this example that you're using a sendable Data Extension, and the criteria for the SL & PH is in there. You can do:
SET @characteristic = AttributeValue('FIELD_HERE')
If we assume that the values the field 'FIELD_HERE' can take are 'first_set' and 'second_set'; you can assign the correct pair to the variables which you'll use;
IF @characteristic == 'first_set' THEN SET @subjectline = @sl1 SET @preheader = @ph1 ELSE SET @subjectline = @sl2 SET @preheader = ph2 ENDIF
Then you can retrieve the correct pair by just calling them in the Subject Line & Preheader fields;